Concept Development

Using my research and understanding of the brief and NDG branding, I began to draft different concept ideas for my design concept. Rather than doing a poster concept or web banner concept, I wanted to get an overall design concept / theme, which I can tailor to the different advertising elements afterwards. My ideas were rough sketches so that I could find and develop a strong concept effectively.

Sketching helps generate a strong set of possible directions. A mouse and computer adds an extra level of restriction that hinders the process. Most sketches will eventually be made redundant, but the point is to explore every possible direction before choosing the most effective idea. (Airey, 2007)

As David Airey Mentions, sketching allows you to quickly find your direction when drawing concept ideas. Using sketches, I've developed a concept that I believe is good and meeting the brief specifications.

My concept is called "Hiding your coffee is necessary": The coffee is that good, you need to hide it at home, so no one else can take it. Your coffee is a priority, you begin to prioritise this over essential home accessories. To communicate this, I drew very rough imagery (image below) of a cutlery draw, where all the cutlery has been crammed into one section, and the NDG pods have been placed carefully and neatly in all the other sections. By this, I'm trying to communicate how the owner has hidden their coffee and prioritised it over the cutlery, in a fun humorous way.

Rough initial concept idea, vectored

With my concept idea formed, I began to produce poster designs using the concept as a theme, taking into account the NDG brand guidelines.

References
Airey, D (2007) My Identity Design Process [Online] 6th September 2007
Available from: http://www.davidairey.com/process/
[Accessed: 14th May 2013]