Extended Practice Brief #2: YCN UK Greetings [Final Outcome]

After refining the existing collateral and adding the rest of the collection in this is the final outcome according to the requirements of the UK Greetings brief, consisting of 2 greeting cards, gift wrap, gift bag, notecard set and notebook cover. 

Rooting from the theme/story of friendship and goodbyes, the collection aims to create a happy atmosphere, opposite of the feelings of goodbyes. It aims to reflect anticipation through the bold and bright colours used. The Pomegranate along with the Elm compliments together nicely as well s visually makes the designs much more engaging and eye-catching. Especially with the usage of pattern on the gift bag, notebook and gift wrap, the hand an d patterned irregular shapes creates a very abstract design that when used and shown individually still hold a strong presence by itself, as well as target a wider range of audiences. In particular the abstract pattern works well on the gift bag design and as gift bags tend to be used and place individually, it will definitely attract more that just the target audiences.  

Both greeting cards have been refined to accordingly to their styles. The “I’ll Miss You”  was refined to be much more cohesive in terms of colour and illustration design. The cleaner multi-coloured type design instantly makes the card look more playful and consistent. The illustrated background layout has also been refined and considered more making the overall design look brighter and inviting. The cloud and plane motif of the greeting card, has also been used on the note card set, bringing it in cohesively with the other collection designs. It also works really well as the illustrations on the cards created a playful abstract pattern making it fit for post card, letter uses along with the blue envelop with it. 

Similarly, the “See You Next Time” card was made bolder and brighter through uses of pop colours with the orange on the illustrations and complimenting them with paler shades. The type also has a been more texture to it making it look rougher through it;s irregular stems. The background illustration also work really well with the white background making them stand out on the page whilst highlighting the greeting phrase on the cover. 

Overall, the whole collateral cohesively works together as well ad individually, successfully targeting its primary audience and secondary buyers too. Moreover, it has used the theme/story of farewell, creating a nice storytelling with the illustrations and patterns on the design. It also effectively challenges the UK greeting brand style whilst at the same time work to be part of the brand, through its playful and engaging narrative and design.