6FTC1052 - Final Major Project Graphic Design

The brief

 

The brief had two parts to it.

1. Branding 

Produce a badge, sportswear and homepage for the Black Swan Bowling Club.

2. Advertising

Produce advertising collateral in the form of posters and a leaflet to draw new members to the club

Branding

Black Swan Bowling Club Badge

The colours connote positivity and summer, with the yellow outline symbolising the sun.

The Yorkshire Rose is a symbol for the county as well as being a metaphor for the county pride of the club.

The central and main element of the badge is the engaging, confident, strong and yet graceful image of the swan. Designed to instil mental imagery within players and encourage mental arousal ready for competition.

The typography compliments the imagery with strong and traditional connotations. Which is balanced with a modern central circle denoting the sky and connoting the swan flying through the badge.

The yellow beak is a homage to the old pub where the club started.

The elements combine to form a well balanced memorable badge that will provide the club with a face for years to come.

Homepage

Sportswear

Advertising

Advertising Logo

The second part of the brief was to design advertisements to attract new members to the club.

Research showed that Crown Green Bowls is not a popular sport and promoting the club would not be effective. Instead the focus should be on promoting the game itself and creating a need. Then Black Swan Bowling Club can be a way of facilitating that need. The new branding and homepage compliments the promotion by portraying the clubs attributes to the audience once they start finding out more about the game.

At the face of the campaign there is the ‘Crown Green Bowls’ logo. Designed to connote competition by way of the position of the words and the curved element.

The posters are aimed at three different target audiences with a leaflet being designed to explain more about the game and reach a much broader audience. The advertising collateral is designed to be positive and friendly while being easily identifiable as belonging to this promotion.

Poster 1

Aimed at the 55 and older this poster aims to attract men approaching retirement who have fewer responsibilities and more time on their hands.

Poster 2

Poster 3

 Aimed at 45 and older men who enjoy playing sports but are perhaps reaching an age where they have to look for other sports to play due to their age or the physicality involved.

Aimed at 35 and older men this poster plays on the idea of promoting the game as a sport that children can play. That they can do as a family but also it jokes that Crown Green Bowls is a way for them to relax and get away from their children, should they need to.

Leaflet

The leaflet is designed to be welcoming, friendly and effortless to read. The headers differentiate between the different aspects of the game. The photos bleed over the pages to encourage the user to open the leaflet full.

The images compliment the text and portray the members in a friendly approachable way, while promoting the key aspects of the game.