Brief
As this brief is rather open and does not specify that the ideas have to be viable it would be interesting to create something a little more 'out there' which could be created but is something which hasn't really been done before.
Market Research
Female
Girls Footwear (16+)
- Casual
- Colourful
- Patterned
- Flat soled
- Can be personalised (the colour of the laces can be changed)
- Comfortable
- Mostly made to be fashionable
Young girls 16+ are more fashion conscious. They are more influenced by TV, social media and their friends when choosing what to wear. They tend to follow trends. This is important to consider when designing for this target audience.
Considering what a 16 YO is doing, such as walking to school/college and meeting up with friends, these shoes play a good part and yet, trainers seem to be a more practical option.
Young Women/ Womens Footwear (18-26 YO)
- Smart/Casual
- Colourful
- Colourful
- Patterned
- Heeled/full platform
- Fashionable
- Relatively comfortable
- Not amazingly practical
- Fashionable
- Relatively comfortable
- Not amazingly practical
This age range has more of a mixture of shoe styles simply because of the variety of activities which they will more than likely be taking part in.
The heels which are for more formal events such as parties, nights out, going for meals. They are more experimental with their colours and patterns. Whilst the flat, platform shoes are more practical eg, going food shopping etc.
Bold colours and patterns are identified in both of these sectors. It is again, essential to consider what each age range wants from their footwear.
Male
Boys (16+)
- Casual
- Comfortable
- Practical
- Dark colours
Similarly to the girls, young boys 16+ are seen to be more fashion conscious. They are more influenced by TV, social media and their friends and follow trends. This is important to consider when designing for this target audience. These trainers are comfortable (eg for walking to school/college in) and are very practical.
Young Men/ Mens Footwear (17-26 YO)
- Casual/ Smart/ Smart casual (mixture)
- More patterns identified
- Some lighter/brighter colours
- Flat soled
- Relatively comfortable
This age range has more of a mixture of shoe styles simply because of the variety of activities which they will more than likely be taking part in.
The smart shoes are for more formal events.The colours here compared to the ones for the 16+ age range are bolder. These flat shoes are more practical eg, going food shopping etc. It is very important to consider what each age range wants from their footwear.
Unisex (Trainers in General)
Unisex - All ages
- Fashionable
- 'On Trend'
- Comfortable
- Practical
- Can be bold/colourful
- Unisex
- All ages
Trainers are, as shown above, the perfect 'all round' shoe. Using the inspiration of from this, a more practical and wearable shoe could be created.
Survey
A small online survey was conducted aimed at 16-26 year olds, the target audience for the brief, in order to collect some information about their feelings towards this brand.
Collated Feedback
Positives;- They are comfortable
- They vary in design and colour/pattern/material etc
Negatives;
- The shoes are of a high price
- Don't look durable
Improvements;
- Could me more personalisable
- More variation in pattern
Notes;
- Most people knew about the 'One for One' concept
- The 'One for One' managed to persuade people to buy another pair
Conclusion of Survey Results
Other than the variation/pattern, the key feedback was that most people knew about the 'One for One', but weren't sure what it was about. On a another positive note, it did persuade someone to purchase TOMS again. This shows proves that if more customers knew the full story behind TOMS and what they do, the company could potentially be more popular and successful. Including them more so in the process, should also get them to believe in what they are helping with.This is what this brief will aim to do.
Initial Sketches
TOMS Requirements
Initial Ideas/ Tag lines/ Concepts
As the target audience are 16-26 year olds, it is key to focus in on what they enjoy interacting with the most; social media. Allowing them to post and get involved through this platform would prove the most useful and successful.
Crit & Decisions
After holding a group feedback session, the idea and concept for this brief was decided. The focus on social media and interactivity would prove to be the most useful. In addition to this, showing people where their help and money is going to will persuade more customers to purchase/re-purchase with TOMS as some consumers can be reluctant to part with their well earned money unless they see what it is that they get back.
In this case it would not only be the satisfaction of helping others but also recognition from friends/family/online people/followers that they have done something great by purchasing TOMS.
Idea Breakdown/Refinement
1. The shoes bought online or in the store, are provided with a code. This then allows them to go online and design the other pair that is being sent to the child. As to ensure that there are enough of male/female/age ranges, the code will specify who the shoes are for such as gender, age, etc and take some of the other options away (such as pink for a 16YO male) just to ensure no one draws anything inappropriate/that a boy would not like (for instance pink hearts and flowers which would be seen to be aimed at a young female).
Initial Ideas/ Tag lines/ Concepts
As the target audience are 16-26 year olds, it is key to focus in on what they enjoy interacting with the most; social media. Allowing them to post and get involved through this platform would prove the most useful and successful.
Crit & Decisions
After holding a group feedback session, the idea and concept for this brief was decided. The focus on social media and interactivity would prove to be the most useful. In addition to this, showing people where their help and money is going to will persuade more customers to purchase/re-purchase with TOMS as some consumers can be reluctant to part with their well earned money unless they see what it is that they get back.
In this case it would not only be the satisfaction of helping others but also recognition from friends/family/online people/followers that they have done something great by purchasing TOMS.
Idea Breakdown/Refinement
2. On the submission/design page there will be an option to send a note with the shoes as to be in contact with the child that you are helping. There will also be an option to receive a reply/photograph of the child in their new shoes
3. The shoes can be tracked from designing, processing, making, delivery and arrival (roughly)
4. There will also be a donation option in case customers are feeling extra kind
5. The empty shoe box would then be filled with things to send to the child (like Children's Aid/Comic Relief) and dropped off at a local participating store (this gets the customer into the physical third party store, possibly gaining them more custom)
6. Linking back with social media, there will be various hashtags for people to use to link their images and stories to (EG, a photo of their design/message/reply on Instagram)
7. As to ensure that the third party stores are a part of this, they could be fitted with an interactive screen (like an IPad) which allows customers within the actual stores to design their toms there and then, giving people a reason to go into those stores rather than the ones who do not sell Toms/do not want to be a part of the new 'giving' and designing movement
The main idea behind this is that 16-26 YO's love Social Media and so giving them something to Instagram and post about surely would get more people involved. People love to boast and show that they help others and this gives them a platform to do so.
Considerations
- The designs would have to be regulated to ensure that nothing inappropriate is printed
- There also needs to be an option not to design the shoe and just let the company print one that has already been designed
- There will be a sticker/symbol for the store windows to show that the stores sell Toms and are also a part of the new 'Designing A Brighter Future' movement, hopefully intriguing customers
Feedback from Crit with Visiting Professional (Lee Goater)
- Ideas are strong
- Using the fact that most people are on social media to your advantage is smart
- Interactive, fun and enjoyable
- Makes the customer feel as though they have an actual input into the 'giving'/one-for-one scheme
Research
When researching, it turns out that this is already being done by companies such as VANS and third party websites such as Baggins.
The Vans website allow the customer to personalise every part of the shoe to their specific colour preferences.
Baggins on the other hand also allow the customer to upload imagery as well as print text onto the shoe. This is similar to the original idea generated for this brief apart from the fact that there will also be a space to draw in real time to create a design/pattern for the shoe (through the website).
Visual Ideas
Above are some simple sketches as to how the main advertisement could look like.
The very bottom left image on the first page will be the one that will be developed into a digital design. The layout of the shoes reveal a heart shape connoting love and the helping others. It is a simple, positive, universal message that would be received and understood by all.
Using TOMS ethos of love and helping others, the TOMS are positioned in a way that subtly resembles a heart.
As to look as professional as possible, the typeface used for TOMS was identified and continued through this brief to appear continuous.
The slogan 'Design A Better future was taken from the earlier scamps. This is a simple reminder of what TOMS aim to do and what the customers can help with too buy purchasing TOMS.
Main typeface: Trebuchet MS This type was chosen as to provide a more professional and realistic design. This is the typeface used for all official TOMS designs. It now looks like a continuous part of the brand.
Slogan Alterations
Although the original ' Design A Better Future' is appropriate, after holding a small crit it was unanimously decided that 'Design a Brighter Future' was more relevant to the brief and has a stronger link to the connotations of painting and design.Colour Experiments
Simple Paint Experiments
As to add colour in addition to representing the fact that the customer can personalise their shoes, paint splatters were created to reflect the creativity and freedom of the designs. Using 4 colours, red, blue, green and yellow, various patterns were achieved. These colours were used as they are all bold, bright colours and represent all emotions, genders etc. They cover all bases and are primary colours.
Paint Experiments with Toms Illustrations
Using Photoshop, the experiments were edited to become bolder, brighter and more neat. This creates more professional looking designs. Above are the experiments created when the pain marks were layered with the TOMS illustrations.
Typeface & Colour
"Design a Brighter Future"/ slogan typeface: Yuppy TC This typeface was chosen because of it's friendly, inviting appearance. It is more fluid and mimics human handwriting to reflect the concept of personalising the products and getting people more involved with the movement/project.
Final Design
This image connotes fun, design, experimentation through the colour and overall love, happiness and helping through the layout of the shoes (heart shaped). Although subtle, it would still be well received.
When printed there was a concern that the type would be too small to read with ease, yet after holding a small crit, it was decided that when the designs were blown up to the intended scale (for a billboard/larger advertisements) the type size will increase and so will become much easier to read.
Website Scamps
Website Navigation Sketches
When it comes to the website design, it is essential to create one for the TOMS site and for the third parties. Simply so that if anything were to happen to the original store/their website, the official TOMS website would still be there as a back up- the customer would be automatically redirected. They would both be designed the same, visually as to ensure the ease of navigation from one website to another.
Digital Designs : TOMS Website
It was considered to have the purchase and design pages on the TOMS website itself, yet as this brief requires third party stores to be promoted, this would defeat the object as customers could go straight to the source TOMS. For this reason this movement will only be unlocked on the TOMS website when shoes are bought through a third party store/website
Through purchasing the products on this third party website, Hurleys, the customer is then redirected to the TOMS website. This means that each company do not have to add these features to their own website. This may cause congestion and would cost a lot to code and set up individually.
Design Tracker
This page allows the customer to track their product as well as the one that they designed to send off to the children. From the purchase to the printing of the design to arrival and return. By implementing this, the consumer would feel more involved with the process and hopefully use social media to promote the movement.
This can be accessed through the third party websites or in stores, alternatively, the TOMS website.
Store/Physical Work
Store Mock Up
This simply reveals where the designs would sit within a generic store in addition to the 'drop off' point for the returned shoe boxes (bottom right on the above image) and screens to track the 'one of a kind' pairs (top centre of above image).
1. Interactive touch screens to design shoes. Includes pen to draw design straight onto the screen. Keyboard to type notes/details. Can also track orders
2. Toms advertisements
3. Toms shoe display
4. Huge Toms Shoe Box/ Drop off point for full, returned boxes
Leaflet
These would be situated around the stores and urge people to go online and design their own TOMS. It clearly explains the step by step process and would direct the customers to the website.
Voucher
The voucher would be given to the customer once they return a full shoe box to send to the children. This is a small incentive.
Promotion in Context
Store Advertisement; Window display; POS for inside of store
Promotion in Context
Bus Shelter Advertisement
Billboard Advertisement
Both on the bus and billboard advertisement, the yellow text which reads "Design a Brighter Future" is difficult to read. The background stock would no be this white making it easier to differentiate the yellow text from the white background. In addition the size of the type if actually printed to scale would be a lot easier to read.
Although there are no further details on this board, such as the website etc, the audience/passers by will understand that this is an advertisement for TOMS as the typeface and layout of the text used is the same as that see on previous ads/products. The imagery supports this.
The bold bright colours will attract the initial attention of the passers by.
Although there are no further details on this board, such as the website etc, the audience/passers by will understand that this is an advertisement for TOMS as the typeface and layout of the text used is the same as that see on previous ads/products. The imagery supports this.
The bold bright colours will attract the initial attention of the passers by.
Hashtags/Social Media
Hashtags aren't included in the designs; print or web. Toms already have social media hashtags such as #TOMS #OneForOne and so #DesignABrighterFuture will follow. Once trending on social media, people will see and investigate themselves.
Evaluation
The brief was to make 16-26 year olds proud to be seen doing something about the worlds problems. This was achieved by allowing them to engage and interact more with the giving process. In terms of showing that they were proud, using social media as a platform was utilised. This in addition, spreads the word of this movement, connecting people, inspiring others to get involved and do the same.
The main target audience for this brief are very fashion conscious and love to brag online about their 'new buys'. This "Design A Brighter Future' campaign allows them to take the fashion designing into their own hands whilst proving that fashion products can have a dual purpose, they can help others.
The campaign focusses mostly on online retail as the primary channel, yet is supported through a physical touchpoint in stores which aims to aid these third party stores to get more involved. The customers can help further by recycling their empty boxes and sending them to the children. The designs are bold and bright as to attract attention, and represent that one small thing, like a pair of shoes, can make a large impact.
By pushing this brief further, adding the boxes, touch points in stores, social media etc, the campaign is sure to take advantage of and make the most of all areas of media and advertisement to promote not only TOMS and the stores but the helping of others through the campaign.
By allowing the customer to be involved more personally and also, in most cases, receive a reply from the child, this satisfaction and good feeling (although some would say is selfish) would make them want to return as a customer. In this way, the brief slightly exploits the 16-26 year olds love to brag on social media, for likes and followers, yet on the other hand, they are still helping those in need.
Overall, this brief has been successful on all levels to promote, engage, interact with both companies, consumers and the children receiving the gifts. Giving is what matters most here, but receiving thanks is also nice.
Presentation Boards (D&AD)
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