YCN - M&S Plan A

In collaboration with Maya Srivastava

What is the brief asking you to do?

Our challenge is to take Plan A's corporate success and use it as a springboard to inspire consumers to follow in M&S's footsteps.

Create a visual identity for the M&S Plan A campaign and develop campaign elements to bring the identity to life.

What does the brief require you to do?(Mandatories, deliverables, etc.)

Create a logo, icon or family of identity elements to use across all consumer communication channels.

Keep the identity and campaign simple, clear, relevant and practical.

Campaign must be inclusive, grounded and inspiring.

Tone of voice - authoritative, humble, complicit, honest, engaging.

Include artwork/logos provided.

Submit online to YCN website.

What problems are you being asking to solve?

M&S customers have said that they feel like it's all about M&S talking about themselves to them. They want to be involved and want helpful advice on how they can start to do the right thing for the environment in their own lives.

Who is the target audience?

M&S customers

• those who want to know how they can get involved in Plan A to do their part for the environment.
• inspire the other customers to do the same (get involved and make a difference).

What are the functions of the deliverables?

To advise, inform and inspire the customers on how they can make changes to make a difference too.

M&S have achieved many of their set goals and aim to achieve all of them in the next 5 years. So, they want to inspire customers to achieve their own goals and advise them on how to do this to make a difference.

What are the contexts in which the response will exist?

The campaign will run across all manner of channels. We can choose one or more to bring the identity to life.

• Advertising - TV, press, outdoor, radio
• Windows - interact with customers
• In store - where? how?
• M&S magazine - 6 issues a year
• Online/CRM/PR/Social media - engaging, simple and makes common sense
• Packaging and carrier bags - corporate media vehicles

Why have you chosen this brief?

Maya:

"I'm interested in creating and applying an identity as this is one of my main design interests. I think that this brief allows me to experiment with type and layout a lot as well. Also, I feel that what the Plan A campaign is promoting is a worthwhile cause."

Me:

"It gives me the chance to explore type and logo design for creating a brand identity to then be used across a broad range of media. I will then be able to work with layout design."