Evan Bryce Riddle

FILM - TV - MEDIA

Lentara 2.3 – Fancy New Words

Exposure to the Communication Design field was something I was certainly looking forward to in this semester’s Media studio. While it overlaps in many aspects with my Media degree, I have already been introduced to new ideas or concepts, and would like to document the new findings here.

‘Return Brief’

As per my understanding, a Return Brief is a statement given back to the client, showcasing what you think the client/company is about, outlines the problems they are facing or opportunities to grasp, acting as summary of your understanding of the information received, and demonstrating what we can/will do to help the client. It is not only used within the advertising or media industries, but also in PR, by lawyers and other client/supplier relationships. The return brief is useful to ensure that both parties are on the same page, whereas if not, the client can respond to the return brief to address misunderstandings. Nowadays, they are often fluid and changing, altered for adapting or reevaluating the projects. In Jeff Jones’ presentation to us, he provided information on Lentara and what we can do for it – this is the company brief, and we will provide a return brief in due course.

‘Personality’

The idea of personality, just like that of a person, can be applied to projects (e.g. the Shower Caravan) or companies. We already have an understanding of Lentara’s personality based on the company brief – that it is a caring, compassionate, helpful company. Personality elements of the company could be attained by asking higher management, reading mission statements, or by asking the people it helps. In my opinion, it is more about perception than intention. In Lentara’s case, the task for my team wouldn’t be to create a personality, but realise how best to communicate it, and to see if the intended personality is being recieved as desired by the public, if not, how can this be improved with media, communication and design strategies? A personality can also be pitched. The shower caravan, yet to be developed, could have various designs and promotion based on the personality created for it. It could be eccentric, with bright colours to stand out, or subtle, almost disguised as a regular caravan, for example.

‘Moodboard’

This one seems fun. A moodboard is intended to promote an overall feeling or an impression. It can be made from photos, words, objects, textures, but also be focused on the individuality of particular details within the moodboard as well. A moodboard can be created with select items in order to best represent the essence of a brand or company such as Lentara. Below are a couple examples.

moodboard

moodboard-s2s

 

Signing off.

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