Unit 1.4: Step 1 for Southbank Brochure (Middle Page)

1st Step of Brochure (Middle Page)

For my first step I added a background to the double page that was a light grey similar to that of the sky on the front cover, to show cohesion between the two.

As my main feature is the IMAX, I chose the image I had decided to use prior to starting my brochure, which was of the entrance to the IMAX, I added an effect on Photoshop to the image to enhance its look. As a title I decided to use the BFI logo because it is recognisable and people would know what the image is, I also used the ‘I’ in the logo as the first letter for IMAX to continue along because it is visually pleasing and the connotations of the word ‘max are good and uplifting. I added a small glow around the logo and word to make it stand out and draw the reader’s attention.

The typography I used is the same as on the cover to show consistency and the colour scheme is also the same so that it would appeal to everyone and anyone visiting the Southbank – my target audience.

I began the second page with a little information about the IMAX, to explain it a bit to tourists and am now going to show some of the films showing at the IMAX.

Unit 1.4: Step 3 for Southbank Brochure (Front Cover)

3rd Step of Brochure (Front Cover)

For the next step of my brochure I added even more images to my front cover to complete the collage, for the collage I added the name of one of the events taking place at The Hayward Gallery in the Southbank. This is also a good image to use because the title of the event is ‘MOVE’, which is suggesting to the audience they need to get a move and visit the Southbank., I also used another image of one of my peers because in this picture she is smiling while taking pictures – a way to capture happy memories – an appealing idea to everyone. I checked the front cover, filling in any blank spaces with images that had to do with the Southbank and its events, to make sure there were as little gaps as possible so I could get the desired effect of a collage.
I took off the anchorage text about the IMAX because it was too much and would have made the front cover look very crowded.
I now went on to add the date of the guide to show for when it would be relevant, I added this underneath the title as it makes sense to have them near so you have the important information as soon as you pick up the guide. I used the same style as the title to show uniform between them.

Unit 1.4: Step 2 for Southbank Brochure (Front Cover)

2nd Step of Brochure (Front Cover)

For the second part of my brochure I continued with the collage by using an image of the London Eye that I had thought to use on my other draft, the London Eye is a monumental attraction at the Southbank and known worldwide, I also added a picture of another student having a good time at the Soutbank to promote how much fun it can be. The title I had before was incorrect, as the client was not the Southbank Centre but The Southbank. While I was changing the colour scheme of the title to blue and white because it is more neutral towards everyone, I changed the title and spread it across the top of the guide to catch the audience’s attention.
I also moved up the heading about the IMAX because it would take away attention from the London Eye, which is an important part of the front cover.

Unit 1.4: Step 1 for Southbank Brochure (Front Cover)

1st Step of Brochure (Front Cover)

For my first step I added a light blue background so any spaces left between images would still blend with the front cover as a whole. I then went on to add the image I had previously chosen to use – taken on the visit to the Southbank – which was of Big Ben. After adding this picture to the cover I saw that there was still a lot of empty space that made the front cover less attractive, to solve this problem I decided to build up a collage of pictures from the Southbank to showcase some of what it has to offer.
However, I couldn’t just place the images anywhere because I had to think about the positioning of the text (the title and anchorage text), so I went on to add this in. I went with the font from my first draft because it was easily legible, and appealing to all ages. I had originally intended to have the title in the top left corner, but if I did this with the image I was using, the text would cover up Big Ben so the title had to be placed on the opposite side. I then began to play around with the colour of the text to make it stand out, but I was still using blue as a base colour for the text. I thought it would make the title more unique and eye catching if I used a contrasting effect by changing the colour within the same word and adding a block of the opposite colour behind it, this would ensure the audience would notice the title.
The anchorage text talking about the BFI IMAX was still placed at the bottom using the same font and colour and I added a soft glow to the letters so that the font would not blend into the background.
To form the collage I used a picture of a street performer dressed as Mickey Mouse to show the family appeal of the Southbank, i also decided not to use an image of the IMAX, because this way I will be able to keep the audience in suspense about it until they read about it inside.

Unit 1.4: Drafts of a Brochure to the Creative and Media Scene in the Southbank

Drafts for Southbank Brochure

Front Cover 1
The draft for my first front cover will have the title of the guide in big letters to attract attention and inform people what it is about, the font is easy to read and is directed towards an audience of all ages. Next to it will be the dates to show for when the guide is relevant. I will incorporate a picture of the Southbank to show to any tourists what it is. The anchorage text – “Biggest Screen in Britain” – is to tell people that the main feature will be the IMAX, using what it is most known for will help the target audience to identify the attraction. This text will be accompanied by an image of the IMAX to inform anyone who is not sure what it is. I will start this text with the ‘B’ from the BFI logo, to help showcase the institution the IMAX is with. As a tagline I will use the phrase “News from the ‘bank” because it is straight forward and will engage the audience to find out more as news is usually an important topic.

Front Cover 2
The second draft for my front cover will have the same title in big, bold letters only in a different font, this font is sophisticated and recognisable so will attract people. Again I will have the dates to show the guide’s relevance. This time the main feature is at the top of the page so it is the first thing you read after the title, by only saying “Biggest Screen” the audience will be intrigued to find out how it is the biggest screen. In this draft the main image is the London Eye, which is London and the Southbank’s most known attraction worldwide, which is great to target any tourists visiting the area. The tagline here is to do with the image to the right; it is a play on a well-known phrase, which suggests that the Southbank is where the most activities and fun is happening.

Middle Page
The BFI IMAX brochure I previously analysed inspired the draft for my middle page because I liked the way one side of the double spread was used to focus on one aspect. As the double spread feature is on the IMAX, I have decided to use an image of the entrance to the cinema that was taken on the outing to the Southbank in October, the image will take up the whole page with only the name of the institution to accompany it so that it is obvious but clear what is being showed. On this same page I think it will be simple but effective to play around with the name of the BFI IMAX, as they both have the letter ‘I’ in common and right next to each other when spelled out. This gave me the idea to merge the two. I think this will work well, especially because the use of the word ‘MAX’ suggests to the audience that it will be an incredible experience.
For the other side of the double spread, I will use the title mentioning the screen’s size, as it is what was used on he front cover, so this will show continuity. Underneath there will be a small amount of information about the IMAX to inform the reader but not so much that it will be visually displeasing. To show what films are showing my sub-heading will be a question so it involves the reader. I will use a brief summary of the film and the important information such as certificate and the dates it is showing.
For the design I will alternate the side on which the text is so that it will not look like too much text on one side and discourage the audience from reading the brochure.

Back Cover 1
The first draft for my back cover is very basic; I will use the same logo I made on the front cover for “The Southbank”, and use a question as I did in the middle pages to engage the audience and go on to mention how diverse the Southbank is as a general summary of what there is to offer. The layout is going to be separated so that each establishment has its own small section and means the back cover will be simple, informative and most importantly easy to read. The way I alternated what side the text was on in my middle pages I will do the same again for the same purpose – to spread everything out. I have left space to talk about the street performances you can find and to explain where the Southbank is and how to get there, this is a gimmick used in most guides. I used a uniform device between my ffront and back cover by using the tagline on both, on the back it will appear in the bottom left corner, as it is not as important as the other information. Underneath the map I will add the website for the client, which is Southbank London, because this will allow the audience with somewhere to go to with any questions they may have.

Back Cover 2
This cover is exactly like the first one only I have added colour to it and removed the information about the street performances because I will have already talked about this in the top bit and I do not want to repeat myself. So instead of having this I will fill in the space by telling the target audience how they can get to the Southbank, the main ways you can arrive there are by underground, railway, bus and the new bike hires. This will encourage the readers of the guide to want to visit even more because they will be confident on how to get there, the use of the map image also helps because if they were to get lost they know there is a point of reference they can look at.



For continuity and uniform I will use the same font and colour scheme throughout my brochure to make it look professional, I will only be using two fonts but both are easy to read; one font is for titles and sub-headings and the other is for the actual information. The colour scheme is blue and white, two bright colours that compliment each other and are visually pleasing. The background will also be a greyish-blue colour so it is not overpowering and allows the writing and images stand out.

Unit 1.4: Research for Creating a Guide to the Creative and Media Scene in the Southbank

Brochures Analysis

The brochure for the BFI IMAX has a simple front cover with just one image of an upcoming film being shown at the IMAX, along with the name in big letters giving us a basic summary of what will be found inside the leaflet. Under the name there is a tagline that intrigues the audience with a unique selling point. Also on the front cover we are told what time period the information inside is for to make it easy for whoever is reading it to know whether or not the information is relevant.
The way the BFI logo is presented on the front cover gave me an idea on how to make the masthead for my own leaflet. The way the ‘IMAX’ part is rotated to be on its side, attracts attention to it meaning it is made apparent to the audience what the leaflet is about.

The middle pages are quite minimal with just enough information so that it is not overpowering and does not bore the reader. The way that one film was the focus on one side of the double spread is eye-catching and requires the audience’s attention. On the other side we are given more information about other films showing at the IMAX. Each film has a picture with a summary, certificate and date for when it’s on.
Using this format for inspiration I will use the main feature of my double spread, which is the IMAX, to take up an entire side so that you know although the entire leaflet is about the Southbank as a whole, the middle pages will be concentrating on one attraction. As the example did I will add information about the IMAX and what’s showing at the establishment on the other side, to give the reader the information that is expected from a guide.

For the back cover I looked at another example of a brochure, which was one for the Southbank Centre. I looked at this one more than the leaflet for the IMAX because on my back cover I will have to add further information about more than one place. This example is useful because there are lots of events taking place around the Southbank and this leaflet has a layout for various gigs happening. The back cover here shows where the guide is for, so I will again use my masthead along with a sub-title explaining what is going on. The back cover of the IMAX guide has a map, which I think is a good idea because my guide will be all about the Southbank and a map will help the target audience to locate everything.

Unit 1.3: Personal Critical Response of the Film "Despicable Me'

‘Despicable Me’ – One of a Kind

Two grand doors leading to a blinding white light, to a form of escape. Heaven or what? No, the BFI IMAX.

The IMAX is located in the centre of the Southbank, the only way to enter the futuristic pod is to take a walk on the adventurous side and travel underground. Before even setting foot in the IMAX, the audience is excited and tense by the unique form of entrance. It’s almost as if you are becoming part of your own film.

Once inside, the service is satisfactory as the process of purchasing the tickets was slow even though it was not a busy time – Friday, early afternoon. However, this is no reason to dismiss the experience because the facilities are well maintained and kept to a high standard bumping up the venues standards.

The prices were quite expensive, but worth every penny to experience a one of a kind film on Britain’s biggest screen – the height of five double-decker buses – in breath-taking clarity. The snacks are also for those who travel prepared and have learned to never climb a mountain without a credit card.

Despicable Me is the latest computer animated 3D comedy from Universal Pictures and Illumination Entertainment; it was originally released earlier this year on July 9th 2010 in the USA. The film stars many known actors in some more than unusual situations such as the loveable villain Steve Carell and the vocal talents of some comedic heroes, such as Jason Segel and Russell Brand. A great addition and unexpected meany is the well-spoken Julie Andrews. It is the first of its kind as a CGI feature produced by Universal in association with its Illumination Entertainment division.

The story follows a supervillain named Gru (Carell) – where he’s from, no-one really knows – whose plan for a grand scheme includes using three orphan girls as his pawns.
Gru’s position as the #1 villain has been taken over by newbie, Vector (Segel) and so to maintain his title, Gru will commit the greatest crime of the century. He will steal the Moon. However, in order to do this he must first obtain a shrink-ray, owned by Vector himself who keeps it in his home under absurd shark-and-moat supervision. No matter how hard he tries to break in to the villain’s lair he just can’t. Right when Gru is about to give up hope, along come three orphaned cookie-selling girls who are permitted entry into Vector’s house with ease. This puts Gru’s brain to work; he will use the girls to sneak in mini shrink-ray-stealing robots. He will do this with the help of Dr. Nefario (Brand), his in-house crazed scientist who will comply with whatever kooky invention he needs. Only Gru finds that along the way the girls’ innocent love profoundly changes his ways and this deeply perturbs Nefario and he sets out to keep Gru in check over what his true intentions are. So not only is he fighting the fact that his ice heart is melting but he is also fighting his judgemental mother (Andrews) who never thought much of his ambitions and achievements. Will Gru be able to juggle children and evil? Can he go from superbad to superdad?

Its tough being #2…not a problem for Despicable Me. The movie has been a huge success opening at number one in the US box office pulling in $56.3 million, this success made it the third biggest opening grossing for an animated film, just behind the same company’s predecessor, Shrek Forever After. On August 5th, the film crossed the $200 million mark and became the first Universal production to reach this milestone since The Bourne Ultimatum in 2007. The movie had a budget of $69 million but made an incredible gross revenue of $417,323,775.

The key to this major success was the use of a villain we will all love to…love. In an amazing turn of events the main character is a villain, we find ourselves rooting for his scheming plot and his victory. The endearing supervillain captivates the audience from the moment we set our eyes on him with his suave, cool mannerisms and we are thrown into a treacherous mind-set thinking of ways to help Gru fulfil his plan.

Being that this film was originally intended for 3D viewing it has amazing graphics and every detail has been designed to the point where we can see every freckle on Gru’s face. The attention to detail of every one of the minions is superb: individual and quirky, with a hint of children’s innocence. Although completely computer animated, nothing on the big screen oozes as unattainable – besides the stealing of the Moon. However, the graphics have unfortunately been slightly overrated as although the polarised 3D gives a better effect to the film than any other form of 3D, a criticism I would give the makers would be that making the film more realistic and vibrant was genius, there is not much that really jumps out at you to enhance the viewing experience and the film would be just as great in 2D as it is in 3D. A sure-fire let down but not to worry, this doesn’t take away from the film and it’s ability to tug on your heartstrings.

The film has many emotional scenes; the film has its fair share of cheers, tears and laughs. A favourite scene of mine was when Gru’s adopted daughters are cheated at the theme park on a game stall and are not given their prize because the aim of the game was to knock over the spaceship, which seems to be welded down. So the crafty villain uses his blast gun to completely blow up the stall and finally knock over the spaceship; with his conquest done he bellows out “KNOCKED OOOOOVER!” Cue laughs plus more crazy antics.
Now for the tears. When Nefario threatens to make Gru stay on track and remember that the girls are just their tools, he decides the best way to do this is to take away his distractions. Prepare your eyes for the welling-up you will encounter when you see Gru face a decision he and the audience never thought would happen. Will he lose the girls for good? Will he decide he’s meant to give them back to the orphanage or will he fight for them? Has Gru really changed? Just a few of the question this sentimental scene will provoke in the audience’s minds.
There are times we will love and hate more than one character as they each change their ways as the time passes and they realise what is to be done about their lives.

The ending is a cause for cheers and celebration, full of dancing, music and hilarity as we see Gru’s family come together in an eruption of colour and energy. We see his minions - still arguing - act as brothers to the girls and Gru achieve something he has been searching for all his life but never thought he would ever get in his wildest dreams.

Yes, the trailers do tease us that the animation will be the story behind a Bond-type supervillain’s battle to stay on top but are pleasantly surprised by the dedication to fatherhood. Overall the combination of the two companies has created a fantastic feel-good family film for people of all ages to enjoy and learn the true value of family. It’s worth more than even the Moon.

Despicable Me – sure to leave you with a grin on your face and a whole new outlook on villains.