I am struggling to define what my campaign should actually communicate in order to create consistency between the poster, digital and additional solution. Based on my research into the marketplace, it is clear that I should focus on making people more aware of the market scene by supporting the local produce and moving away from supermarkets. Organisations such as Slow Food have already been supporting independent retailers and increasing an awareness which has been really influential, especially for experimenting with copy, however I am unsure whether Monotype are looking for a single character, alphabet, statement, or abstract composition. It seems the creative freedom, once again, has become problematic because I am struggling to define a specific avenue.
My previous experimentations have focused on the cultural diversities that markets attract, as well as how much the traditional method of sale is carried out on a global scale. In order to stand out, I feel that I need to find a unique angle to the debate in order to avoid repeating previous work. In order to bring more of a focus to my campaign I aim to develop a stronger concept.
FEEDBACK #1
In order to develop and articulate my concept, I spoke to John seeking creative inspiration and advice. He suggested that I take a look at 'Signs in Action' by James Sutton because it displays photographs of signs in their natural setting from around the world. After looking for the publication in the Library, it became apparent that it is only available in Vernon Street.
John suggested looking into why people don't use markets, perhaps it is because they don't trust them? Hygiene and quality - Aim to break these preconceptions
We had a discussion about how established chefs such as Jamie Oliver source their food from local markets instead of the supermarkets because the chefs can see, feel, smell the stock before purchasing. The produce is also locally sourced and doesn't have to travel very far to the market, making it better quality and fresh.
After articulating and showing visual examples of the hand written signage, John agreed that the signage is consistent throughout the UK and often globally, however he suggested that I should speak to more market owners and market consumers to see what attracts them to marketplaces in order to gain more of a contextual understanding.
'That's the way it is'
TRADITIONAL
FEEDBACK #2
Spoke to a member of my family who has worked in agriculture since a young age and has experience of visiting a lot of markets from a range of locations.
She highlighted the following characteristics of markets based on her experiences:
- BANTER - The market stall holders like to banter with the customers which I experienced and recorded during my visit to Kirkgate Market.
- More personal - The stall owners have knowledge about the product and are open to conversation which provides a more personal shopping experience compared to supermarkets. Particularly in meat markets, the customer can choose the specific cuts of meat and finishes.
- Fun atmosphere
- Have a laugh
- Expectation to barter - Barter for a bargain
- Farmers markets - buying local
- 'THE FAMOUS HAM' - For a special occasion or Sunday roast, sourcing the meat from a market makes the product seem special, high quality and often a treat.
- Paper bags
- Plastic sheeting
BRAINSTORM to inspire typography:
STREET BRANDING = DIRECT CONTACT
Scales to measure weight
Hand rendered signage
Aesthetics of building/stall
Stalls are crowded and random - often overlap - lack of personal space - This can influence the setting of the type?
Rubbings
Markets sell REAL FOOD FOR REAL PRICES - Not glorified by nice packaging and clean isles. RAW SHOPPING
Unwrapped meat
FRESH
CHEAP
LOCAL
MORE JOBS
Gain advice on what to buy - Personal experience
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