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Dylan HewettBA (Hons) Digital Arts

Personal Creative Practice Assignment 11494 words14.3.2017

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Table Of Contents

Client Profile - Page 3

Design Problem/ Client Needs - Page 4

Project Management Plan - Page 5

Research Into Current Market Trends - Page 6

Researched Areas - Page 7

Design Ideas Leading To Final Design - Page 8

Final Design - Page 9

Evaluation - Page 10

Bibliography - Page 11

Appendix - Page 12

Design Brief - Page 13 & 14

Client Meeting Documents - Page 15 - 20

Client Testimony - Page 21

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Client Profile

All Things Fight is a boxing/MMA podcast company. Established in 2016 All Things Fight produces

fortnightly podcast’s which are streamed live via Facebook and also available on iTunes. The

podcast’s talk about the latest news/speculation in the fighting genre and chat to professional

boxer’s & MMA fighters about future opponents, training schedules ect.

Sean Horgan the owner of All Things Fight leads the podcast as presenter creating a laid back and

friendly approach, the first episodes labelled series 1 was shot in a living room but for series 2 All

Things Fight has produced podcasts in a public environment with audience members available to

give their opinions as well.

All Things Fight in November produced a local boxing event live via Facebook on there page, the

live-stream included All Things Fight members giving expert analysis and pre & post fight

interviews. Based in the Shropshire area All Things Fight has provided this service to local boxing

and MMA organisations such as white collar boxing & Kuyshinkai MMA. All Things Fight recently

announced they have agreed with Kuyshinkai MMA to produce there event on March 11th, which

has gained over 10,000 views in 2 days. The company is advancing and gaining popularity with

more views and publicity daily.

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Design Problem/Client Needs

After confirmation that All Things Fight owner Sean Horgan wanted myself to design a piece of

work I formatted a design brief which will be completed in our first meeting. The meeting took place

via Skype and regarded filling in the design brief I emailed to Sean before starting. An outline of

this meeting (3.2.2017) is documented in the appendix.

All Things Fight was looking to branch out into different types of marketing, after solely focusing on

virtual marketing including websites, videos, podcasts ect. Mr Horgan came to me asking to open

there avenues of marketing to a more physical media. Sean had his mind set early on what sort of

product he wanted designing, which was a set of Top Trump cards. Due to All Things Fight

focusing on boxing and mixed martial arts the top trump cards would combine fighters from both of

these industries. The design brief was able to extinguish the type of design Sean was wanting

giving him his input of colour scheme, fonts to use and relative material to include. Mr Horgan

wanted the Top Trump cards to include common design elements in All Things Fights existing

promotion and profile; these included the need to include the All Things Fight logo as well as

keeping to the colour scheme of Red,White and Blue.

Overall the client was wanting a set of 24 Top Trump cards with 12 cards representing professional

boxers & 12 representing professional MMA fighters. The cards would both include six categories

which represent skills which are appropriate for both boxing and MMA, For example “Hand Speed”

would be a skill which is used in the boxing ring and the MMA’s octagon.

[ For relation to the Design Brief it is located in the Appendix ]

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Project Management Plan

My project management plan was formatted into a gantt chart which was used effectively during

the whole process, it helped me stay focused and on track throughout the design process. The

gantt chart was updated at early stages to plan out the necessary areas of focus when

understanding what was asked from the client. These include areas of research in the Pre-design

section, researching competitors and layout. When moving onto the design work the gantt chart

expressed areas where time should be more used. For example when initially creating the chart I

was less focused on fighter bio’s but due to the enthusiasm Mr Horgan showed on my idea of

including a written bio for each card I decided to extend the time for written bio’s for each fighter.

[ For all updates go to my weekly blog at: https://dylzh95.wordpress.com/category/digital-arts-

year-3/professional-creative-practice/ ]

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Research Into Current Market Trends

The fighting industry is very much growing yearly; For example UFC president Dana White brought

the company in 2001 for $2 million and in 2016 UFC was sold for $4 billion (Guardian,2016). UFC

Pay per view buy rates are well over a million every monthly show (Tapology). Boxing has always

produced high income and it seems thats not deteriorating, as the upcoming Joshua vs Klitschko

heavyweight showdown at Wembley stadium sold out in mere minutes.

Marketing in its current trend isn't the more traditional physical piece which was asked from Mr

Horgan. However All Things Fight can help advertise through there podcasts and future live

streams, a new product which is available to there audience to order. With live streaming a fresh

and new way to produce content for viewers it seems to be bringing in a growing audience for All

Things Fight, this year’s first Presidential debate was streamed live, with millions viewing. In my

client testimony Mr Horgan has stated he has uploaded the Top Trump designs to relevant All

Things Fight pages to promote the product to his audience. The dimensions for the cards are

relatable to the size of a handheld phone, I wanted the cards to be a similar size due to the

popularity of handheld phones creating a handheld alternative option for entertainment which

differs and relates.

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Researched Areas

Areas of research was mostly towards various different designs for Top Trumps, after looking at the

official website for top trumps and seeing various competitor sets there seemed to be a few

different templates. For my initial designs I was influenced heavily by these different sets. For

Example most sets usually leave a bio whether small like the Scooby Doo series or a long bio

represented by the Breaking Bad top trumps. I discovered that there was in fact no edition of

boxing or MMA editions of Top Trumps so All Things Fights set is an original genre set.

Another area of research was how my designs should be set up to be printed, I discovered that

adobe illustrator allows PDF files to display an area around the design labelled the Bleed area.

This area represents where the cuts should be made on the paper and should be 3mm

surrounding the safe area of the card. This research was heavily used to set up post production

printing.

An area I looked into was who was the target market of All Things Fight. Looking at people who

interact in there podcasts and live streams the general audience was a male audience around

18-40. My final design for these cards attempted to cater to this demographic also having areas to

fit the target market Mr Horgan set which was a lower age to.

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Design Ideas leading to Final designs

Before starting my final designs for each card I created four template examples of layout for Mr

Horgan to decide which he prefers. This took place in the second meeting (15.2.17), through

discussion we decide the top right design below. This was due to having the fighter being at the

forefront of the card, meaning the first thing the user will glance at is the image itself. It contains a

suitable area for the bio and name; also allowing an area to fit 6 categories. The logo will be placed

on the back of the card due to Mr Horgan’s thoughts on a logo on both sides would be too

compact.

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Final Design

Below are two examples of my final designs for a boxing fighter card & MMA card. I have used the

All Things Fight colour scheme to differentiate the type of fighter. The MMA cards are blue when

boxers are red, all ratings was scored by Mr Horgan in meeting 3 (19.2.17) out of 100 except the

star rating which was requested by Mr Horgan to have a variation in the rating system. The back of

the card includes the required logo as asked on the design brief and all font is “Army Regular” used

by all, All Things Fight promotion/ media.

[ All Designs will be found on my blog at: https://dylzh95.wordpress.com/category/digital-arts-

year-3/professional-creative-practice/ ]

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Evaluation

Overall this process has been a new and unique experience, delivering a design for Mr Horgan for

All Things Fight was a more pressured task however more rewarding when the client is satisfied

with the final outcome. To create a medium which has been different to previous work was an

enjoyable process and I felt our communication throughout the proceeding was faultless. I was

able to outline All Things Fight requirements early thanks to the design brief making it a vital

document in this project.

Having communication weekly whilst designing has been a huge help in designing the intended

product wanted from the client, I felt it was a more successful design due to the amount of

interaction between client and designer. The Gantt chart really kept my schedule on track, this task

has been made a much greater experience with heavy planning in the pre design phase and

advanced research in competitor designs.

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Bibliography

DeMers, Jayson. (2016) Trends for 2017. Available at: https://www.forbes.com/sites/jaysondemers/2016/11/14/7-online-marketing-trends-that-will-dominate-2017/#47440e5d2fcc (Accessed: 28 February 2017).

Guardian. (2016) Ufc Sale 4bn. Available at: https://www.theguardian.com/sport/2016/jul/11/ufc-sale-4bn-dana-white-wme-img (Accessed: 28 February 2017).

Tapology. (2016) PPV Buy Rates. Available at: https://www.tapology.com/search/mma-event-figures/ppv-pay-per-view-buys-buyrate (Accessed: 28 February 2017).

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Appendix

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Meeting Minutes February 3rd, 2017 - 19:45

Attendees !

Dylan Hewett, Sean Horgan ( All Things Fight )

Scribe !

Dylan Hewett

Agenda !

■ Old Business

N/A

■ New Business

Establishing the project, Filling out the Design Brief.

Old Business !

■ N/A (First Meeting).

N/A

New Business !

■ Filling in Design Brief, establishing what design product was wanted.

!

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Meeting Minutes February 15th, 2017 - 18:45

Attendees !

Dylan Hewett, Sean Horgan ( All Things Fight )

Scribe !

Dylan Hewett

Agenda !

■ Old Business

Establishing the project

■ New Business

Looking to cater the client needs by discussing categories for Top Trump cards and which fighters to include for the designs.

Old Business !

■ Establishing the Design Brief.

We Writing up the Design Brief so we can establish what the client would like and how they would like it to be presented/ designed and in this case printed.

New Business !

■ Choosing an initial design to be put forward.

!

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Meeting Minutes February 19th, 2017 - 12:45

Attendees !

Dylan Hewett, Sean Horgan ( All Things Fight )

Scribe !

Dylan Hewett

Agenda !

■ Old Business

Looking to cater the client needs by discussing categories for Top Trump cards and which fighters to include for the designs.

■ New Business

Approving designs or editing designs to fit the client needs, rating all cards to be available for print.

Old Business !

■ Establishing the Design Brief.

Looking to cater the client needs by discussing categories for Top Trump cards and which fighters to include for the designs.

New Business !

■ Motion: Approving designs!

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Client Testimony

09/03/17

Dear Recipient,

I began working with Dylan Hewett in Early 2017 after I contacted him about producing a “Top Trumps” style card game to compliment the products available via All Things fight’s website. Dylan was a pleasure to work with and listened to what we were after as a business; thus, he produced a product that was warranted.

The top trumps were a great size and very clear after they went to print. Due to All Things Fight having a live streaming channel Dylan also provided us with the original graphics used for the cards. When we advertised the deck of cards we put the graphic on screen and this was a valuable advertisement tool.

Moving forward we would like to continue our work with Mr Hewett, his willingness to listen to what we want and his diligence when creating the product has put him in good stead with All Things Fight.

Sincerely,

Sean Horgan

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