Ideas First Recap (5/4): Final Projects.

The first half of class is behind us, so now it's time to race towards the finish line with an introduction to your final projects, and a new local business or two.

We've finally gotten through the tough part of class. While I didn't think we were going to make it, all of you pulled through and presented compelling work. One thing that all of you will need to continue beyond class is your engagement and critique of each other's work. Being a good creative requires the following: 1/3 ideation/concepting, 1/3 listening and 1/3 critiquing. You're all at MAS because you have great ideas, but you also need to develop your ability to listen to each other and provide positive feedback/criticism.

I've sent you off into the world to research local brands for your final projects. One of the reasons I chose certain brands is their accessibility--to the location, as well as the staff/owners. Please take the time to have conversations with the staff/owners when you're visiting, as they will be able to help guide your overall brief. And, who knows, maybe they'll have use for some of the ideas you generate for your projects.

As you prepare your briefs, please be mindful of the following:

1. Your presentation should include a maximum of eight slides, with one for each of the following topics: Background, Landscape, Competitive Analysis, Attitudes, Audience, Marketing Challenges, Marketing Goals and Single Minded Message.
2. Each slide should be a summary of your points, rather than a paragraph in 9 point type. (You should be using the points to guide your presentation and not be reciting from it.)
3. Include images captured during your research trips. Show us where you went and that you were actually there. Feel free to bring props (or samples) to class.
4. Write up three completely different Single Minded Messages for the class to evaluate. Based on the strength of these messages, we'll decide which brand you'll work on for your final project.

Please make sure your briefs are saved in PDF format so that they can be opened on the class computer. You should all practice your presentation in advance; I want to see the chemistry of a well-oiled machine, not three people looking at each other to complete each others' sentences. Take the time to become experts on your brands Your ideas are as effective as you can present and defend them, so stand in front of the class with confidence.

Andorra's Box
Inigo, Fernando and Kimberly
GOOD VIBRATIONS
CITY LIGHTS

Three Wizards
Peter, Burc and Su
826 VALENCIA
PAXTON’S GATE CURIOSITY FOR KIDS

Big Red Button
Gregg, Nicole and Justin
SHOTWELL
BELL JAR

Hanila
Hattie, Lance and Ning
LITTLE STAR PIZZA
(PARK) CHOW

Last Call
Ashley, Brian and Hoi
MADRONE
BOURBON AND BRANCH