Strategy​ and Project Plan

Module 4. Brief 2. Week 6.


Last week I selected a brief for this project industry set. I will be working on this for the next 7 weeks from developing ideas to producing a full outcome and answer to the question. I chose the concluded competition brief, set by the New Blood festival last year, to design products for Adidas to sell to raise awareness of an issue within a specific city. 

This brief took my attention as it was very specific. The details were all outlined and the question was clear, especially compared to the first brief that was very broad. I also found this topic interesting as I have never worked on a brief like this before. Taking the advice of Torsten Posselt, I want to spend the next 8 weeks on this projects researching and learning a new topic and producing work on a project that is out of my comfort zone.

What’s the relationship between the city, the sport, the issue?
London, Football, Equal support for women.

This week I will be developing a project plan and strategy to successfully answer my selected project brief.

Research. 

For this weeks lecture the professionals spoke to us about developing a strategy and project plan for a client or audience in a continually evolving global market. 

It is important to take the time to structure the project to allow a strong springboard to start the project off. This will help the development of a project when I go off track or start to feel lost in a project. The foundation needs to be strong otherwise I may feel lost before I even start.

There needs to be room to breathe and explore different routes. I may find myself slightly changing the brief I give myself as I go, but there needs to be a structure in place for me to guide myself to begin with.

Reflection.

I need to begin to understand what research I need to do, want to do, before I lay out what I want to find. I am going to be looking at a city, a sport, an issue, and the relationship between all three.

The City – London

  • Comparing countries already ahead of its time, Spain, US, New Zeland etc.
  • How are we better than other countries?
  • How did the World Cup 2019 in France bring the nation together for women for the first time?

The Sport – Football

  • Hooliganism within sport
  • Cult culture 
  • Women sports cult culture
  • Sports already ahead of its time in London/UK
  • Cult culture beginning to rise

The Issue – Equal sport for Women

  • Feminism & equality is a norm in this generation and society
  • There are continuous changes happening daily
  • Women just want to be recognised for their talent

The togetherness of women, empowering each other. Showing each other how unstoppable they are

The outcome for this project can be a campaign, installation, or a product for the company Adidas. I have begun thinking about the outcome and discussing how a product for the sport is a great way for Adidas to outreach women in the sport. Majority of their products are for men and have been slightly changed for women; such as ‘women’s fitted’ shirts. Only recently have women had shirts designed for the women’s team to be different to there male counterparts. [1]

Designing product for women in the sport to celebrate their recent achievements, growth, and empowering success. This can be focused on footballers but with a range of products that could be worn as casual wear and aimed at all young women. 

These products can be adapted to fit the men – reversing the roles to allow the men to understand the challenges for women.

I discussed this idea with Ben, who inspired me to look further at how these products could be interactive, aim to continue pushing women further or harder. Continuing to break records. Using tracking technology how could heart rate tracking, step counting, or even a tool that recognises your positioning or stance work within keeper gloves, or football boots. Could this help train and develop academy women football players?

Challenge.

1. Develop a strategy and project plan for your selected project brief.

2. Utilise a variety of visual and written methods to support a full and innovative rationale for your project development.

3. Create and record a five slide Keynote presentation to outline the rationale behind the strategy and project plan of your selected project brief.

I am going to be looking at a city, a sport, an issue, and the relationship between all three. 

London, Football, Equal sport for women

In October 2017 there was an attendance of 2,136 [2] for the Chelsea vs Bayern Munich game at Kingsmeadow. Fast forward to September this year at Stamford Bridge with an attendance of 24, 564 for a game against Tottenham [3]. The first match played by ladies at the stadium.

Now this November, the England Ladies have sold out Wembley for the first time in history. They are expecting record-breaking attendance. beating the previous record of over 80,000 for the 2012 Olympic final between the US and Japan. [4]

The record for an England home match is 45,619. Women’s football is a hot topic at the moment and is clearly on the rise in the UK. Atletico Madrid sold out 60,739 in a women’s game against Barcelona. While Juventus held 39,000. More than 720,000 World Cup tickets sold out this year in France. [5]

The majority of sporting goods are designed for men and adapted for women. I want to design a product for women in the sport to celebrate their recent achievements, growth, and empowering success. This can be focused on footballers but with a range of products that could be worn as casual wear and aimed at all young women. 

These products can be adapted to fit the men – reversing the roles to allow the men to understand the challenges for women.

I have also given myself a rough guide below to how I will be tackling this brief over the coming weeks. 

Screenshot 2019-11-03 at 14.00.53.png

Reflection.

 

 

References:

  1. A Total Different Kit
  2. Women’s Champions League: Chelsea Ladies 1-0 Bayern Munich

  3. Chelsea Vs Tottenham Hotspurs Sep 2019
  4. What is the state of women’s football attendances after recent records?
  5. England women set for record attendance against Germany at Wembley

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