This website will be used to demonstrate the work and progress made in the creation of this project. The projects aim was to provide the company, Phoenix Partnership, with a variety of media artefacts to help redesign and help promote their brand image visually as well as using this job as a means to create my own company to get further clients in the future.
My aim is to create a company that can achieve multiple goals from a personal approach, this will be demonstrated through the creation of the media artefacts for Phoenix Partnership, which will show a variety of potential content which was created for an actual client.
The finished portfolio will include a collection of branding materials including a new logo, website design, promotional video and other promotional materials based on the clients needs.
Click ‘older posts’ at the bottom of the page to see all the work on this portfolio that isn’t on this page.
To help make Rogue Media a more recognisable company, and to help promote the brand identity, a logo was created. The idea was to create an image which would encapsulate the different aspects of Rogue Media’s portfolio and make them stand out. The main image was designed so that it wold show Rogue Media’s expertise in multiple areas of media.
The image shows a camera with a sound bar going through it to show both aspects and so the audience wold be aware of the multimedia potentials Rogue Media have. Originally the design just featured a camera, however this was decided against because it made Rogue Media appear limited to one of the areas it works in.
Another past design featured three separate images including a camera, sound wave and website. This was designed to show multiple aspects of the company but was decided against since it had too much going on and could have distracted the audience’s attention. The logo chosen was intentionally kept to a simple design to not cause overcrowding. Once the main image was confirmed, the background colour had to be chosen. Research into the affect colours have was conducted and it was seen that purple represents “ambition,” “creativity” and “devotion.” These are three words Rogue Media wanted to have associated with their name and so the colour was chosen. The text on the logo was kept to a simple font in a large size. This was done so that it could be clear to read and it wouldn’t overpower the image as well as keeping to the simple aesthetic of the image in the logo.
To ensure the success of the logo, members of the public were asked what they thought about the design, it’s success at marketing Rogue Media as a company capable of multiple aspects of the Media industry and what they thought about the colour and text choices. All people surveyed had a positive reaction to the logo’s main image, saying how they liked how the audio image was blended in with the image of the camera. The text was criticised for being too mall and so it was increased in size to make it easier to read. The background colour received some negative feedback, however, the overall response was positive and so it remained the same.
Below is a PDF copy of Rogue Media’s business plan which describes how the company will run and a detailed look at the market in which it operates, what I expect from the future of the company and how it will be initially set up.
In order for Rogue Media to receive any clientele we had to be marketed appropriately to help get the company name out there. One of the methods chosen was to create a social media presence. Having a social media presence is proven to be a successful way of brand promotion, due to the number of participants using these websites and the availability of free promotion.
The first social networking sites decided upon was Facebook (https://www.facebook.com/Rogue-Media-272959053122140/). Facebook has the largest number of members and is seen to be used regularly by companies publishing to sell their products/services to the consumers. During the third quarter of 2016 Facebook was known to have 1.79 billion monthly active users. Due to my familiarity with the website, a page was created quickly, providing potential clients with a central hub for the business on the social media site. The website was personalised to provide website and contact information so that the services can be accessed and it was designed with the recognisable company logo to let them know what company they are looking at. To encourage people to view this page there was a widget on the websites to link people to the Facebook page.
If the number of Facebook ‘likes’ or ‘comments’ on the Rogue Media page increases the page will get free publicity, and as Rogue Media is starting up, this will help get the company off the ground. When pages are ‘liked’ by someone, their friends will see this on their timeline and so the likelihood of Rogue Media being discovered by other people increases.
Rogue Media also created their own Instagram account (rogue_media_uk)to help promote themselves through a totally visual medium. This will help the company grow as using a different site will attract a new audience and presenting content in a visual form may help attract people by just seeing an image of the projects instead of just having a post with a big post of text, similar to how it may be seen on Facebook.
When designing, the company show reel video for Rogue Media, I had to consider what Rogue Media are trying to sell to clients so that all aspects of the company are mentioned and a variety of interesting media products are shown to interest the audience. The film contains clips created in the past few years which demonstrate the abilities I have, to create a product for a client.
The main aspects shown where documentary making, film cinematography and graphic design as they cover the basis of the company’s portfolio. The clips were kept short as well as the total length of the show reel for the audience to remain invested in the content for the duration of the video and to provide a variety of examples in a short space of time. The music chosen came from a copyright free source which was referenced at the end. The music was selected as it provided an upbeat and exciting tone which was common among show reels for other competitor companies.
The show reel was added to the main page on the Rogue Media website in order for potential clients to watch it first so that they can be impressed by the company and understand what it is that they do.
When designing the website for Rogue Media (https://roguemediasite.wordpress.com/), simplicity was kept in mind. The website needed to be used to promote the company by showcasing the work that Rogue Media can do, information about the company and it’s members as well as a way for potential clients to contact. The website WordPress was used to create this website as they provided a range of free themes which could be customised to create a professional looking website with ease.
At the top of each page is the Rogue Media logo and tagline in order for the clients to have the company’s identity in their mind throughout their time on the website. Below this was the menu bar. The menu bar was simple and easy to use, it featured the title of each page on the website which can be clicked on. The page that the user is currently on would change colour so that it was clear to see which page thy are on.
At the bottom of each page was a footer providing additional information about the company. It had a link to the company Facebook and Instagram page to help promote the page and to provide the user with further information that wouldn’t necessarily be on the website. To ensure that the clients knew how to make contact, two more widgets were added. One was a simple text widget which provided email and phone details along with details on how to access the contact form and the other was a map which showed the location and address of the company’s base.
The home page was created to be simple in order for the promotional video to be easy to see. This allows the potential clients to understand the company and what they do quickly and in a visual form which in itself, shows the client what Rogue Media does.
The ‘About Us’ page was added to provide brief information about what the company does, where they’re located as well as information about the team. This page was also kept simple so that the information was clear to the potential clients and only contained important information.
The Contact Us Page was also simple, this was to allow the potential clients to contact the company without any hassle. The main feature on this page was the contact form which was linked to the company e-mail account so that users could fill out the information and it would be sent straight to the company in an easy to read form. Above the form information about the company e-mail address and phone number were added so that the potential clients could contact using these alternative methods if that is what suits them best.
When designing the logo several factors were considered to ensure that it was fit for purpose as a logo for a mortgage broker company called Phoenix Partnership. The first step was to find images which related to the company name to allow the potential customers to draw similarities between the logo and the company itself.
The word ‘phoenix’ was researched and several conclusions were drawn about the similarities between the various images created around the various images about the bird. Research concluded that the word phoenix was often associated with images of the bird in bright orange colours, often surrounded by images of fire. There were also many images of the phoenix bird which were like that of the phoenix partnership logo where the bird would look almost symmetrical down the middle with its wings curled up.
The word ‘partnership’ was also researched as this appeared to be missing from the previous company logo and including it would help make the brand ,ore recognisable. The searches showed a variety of images, many revolving about the idea of working together such as, hand shaking, gears connected and puzzles being solved. There were also many images which gave the impression of professional office work with many images featuring suits and the colour blue, recognisable from office scenes sown in various types of media.
As well as looking at the company name to create the logo, competing company logos were also looked at to determine the similarities between the rest of the industry’s aesthetics in order for potential customers to recognise the role of Phoenix Partnership based upon other companies they may have seen. This research showed that the majority of the logos were of a simplistic design with stick images and a simple font. They also showed images relating to houses such as houses and key holes as well as an emphasis on the colour blue.
Further research was conducted to determine what makes a logo successful at helping to sell a brand and maintain recognition. Through the research, it was clear that colour was an important factor with one site claiming “80 percent of the recognition of a trademark is due to its color” emphasising the need to choose a colour which is recognisable among brands and has longevity to prevent it from becoming an eyesore in the foreseeable future. To determine which colour would be best for marketing the Phoenix Partnership brand, the psychology of colours was looked at to see what emotions are evoked by different colours. Research showed that the colour blue is the “most popular corporate colour” as it gives the image of being trustworthy, honest and secure so it is often used by businesses and financial institutions, however it can be seen as quite a masculine coloured-potentially putting of female customers in a time where the percentage of female customers requiring this service is on the rise.
Black logos are often associated with high end and exclusive companies as well as making the logo look sophisticated. The colour black wouldn’t suit this company as it is supposed to serve all and so the logo needs to look inviting to those on lower incomes. The colour red is often associated with strength and attention; however, it is often seen as being “aggressive” so it wouldn’t be appropriate for Phoenix Partnership as they need to come across as welcoming and the colour red may be too intense for this purpose. The colour yellow is associated with loyalty, confidence and creativity, however often it required a border colour as it is too bright on its own. Orange logos
Sources also emphasised the need for a good foreground/background colour contrast and large text to improve readability.
Image Word Association-Phoenix Partnership
Research was conducted into the two words that make up the title, Phoenix Partnership. These two words were looked at as the logo will be designed so that the company name can be recognised from looking at the logo.
Competitor Word Association
Other logos which may be potential competitors were observed to see if there were any tends. The following similarities were discovered:
An image of a house/roof
Simplistic design-sometimes stick images
Blue and dark grey colour scheme
Logo Drafts and Creation
Several draft logos were made, using Adobe Photoshop, in order to understand what works and what doesn’t. Using the research conducted, the logos were created in order to capture the brand’s identity and help to sell themselves. The early designs were decided to be too overcrowded and a simpler design was needed. They also didn’t capture the nature of the business clearly and so the individuals shown the designs gave feedback which resulted in the final design.
To make a simple, yet successful design, the two main features from the drafts were decided upon as they captured the image of what the company is about. An image of a phoenix remained as it has been the company’s name and visual representitive since the company’s creation. To help potential clients aware of the nature of Phoenix Partnership’s business, the image of the house was selected to let them know that they work in the mortgage industry due to the designs for their competitor’s logos. The design was also kept simple with simple image design and font. The simpler logo will help make the Phoenix Partnership logo more recognisable whilst still remaining recognisable to their past clients and people who are looking for companies in their sector.
The colour blue was used as the primary colour for the logo’s design. From researching Phoenix Partnership’s competitors, it was clear that the colour blue was the most popular in this particular industry. The research into colour, which was mentioned above, also showed the reasoning behind to popularity of the colour blue.
Another artefact created for Phoenix Partnership was a coaster which they could handout to potential clients to keep the brand image and name in their minds if used. Coasters are often given out by other companies in the financial sector as a way of marketing themselves and so it was important for Phoenix Partnership to have a design that they can use. The design was made using Adobe PhotoShop. Due to the small size of the average drinks coaster, the information had to be limited to remain clear and the company logo and name had to be the biggest and clearest part to ensure that this piece of promotional material would work successfully. The square shape was chosen as opposed to a circular shape as it would allow for more information to be added, increasing the chances of someone using the contact information.
The background chosen was plain white with a blue border. This was to make the text and logo clear and the blue border helped to make it more aesthetically pleasing. The information chosen included a brief description of the company ‘FCA Regulated Independent Mortgage and Insurance Advice.’ This was chosen to be at the top as it’s important that people remember what the Phoenix Partnership company does. Underneath the description, the logo was added in a large size so that it was easy to recognise, even on the small size of the coaster. At the bottom of the coaster important contact information was added including address, phone number and email address in order for people to contact the company without having to search for contact information online. Additional information wasn’t chosen for the text size to not be reduced as it would have made it harder to read.
It was decided that I was going to create a short promotional video for Phoenix Partnership to help sell themselves in a different way than they previously have. It was decided that the website should be about capturing several key points throughout life to allow the audience to easily relate to what they see and therefore create interest. The pacing of the advert was slow and the music was calm and relaxing. This was an intentionally decision as it was designed so that the viewer would feel more relaxed and have a positive feeling about the company, whereas an advert where the pace is fast and intense may have left the viewer feeling less positive towards what they’ve seen.
The footage was mostly collected using a Canon XF100 and tripod which enabled me to get a high-quality video using a small portable device, perfect for a one-man production job and the video of the child was made to look like old personal family footage. The video was edited using Adobe Première Pro due to its variety of effects and previous experience with this software.
The design of the video was to show different points most of us experience through life and show it in a relaxing way to show the viewer that Phoenix Partnership is for people at different stages in their life and that the job will be created in a stress-free way, presenting the company in a positive way. Inspiration was taken from the NatWest: We Are What We Do advert which shows different human traits from different kinds of people to show how they can provide services for all kinds of people and they understand how everyone is different but how they can still relate to everyone. This set the company’s image up in a positive way and so this was used to help generate some of the ideas for the Phoenix Partnership advert so that viewers would get the same positive image from their advert as NatWest did.
The main information that needed to be on the advert was the company name, logo as well as contact details. This information was added to the end of the advert for the viewer to see the information collected together. The information given was limited so that the viewer wouldn’t be overwhelmed with a lot of information which would hopefully allow them to retain the vital information, which was included, so they could find out more detailed information after they have the company’s name in their head.
One of the things Phoenix Partnership wanted from Rogue Media was a new design for a letterhead and a new design for their business cards. This was since that they were receiving a new company logo and so they wanted their designs to change as well.
When creating the design, many examples were looked at online to ensure that it was like other companies which had been proven to be successful. The previous Phoenix Partnership letterhead design was also looked at to help provide the information that they wanted.
When working on the letterhead, the client requested that this new design shouldn’t take up too much space on the page. It should also provide information relevant to the company so that their customers would be able to contact them. Most of the examples found had both headers and footers, however, it was requested that there wouldn’t be a footer in order to create more space on the page.
The deign created was simple and provided the logo with company name, phone number, address and email address. The design also didn’t take up a large proportion of the page and due to the simple design, it wouldn’t detract attention from the document’s contents.
The business card was designed with the same ideas in mind, it head to be simple due to their small size and contact information had to be easy to read. The information on the business card included the company name/logo, the website, the email and the name of the person working for Phoenix Partnership. There is also a QR code which will lead to the company website. QR codes are being used more frequently as it allows people to get on the website with minimal effort.
The only issue with Rogue Media creating these media artefacts is that they initially don’t posses the means to mass produce these products and so an outside company will have to be sourced to print these off. This will limit the amount of money that can be made from selling these, however, as Rogue Media are focusing on the design element, it would not be cost-effective to purchase large-scale printing equipment as this would not be an effective use of the company’s budget initially.