Graphic Design Facility - the freelance work of Dan Cadell

The challenge was to create a visual identity and visual framework that could be used by the in-house design team when creating a mass mail-out, going out to millions of LOVE FILM customers. iPlay is a service where badly scratched discs can be repaired, especially useful with game DVD's which cost in the region of £40, There were significant obstacles to circumnavigate. Following a consultation session with the client, the details that emerged created several challenges which would under normal circumstances, require more than one solution.On this occasion a a single flexible visual framework was concieved. A framework within which to create marketing & awareness campaign across a broad demographic, which in turn would be broken down into targeted user groups. Equally the client wanted the visuals to resemble other brands but be original at the same time.

The solution came to bear in 2 dimensions. Firstly, through a lengthy consultation with the client, the client came to understand the importance & benefits of having, not just a working strap line, but also a meaningful context to give real anchorage to the name, which is reasonably open. From this 'shiny happy discs" came into being. The practical solution to the actual design came from the philosophy of 'form has to follow function'. A flexible design system was developed whereby the landscape and the foreground become interoperable depending on the campaign the type of disc repair being done. The foreground, which would contain various Getty stock photography images, would feature the age demographic/product being focused on in a intentionally stylistic manner (examples shown).

Conclusion: The client team, which featured the sales, marketing & managing director were exceptionally pleased with the results, which have been put into place within their in-house deign team. A triumph for design and problem solving at a fundamental level.