2007/2008 Promax UK Student Awards.
The closing deadline is Wednesday 11th June 2008
Entries postmarked or sent on that day will be accepted. Any entries postmarked or couriered after that date will not be accepted.
THE CLIENT
PUK is a new and fast growing trade association aimed at young directors, designers, producers, advertisers, and people in the various creative electronic industries. It also wants to attract those tutors and students (like you) who hope to work in these industries. For more details see ‘PUK BACKGROUND’ below.
THE COMPETITION
Currently PUK has a low key brand closely allied to its parent brand Promax UK but it needs to separate itself completely and feel very different. It requires a completely new brand and that is what you have to create.
Below is a list of 9 design requirements that need to be created to make PUK work as a total visual brand.
You are required to do 4 things.
1. Pick one design requirement from the following list and develop this as your major idea. This piece of work should be able to be presented as a piece of course work if desired so it will help if you choose something that relates to the course you are doing.
2. Show how you might develop the ‘PUK’ idea. Choose at least 1 other design requirement from the list and develop this in a rough outline form but it must be clearly understandable and relate to your major concept. You can choose to do more than one idea, and it may help your chances of winning if you do. It might help if you choose an area that interests you. When choosing your second idea remember the judges are looking for something that shows how well you understand the bigger picture and what is required to make up both a strong design and a strong brand. It may be that you would like to create an ‘anti – brand’ for PUK, if so, it will be up to you to provide the ideas of how you see PUK becoming known about in the community that we are targeting.
3. You will also need to write a 200 word statement (an abstract) about your idea, why you chose it and why you think it is a good idea. You may also use this to give the organisers some more suggestions as to how you think PUK may benefit students and colleges.
4. You will need to show your sketch books and research. This is important to the judges who use it to see how well you have developed your idea.
PUK will need the following design kit of parts:
1. A moving logo or ident for web and display use. 3 durations are required 5" 10" 15" . The logo has to be distinctive, instantly recognisable, able to withstand changes in fashion and yet it must feel modern and of the 21st Century. It must be able to hold it’s own against other sponsors brands like BBC, C4, 5, Google, Sky, S4C, Disney, Yahoo or Discovery Channel which may appear at times on the same page or screen. It must have a longevity of at least 10 years. If you feel that that is inappropriate nowadays, you should show how the logo can develop and change and not lose its ‘core recognition identity ‘. It should be compatible with all digital mobile forms of communication. (mobile phones etc.) to provide members with reminders of upcoming events.
2. A complete design ‘print design’ package. This would include a static Logo (which must have the potential for being animated see above), letterheads, business cards, web design layouts, flyers, email headers, DVD covers, newsletters etc using the same logo or ident. Areas should also be designed to accommodate sponsors logos. BBC. C4, Google, ITV, BT, SKY and so forth but PUK must be the main featured logo.
3. Full and half page layouts for poster campaign to attract people to join PUK and point them to the website. The adverts will run in the trade press only. The sort of press used would be Creative Review, Broadcast, Marketing week, Media week etc. This means it will targeted directly to the people we are trying to talk to, but it must attract their attention (and motivate them to explore more) in a competitive marketplace. Again Sponsors logos will need to be accommodated on the poster so consider this in your layout.
4. A web design layout. The web pages should include pages for: About PUK, A Conference, an Awards Ceremony, Student Awards, Video Gallery, Game page, Sponsorship, Show-reels, Jobs, Industry Directory, FAQ, College news, as well as any other pages you think would be useful to you as students or for your colleges. See www.promax-uk.org for reference as to how many other sub pages may be required.
5. A short amusing or striking viral advert for people to send to each other. The key aim is to attract more people like friends and colleagues to the website. This ‘viral ad’ must be no longer than 30 secs. It must be different to all normal advertising but it must be relevant to the brand. ‘Youtube’ is a good point of reference. Remember the people you are talking to are very media savvy so do not copy anything. Be brave and original.
6. A short film to use on the website video gallery page. Duration maximum of 2 minutes (it can be less). The only condition is that it must start and end with a PUK ident of 5 secs duration. You will have to create and design that and it could be very simple. Once you have decided on the logo or ident that will top and tail your film, the film can be anything that shows your talent to its fullest. It does not have to be related to PUK or to marketing. It is your talent spot. If you want to see the sort of videos you can produce visit www.promax-uk.org/video gallery, The shorter web films on Current TV on the Sky platform is also a good source of inspiration.
7. Create a short online game based on the idea of TV, marketing, films, directing, editing, websites or any of the associated production elements that Creative Directors need to know about. This should not be too elaborate but it should be engaging, easily updatable and adaptable, so that it could be run on the website and changed monthly with possibly sponsored prizes for a winner.
8. Design a stage set for a Bafta/Comedy Awards type ceremony for PUK. The set should incorporate a screen large enough to show winning entries to an audience of 800 people. Also visible on the set should be the PUK branding/logo, room for 1 other key sponsors branding (you decide who the sponsor might be), a place for the presenter, microphone, a table for the awards and steps for people to come up and receive their Award.
9. Design the new PUK Award. It should be impressive, elegant and beautiful. It must be no higher than 30cms, it will be free standing on a plinth that must have a base at least 10x7 cms to accommodate the name of the Award and who won it. It can be made of any suitable material.
PUK BACKGROUND
PUK is an organisation that exists as part of Promax UK already but is about to undergo a major rethink.
PUK is aimed at young directors, designers, producers, advertisers, and people in the various creative electronic industries. It also wants to attract those tutors and students (like you) who hope to work in these industries.
Currently PUK has a low key brand closely allied to its parent brand Promax UK but it needs to separate itself completely and feel completely different. It requires a completely new brand and that is what you have to create.
Originally conceived as an informal once a month evening get together for producers, directors and suppliers to the promotions and marketing industry, PUK has become a surprising success with a growing membership. Currently affiliated to Promax UK the organisers have decided that it might provide a new and competitive focus targeted uniquely at the UK market.
PUK will be the leading UK forum for the promotion and marketing services of the entertainment and communications media. As diverse as TV and Movies to the web design and the internet, gaming, radio, animation and print design.
The aim is to make PUK into a trade organization with an exclusive club feel. Although it should feel exclusive, the idea is to generate debate across a number of different industries, so that they can learn about each other and interact to their mutual benefit. The club or community feel is important to the success of the organization.
The core age range is 25 to 35 but some of the audience will be slightly younger (21+) and some slightly older (40+)
PUK will have its own agenda. Website based, it will be a forum for discussion. It will run conferences, presentations, road shows and be a shop window for new ideas and technology for all levels in the industry and the related educational and academic establishments. One key idea is to create an open gallery where anyone can show their work as directors, writers, designers. Another is to create a job exchange where prospective employers can advertise for talent. It is also hoped that it will also be a new awards body dedicated to creativity and excellence in the UK marketplace.
At the moment PUK is just a group of directors, producers and like minded people who meet for a free drink, discuss their work, jobs and the challenges that face the industry in a relaxed and informal pub type atmosphere. It tends to be London based because that is where the major media and television companies traditionally have their production centres but with the changes in technology that emphasis is likely to change.
PUK wants to look ahead and tap into the talent of the other ‘idea centres’ that are developing around the UK. Cardiff, Bristol, Cambridge, Manchester, Birmingham, Belfast, Edinburgh etc. Road shows, workshops local seminars and presentations with key media speakers from the BBC, ITV, C4 and C5 and other media organisations for local production houses, colleges and students are all part of the plan.
The idea is still open to suggestions, PUK needs fresh young approach. It needs a brand, it needs your input.
What-ever your course you should be able to offer your talents to this competition.
Copyright laws should be observed. Material may be used from any sources as long as full credits of all sources are noted and supplied including music details but this must be done at the colleges' risk and if necessary permission should be sought by students. Promax accepts no responsibility or liability for copyright infringements and there must be no public showing of any unsolicited material.
Click the headings at the left of this page to find out more...