Identify four examples of your selected client group. One from each of the following - Local, National, European, Transnational. Use PEST analysis.
Local : Leeds Live It Love It Guide
Political Factors - The guide is funded directly through local government and Quango - Yorkshire Forward. Designed to promote and sell the identity of the city as a place to visit as well as inform those who live there.
Economic Factors - Struggling economy and low value of the pound make Leeds a more attractive destination for tourists. Lower level of employment over the past few years means that the features of the guide will be less applicable to city residents. The graphic design used would be better spent on targeting the tourist market.
Social Factors - Leeds is a large financial centre with a predominantly young, professional workforce with disposable income to spend on things featured in the guide. Graphic design used within the Leeds Love It Live It Guide must appeal to a demographic that appreciates quality. It's also a population that will be aware of green issues and it would be beneficial for the graphic design used to set a sustainable standard.
Technological Factors - The guide can be easily distributed in and around the city through a large number of council run outlets whilst a comprehensive internet version of the guide is being established online.
National : i (Newspaper)
"i is a newspaper for people who want a concise, intelligent daily briefing; a newspaper that shows you all the stories you really need to know, at a glance; a quality read for busy people in the modern world."
Political Factors - i is a sister paper to the Independent, which, as the name alludes is Independent from political bias. The graphic design used in this newspaper must be carefully considered as it has the ability to reach a large number of people on a daily basis and thus partially moulds the customers views and opinions according to how articles and images are presented.
Economic Factors - As the Independent already has a main paper and the launch of a new sister paper is a somewhat a risk - it's essential that the design of it reflects the right image in order to attract the specific demographic the paper is aimed at.
Social Factors - A newspaper is meant is cover an incredibly wide range of stories and so it's very important for the paper to have a layout that is flexible to incorporate whatever needs to be included in order to communicate a story effectively. Colour is also heavily used in this newspaper and unlike many others, it's mainly to increase its aesthetic appeal rather than just to draw attention.
Technological Factors - It's low price and concise nature and obvious selling points but newspapers face challenging competition from online news and media sources. However newspapers remain popular but it's design must be pitched right to hit the desired demographic.
European : G-Star Raw
"Since our creation in 1989, G-Star's philosophy has always been, 'Just the Product'. After more than twenty years of constant innovation, G-Star continues to push the boundaries, evolving our core DNA and challenging our designers to investigate new materials, styles and cuts - but always remaining focused on just the product."
Political Factors - G-Star is now essentially a global brand but is predominantly based in Europe from it's conception in the Netherlands. It's mainly a retail brand and so in terms of its products, it isn't really affected by government policy.
Economic Factors - The economic climate may affect its customer base as it is a high priced, luxury brand. But the company has begun to expand into a variety of other areas through its 'Crossover' scheme which will open up new markets.
Social Factors - G-Star has a strong core concept with a loyal customer base and over the past few years it has developed environmental and social themes into the company, including an organic cotton enterprise and a good standard of working conditions for employees involved in production etc.
Technological Factors - In order to maintain its position in the market and grow further it is necessary for G-Star to promote itself across a variety of media in order to attract the desired clientele. Eg. Internet, Apps, Magazine/Publications whilst retaining a strong identity in its original form - the G-Star stores.
Transnational : Wallpaper* Travel
"Wallpaper* City Guides present a tightly edited, discreetly packaged list of the best a location has to offer the design conscious traveller. Here is a precise, informative, insider’s checklist of all you need to know about the world’s most intoxicating cities.
Whether you are staying for 48 hours or five days, visiting for business or a vacation, we’ve done the hard work for you, from finding the best restaurants, bars and hotels, to the most extraordinary stores and sites, and the most enticing architecture and design. Wallpaper* City Guides enable you to come away from your trip, however brief, with a real taste of the city’s landscape and the satisfaction you’ve seen all that you should. In short, these guides act as a passport to the best the world has to offer."
Political Factors - When promoting travel and particular destinations, it is of utmost importance that information included and subsequently distributed is fair and accurate.
Economic Factors - As a company working in many places it will have to take into account the economic state of each individual country as exchange rates, population demographic etc will effect how the company promotes itself and the ability of its customers to travel.
Social Factors - The travel guides are targeted at a very specific customer base. People who enjoyed comfortable/luxury travel and the design of the guides must be right in order to attract this demographic.
Technological Factors - The city guides come in printed and internet based forms (i-phone app) as well as a website on wider travel themes and issues that aren't covered in the guides themselves.
Focus on one example and focus discussion on how the client's location and/or use of media will affect what you need to communicate to them and how you might go about doing this.
G-Star Raw :
G-Star Raw is an international fashion retailer that has it's headquarters in Amsterdam, The Netherlands. All of their graphic design is produced in-house and ranges from tags, labels and promotional material to their in-store retail displays.
When marketing myself towards a company such as G-Star it would be essential to show them that I'm a versatile and flexible designer that is comfortable working across multiple media platforms. I was particularly drawn to this company because I'm a fan of their ethos and what their brand stands for and this would be just as important for them to know as well as what Im capable of designing. Even though I like the company and if I was to be employed by them, it would be important for me not to 'sell myself out' and stick to my own thoughts and opinions and about what I want to design and try not to let a large business crush my style into something that has to stick to what they already do. For G-Star however, I don't think this would be as much of an issue since they appear to be very forward thinking and innovative in terms of their approach to design. They publish a beautiful, contemporary, quarterly newspaper that I'm a big fan of and am always eager to get my hands on whilst I also admire their more experimental angles they take in their 'Raw crossover' series which has seen them collaborate with high profile designers on new clothing lines but also one-off promotional vehicles and events.
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