Childhood Party - Research report

H C R A E RES T R O P E R HILDHOO PARTY VANESSA TAM

CONTENT BACKGROUND BASIC FEE TYLE DIRECTION / S

MARKETING RESEARCH PARTY M A E R D 1

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SNAP HK

P.6 P.10 P.11

P.14 P.18

RCH A E S E R L A U S I V STYLE SHAPES

E COLOR SCHEM TYPOGRAPHY

TEST LOGO DESIGN

P.22 P.28 P.34 P.38 P.40

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D N U O R BACKG

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D N U O R G K C A B

Childhood Pa rty is a party planner and production c ompany sinc e 2013. Whe received som n they e requests fr om their clie will provide nts, they a custom-ma d e p a rty plans for each client. A fter agreeme nt with the c they will sta lients, rt to book sit e , a r r ange the wh site design a ole nd decoratio n s , s e tu p all the required equ ipment. And th e c lient no need load with wo to rries.

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th ey on ly pr ov id ed At th e be gi nn in g,

target kids’ parties. Their r fo ng ni an pl y rt pa party who want to hold a clients are parents now, d kindergarten. But an n, re ild ch r ei th r fo ki nd s pr ov id in g di ffe re nt Ch ild ho od pa rt y is y and ch as wedding part su ng ni an pl y rt pa of s ar e Th ei r ta rg et cl ie nt co rp or at io n ev en t. becoming wider.

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BACKGROUND

Besides, they are providin g special and a various of equipment to customers, s as popcorn, uch cotton candy , p h oto booth an inflatable bo d unce. It is on e o f th e charactisic of Childhood Party as ma n y p arty service company ha ven’t these k ind of faclitlie s.

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two ildhood Party have Ch at th e se to sy ea It’s : main characteristics op service. custom-made, one-st Custom-made : er's e made to the custom Every party plans ar It’s party will be unique. ch ea so ns tio ca ifi ec sp s. depends on customer One-stop service : worry about the Customers no need to ents, even the entertainm venue, decorations, so set up for them. It is ill w y rt Pa od ho ild Ch of ers and it is also one convenient for custom Childhood Party. the characteristics of

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BACKGROUND Public event balloon facepaint

BASIC FEE

twist/

y Private birthday part

$800 / hour $1200/ 2 hours

e no fixed price ar e er th , ly al tu ac t u B

op can’t fix a price For example, a backdr new in each event so they always designed

as e. there is no fixed pric t will rtant to see that even Besides, it also impo hold on what period. nds ays change and depe Production price alw print backdrop needs to a If e. iv st fe it is on r, if pr ic e w ill be ch ea pe on re gu la r day, th e on so m e hi gh pr od uc ti on t in pr to s ed ne it m as ve m be r, ne ar Ch ri st pe ri od s, su ch as No will d holidays, the price an al iv st fe of nd ki is th be more expensive.

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DIRECTION

/ STYLE

It ’s h a r d to fi n d o u t C h il d h o o d Pa r brand image ty ’s . The origina l b r and building of Childhood Party appro aching carto style and ch on ildish, it’s o n ly suitable for k id s . B e is id e s , th e m a r k e t p o s it io n the whole de of sign was unc le a r. They used logo ver y fe w to apply o n different a so that the b rea rand image is n ot stand out enough. Th e y a r e in a n e m b a r r a s s in suitation now g .

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G N I T E K MAR H C R A E RES

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G N I T E K R A M RESEARCH

CES...

SMILIAR SEVI COMPETITORS

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DREAM PART

party service Dream Party is a kids y in g va ri et y of pa rt id ov pr ch hi w ny co m pa ts of ey also providing lo supplies services. Th , en t re nt al se rv ic es pm ui eq ts en nm ai en te rt n toy uncers, power ride-o such as inflatable bo d different kinds of an s, al im an g in ck ro cars, t. playhouse equipmen e ristics are seemed lik te ac ar ch s y’ rt Pa m Drea Childhood Party’s.

‘We offer a personalized, convenience and professional kids party service’ 14

Party have Both Childhood Party and Dream vice. one-stop and custom-made ser

COMPARE - WEAKNESS Facilties They provid e more equ ipments for For examp customers. les, power r id e -on toy car r id e -o n toy s, manual c a r s , r o ck in g a n im a ls a n d bar service candy . But Childh o o d Party have k in d o f fa c n’t these il t ie s a n d e q u ip m e n t s , o n ly b a ll o o n d e h av e c o r a t io n s , fa c e -p a in t in g a n d m a g ic , c lo w n s ia n s p e r fo r m a n c e, photo b these servic ooth es. But on th e other hand also see th , we can at Dream P a r ty is providing services. Th same ey provided m o re funny se customers rvices to than Childh ood Party.

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MARKETING RESEARCH

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DREAM PARTY

EAKNESS

W COMPARE Website

can e b s it e . We w l ia ic ff o t y h ave a their D r e a m Pa r e r e s u ch a s th s n o ti a m nd t infor ip m e n t s a get differen u q e h c a e p r ic e s o f t have a im s , t h e ranized tha g r -o ll e w e ed e y we r their provid facilties. Th d e c u d o tr ied and in o p le c a n been classif so that pe s ie t il c fa s and e q u ip m e n t ny. their compa understand

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COMPARE - ADVANTAGE Target audience D r e a m P a r t y o n l y o f fe r i n g k i d s services, and Childhood Party have wider target audience. Not only the parents who want to prepare a party for their kids, but also the couples who prepared their wedding party and corporation event. So Childhood Party’s market can be wider than Dream Party, not only focus on kids party.

To c o mp a r e w it h C h il d h o o d Party, they even haven ’t create website.

Facebook can not a r r a n ge d d if ferent info r mation systemat i c a l ly. T h at’s why D r e a m Pa r t y ’s o ff ic ia l we b s it e can display their infor mations more effecti vely than C hildhood Party’s.

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MARKETING RESEARCH

ice a selfie serv is K H P A rk N S it is n ’t w o h g u o h lt A c o m p a n y. im a g e it s b r a n d , r e n n la p be a as par ty ategy can r t s l a n io t and promo oviding NAP HK pr S . s u r fo e fo r referenc quipment e t n e r fe f rooms, di te area selfie. Priva e k ta to s r so custome customers r fo d e t a e r has been c such as equipment y n a e s u n they ca we a r ty of head ie r a v , s d b a ck g r o u n ke own thes to ta lo c y la p s and co selfies.

SNAP HK

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In addition, custom-ma de seems lik Party as it e Childhood works as se lf -s e rvice, custo change bac mer can k g rounds a n y ti m e as they lik the whole e. In brand ima g e , w e can see th dynamic, co at it’s lorful and h a p p in e ss. When pe take selfies ople there, it jus t likes hold ing a party.

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NESS K A E W E R A COMP Brand image SNAP HK h ad build up a clear bran image: self d ie with frie n d s and have fu n . It h a d used sharp c o lo r a s it b r a n d c o lo s r, r e d , y e ll o w , b lu e a n d white. It is clearly to d r a w teenager a t t e n t io n s s’ , as they a r e t h e t a rge t audience. T hat’s why P op-ar t style makes its b rand stand out. If we lo b a ck C h il d ok h o o d Pa r t y , it ’s h a r d t find any v o isual eleme n t o r style to represent it .

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L A U S I V H C R A E RES

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H C R A E S E R VISUAL STYLE ary, awful, l, it can represent sc om sb sy od go a is er Monst hand. playful on the other d an y nn fu t en es pr it can also re Childhood onster’ as my idea. In m ty ar ‘p ed us I hy w That’s ink it some monsters. I th e ar e er th , go lo al Party orgini the pervious ey can’t be found in th at th ty pi t bi tle is a lit go. promotions, except lo

st yl e to ne ed to ch an ge th e it t bu ep ke n ca ’ ‘M on st er , be suitable to anyone ld ou sh It l. fu ay pl more funny and and companys. including kids, adults

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Monster . , Inc

Monster pany Com

‘Monster, Inc.’ and ‘Monster University’ If we talk about monster, I will think of ‘Monster, Inc.’ and ‘Monster University’ at first.

These series animat ions have been attract ed childre n, teenagers, even adults succes sfully. They change d the impression of monster, not only scary.

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RCH A E S E R L A U S I V S1 E L P M A X E

STER AS SING MON

OF U

STYLE G

BRANGIN

Tommy L & Honeymoion Rebranding Dessert

er t re st er an t si nc e ss de l ca lo a is t er H on ey m oo n De ss omers --e new protenial cust th t ac tr at 't dn ul co 1995. As it n Li, helped Honeymoo y m m To er gn si de l teenagers , a loca Dessert rebranding. e m on st er s w hi ch ar of es ri se a d te To m m y Li cr ea eative ts. The strange but cr er ss de of ts ui fr e m so represent le er s an d ot he r pe op ag en te d te ac tr at m on st er w er e d style. anged the whole bran successfully. They ch

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Because Tommy Li us ed symbolize and sim plify images to create monster. Bl ack color made the m onster more trendy and cool. Over all they look funny an d trendy, but not childish, and attr acted its target audien ce, teenagers successfully.

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RCH A E S E R L A U S I V S2 E L P M A X E

STYLE

STER AS SING MON

OF U

G

BRANGIN

VANS HK House of VAN

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popular which its shoes are d an br e ho -s er at Sk Vans is a es g a pop-up event to se in ld ho e ar ey Th s. among teenager , ar t and into a hub of music ed m or sf an tr p Po Midtown t. skating this fortnigh ps, skate t’, creative worksho ke ar M t ee tr ‘S e ud cl It will in al VA N S ha d pu t se rv ’. ht ig N ic us ‘M d pe rf or m ac e an event : ents together in this em el e yl st d an br related its to It is a good example e. yl st et re st d an ic skate, art, mus age. build up a brand’s im 26

‘M on st er s’ ca n al so fin d in th is ev en t. Th e im ag e of monsters is naughty and seems like to repr esent ‘street st yl e’ . Co lo rf ul an d di ffe re nt lo ok s m on st er m ea ns ever yone have their ow n unique style. Not on ly they can represent brand imag e of VANS, their tren dy look can attract teenagers and makes the whole even t can promote themselves effectively .

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H C R A E S E R L A VISU VISUAL ELEMENT SHAPES cute and belongs to The original logo is quite w logo should change to cartoon style so the ne match the new concepts. mic lines and shapes can For example, some dyna as those visual elements represent custom-made seem like can be change.

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ul y simple, colorf an m e ar e er h T th e re s to cr ea te a n d sm a ll sq u an es. It is a cle r u t c i p e l o h w nd lo o k s b o re d a d e si g n , b u t it namic' enough. fixed. It isn't 'dy

'Balloon' is the main elements of Childhood Party, same as this design.

It used balloon to make different English words.

It looks funny, but still not dynamic enough.

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RCH VISUAL RESEA

SHAPES

Th ey ar e th e te st of using different si m pl e lin es an d shapes, both are according to 'Blustin Design'.

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VISUAL ELEMENT

Playful Patterns Blustin Design Architure and Interiors Design : Mind Design Client : Blustin Design

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H C R A E S E R L A VISU VISUAL ELEMENT SHAPES

Simple shapes & patterns can set joyful atmosphere.

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Besides, to fit target cu stomers’ ta change the ste, it shou style. Playfu ld l s tyle mostly eye contac c a n catch t of audien ce and hav impact. On e p romotional the other h and, playfu childish, ch l doesn’t m ildren, oth ean e r in d iv idual clien corporate c ts and ompanies c an accept th is style.

E M E H C S R O L O C

So I tried to find some color scheme can represent 'joyful' and 'party'.

R 255 R 135 R 252 R 64 G 133 G 201 G 201 G 229 B 133 B 255 B 99 B 178

R 255 R 92 R 255 R 77 G 43 G 199 G 150 G 217 B 84 B 250 B 0 B 102

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This color scheme looks like autumn and warm color.

Maybe it is not suitable to use in Childhood Party.

R 100 R 100 R 254 R 255 R 225 G 129 G 205 G 246 G 182 G 106 B 144 B 201 B 209 B 68 B 26

Red, blue, orange and green can create 'party' easily, but this color scheme is too simple.

R 74 G 31 B0

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RCH VISUAL RESEA

E

COLOR SCHEM

VISUAL ELEMENT

R 69 R 255 R 255 R 255 R 245 G 208 G 254 G 225 G 145 G 44 B 203 B 240 B 59 B 17 B 21

Another 'autumn' color but it looks like fire.

Red is the main color and orange is other color.

If we match these two colors, they are too equal so they haven't high contract.

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R 93 G 10 B0

R 122 R 28 R 255 R 248 R 239 G 122 G 189 G 253 G 216 G 70 B 122 B 198 B 239 B 26 B 70

R 45 G 13 B0

Red, blue, yellow and grey create a 'funny' and 'playful' color scheme as they made some contracts on it.

It will be suitable for Childhood Party and monsters.

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RCH VISUAL RESEA

Y H P A R G O TYP

VISUAL ELEMENT Childhood Party Childhood Party Childhood Party

Childhood Party

Childhood Party Childhood Party 38

Typography is so important because I'd like to apply it in logo design.

It is important that looks 'funny' and 'playful'.

Childhood Party

Childhood Party CHILDHOOD PARTY

CHILDHOOD PARTY 39

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S E T N G I S E LOGO D

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HILDHOO PARTY HILDHOO PARTY HILDHOO PARTY 41

S E M O C T U O 1

Re-branding 2 Web design 3 illustration

Logo

(apply on different items)

- Official Website design - Online Social Media -->facebook -->instagram

- Video

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(animation)

O O H D L HI Y T R A P HILDHOO PARTY Promotional items -leaflet -poster -booklet

poster illustration

HILDHOO PARTY

leaflet

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EXAMPLES 2

ANGING

R AS BR E T S N O M G N I OF US

VANS

ted a series Tommy Li crea e represent som re a h ic h w s of monster rts. re fruits of desse monster we e v i t a e r c t bu eople The strange nd other p a s r e g a n e e attracted t successfully. style. e whole brand th d ge n a ch They

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C 2015 HKC VC DESIGN OJECT R P T N E I CL

TAM YUET YAU VANESSA 14076146A