YCN Interflora Grandparents Day- Evaluation

OUGD503 Responsive YCN Interflora Evaluation

I chose this brief after reading it in much detail. The aim of the brief is to boost awareness of grandparent’s day to a younger audience, when read in further detail it goes on about when younger students don’t see there grandparents as much as they would like due to other commitments. I have previously never heard about the brand Interflora because I have never ordered flowers, but I do think they have a valid reason for their campaign. They want young people to sent their grandparents flowers to let them know that y are thinking of them on grandparent’s day.

The first thing I did was research into Interflora as a brand and their competition. The first obvious thing I did was visit their website. The immediate reactions of the website was dull and boring, it didn’t excite me or make me want to purchase any flowers. The website is defiantly aimed at middle-aged women. I noticed that many of the links were on the website multiple times and that there is a white banner down the side of the website because the sizing isn’t correct. Looking at the competition I noticed that their websites are much more clear crisp and less over crowded.

To get some ideas flowing I then did some primary research into grandparent’s cards to see what tone of voice they usually go for. I visited Marks and Spencer’s and paper chase for this, and realized that most of the cards go for a humors tone of voice for grandparents. Following on from this I then decided to make some lists of what grandparents like and sketched out a few ideas.

My two main ideas for this campaign is the a seaside/ day out campaign as this is one of the main things I used to enjoy with my grandparents and the other one being some chattering teeth to add a humorous tone to the campaign.

I went for the chattering teeth idea and managed to find a pair of chattering teeth, I photographed them, printed and illustrated the teeth. This came out a lot better than I originally expected. The hardest part of the illustration was getting the eyes right, getting them to look in the right direction and not to be scary. I wanted to add some colour to the campaign as I am not a massive fan of the company’s colours being black and gold, I understand that they want a high quality/ high end look however I don’t feel this colour palate would fit in well for the younger customer.

Once I designed the chattering teeth that was the main icon for the campaign, I used it across a variety of outcomes from print to web and mocked them all up to show the range it could work across. I am happy with the way that the teeth have turned out and I think it works well on all platforms; my partially favorite outcome it works on is the flower paper.

I booked a photography studio to take my final photos of the product range for YCN and for the photos to look more professional on my design boards to send to them. The biggest problem I had at the shoot was actually wrapping the flowers and the lighting, the images didn’t  turn out as well as I would of liked, but in the future now I realize that I might need to ask a friend to help me while shooting products. One thing I do want to work on is my tone of voice when writing on design boards, I sometimes find that the most difficult part of the project, this will be something I need to develop and improve in the future.

YCN Interflora Grandparents Day- Final Boards

Here are my final design boards for YCN Interflora explaining all design decisions. 

YCN Interflora Grandparents Day- Photoshoot

Images from photoshoot

Here are a few images from the photoshoot, this was quite a difficult one to shoot as I wasn't too sure how to wrap flowers properly and once they were wrapped I didn't know what angle to get the photos from. The lighting was another issue I had with this shoot. In the future I am going to photograph my work more to get more practice with the lighting layout etc. 

YCN Interflora Grandparents Day- Moc up's

Above are images of interfloras brand guidelines, these are items they already use with their house style applied to them, for the grandparents campaign to grow I think they may need to change these. 

Here is the teeth in the gold provided by interflora 

At first I just experimented with putting one teeth in the middle but it looked a bit lost

I then made a pattern out of the teeth using the brands colours to link it all together 

To make the campaign bigger they are going to need to advertise grandparents day, I want the consumer to realise how much their grandparents have done for them and say thank-you.

I created this poster/ advert to spread across all platforms of advertising. It's a fairly simple design but it uses the brand colours, is humorous and I think it fits in with the brand nicely. 

Here are a couple of moc ups I have done with the advert on a bus stop and in a newspaper, to hit the younger audience Interflora I think might have to consider advertising on social medias such as facebook and twitter. 

I really don't like the website they have at the moment for interflora as there is far too much information on it and it needs to be simplified. A lot of the links on the home page are there twice, I have started to make a quick moc up of a new website for them. 

YCN Interflora Grandparents Day- Chattering Teeth Development

The idea behind the chattering teeth icon is that grandparents are forever talking and telling stories, they are chatty, happy, loving and caring with a ‘been there done that’ attitude. The icon is also linked to elderly people having false teeth adding a humours tone to it. This icon will appeal to both male and female young people, it will also appeal to all nans and grandads.

Above is the primary source where I sketched the teeth from, it’s just a child's toy, I think the eyes give it a bit of character. I decided not to draw the feet as they were too difficult to draw and I want to keep the design as simple as possible. 

Here is the first scan and experiment with the chattering teeth on illustrator, this came out a lot better than expected. 

Eyes

One problem that I spent quite a while on with this design was the eyes and how I want them to look and where I want them to be looking, I think this is quite an important feature to the character. Originally the eyes had sort of a pac man split in them, I thought that looked a bit weird and I wanted the eyes to have more of a vector look to them. I used the elipse tool to get the eyes right, it took many attempts and I had to get various peoples opinions on them. 

Colour

I have gone for a colour palete that will suit all, men and women. The colours also go well with the colours in the brand guidelines that I will have to use somewhere in my design. 

YCN Interflora Grandparents Day- Ideas

I started to think of what the older generation tend to like...

• Tea

• Days out

• Sea side

• T.V

• Gardening 

• Slippers 

• Knitting

• Mints

• Pies 

When you think of grandparents...

• Fun 

• Laughter

• Love

• Stories 

• Caring

Above are just some quick sketches of ideas for this brief. The two main ideas I have at the moment are seaside and day out theme with some illustrated drawings of ferris wheels, sea guls, bucket and spades ect or to go for a more humorous tone of using some chattering teeth for my design.  They will both appeal to men and women, young and old. 

YCN Interflora Grandparents Day- Primary Research

Marks and Spencer

Some images of cards for grandparents from Marks and Spencers one of interfloras competitors. There was only really two that I liked featured above, one with a humorous budgie and one with an illustrated pint. 

Paperchase

Here are some cards from Paper chase with a grandparent theme, most of them focusing on humor with the use of photographs. The humour aspect of these cards appeals to all people not just older people. I think I would like to create my campaign to be humorous and illustrated. 

YCN Interflora Grandparents Day- Research

Who made grandparents day? 

Mrs. McQuade made grandparents day. She wanted Grandparents Day to be a family day. She envisioned families enjoying small, private gatherings, perhaps even a family reunion, or participating in community events. 

On a societal level, National Grandparents Day gives us a chance to publicly affirm the identity and importance of grandparents, that they do play a vital role in families. It is also a day of giving – giving of self; sharing hopes, dreams, and values; and setting an example and advocating for future generations.

The purpose of Grandparents day

• To honor grandparents.

• To give grandparents an opportunity to show love for their children’s children.

• To help children become aware of the strength, information and 

• Guidance older people can offer.

Interflora

‘We want to target young adults who probably don’t see their own grandparents as much as they would like with their busy lifesyles, or live far away meaning they only visit a few times a year’ 

Website

Above is an image of interflora's current website, on the right of of the page it has a massive blank space, I think their website could look a lot better with maybe some full bleed images of their best flowers. 

Competition

Next flowers and Marks and Spencers flowers are some of interflora's competition, they both have a lot better websites that are clearer and easier to navigate. Pieces of flowers are very simple, but neither of them advertise grandparents day.