As part of my role I wrote a summary of our studio that outlines what we achieved, the issues we faced, and the place we finished up at. The summary is posted below:
Our journey through the idea collective studio has been a challenging yet enjoyable experience from the very beginning.
My group and I were given the somewhat elusive topic of addressing the Identity crisis Lentara was suffering from. With such a broad subject, yet a very limited time frame, it took us a couple of weeks to really get a grasp on some significant ideas and begin to consolidate a clear sense of direction of where we wanted to go and what we wanted to achieve.
We initially came up with some concepts that we believed could really help to create a sense of identity and distinctiveness for Lentara. These concepts included a social media overhaul, identifiable posters and Infographics, a print consolidation kit, and a small film encapsulating who and what Lentara is.
After our week 7 presentations the feedback our group received from Jeff and the mid-semester panel was that they wanted us to steer our topic in a more precise direction and towards a more specific goal. Jeff believed our work and ideas would be a valuable input into the Lentara Winter Emergency relief appeal.
At first our group was definitely startled and surprised about the turn of events and the change of course Jeff was suggesting for us. However we also knew that in the real world, situations like this can happen all the time, and it was important for us to grab the opportunity in front of us and make the most of the challenge with the little time we had left.
After speaking to Seth, Peter, and Jeff, we all decided that we should stick to the initial plans we had for endorsing Lentara’s identity, but just alter them in order to directly address and promote the Winter Appeal.
This meant utilizing social media platforms to stimulate and spread awareness for the winter appeal, creating infographics and posters that promoted the cause, and producing film clips that would explain and clarify the appeal to the public.
Following thorough research into Lentara’s Winter Appeal and the exploration of previous case studies, our group began to feel much more confident in the direction we were going to take this new task and the content we could potentially create.
After seeking inspiration from previous campaigns and making the decision to capitalize upon our own unique sets of skills, we chose to create eye-catching and dramatic posters, construct a social media strategy plan, and produce informative yet interesting video clips. Each of these models directly addressed Lentara’s Winter Appeal. We created them with thought, care, and concern in order to successfully attract and promote the campaign to the public.
As a way of appealing to the donor and audience, we came up with the overarching idea of having vs. not having, and things taken for granted. The slogan to be used throughout majority of our campaign content was “Help someone have a winter like yours”.
Based on the needs of Lentara, the campaign content had a digital focus. We created simple eye-catching posters that conveyed our message. The image juxtaposed with the text intended to highlight the disparity between luxury and hardship. The posters were created with versatile formats, to be used on social media, the Lentara website, and public advertising.
The campaign also featured videos. The series of short videos directly correlated with the posters with the vision to be distributed through social media. There were also 2-3 videos of 30-60s that explored the winter appeal in a broader sense and aimed to relate to the viewer and encourage donations. Finally, we constructed a social media strategic plan to distribute the content across multiple platforms.
As a way of proposing all of this campaign content to Jeff and the crew at Lentara, we constructed a visual presentation that included images, video clips, and key points of information from our plan. The presentation was also accompanied by a voiceover that outlined our ideas and explained our designs.
It was extremely exciting that the panel from Lentara loved our concepts so much and consequently decided they want to use our content for their Winter Appeal this year.
Thank you for the hard work and dedication of all the group members, with a special mention to Blake and Evan.
:))))))))