BRUT - Evaluation

Overall we believe that the outcomes were successful in meeting with the requirements of the brief. The advertising campaign we created allows for BRUT as a brand to be relevant to a new audience, whilst retaining the fortunes and positives of the established brand. This is evident through the reinvigoration of the language used within the campaign itself. The brand's persona exemplifies what masculinity was during the peak time of popularity of the brand. The persona we have evolved allows for an example of the audience's perception of masculinity today. Our audience being of college/sixth form ages allowed us to adopt slang from this demographic to bring the concept to life, through using already known familiar language the copy regarding what BRUT could do for the consumer is instantly made relevant to the aspirations of that particular age group. These aspirations and language were obtained using primary research ensuring the information is current and correct. Visual literacy being influenced by the existing brand it retains the brand identity and pushes the brand towards a new direction whilst not changing the core values of the brand itself. This was achieved through the successful use of brand colours, typography and layout.

On a whole working, as a team went smoothly, this was because of the strategic and professional manner that we approached the project. Through the use of vigorous and regular communication, each step of the process was done to the full knowledge of each member of the team. Interactions across the way we received feedback from both courses were used to their full potential with having all members of the team present at aspects of both the visual and creative thinking critiques. The brief was interesting to work on as it gave a more industry style approach to receiving a brief, rather than having to jeopardize creative process time on the creation of a made-up brand/brief, before looking at the creative aspects.

We believe the brief could be improved through have a longer period to be able to complete it, due to the fact we were only made aware of the brief 3 weeks before the deadline; whilst also completing one of the most intensive periods of our university careers (dissertation).