To create a dog walking logo, I first needed to do research on different dog logos and different dog companies. To effectively do this I compiled all logos of dog companies into one mood board and analysed patterns between them. In most of them there appeared to be a pattern of love and happiness each represented in different ways. Therefore I knew I had to design the company by appealing to peoples love for their dogs. However many did not seem to have bright colour schemes this could be because they are appealing to older audiences who might no longer be able to take their dogs for walks compared to younger audiences who these won't appeal to as they can walk their dog still. This means the logo makers aim their advertising to these older audiences by not doing bright over the top logos. Overall, the mood board is a way to help me generate twenty designs for possible logos of the company to be sketched out on paper.

For this logo, I used silhouettes of dog paws as it is an iconic sign of dogs and instantly allows them to recognise the purpose and product of the company. Its is purposefully simple to help people know it is a chill and laid back company that will take care of their dogs. Additionally, for the font of the text I chose a handwritten font as shows how it is a nice place where someone could trust someone else with their dog.

For this logo, I used the pen tool to outline a dog and then I used it again on a man walking to make it look like he was walking the dog. For the text I used a basic text font and had it going along the leash as it makes it more visible and makes it more of an original design and different to other companies logos. 

Making this logo, I used the pen tool to create a foot as it represents the dog walking aspect of the company. I made it a silhouette because a real foot would be off-putting and not make people want to work with the company. When creating this, I tried to make something different and tried sneaking a dog into the logo with the ear, eye and nose of it being visible. For the text, I used a handwritten font and tried to curve it around the top of the foot; although it will be too hard to read for people who do not know the company and overall gives it an unprofessional look.  However, I am not too happy with ho w it turned out so it is not likely to be picked as the company logo.

This logo is a very basic logo which immediately informs someone of what the company is and does. However it may not give off the correct vibes that a dog walking company should as other than the paw it does not really tell someone that this is a laid back safe place for their dog as it looks more professional. For the text is added a banner behind the dog walkers part as it made it look better and added something different to help differ from other companies. 

For the final logo, I chose to make the beginning 'O' out of one of the paws in the logo. This gives the company a different and more creative appearance. I chose the paw print as it is the most iconic and well known symbol of a dog, this helps people instantaneously know that it is a dog walking company. As for the colour scheme I chose different shades of blue as it is the colour serenity and stability thus allowing people to allow other people to walk their dogs as people need to trust the company in order to work with them. The font I chose is a bold font as it is eye catching and stands out. 

Business cards are an important way to provide a strong first impression to let a client know that you are professional and will be someone they want to do business with. A good business card can reflect a companies personality and values that can serve as a reminder for people to follow up with you. Therefore the front of the business card needs to be enticing enough for someone to want to see the back. To make it look exciting but still show professionalism, I used different shades of blue with different opacity give the card a creative design while still making it appear professional and make someone want to do business with this company. Blue also shows to clients that that the company is trustworthy and a safe place for their dogs to be, which is important as dogs are very important thing to most people so they want them to well looked after.  

The back of the business card shows the information of the company which is why it is the most important part of a business card. Therefore, it needs to be decorative and make them want to read it. To do this, I stuck with the design from the front as it helps the card flow better between front and back and give it a more professional and important appearance. For contact information, I chose a black colour. I did this as black represents importance which gives that card a look that makes viewers know the company is a good and professional place where they would want to conduct their business. Additionally, The black on the bright colours of white and blue helps it stand out more and appeal to the viewer better. However, alone the contact information on the card felt slightly empty and was not eye catching. To fix this, I added icons of each one of the contact information's to give the card a more full feel. Finally, I added a black line behind which just gives the card more depth and helps make it look slightly more important. 

To help me create logo designs, I created a mood board of already existing clothing brand logos to help me visualize and create a suitable logo to represent the companies values. From doing this, I saw that many companies used basic designs with sans-serif fonts. This advertises their company to younger generations as modern design focuses on simplicity and minimalism, which is what their logos connote. Furthermore, for comfortable clothing and sport brands the font is always sans-serif and the higher-end brands use serif fonts. This is because the higher end appeal to older and more professional people as they have more money and will be more interested in that type of clothing and comfort and sport brands want to appeal to younger generations. Additionally, the brands commonly stick one colour and build their company from that colour, which allows them to build a visual identity as become more known through the colour. 

In the brief, we were told to create a tote bag design so I decided to make a few and incorporate the different logos from the planning to see which one would work best with the tote bag. For the first tote bag, I chose to do a modern design by using a black bag with a gold background on. This gives the bag the modern feel and caters to audiences who want a more simple and professional bag. For this design, I chose to add the 3rd logo as I felt colours of it and vibe of it fit the bag. However, I had to change the text colour to gold so that you could see it. For the next three bags, I decided to get inspiration from postcards. I did this because postcards are obviously made to be very visually appealing and show the beauty of different things and places which is way it is also suitable for something like this. For all the designs, I used the pen tool and used real life images to capture the attractiveness of different places in the world. This helps provide a creative and eye catching design which people can like the design of and feel fashionable when carrying around. 

The purpose of a infographic is to convey complicated data in a simple visual format. Therefore, to include the complicated information but still keep the interests of the viewers I added a magnifying glass. To create it I used the shape tool and created the handle with a rectangle and the scope with a hollow circle. I then put them together to form the magnifying glass and placed in the centre to make it more bold. Furthermore, it highlights the text and makes it look more readable and interesting, which means more people will read and take in the important information that the infographic tells viewers about. Additionally, I added a dark shade of grey around the bottom side of the magnifying glass to make the poster look more three dimensional and give it a more creative and interesting look. For the background, I chose to do different shades of blue in a wavy pattern. I chose to design it this way as it is eye catching and presents the information more creatively. Also, I chose blue as it is a colour which can be associated with knowledge and wisdom whilst still being a very popular colour which is bound to draw eyes. For title, I made it a bold sans-serif font, I did this as it is more eye catching and appeals more to younger audiences who are the main target audience for the infographic. Moreover, I placed a blue square beneath the "search" part of research as the infographic is detective and mystery themed, which a vast majority of people associate with interest and mystery. This will further increase attraction with the infographic. Continuing with the theme of detective, I needed to add more information but needed an attractive and eye-catching way to do it. Therefore I added a sticky note with the last parts of the information. To make it look like tape, I lowered the opacity on the  rectangle as it gives it the semi see through look. The note sticks out a lot as it is yellow on a primarily grey and blue poster, so it is probably the mostly likely thing to be read as it stands out the most and steals the attention of the viewer. 

To accurately represent the brand with the video, it is important to create a mood board so that the whole visual identity of the company is presented properly. From my mood board, the colour scheme of green to white makes itself very obvious. Starbucks represent their company with these colours as it is massively recognisable that it is them and their brand works with those colours. Furthermore, the mood board also makes clear the font of the text needs to be a bold sans-serif font. Starbucks could use these types of fonts as they appeal to the target audience the most and provide the look that the company is trendy. However, they slightly adjust the the shade of colour to convey different things. For example they make it slightly lighter if something is meant to be happier.

A questionnaire allows people to share their thoughts either anonymously or publicly. This helps remove bias and allows people to share their true thoughts without other people knowing. This helps to gain information about how good something actually is and allows you to know how successful something is, and more specifically what is working and what needs improvements. For the Starbucks task, I created a questionnaire for people to answer questions about Starbucks. The first question and third (favourite drink and food item) allows the creator to see what drinks and foods people commonly prefer and the items people do not like as much, which allows them to possibly change the menu to remove the unpopular ones. The second and fifth question help you grasp how the amount of time people spend in stores. This allows Starbucks to effectively prepare for their customers needs as if people don't go often and don't spend much time it allows them to maybe to accurately staff their stores as they may/ may not need as many staff. 

Interviews allow you gain research on a one to one basis and like focus groups involve in depth conversations about certain topics. But unlike focus groups, there is only one person which helps you gain information on what that one person thinks but only that one person. On the other hand, it removes factors like peer pressure and makes the question asking more personal possibly allowing for concise answers. For the questions, I just took a brief quote from what they said which summarized their viewpoint. In the first question, I asked about the customer service which allows you to see this individuals opinions and how they've been treated by employees. Then, I asked about the variety of what they order. This shows how effective the new menu items that get released are as if someone is getting the same order every time then the new items clearly aren't enticing enough for them to change their order. Finally, I asked the average time spent in the store which again allows them to evaluate the way the set out their stores because if people dont stay in the store for long then they wont need as much tables. 

A creative brief helps identify a strategy to fix a problem or create a project. They cover the different objectives that the project needs to follow by highlighting key points. Therefore, they are important so they need look exciting and engaging whilst still explaining the core elements of the project. For the the background, I used the paint brush tool to turn it red and used the rectangle tool to create the yellow Lego bricks at the bottom. I did this as it allows for a creative way to style the background whilst also using the iconic Lego colours of yellow and red. The background alone immediately shows what the company is through the colours and symbols of Lego bricks because the company is just that popular and well-known. Then, for the title I used a bold sans-serif font to make it stand out more and to add extra detail, I duplicated the layer twice to and added the yellow and black from the logo to give the title a shadow and outer layer. This makes the title more vibrant and appealing therefore bringing more interest to the brief. Then, for each segment of the brief I added a different symbol that depicts the title making sure that they are yellow as to link in with the rest of the poster. The icon subconsciously makes the reading look less off putting to the reader as images and icons can present a more friendly look to something. Finally, I tried to add the information in as little writing as possible but still cover the whole point so that people actually read it. I made it yellow to link to rest of the poster and the logo. 

For this task, we had to create a billboard for an upcoming a show at the Sheffield O2. I chose Kendrick Lamar as he is very popular and currently very in trend as he has had his best year in terms of music streams in 2024. Therefore, he is a perfect candidate for an upcoming show as due to his current popularity he will easily sell out the stadium. To create it, I found an image of Kendrick Lamar performing on a stage and used the magic wand tool to select his body. After selected his body, I duplicated it, which allowed me to put layers in-between him and the background. So, I put some text in the gap so that the billboard would express the information needed whilst still being visually appealing. I used visual hierarchy skills to make the arena the biggest part of the text as from the picture the viewer will already know who is performing just from how well-known and popular he is. For the text, I chose a bold sans-serif font as it stands out and the target audience of Lamar's music as his music appeals far more to younger audiences rather than older ones. For the colours, I chose shades of red as it matches his clothing and additionally, red presents passion, which is a common emotion that people associate with his music and links to their passion for his music. Furthermore, I made the "live" part the a darker shade of red as it less important information and sort of implied with the location. Finally, I put it in a mockup because it gives you an impression of what the final product will look like. 

This beat is an upbeat hip hop/rap beat, which would be perfect in promoting a sporty product or something to do with being active and energetic. This is because the vibrant nature of the song allows it present something in an exciting way. This type of music would be targeted towards younger audiences and the upbeat sounds present a young and energetic feel. Older audiences however, could find this overwhelming or unprofessional due to the beat being less professional and more lively.

This audio would be perfect for a relaxed and chilled environment as it is a smooth and soothing beat which is especially effective to promote something calm in video editing. The relaxing nature of this beat allows it to be used to present to an audience that product will remove some stress and sets a refreshing view on the product the viewer, which allows them to associate that feeling with the product. This type of music would be perfect for an older audience as it isn't upbeat and maybe less engaging to younger audiences, however to older audiences it would be perfect due to be simple and not overwhelming. 

For the final beat, I used another upbeat audio but this time from the rock genre. The rock genre is sort of universally liked between older and younger generations so a song like this can used to promote something exciting to both audiences. The song itself changes intensity of the instruments and music changes throughout the song so you can use different parts of it to convey different things. The song itself presents a confident a happy vibe which encourages the viewer to be engaged and involved with the video. Therefore, a link is established between the viewer and the advert, which helps it to remain in the mind of viewer for a longer amount of time. 

LAMAR (2017) DAMN. Cover Artwork [Album Cover] Available From:http://www.google.com/2017/14/4/damncover-artwork/. [Accessed 7th January 2025]

RIODAN, RR. (2005) Percy Jackson And the Lightning Thief. Texas: Miramax Books

SPOTIFY (2025) One Month Free Of Spotify Premium [Online] Available From http://www.spotify.co.uk/premium/individual-premium-plan.  [Accessed 7th January 2025]

Puma

Jwwb, nl (2025). Puma clothing photo shoot. [online] Jwwb.nl. Available at: https://primary.jwwb.nl/public/r/m/a/temp-jroulkjaiyetusdhmqle/pasted-image-wed-jan-08-2025-10-47-12-gmt-0000-greenwich-mean-time-standard.png.

Primary research is the investigating and gathering of data someone would do before a project. It involves using surveys, interviews, questionnaires and any way of research which you conduct yourself. Primary research allows a researcher to collect data that is specific to their needs which differs from secondary research which relies on already existing data from someone else, ensuring accuracy and relevance. Furthermore, as it is you who is asking the questions it can be specifically tailored to your goal instead of maybe just crossing over the subject in another question. It also means that the information you are getting is up to date as sometimes in secondary sources it can be outdated and therefore sometimes incorrect. For first questions, I made it specific to people who have owned Puma and asked them to share their opinion on the clothing they chose. For the people who have bought from Puma before, it shows the quality of the products by whether they like it or not. Then, I asked about the pricing which allows the brand to evaluate prices to make it better priced or keep it as it is. Finally, I asked questions about their competitors and how Puma rank amongst them. This allows you to see what is popular and allows you to look at your what your competitors are possibly doing better than you. 

Finally, we conducted a focus group. A focus group is similar to an interview however it includes multiple people. This allows for the expansion on the points like interviews but unlike interviews, it allows for alternative viewpoints and different opinions which can show alternate views and give a way to  have a debate and discussion before settling on their final decision. In my focus group, there was three people and I wrote their opinions down on a Word document in note form to keep the main points but not include the other useless information. The first two questions cover on the groups overall opinion of the brand - the first just simply being whether they like the brand or not. The second focuses upon the thing which they like the most about the brand. This allows you to see what your brand is succeeding at also highlights areas that maybe arent where you would want it to be. The next question looks how frequently people go to the stores. This allows you to see if your advertisements are actually getting people into stores and whether they are actually convincing do their purpose. The penultimate question looks a pricing and focuses on if it is fair or not. It is very important that people feel they are getting their moneys worth, no matter how much marketing you, if the price isn't fair people are far less likely to purchase from you. So, this question looks at that. Finally, the last question also links to advertisements as if looks upon the frequency people see your adverts. This question allows you to see if you're marketing to the right audience as if your target audience isn't seeing the targeted adverts then they are pretty much useless.

For the social media post, I wanted to use a popular and well-known athlete to promote the brand as they will be highly influential and trusted and who better than the fastest man of all time who is already a Puma athlete. Usain Bolt is a prominent figure in the track and Olympics scene as he is known all around the world for holding records in the 100m, 200m and 4x100m sprints and is widely regarded as the best runner ever. Therefore, he would be perfect to promote a sportswear brand that also focuses on running shoes due to people all across the world aspiring to be like him and looking up to him. I chose this picture because it clearly shows the puma logo and furthermore, it shows him running which is the main thing people associate with him. 

Then, I selected him and copied just Bolt to make a new layer. I did this for two reasons, the first being that it allows for other things like text to go in between Bolt and the background, giving the advert more layering, which allows for a more interesting advert. The second reason was so that I could make the background black and white without turning Bolt black and white. The background being black and white helps highlight to viewer the purpose and main focus of the advert as the brightness of the yellow from his shirt stands out far more with no colour in the background. 

Next, I added the phrase "the grind never stops" as it is a powerful message which aligns with the athletic and fitness theme of the advert. The phrase reinforces dedication and discipline which is perfect for a sports campaign as it links into the hard work people put it exercising to achieve their goals as without dedication and discipline they wouldn't be able to achieve those goals. For the colour, I used the eyedropper tool to take the yellow from his shirt and make it the colour of the text. I did this as it helps link the whole advert together better as having the colours match and work together gives a more visually appealing and eye-catching design. For the font, I chose a bold sans-serif font establishes dominance in the design and presents the active theme of the advert to the younger generations. Finally, I positioned slightly behind his head and aligned the text right to match the rhythm of his running.

To finish, I added the Puma slogan of "forever faster" and the Puma logo in both the bottom left and bottom right hand corners. I did this to furthermore minimize the unused space whilst making sure it doesn't get overwhelming. Additionally, it allows the viewer to immediately know who made the advert as if you didn't know Bolt was a signed Puma athlete then you would have no idea what the advert was for, so it clarifies to viewers that this is a Puma advert. I used the same colour and font as the phrase at the top to link everything together and make it visually appealing. 

Finally, I posted the post to Instagram as it allows the advert to reach the younger target audience as they younger generations use Instagram and social media in general a lot. Additionally, Instagram allows you add music to your work. Music helps viewers associate with the advert more and allows you to present different things in a different way. For my music track, I chose a copyright free, upbeat and energetic song. This allows the music to further promote your company as it helps highlight the theme as the upbeatness of the music further presents the theme of the advert.     

Newcomb, Tim. “Usain Bolt Shows Jamaica’s Olympic Track and Field Kit - Sports Illustrated.” SI, Sports Illustrated, 27 July 2016, www.si.com/olympics/2016/07/27/usain-bolt-2016-rio-olympics-jamaica-kit-puma. Accessed 26 Feb. 2025.

Byrne, Bryan. “Messi, Neymar and Mbappe – the Great PSG Boot Brand Battle!” Soccer Cleats 101, 9 Sept. 2021, www.soccercleats101.com/2021/09/08/messi-neymar-and-mbappe-the-great-psg-boot-brand-battle/. Accessed 26 Feb. 2025.

The first form of primary research I did was a focus group. A focus group, similar to a interview allows you to have a group conversation with everyone giving their opinion on each question. This helps in gathering varied information and seeing alternative viewpoints through conversation and debate. It also allows for clarification and expansion on answers which is something you cannot do with secondary information. This is important as sometimes something can be hard to understand or their viewpoint can be unclear but you cannot gain that extra expansion of their answer to make the point more clear. For my first question, I asked if they had ever flown with the company, linking to the second question which asks them to rate it. This is important is seeing if the average public are actually flying with you and if they whether they have enjoyed their experience and thought it was worth it. Then I asked about the price, to see the prices charged seem worth it to the public as if people don't think its fair then they wont fly with you. Next, I asked about the colours people would associate with the company. This is important in seeing what advertising actually works as Emirates use lots of different ways of promoting their brand so it lets you see what works best. Finally, I asked if the colours associated work for the company as it helps with brand remembrance. 

Concept sketches are a vital form of planning which allow to make rough blueprints of what you could potentially create for your design. They allow for backup options if for some reason one of your other ideas cant be made and they also provide guidance through your production process as it gives a brief idea of what it will look like. Furthermore, they also allow you get all of your ideas out before creation as you may begin designing something and get the idea of something either better mid-way through meaning you will need to restart your designing. For each billboard design, I briefly made a basic overview of some ideas. Overall, I went with the bottom left design but altered it from being the front of the plane to being the plane taking off. This is because I could not find any images of planes at this angle and the generative fill tool couldn't capture what I was trying to do. However, if I needed to move back a step in production then the concept sketches would give me the perfect guidelines to fall back on. 

Out of the sketches, I chose to do the bottom left one. The bottom left one is a idea where there is the two companies DC and Emirates make a collaboration social media post promoting both the upcoming Superman film and Emirates planes. As Superman is known for his flying abilities, he works well to fit in a advert about where flying is the main premise. To start the post, I found a scene of a sky at sunset off of a copyright free website. I wanted to have the sky at sunset as it presents the luxury element of the brand and gives the post engaging visuals which create an impactful image. 

Then, I added the plane and Superman. As the brand that the advert focuses on is Emirates, I placed the areoplane in front of superman and it the main point of the advert. I did this as it makes it look as if Superman and the plane are racing and the plane is winning. This presents to viewers that the planes are fast, fast enough to beat Superman and more importantly meaning that they be able to travel wherever they want in rapid times. Also, I made the plane more prominent as I am creating an advert for Emirates not for Superman. However, due to the popularity of Superman he will provide very effect in getting people interested in the post and it allows the post reach wider audiences. 

Then, I added the logos of both brands putting Emirates logo in the top left and Superman's more centrally. I did this to show the collaboration between the two brands and although Emirates is smaller, it is in the top left so it will be the first thing the viewer sees. I did this as on social media the attention wont be grabbed by a plane it will be grabbed by the popular and highly liked character of Superman so it is important that he is also recognized whilst still knowing its still promoting Emirates aswell.

Finally, I used the eyedropper tool to take the gold colour from the Emirates on the plane logo and changed the superman logo to that colour. I did this as gold highlights luxury and wealth which are qualities the brand has so it is important to show them. Additionally, it matches the scenery better and the gold from the sun, making a better looking social media post where all the elements link together. Then, I added the phrase "super planes for super people" in the same gold colour with a white trimming. I added the white to make it more readable against the background and show cleanliness and show that the planes are clean. I chose a bold, sans-serif font as the post was going on social media so it needed to large and attention-grabbing to make the message clear. The uniqueness of the message almost presents the Emirates as superior, similar to Superman. The slogan is also inclusive, making the slogan more relatable and creates a strong appeal to customers, who want to experience the "super" travel experience.  

To finish, I posted the social media post on Instagram. Instagram allows the advertisement to reach more audiences and be viewed by as many as possible. It allows you include audio which can influence a persons emotion and make them link with the advert much more than without. For my audio, I used the official Superman theme tune. I chose this audio due to vast popularity and because it so well-known and potentially nostalgic to older viewers maybe reminding them of when they were kids. It is also a very iconic theme which could help in pushing it out to wider audiences from the Instagram algorithm .