ID - Initial Ideas

To be able to begin my initial ideas I started thinking into the idea as a whole. Focusing on things that are invisible that people live with every single day but we don't realise it's there, and comparing it to invisible illnesses, hopefully making the fact that some things you can't see are there relatable to people who don't understand that visible illnesses are a disability and should be able to use priority facilities.

Things that are there that we can't see:

• Wind
• air
• heat
• cold
• pollution
• emotion
• time
• gravity

From these, I decided to take out the elements which exist that people essentially need to survive, will help someone's life in some way. By removing the negative words such as pollution, it is removing the negative connotations that people already have with invisible illnesses. I decided against using motion as the motion is something that is objective and changes so much depending on the personal opinion of the person feeling it. I did not want to represent invisible illness and disability are something that could be subjective like a motion, therefore, I decided to choose elements that cannot be argued against their existence.

Therefore, the elements will be used within the initial ideas are air, time, and gravity. I will be visually creating illustrations that link to each of these elements I have selected, as well as a key strapline that relates to each one which will follow one for the same sentence that links to invisible illness awareness. Following that each poster/campaign presentation will contain a fact about a visible illness themselves. Achieving the part of the brief where it is not only informing people of invisible illnesses but also educating them. I will be taking into consideration the trough of the London methods that this campaign is will be presented in, by doing so they will become more relevant to each person viewing them as they will already be using that method of transport was receiving information about it.

Copy Experiments: 

• Air
• You can't see oxygen, but it is always there. 
• You can not see the air you breathe, but you'll always be breathing it.
• You can't see the air, but you live with it every day.
• You can't see oxygen, but you can't live without it.
• Gravity
• You can’t see gravity, but gravity is always there for you.
• You can not see gravity, however, it holds you up. 
• You can't see gravity, but you can't stay grounded without it.
• You can't see gravity, But gravity helps you stand. Help someone even if you can't see a disability.
      
• Time
• Time never stops, but you'll never be able to see it.
• You can't see time, but you can't stop it either.
• You can't see the time, but it will never stop.
• You can't see the time, but it will always pass.

Feedback - In order to gain very feedback, I decided to ask one of the creative advertising students (who specialises in copywriting) which I'd worked on a previous brief with about the copy for this campaign. The selections of been highlighted with the favourites of the creative advertising student. The selections with the word can't, works better than the selections with cannot, this is due to it having a friendlier more approachable nature something which the tone of voice of TFL was importantly highlighting in their brand guidelines book. The copy that I have decided on I will be further developing into initial visual ideas.

Key Strapline: You can’t always see, What someone is living with every day. Be mindful, offer a seat.

The key strapline will be something that will stay consistent throughout the entire campaign, it is there to be able to bring to the fact that you can't seem visible illnesses nor invisible disabilities, but they are always there. The final section of the strapline "be mindful, offer receipt." Refers to the fact that people need to be considerate rather than judgemental as they don't know whether people with an unfamiliar seat badge you are using priority facilities are going to be triggered by them questioning and probing about their invisible illness.

Visual Type Initial Idea Placement:

In order to be able to gain an understanding of how the type actually looked page in terms of whether there was too much or too little, I decided to just simply put the text onto a white background in Helvetica. This was just to see whether or not it seemed a similar amount to text what could be seen on other TFL adverts, in order to be able to be something that fits in with the current TFL advertising campaigns to do with invisible illnesses it need to be coherent visually in the sense.

Trial 1

Trial 2

The amount of tax physically on each page seem to be in line with the amount put onto the normal TFL advertisements. Although the positioning of the text itself, as well as the contact of the text itself a change since my feedback. Therefore, after further research, I decided that the text needed to be moved, in order to be visually coherent and consistent with the TFL structure. In order to be able to gain a consistent structure throughout my trials, I decided to create a quick wireframe in which a complacent text and images.

Ad Wireframe

This wireframe was based on the initial research of the adverts I had already looked into, this is something you will need to keep consistent throughout to be able to gain a TFL style. Therefore, I re-did the typography initial experiments which can be seen above to fit in with this grid.

Trial 1.2

Trial 2.2

Further Initial Experimentation:

In order to get an initial idea was the way in which poster could look with the use of colour I decided to create a quick mockup which looked at in illustrative style that could be used. As can be seen in the other TFL advert each campaign has a visual illustration that goes alongside the meaning of the campaign itself. This is something I will be creating for each of the posters within my campaign. For example, the poster which contained the typography about air/oxygen could contain bubbles. This is something will be further exploring within ideas and generate ideas for each poster, as well as something or further research into administrative style although I just wanted to get something down on paper to be able to see the way in which an outcome could look.

Trial 3