OUGD503: Responsive - Collaborative Practice (Redrow)

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The Brief:

Devise a campaign that dispels myths about careers in the house building industry, attracting young talent to Redrow in the process.

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Target Audience:

Teenagers between 14-18 who want to learn about apprenticeship opportunities with Redrow housing developments.

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Mandatory Requirements:

The integrity of the Redrow brand must be respected at all times, and any activity to direct people to the Redrow website, wherever possible or appropriate.

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Creative Partner:

Adam Garbutt.

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Our Response:

Both Adam and myself decided that the best way to reach our target audience was to create something that they would come into contact with by themselves, we thought that a website would be the best way to do this. 

We decided that the website should be a visual as possible and chose to use vector illustrations instead of photographs. Though this was a bold move, as the Redrow website made use of photos, we thought the illustrative images would appeal more the to target audience. 

Looking at the jobs and apprenticeships that Redrow has to offer we identified 6 different titles that would be available for the target audience. We also identified 3 stages of a building site and assigned 2 jobs to each.  The 3 stages of development formed the basis of the homepage to our website. 

We chose to use an endless scroll effect on our website with a fixed navigation bar on each page. Our intention was to give the user two ways to navigate around the site. 

We devised a set of vector illustrations to show the user what responsibilities each job had in order to display a lot of information in a way that the target audience will engage with. 

The brief made reference to other advertising campaigns that used social media to attract young talent, we took notice of this and devised a Facebook page to go alongside the website. Though we designed this page we did not want to take away from the website so we chose not to set up any other social media accounts. 

I really enjoyed this brief because it was something really different from any other brief I had completed for this module. I also enjoyed working with Adam on this brief, I would be happy to work with him in the future. 

Wireframes and website development: