This was a live brief presented by The District a creative agency biased in Cambridge. During their initial briefing the representative tipped out two large shopping bags spilling items such as rubber bands, paperclips and even a watermelon onto the main table and simply asked us to pick an item and brand it. I chose to collect the small green and silver treasury tag and start from there.
My initial train of thought when I was given this project was to ask myself what the most unique way of presenting this back as an identity to the client. I decided to create the character of Philipe who no longer wanted to be a treasury tag but instead he wanted to be a pair of scissors. I presented this back to the District, however something else caught their eye in my presentation. When watching the BAFTA’s I noticed that Prince William was using a treasury tag to hold his speech together and then I realised whatever harsh time the treasury tag had been through it will always be there to hold you together when you fall apart, the complete opposite to a pair of scissors. I decided to continue with personal narrative of Philipe, however opposed to making him want to be scissors I played on the thought of Philip assisting others in well known situations. I decided to take a play on Where’s Wally along with keeping a Philipe story time narrative and created an obscure shaped booklet of a selection of Philipes adventures bound by Philipe himself.
I utilised lined paper as a back ground to mimic a school like aesthetic, however the booklet is primarily aimed towards adults. The font I used was Typeka to further enhance the school like aesthetic whilst keeping the narrative of Philipe which I primarily established in my stop motion animation using a similar typeface.
I believe this is the best solution to give my treasury tag an identity and enhancing the want of the consumer to purchase it due to the emotive narrative behind Philipe which the consumer will later associate with other treasury tags.
