I found an old YCN brief 2012-2013 by UK Greetings
UK Greetings
Design a range of greetings cards
Background
Imagine seeing your card designs on the shelves of Tesco, Sainsbury’s, Waterstones, Paperchase, Clintons and independent card shops, and on window sills across the country.
UK Greetings are the UK’s market leading direct-to-retailer publisher, and manufacturer of greetings cards.
Based in West Yorkshire, we supply to the major supermarkets, high street specialists and independent retailers in the UK and internationally.
UKG have several established sub-brands, each priding itself on delivering something unique, giving UK Greetings a distinctive edge and sound reputation for diverse and eclectic product. More information on these can be found at ukgreetings.co.uk
The Creative Challenge
The greetings card industry is a very competitive market. We are constantly looking for ways to stand out from the crowd, whether this be through an exciting card format, interesting use of finishes (emboss, foil, glitter, varnish, gems, googly eyes, printed card attachments, bespoke attachments, buttons etc), or simply stunning designs that stand out from the competition.
Target Audience
16-34 year olds.
Considerations
Think about the sending situation. Why would you be sending them a card? What is the occasion? Birthday card to a friend or to a family relation? Something to say good luck, get well? Congratulations? You’re getting married? Simply ‘I love you’ or ‘I miss you’?
Who is the recipient? At what stage in their lives are they? Single, married, with children, off to college/university, passing their driving test, losing someone close to them?
Remember who you are targeting. Who is going to be actually buying the card for the recipient? Although you need to design a card that targets the recipient, it’s the person who is buying the card we need to impress and convince.
Also please note: Women buy far more cards than men.
Is the card design-led or copy-led (could be a quote, just a ‘hello’ or a longer message)?
Mandatories
You must design at least 4 cards. These will include:
- Front page designs.
- Designs for the inside of the cards (this may or may not include an insert).
- A range name and logo to be printed on the back page.
- Remember to think about the envelope colour or design.
- Suggested card sizes – 159mm x 159mm, 121mm x 184mm, 137mm x 159mm, 110mm x 210mm but don’t let that restrict you.
- Add 3mm bleed to all artwork supplied.
Preparation
Take a look at what is out there. Visit Paperchase, Clintons, WH Smith and local card shops. A successful range often does something different to what is already out there.
Do some research into what types of cards are being sent to this target group and why.
Deliverables, Artwork and Additional Information
For guidance on how to submit your work, please adhere to the main deliverables information which can be found here.
Any additional supporting information referenced in the brief can be found in the supporting project pack.
However, for me this seemed like I wouldn't have the freedom to be as offensive as my humour usually is. I would have to dull it down again like I did last year. I want to be able to have the freedom to be playful enough that the cards could not be sold in WHSmith or Tesco, but online instead.
When I leave University, I want an online site that sells this kind of offensive humour, and so I really want to start to get my head around that.
I think the beginning is to jot down all possible events/anniversaries/occasions. From this perhaps pick 5 and make an idea for each. Then home down on either one style and one form of humour for each of the 5, OR pick one occasion and come up with lots of ideas for the one thing.
Another thing would be to pick a theme that is culturally relevant, to the youth of today, and then use that idea to run with lots of different occasions. FOR EXAMPLE :
Pick an artist thats current such as Drake.
Use drake for different occasions, possibly playing on lyrics or on his name or the way he looks. Which is already kind of being done :
Current trends :
DAB - DANCEMOVE
TV SHOWS
MUSIC
SAYINGS
CLOTHING
MAKE UP
HAIRSTYLES
SOCIAL MEDIA TRENDS
I put a status on Facebook asking for ideas. The people have spoken :
SNAPCHAT - faces, rainbow tongue etc
CARPOOL KARAOKE
LIP SYNC BATTLE
DONALD TRUMP
JUSTIN BIEBER SORRY CARDS
ADELE
NETFLIX
YEEZY
KYLIE JENNER
LEONARDO - OSCARS NEAR WIN
BEYONCE FORMATION
ZOOLANDER 2 - COULD BE SELFIES ON SNAPCHAT?
SELFIES
MAKING A MURDERER
AMBER ROSE AND KIM K - HASHTAG, fingerinthebootyassbitch
Trump on snapchat
Other snapchat possibilities
Making a murderer
Beyonce's Formation
Lyrics to play with :
FORMATION
- I got hot sauce in my pocket, swag
- I like my negro nose with jackson 5 nostrils
- When he f**k me good I take his ass to red lobster
- I might just be a black Bill Gates in the making
Beyonce the vampire slayer - ' I slay OK '
Justin Bieber - Love Yourself
- My Momma don't like you and she likes everyone
- If you like the way, you look that much you should go and love yourself (Kanye)
Formation Image
Taken from her squished snap chat selfie
Yeezy - Kanye West, whats going on in the news?
- he loves himself
- the ridiculous rules he gave to his models - does he give them to kim when she's taking a selfie? or giving birth?
- hes in debt of 53 million apparently
- asking mark zucherberg for help online
- his new range season 3 - ridiculous see through boots
- kris jenner trying to keep up with her kids
Ben told me that limiting these to cards limits where the illustrations can be taken and that as they're based on topical ideas, to focus it more on that and just have them as stand alone illustrations.
This makes sense because not all of them are relevant to cards.
Therefore, I could apply them to 'Topical Illustrations' rather than just cards, and change my ideas for cards for the show.
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