For the Tomorrowland Festival (Open Colleges Project): Presentation and Survey - new concepts for Sydney and London

1. Sydney and London
By Colleen Sedgwick for 32168-01:
Originate and Develop Concepts
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Two new festivals to be held in Sydney and London, in addition to
Belgium, the USA and Brazil
An electronic dance music festival

2. Tomorrowland's web site
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3. Development Roadmap -
Mood Board
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4. Development Roadmap -
Mind Map
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5. Development Roadmap – Visual
Elements
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6. London Concept
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7. Sydney Concept
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8. Merchandise – London and Sydney
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9. The Brief
Client name
Tomorrowland
Date
12/09/15 (as of starting this assignment)
Deliverables
I understand the client will want posters to advertise the event, and a promotional pack with unique branded
merchandise.
Key parameters
They currently don't have any sites in either Sydney or London: currently, they are holding the festivals in Belgium
the United States and Brazil; and I have no idea as to whether or not they intend to branch out to England and
Australia
Development timeline
A few weeks
Resources required
Skills – desktop publishing; graphic design; photoimaging; knowledge of Adobe Creative Suite a definite
advantage
Five major objectives of the brief
1. Posters of Tomorrowland in Sydney and London
2.Merchandise of the same thing
3.Theme – intergalactic (outer space)
4.Logo to remain the same
5.Other elements of the work to incorporate images of Sydney and London
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10. Market Research
Audience/target market:
Young people, music lovers – especially fans of 'doof doof' (techno) music and festival goers; Tomorrowland also
provides travel packages for travellers who want to see Europe, the USA or Brasil
Geographic/environment
For the sake of this project:
Sydney, NSW, Australia in January, it is quite warm/hot and humid (though Sydney is a temperate to sub-
tropical climate
London, Great Britain – in January, it is their winter so cold weather is expected
Social and cultural aspects
Research and describe the different social and cultural aspects of each city
Competitor analysis
See below for details:
A similar festival in Australia – Future Music Festival – targets a similar group of people; However, Tomorrowland
have an official website which the Future Music Festival doesn't (when I clicked on the link to their website, I got
the Facebook page instead, which I found quite disappointing). However, they did do a very neat poster for their
festival which I really liked.
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11. Creative Outline
Themes or styles
It says Intergalactic – what comes to mind for me is space travel, astrophysics and sci-fi (science
fiction) TV shows, movies and books
Initial thoughts, key words, ideas
Star Wars, Star Trek, Dr Who, Steampunk, War of the Worlds – all sci-fi movies and/or TV shows
that have a definite intergalactic theme to them.
Images of Sydney and London and their electronic dance music scenes
Sources of inspiration
List the resources you are using for inspiration, including websites, magazines etc
these are likely to include the above (sci-fi TV and movies), the websites for other music festivals
(including dance music)
images of outer space, astrophysics, astronomy
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12. Creative Outline
Themes or styles
It says Intergalactic – what comes to mind for me is space travel, astrophysics and sci-fi (science
fiction) TV shows, movies and books
Initial thoughts, key words, ideas
Star Wars, Star Trek, Dr Who, Steampunk, War of the Worlds – all sci-fi movies and/or TV shows
that have a definite intergalactic theme to them.
Images of Sydney and London and their electronic dance music scenes
Sources of inspiration
List the resources you are using for inspiration, including websites, magazines etc
these are likely to include the above (sci-fi TV and movies), the websites for other music festivals
(including dance music)
images of outer space, astrophysics, astronomy
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13. Troubleshooting (1)
Expenses
Number of hours X hourly rate: 9*$25=$225*no of days = 14*$225=$3,150
Printing Costs (Vistaprint):
● Sydney = 200 * $1.68 = $449.00 $336.99 9 (AUD); For 5,000 posters – $8,400
● London = 200 * 99p (pence) = ｣199.99 (GBP British pounds);� For 5,000 posters – ￡4,999.75
Postage Costs = $8 or $9 flat rate (Sydney)
Internet usage – for emails and uploading to forums = unsure, but has to be cheaper than postage.
Feasibility
Is the brief reasonable and realistic? I should have no trouble designing posters and/or merchandise
Risks (safety and environmental)
Are there any risks (personal safety or harm to the environment) in producing this work?
Quite possibly – to the environment when paper and/or ink is used (though recycled materials can be used);
noise and atmospheric pollution from loud music and bright lights; amount of electricity used leading to a
large 'carbon footprint'.
Personal safety – for the festival goers and/or staff: drug and alcohol consumtion, the weather (too hot or too
cold) and exposure, likleihood of violence and/or fights breaking out at event.
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14. Troubleshooting (2)
Legalities and intellectual property
How will you protect your work/IP?
I will probably have to sign it with 2015 (c) Colleen Sedgwick or All Rights Reserved
Ethical or cultural considerations
Are there any ethical/social/cultural elements of this project which must be managed sensitively? If so, explain
what is to be managed, and how
Is this event restricted to under-18's? Or is it open for all ages?
Will alcohol be served? What is the minimum legal age people can consume alcohol? Also, not all festival
goers may be able to consume alcohol due to religious customs or medical reasons.
Privacy concerns when photographing people at this event (would that come under model release forms)
Would the artists' performances and music be offensive to some groups?
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15. The Team (1)
Relevant stakeholders
Aside from yourself, list the relevant stakeholders who may be involved in developing and producing this concept
The Organisers of Tomorrowland;
The organisations that sell the tickets like Ticketec, Moshtix and the like;
The sponsors;
Environmental and other community groups (including parents' groups)
The end-users – customers and those attending the event
Employees – cleaning, catering, security, admissions, booking, administrative.
Travel agents and others likely to take bookings
The suppliers who will manufacture the posters and other merchandise
The retailers who sell the tickets
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16. The Team (2)
Input or collaboration partners (who will help you refine your work?)
Your concepts will need to be reviewed – who will you select to review your work?
Most likely my fellow students and teachers at this stage;
Maybe other people on my social network forums e.g. Facebook, Linked In, Behance
Specialist advice
Your concepts will need to have been reviewed and commented on by a specialist – who will you
contact to do so?
I have yet to decide this, but for the time being, it is likely to by my teachers/trainers (14/09/15).
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17. Post Presentation Reflection
Reflect on your design process after you have presented your final concept. Write a brief
evaluation of your creative process and describe how you would improve or build on this
method in future creative projects. How do you feel the final concepts compare to the best-
practice examples you identified in your early research? (100–150 words)
As of 18/09/15, I am currently awaiting feedback from forum members and others, but until told
otherwise, I expect I would have done a reasonable job.
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18. Feedback form (Draft)
DRAFT CONCEPTS FEEDBACK FORM – SYDNEY: DRAFT CONCEPT REVIEW 1
1 Design reviewer’s name <insert Name here>
2 Date of draft design review
3 Promo pack deliverables
4 Target market
5 INSTRUCTIONS FOR REVIEWER:
Please read the brief in Appendix A, which outlines the Tomorrowland promotional pack pitch requirements. Please assess
the designer’s work against these requirements.
What do you feel the most important aspects of the brief are that the designer must adhere to?
Reviewer to complete
Do you believe this concept meets the practical requirements of the brief?
Please supply reasons
IMPROVEMENTS AND GENERAL FEEDBACK
Creatively, how could this concept be improved?
FINAL CONCEPT RECOMMENDATION
DESIGNER’S NOTES:
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19. Feedback Form – 2 (Draft)
CREATIVE CRITERIA
SYDNEY – CONCEPT 1
LONDON – CONCEPT 2
Is this concept new, innovative, beyond the obvious? Please supply reasons
Does this concept align to the creative requirements of the brief? Please supply reasons
PRACTICAL CRITERIA
Is this concept feasible/possible/realistic? Please supply reasons
Do you see any social, cultural, safety or environmental risks in this concept? Please supply reasons
Do you believe this meet the needs/desires of the target audience? Please supply reasons
Do you believe this concept meets the practical requirements of the brief? Please supply reasons
IMPROVEMENTS AND GENERAL FEEDBACK
Creatively, how could this concept be improved? Reviewer to complete
FINAL CONCEPT RECOMMENDATION
Which do you believe is the strongest concept and why? Reviewer to complete
DESIGNER’S NOTES:
Write some notes summarising the key points from this feedback. Include an explanation of the changes you will make to your
concepts, taking the above feedback into account
Designer to complete
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20. Feedback form (for final concept)
FINAL CONCEPTS FEEDBACK FORM – SPECIALIST ADVICE
Design reviewer’s name
Date of draft design review
Promo pack deliverables
Target market
INSTRUCTIONS FOR REVIEWER
Please read the brief in Appendix A which outlines the Tomorrowland promotional pack pitch
requirements. Please assess the designer’s work against these requirements
In your opinion, what are the most important aspects of the brief that the designer must adhere to?
CREATIVE CRITERIA for SYDNEY and LONDON
Is this concept new, innovative, beyond the obvious? Please supply reasons
Does this concept align to the creative requirements of the brief? Please supply reasons
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21. Feedback from (final - 2)
7 PRACTICAL CRITERIA
Is this concept feasible/possible/realistic? Please supply reasons
Do you see any social, cultural, safety or environmental risks in this concept? Please supply reasons
Do you believe this meet the needs/desires of the target audience? Please supply reasons
How do you think this concept compares to other similar products on the market? Please supply
reasons
8 IMPROVEMENTS AND GENERAL FEEDBACK
Creatively, how could this concept be improved?
9 FINAL CONCEPT RECOMMENDATION
Which do you believe is the strongest concept and why?
10 DESIGNER’S NOTES
Write notes summarising the key points from this feedback. Include an explanation of the changes
you will make to your concepts, taking the above feedback into account
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22. References
Facebook (2015): https://www.facebook.com/futuremusicfestival
Google (2015): Future Music Festival in http://media5.picsearch.com/is?
HPOGbCFxfLUqUfLr5DGuQ3RRG_lgB86Km-z3RS2uJLw&height=320
Soundwave (2015): http://soundwavefestival.com/welcome.html
Splendour in the Grass (2015): https://www.splendourinthegrass.com/home.html
Tomorrowland (2015) Global Splashhttp://www.tomorrowland.com/global-splash/
Wacken (2015): https://www.wacken.com/en/
Wikipedia (2015): Future Music Festival in
https://en.wikipedia.org/wiki/Future_Music_Festival
Wikipeida (2015): Tomorrowland
https://en.wikipedia.org/wiki/Tomorrowland_(festival)
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