draft design brief version 2 prepared by Loughborough Design School client team

1. GLOBAL STUDIO - TEAM 3 (CONKER) BRIEF
October 2013 - 1st DRAFT
STORY OF THE BROWNIE
SCOTTISH & NORTHERN
ENGLISH FOLKLORE

2. STORY OF THE BROWNIE
A short overview of our values and the background surrounding our Folklore, Brownies
These kindly and dependable creatures attach themselves to human
households, where they help with chores and protect the well-being of people
living on “their” land.
Fiercely loyal, brownies will defend a home and its surrounding estate.
They live somewhere on the land they protect. Despite their love of cleanliness,
brownies are rather shabby in appearance, often going shoeless or wholly
unclothed. Even so, they expect no payment other than scraps of food and a
bowl of milk left out at night; in fact, further gifts are likely to induce adverse
effects.
Unusual organization of items is also common in houses with brownies. A
brownie may alphabetize books by the middle initial of the author’s names or
file records by the titles of favorite songs.
Industrious themselves, even the gentlest of brownies hates laziness in others.
If taken advantage of, or otherwise ill-used, the brownie may become a
boggart.
SOURCE FOR TEXT: http://spiderwick.wikia.com/wiki/Brownie
2 | Global Studio Team 3 - Brief
October 2013

3. BROWNIE VIDEO
Exceptional video showing the Brownie story
GREAT VIDEO EXPLAINING & INTERPRETATING THE BROWNIE STORY:
http://www.youtube.com/watch?v=FHLilXyfylI
3 | Global Studio Team 3 - Brief
October 2013

4. TARGET MARKET
Outline of our user group and their values
The item produced promoting the folklore ‘Brownies’ shall appeal
to a demographic of children beyond the age of 3 who have the
ability and desire to express themselves, the dexterity to interact
and help one another.
The product should explicitily or subliminlay pervay the themes
and values of the Brownie, it is important that the relavence of
these values can be seen in a modern context.
The product should help to encourage equality and sharing
within the child’s daily activities through play, interaction and
colaboration.
In general this product should be aimed at the UK market within
primary schools, playgrounds and Nurseries.
4 | Global Studio Team 3 - Brief
October 2013

5. COMPETITION AND MARKET
Outline of our user group and their values
Below are a selection of products to show the type of market
in which we want to compete. This is only to act as a guide
concerning the possible market and appropriate size.
The product size should be hand held, no bigger then a 1kg bag of
flour. Available processes include Laser Cutting, Water-jet Cutting
& Maker Bot Replicator Rapid Prototyping please utilise one or all
of these process in your product. In addition to the above process’s
we are able to fabricate wood and plastic manually.
5 | Global Studio Team 3 - Brief
October 2013

6. KEY CRITERIA
A short outline of our expectations and hopes for concept generation
The aim of our brief is to instil key values of the brownie folklore in a
modern context
This will be done using a playful non digital medium. One which
promotes sharing, modesty and the importance of being humble.
All of these are prominent values in English society, We thought
the best examples of English Heritage would be from the Opening
Ceremony of the 2012 Olympics:
http://www.youtube.com/watch?v=p7YHDfLxZi0
In terms of future development we would like our prototype to have
the ability to be ‘open-source’, free give away or a promotional gift.
This aspect fits the story of the humble brownie.
6 | Global Studio Team 3 - Brief
October 2013

7. TIMELINE
Overview of key dates
17th October
- Final agreed design brief sent out
21st - 24th October - Scheduled meeting to discuss design progress and
clarify any arising issues regarding initial concepts
28th - 31st October - Meeting to discuss refined concepts
4th - 7th November - Finalise the design deliverables and all neccessary
information to commence prototyping
14th November
- All aspects neccessary for prototyping to
commence to be sent
Note:
Meetings will be arranged as appropriate and neccessary.
7 | Global Studio Team 3 - Brief
October 2013

8. SUMMARY
In Short....
Brownies Value:
- Importance of a Job well done
- Humble
- Modest
Our Values:
-Encourage curiosity
-Promote sharing and colaboration
- Cultivate Memories
Non Digital/Low Tech:
- Connect with the past
- Tactile and engaging product
- Modern reliavance to traditional Past
- Free or ‘Open Source’ product
- Utilise Rapid Prototyping, Laser Cutting or Water Jet
Cutting
8 | Global Studio Team 3 - Brief
October 2013