Studio 3 – 5 C’s of Marketing

Culture, Graphic Design, Marketing

Another marketing concept we’re learning about is the Five C’s. They are used to analyse five key areas of a company and is useful when developing a marketing strategy. The five C’s are company, customers, competitors, collaborators and climate.

I have looked at each of the five C’s in relation to the cafe branding I’m working on. Check it out below.

  1. Company
    • Grinders is a new cafe opening in Brisbane. They specialise in coffee but offer breakfast, lunch and a range of other drinks. There will be a large focus on building relationships with the loyal customers.
  2. Customers
    • Target audience: the range of the target audience is quite large; from young families to young adults and even through to the older generation. Coffee lovers. Low income and high income.
    • Frequency: Daily (hopefully)
    • Quantity: Coffee (or other drink purchase), coffee and a meal, delicious snacks.
  3. Competitors
    • Grinders will have a number of competitors – like every other cafe in Brisbane (especially the surrounding area).
    • Any cafe that specialises in coffee.
    • Cafes in West End come and go a fair bit so it would be important to stand out from the competitors.
  4. Collaborators
    • Grinders would have a few partners
      • Coffee supplier (fair trade, ethically sourced)
      • Tea supplier
      • Food supplier
    • We’d like to be able to support and build relationships with local small businesses who are in the same or surrounding area to our cafe.
  5. Climate
    • I believe the cafe market is growing at the moment.
      • Especially trendy, hipster ones.
    • People seem to spend more time at cafes these days – buying behaviour is increasing.
    • New technology for taking orders (apps).

Using this, along with the SWOT analysis I did previously, can help show a picture of what it would be like to enter into the cafe market and help to develop a strategy that could help the process.

Slavery, Out of the Shadows

Culture, Design, Graphic Design

This trimester I have been working on a creative project for my Creative Media Industries class Cultural Perspectives. I chose to make an infographic on the topic of human trafficking because it is a major issue that has been growing in recent years. It is my hope that through this infographic, people will become more aware of the harsh reality that is lived out by a large number of people all around the world. There are over 27 million modern day slaves in the world today. People should not be bought and sold.

The infographic highlights a number of glaring statistics, including the profit that is made through modern day slavery. The combination of statistics, images and colour are all used to highlight the hard truth of modern day slavery. In an article by Backman (2015), she states “Women, children, even many men, have their humanity taken from them and they are reduced to exploitable commodities, mere objects that serve to enrich, sensually please, and in every way gratify the whims and caprices of the very wealthy. If we fail to grasp that incredibly ugly and demeaning reality, we cannot hope to end human trafficking, slavery and prostitution.”

It is my hope that this infographic will raise awareness of the issue and highlight just how wrong it is.

https://www.behance.net/gallery/36882581/Slavery-Out-of-the-Shadows

Capitalism is defined as “an economic system in which the means of production and distribution are privately or corporately owned and development occurs through the accumulation and reinvestment of profits gained in a free market.” (capitalism, n.d.; Boundless, 2015). So, it is a society in which there is division by class. First, the high class or capitalist class who control production and distribution, this is the trafficking offenders. They own slaves (men, women and children) and put them to work to sell a product, whether it be sex trade or hazardous labour. The second class is the low class or the working class. This is a human being, a victim, trafficked men, women and children. We live in a ‘consumer society’ and are often times ignorant to the labour (most likely human labour) that makes consumption possible (Wayne, 2003). Brock (2011) states “capitalism creates classes of haves and have nots…the survival of the haves depends on the exploitation of the have nots…it’s very difficult for those at the bottom to rise up and leave a life of exploitation.” It makes it nearly impossible for the victims to get out of slavery as they are so indebted to the traffickers for “bringing them to a better life,” promising them a real job.

Another link to capitalism and human trafficking is the motive of profit. The whole point of producing goods is to make a profit (Wayne, 2003). There is a supply and demand market out there which is being utilised by traffickers. There are a few factors that can change the price a trafficker can get and therefore their decision to sell:

  • availability of the desired product
  • characteristics of the product
  • number of similar products available
  • the negotiating acumen of the human trafficker

At very low prices, human traffickers will be unwilling and unable to supply trafficked individuals because costs exceed revenue. If the trafficker’s costs do not change, the price will increase which in turn leads to larger profits and a rise in the number of trafficked individuals (Wheaton, Schauer, & Galli, 2010). As people become vulnerable to exploitation and businesses continually seek the lowest-cost labour sources, trafficking human beings generates profit and a market for human trafficking is created ().

Human trafficking is also easier due to recent advancements in globalisation. Krishna (2008) defines globalisation as “the accelerated spread of a free-market-based, capitalist style of production over an increasing swath of nations on this planet.” It is being connected to the rest of the world. In recent years, due to advancements in areas like international trade, transportation, technology and the internet, there have been increases in the interaction and integration of people and culture all around the world (The Levin Institute, 2015). It is now quite easy to get whatever you want, whenever you want (to an extent).

Some people argue that the growth of globalisation has, in turn, fuelled the growth of modern day slavery. There are a number of factors that surround globalisation that have made human trafficking easier to do. The growth and advancement of international trade and travel has developed due to globalisation, this has made it easier for companies (traffickers) to move their product (slaves — people — human beings) around the world. Traffickers are able to make continue making huge profits from slaves because they can be sold over and over again Smith (2013).

Increases in technology have also led to a greater supply of goods, capital and labor around the world. There’s a direct correlation between trafficking offenders who live in first world countries with high internet access and trafficking victims who live in  third world countries with low internet access. I don’t know if you remember this from the lecture, but the countries with the highest concentrations of internet usage were “the Western” countries, including America, the United Kingdom, Northern Europe and Australia.

Some trafficking cases start with the offender contacting the potential victims on social networking sites such as Facebook. Traffickers gain the trust of their victim’s by expressing love and admiration, promising to make them a star, and providing a ticket to a new location away from their home. Another way traffickers have used the internet to lure victims away from their homes is through online employment searches. The internet is also used to distribute both recorded and live pornographic material starring human trafficking victims.

When I started thinking through what I wanted to do, I was planning to use just statistics — so typography and their graphical representations. After I started making up the infographic, and with the feedback from my proposal, I decided to incorporate black and white photographs that represent individuals who may have been trafficked. I added colour through the use of a bright red blood splatters across the photographs. This decision was made to highlight the urgency and danger of the situation.

References

annieinauz’s channel (2008, March 20). The A21 campaign – statistics Retrieved from https://www.youtube.com/watch?v=aZTJfpO5Z2U

Anti Slavery Australia. (2015). Fact sheets. Retrieved April 30, 2016, from http://www.antislavery.org.au/resources/fact-sheets.html

Boundless. (2015). Marx’s View of Class Differentiation. Retrieved 13 May, 2016 from https://www.boundless.com/sociology/textbooks/boundless-sociology-textbook/global-stratification-and-inequality-8/sociological-theories-and-global-inequality-72/marx-s-view-of-class-differentiation-425-4960/

Brock, M. (2011, January 10). Capitalism & sex trafficking: My musings on the communist manifesto Retrieved from http://hopeforthesold.com/capitalism-sex-trafficking-my-musings-on-the-communist-manifesto/

capitalism. (n.d.) American Heritage® Dictionary of the English Language, Fifth Edition. (2011). Retrieved May 13 2016 from http://www.thefreedictionary.com/capitalism

Case Act. (2012). Proposition 35: The CASE act PASSED! Retrieved April 29, 2016, from Case Act, http://www.caseact.org/learn/humantrafficking/

Costill, A. (2013). 6 Benefits of Using Infographics. Retrieved May 13, 2016, from https://www.searchenginejournal.com/6-benefits-using-infographics/70917/

Global sex trafficking fact sheet. Retrieved May 5, 2016, from http://www.equalitynow.org/node/1010

Hedwig Backman, K. (2015). Human trafficking and unregulated capitalism | letter. Retrieved May 13, 2016, from http://www.federalwaymirror.com/opinion/letters/287993271.html

International Labour Organisation. (2016). Forced labour, human trafficking and slavery. Retrieved April 30, 2016, from http://www.ilo.org/global/topics/forced-labour/lang–en/index.htm

Jenkins, S. (2013). In a globalised world, there is no cure for slavery. The Guardian. Retrieved from http://www.theguardian.com/commentisfree/2013/dec/16/globalised-world-modern-slavery-bill-theresa-may

Krishna, S. (2008). Globalization : Globalization and Postcolonialism : Hegemony and Resistance in the Twenty-first Century. Blue Ridge Summit, US: Rowman & Littlefield Publishers. Retrieved from http://www.ebrary.com

Smith, D. (2013, November ). Modern slave trade booming thanks to effects of globalization. Retrieved May 11, 2016, from http://www.taipeitimes.com/News/editorials/archives/2013/11/26/2003577679/2

S. T. T. (2016). The scale of human trafficking worldwide. Retrieved April 29, 2016, from Stop The Traffik, https://www.stopthetraffik.org/the-scale-of-human-traffiking

The Levin Institute, The State University of New York. (2015). What is Globalisation? Retrieved from: http://www.globalization101.org/what-is-globalization/

The World Counts. (2014). Modern Day Slavery Statistics. Retrieved April 29, 2016, from http://www.theworldcounts.com/stories/Modern_Day_Slavery_Statistics

Tupi, M. (2003, September 5). Slavery and globalization. Retrieved May 11, 2016, from http://www.cato.org/publications/commentary/slavery-globalization

United Nations Office on Drugs and Crime. (2014). Global Report on Trafficking in Persons. Retrieved April 29, 2016, from https://www.unodc.org/documents/data-and-analysis/glotip/GLOTIP_2014_full_report.pdf

Wayne, M. (2003). Marxism and Media Studies: Key Concepts and Contemporary Trends. Retrieved from https://issuu.com/iransa/docs/24813027-marxism-and-media-studies_2/1

What is Capitalism? (2014). Retrieved May 13, 2016, from World Socialist Movement, http://www.worldsocialism.org/english/what-capitalism

Wheaton, E. M., Schauer, E. J., & Galli, T. V. (2010). Economics of human trafficking. International Migration, 48(4), 114-141.

Images

  1. http://borgenproject.org/causes-of-human-trafficking/
  2. http://www.patheos.com/blogs/philosophicalfragments/2013/01/12/samuel-rodriguez-on-a-global-evangelical-movement-to-end-human-trafficking/
  3. http://qz.com/127287/one-in-ten-kids-globally-are-child-laborers-and-thats-considered-good-news/
  4. http://www.womenofvision.org/whats-behind-a-poem/
  5. http://inkspiredmusings.blogspot.com.au/2013/04/henry-ward-beecher.html

Studio 2 – Project 3

Culture, Design, Graphic Design

Two weeks ago we started our third (and final project) for this trimester. With a real client. It’s been an interesting experience so far. Now because I’m a bit behind I’ll try and cover everything that’s happened so far.

Firstly, we got the brief. We were tasked with the marketing (both promotional and operational) material for the West End Festival (WEF). Just a brief summary of what the WEF is all about.

  • WEF is a curated community event which celebrates and promotes the vibrant and diverse West End community across a range of platforms.
  • There will be an action packed program of cultural and community events held in a variety of publicly activated spaces around West End.
  • Aims to showcase artists, organisations and businesses who are located in West End or have historic links to the community.
  • 22-29th October 2016
  • Events of note:
    • Kurilpa Derby
    • Festiva Latina (Day of the Dead festival)
    • Beggars Banquet

After getting the brief we were split up in groups (with 2 groups working on the festival) and sent away to develop a pitch for the branding of the festival. For my group, our concept was:

  • Designs that will resonate with the residents, families and friends of West End, a style that represents the overall culture of the West End precinct.
  • The theme should be bright, fun, exciting and overall vibrant.
  • We want to capture the city’s welcoming nature towards everything; people, new stores, art, music, culture, etc.
  • Bright colour scheme & geometric shapes that will help signify the connections that people make with the surroundings and the city itself.
  • Some of the ideas we pitched:

 

 

From here it got really confusing. A good example of how it actually is with real clients (not all the time, but sometimes). Our understanding was that one style would be chosen from the two ideas that were pitched. What really happened was that the client liked some ideas from Group 1 and some ideas from Group 2. Now we had a problem. The two styles (kinda three styles) didn’t really go well together. We had bright and colourful illustrative images, flat design and black & white line icons. Now there’s a challenge…

We also had some pretty tight deadlines with this project so it was straight to work, trying to figure out how we could mesh these design styles together. One group was tasked with designing the logo (with help from the other group too) while the other group works on the poster. My group was working on the poster first up, along with some of the operational forms (letterhead, with comps, media release forms, etc.).

I was finding it pretty hard to make two styles work (this is also the final logo):

 

 

 

But because this is what the client wanted, we worked on a few possible rough drafts of the poster to show them. We have since showed the poster and logo to the client and have agreed that the two styles weren’t meshing and have come up with some new poster designs to put forward.

Last week I developed a spreadsheet that outlined each task we have to complete, who will be working on it, when it’s due, if it’s finished, and if we’ve sent it to the client for review.

Screen Shot 2016-04-18 at 6.55.20 PM

As you can see, at this stage we have sent a majority of the collateral to the client for review and only have a few left to work on. We are working on brainstorming if there is any more pieces of collateral (desirables) that we could work on and deliver to the client. These are the ones I’ve worked on. We decided to keep the operational collateral in a corporate style, sticking with the dark grey colour and really simple and neat.

I’ll upload images of the poster later but with it and the other promotional collateral, we have added more colour to make it bright and vibrant and be reflective of the West End community.

I’ll keep you updated over the next few weeks with what we are working on.

Thanks for reading. Remember, if you have questions, ask them.

– KH

 

Studio 1 – Week 5

Adobe, Culture, Graphic Design, Layout, Studio

The weeks seem to be going by quicker and quicker. The big news last week was the Gallery Walk we had on Tuesday. So, you might be wondering what a gallery walk is. This is where we let a whole bunch of people look at all our projects and then leave feedback (both positive AND negative), ask any questions they might have and let us know what they like and don’t like. Sounds like a blast, right? It was so much fun (please note the sarcasm).

We worked pretty hard to get mockups of each deliverable done so it could all be printed out and put on display – which was really good planning on our part because then we were able to get feedback for everything. Also, it showed that we were all on a similar wavelength – all of our collateral matched and went really well together (at least I think it does).

It was pretty nerve wracking at the start and we didn’t know if we should stand with our work or go and look at some of the other groups stuff (who, by the way, all had some really cool work as well). But what to do, what to do? Go and look at other work so we don’t have to see everyone looking at our work was the winner. And then it got better.

There was a number of notes that were helpful to us and a few good points were left for us to consider. And then the feedback was somewhere along the lines of was “I like the colour scheme” and “what’s up with the watermelon” (it’s a mystery). It was a good experience mostly just because it’s good to be able to get people to look at your project, give you feedback and realise that it’s not as daunting as you might think it would be and that it’s actually a good process to go through. Although it is quite possible that if we’d gotten more negative feedback my response could have been a little bit different.

Qlogo151020

We did make a few changes after we received our feedback. We changed up our logo a little bit – made it look like someone has cut a slice from the watermelon and now it also resembles a Q. We had to change the colour a little bit – we hadn’t really used enough yellow throughout all of our deliverables so we tried to integrate it a bit more.

Other than the gallery walk there’s not much else to talk about this week. I’ve just been working away on my projects (BQAF marketing project and House 47 logo). Quick update for House 47 – it’s been narrowed down to 2 options by the client so I’m working on the typography and looking into colour (although I do have a red and white colour scheme).

These are the 2 my client has chosen:

47 Logo Options_2 47 Logo Options_1

I have also been approached about 3 more possible projects (a logo and branding for a new style of church within The Salvation Army and a poster for a school program) so I’ll keep you updated about them in the next few weeks. I’m going to have to make sure I’m managing my time really well in the next few weeks so I don’t get behind and then do some rush jobs on my work.

As always, thanks for reading and feel free to comment on anything (feedback, questions or anything you’d like me to talk about).

– KH