(B4) The Guardian

Experimenting with a cut out for the imagery, making the text and image feel more connected: 

^Own hand drawn typeface

^Own handwriting

^Heavy weight type

Feel as though the cut outs look unfinished here, they don't grab your attention as much as the whole images do. 

Concern is the idea is too bland, more needs to be done to make it visually interesting. I think the hand written text is the most successful and should still be used, but need to play with the colour palette and other options more. 

The animated elements are nice as they add some movement and provide a narrative. More can be done with this, think about the narrative and relationship between image and text. 

Currently the text like this:

Is distracting from the image when animated, it's hard to read and so you spend less time looking at the images and more time trying to figure out what it's saying. 

Could separate the text and image when animated and then for static mediums (such as instagram squares) could place over the top.

Something about the images feel cold, as they're digital. Could treat the images to make them look as though they've been printed and scanned (can't do physically as currently without a printer), giving them a bit more grit like protest imagery. 

Separating text and image:

This could have potential, of course it's a mock up of the idea but could be something to play around with, thinking about the pacing, tone of voice and narrative. 
- Would translate to other elements well, without image having a visual direction for text could be a way to move forward. 

Having each word separate:

Makes the pacing of the images work, once you've watched it for a while you notice what it says.

Could slow it down as the pace is pretty quick, becomes a bit much to look at.

Would use hand written type not digitally drawn type, introducing colour can bring the tone up make it feel more youthful. 

Text separate and images interacting with text:

This organisation of text and image feels like it is the most successful, the face paced, snappy text will help keep people's attention. The large text is very striking and eye catching with bright colour (could do more with this) and would grab attention in public. 

Need to tread the line of not being too harsh with the text and imagery, don't want to be too aggressive but still need ot communicate a serious tone. 

Layering type:

Thinking about the message, need to have something at the end that shows the message is from the guardian.
Tests above play with the colour palette and arrangement of type, layering to change where the audience focuses. To me it doesn't communicate much on it's own, would need to show in context so it fits with the message. 

From these experiments though I can see the hand drawn text is creating a recognisable visual, this is something that I should continue to use throughout the project, makes the campaign recognisable and can be translated across the different elements (NTS: need to buy new brush pen as away from home and didn't bring it with me). 

CAMPAIGN STRATEGY:

Needing to develop visual rules and strategy for the campaign so text and elements can be made as cohesively as possible. 

Text needs to be:

• Positive tone, showing support for those who feel they might not have it.
• Honest, not shying away from the "ugly stuff".
• Show that The Guardian have been there reporting through variety of crisis, politics etc.
  - This one is key for developing affinity with a younger audience. 

Quotes that could be used:

1. "We were there then," "we are here now."
2. "Nothing that was established was to be tolerated... the world was to be turned topsy-turvy'
3. “comment is free, but facts are sacred” - CP Scott
4. “this is for everyone” - Tim Berners-Lee
5. “Hope is an embrace of the unknown and the unknowable, an alternative to the certainty of both optimists and pessimists,” - Rebecca Solnit
6. “Not everything that is faced can be changed,” But nothing can be changed until it is faced.” - James Baldwin 
7. “if news organisations can help make citizens feel powerful, like they can make effective civic change, they’ll develop a strength and loyalty they’ve not felt in years”. - Ethan Zuckerman
8. We will find things out, reveal new information and challenge the powerful. - Katharine Viner
9. Rather than overwhelming readers with stuff we demand they consume, we will edit for a meaningful experience. - Katharine Viner
10. For now, we cannot predict where this political moment will lead, or what changes await. There is much about the future that we do not know.
    But we do know that there are serious questions that must be answered today, and that the Guardian is well placed to do this: because of our unique independent ownership; because of our high-quality journalism, rooted in the facts; because of our progressive perspective; and because our readers believe, as we do, that Guardian journalism should have the biggest possible impact and try to change the world for the better. - Katharine Viner

It feels somewhat more appropriate to find words to use that to make my own for every element of the campaign, this way the tone of voice will be true to the Guardian. Adding in my own text is needed to keep this consistent (like the tagline I'm using) but quoting helps communicate an honest tone, it feels more real, real words from real people.