Comparing design organisations
Tone of Voice
D&AD
Annuals/website
- corporate
- clean
- structured
- dynamic
- dense
- visual
- commercial, paid work
- serious but with creative edge
- intimidating
YCN
- inspiring
- experimental
- more creative
- playful
- tactile
- expressive
- vibrant
- understated
These two are almost like yin and yang, complete opposites of each other.
What has influenced the work & how have they made this clear
Consistencies in Award Winning Work
- nothing is open to interpretation
- placed in context
- D&AD felt like real commercial briefs, YCN more hypothetical
- Campaign - work could be transferred to other contexts, media e.g. apps, website etc
- impeccable presentation
- idea & concept driven
- Innovative
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