Another Trimester Down
Looking back is an important part of the growing as both a designer and a person. I have certainly run into my fair share of problems this trimester which I think I managed to work through.
Starting the trimester we needed to come up with a product or service that has not been done before in Perth. Myself and Jaidan came up with the idea of creating a company called “Primer”. Primer on the surface is a modern shared workspace but if you delve a little deeper it gives you access to a space that has been designed with the end user in mind. Its a modern upmarket luxurious workspace with everything a creative needs under the one roof.
The initial problem was portraying this luxury and exclusiveness of Primer on our initial pitch. The audience just couldn't get why they would want to work in this space although that was the whole point. The space itself is designed for a very niche market of people, people that understand the importance of design as well as the importance of working in an amazing space.
Once the target market was fleshed out we knew everything from the branding to the advertising had to be not only uniform but show that we are a premium product.
Both myself and Jaidan jumped straight into the branding, having a very similar approach to design certainly kept us on the same page and uniform throughout the process. Initially we were meeting at every class but Jaidan was offered a job outside of university which altered our communication a little. When this happened I decided to switch my workflow to try to accommodate our different schedules. Initially I started working on my personal projects such as my portfolio/personal branding during the day then working on Primer in afternoon. I found this to not work so well as by time I got around to the Primer items I did feel a little burnt out. Throughout this whole process although myself and Jaidan hadn't seen each other apart from Mondays we still spoke every second day via phone and were both constantly adding items to the drive, google drive is certainly an amazing tool for when working on group projects.
This continued for a week or two, I found it best as I was in class more to take the leader role and just advise Jaidan of what needed to be done and he would then complete it. When we did see each other we discussed what we had done and bounced ideas of one another as to which what idea was working and what wasn't.
This was around the time I ran into what I feel has been a major setback for me this trimester. Unfortunately I broke my ankle which made not only getting to class a hell of a lot harder just being able to focus. It was around this stage that Jaidan left his job. This currently helped massively as I saw an increase in the work and his ability to complete tasks or assets that were crucial to the advertising campaign.
Getting our style guide and target market down at an early stage in the trimester made a huge impact to my workflow and the cohesiveness of our assets. Designing with a very niche exclusive target market whilst sticking to your brands tone of voice in mind is surprisingly difficult however after a bit of time spent I felt we hit it.

The above was the initial copy this was then refined after conducting some more research into writing copy and consulting with Edna. As my target market are designers/creatives they often find it easier to connect the dots to problems, with this in mind the copy shouldn't spell out/reiterate the image as this may insult the viewers intelligence therefore losing interest.

The above is the final design. The copy was carried over to Instagram and Facebook to create a cohesive campaign. The copy plays on the age old saying that ‘things aren’t always black and white sometimes they are grey’ the grey is swapped with a Pantone colour for the grey we used throughout the campaign. This statement also has another level of things not always seeing as they appear, I wanted the audience to get this sense that they need to look further into the space either by visiting the website or the space itself.
Overall I am happy with the way myself and Jaidan worked together throughout the trimester. Having multiple changing factors in conjunction with personal projects has certainly been stressful and I am looking forward to a couple of weeks off.
