The final brief of this module is going to be a challenging one, deliberating over which YCN brief to pick I was very sure of which ones I didn’t want to tackle but not so much on the positive side. Joining forces with an illustrator and an IED student we’ve decided to tackle the ‘Fedrigoni‘ brief. To design a fully integrated campaign for their new ‘Imaginative colours’ tool, a swatch palette pack (think Pantone) split into 4 colour sections – cool, warm, neutral and black & white.
The aim is to really promote these new range of colours as something new and exciting that will transform whatever you do with it from good to great, Fedrigoni really prides itself on quality and not supplying just average products. We’ve taken this on board and noted down that the campaign we design may in theory cost alot to produce but the return will be greater and will promote Fedrigoni as a luxury brand. The restriction on any kindof digital output of this campaign makes it all the more interesting, resorting back to the ‘pre – digital’ age of advertising campaigns, we’ve been looking at various paper swatch books which I’ve had stored since I found them in a car boot sale a couple of years ago, these were produced to allow the user to see how colours/type would appear on each different stock of paper, an old approach but definitely something which can be revived. We want to make Fedrigoni a keepsake, paper that you wouldn’t just throw away and that is used for quality products, we believe that by producing a quality catalog by designers for designers will accommodate this idea.
The above shows a calendar that Fedrigoni released back in 2010, a really well simple idea but executed well, this gives me a sense that they’re willing to go for novelty value in their promotion and as you can see above, will supply a sufficient quantity of their product for it.
We’ve been mulling over some novelty ideas such as parts of a packaging net which could be collected and built into something however we’ve been strayed away from doing anything too ‘gimicky’ as it can be overdone and doesn’t really fit in with the image Fedrigoni puts forth. We noted down some important guidelines that we’re aiming to be fulfilled by the campaign such as targeting the correct audience (not the mass public), making sure each element of the campaign works together to create a strong brand image and to ultimately sell the imaginative colours product and in turn gaining loyal customers.
Thinking of our target audience we all agreed some sort of campaign in ‘Grafik’ or ‘Eye’ magazine would be a good choice, aiming at design firms as well as recent graduates, we’ve got the bare bones of an idea thinking of a ‘Fedrigoni’ collaboration with one of these magazines, where a range of their paper stock is used throughout, a full double page ad is included within highlighting all the benefits of their paper and perhaps a discount code of some sort to get readers interested. We also discussed the possibility of setting up some sort of competition for students as well as established designers/illustrators to create something printed on Fedrigoni exclusively, in theory they would be the sponsoring the next generation of designers and gaining loyalty along the way. Another idea thrown about was a reprint of classic publications in Fedrigoni paper, ‘If god was to print out the bible, he’d pick Fedrigoni’, associating the brand with nostalgia and in turn creating more publicity for themselves.
After brainstorming and discussing initial ideas I’m excited to tackle this brief and believe within the next fortnight we can come up with an engaging campaign that would work in the real world and benefit the brand.
