YCN Concept Rationale Re-written3

Brief Title  ......Fedrigoni

What is the problem?

Fedrigoni do not have an skilled in-house graphic designer to effectively promote the new 'Imaginative Colours' paper range. Consequently, they are asking us students to do this.

We intend to (inform/ instruct/ persuade/ direct/ educate/ promote to)

Promote the new 'Imaginative Colours' paper range

…a group of (identify your specific audience or context)

UK design industry; in-particular graphic designers designing for top fashion labels.


….that (state your message, idea or concept)

To inspire people to use Fedrigoni's 'Imaginative Colours' paper range in their next project. To do this we will focus on producing imaginative stationary, as 'Personal & Commercial Stationary' only contributes to 2% of Fedrigoni's total revenue. Therefore, if we approach the brief from this angle then we can help increase this section of their revenue too.

In order to achieve this I will produce……..   
(specify at this point in time what you aim to produce, the method of delivery/ distribution/ the context in which it will be viewed.)

Creative stationary set which showcases quality paper

This will be produced using …..
(state at least two print processes that you intend to use)

Digital
Screen Print

From re:writing this concept rationale I have seen a major hole in our brief ...we need to come up with a defined outcome, a product which will promote Fedrigoni's new "Imaginative Colours' range. In essence, we need to decide HOW we are going to answer the brief now that we have established what the problem is.