Sunday, June 12, 2011

Creative Brief III

Identification:  Created by Austin Cooper in 1924, he created these two posters as advertisements to bring people into lower London to use the subway system. His method for bringing people into the London Underground was to show the temperature in the underground and contrast it with the varying temperatures above.

Project: To solve a communications problem with getting Londoner's to use the underground railway system. The purpose of this project was to show the benefits of using the underground railway over walking the streets of London to get to ones intended destination. Cooper's use of colors and patterns helped establish a method of getting Londoner's to come down into the Underground by way of conditions of comfort. The underground would be warmer in the Winder and cooler in the Summer.  

Client: Commissioned by the London Government. These posters were to be used to solve a communications problem they had with getting riders on the underground railway system. Hiring Cooper to create these posters was their way to get more useful advertising through visual stimulation.   

Intended Audience: The intended audience of these posters were the citizens of London. The intent was to get them to become riders of the London Underground by enticing them to get out of the cold or heat above ground. Once underground, the citizens could enjoy the contrasted temperature from above and ride the railway to their destination.

Core Message: The core message was simple in form and very effective I believe. The posters which were used to bring riders into the London Underground used geometric shapes as visual cues for changes in temperature from the above ground to below ground. Cubism being the movement in which this was inspired, Cooper effectively and visually conveys the benefits of using the London Underground instead of suffering through weather above. With the added text below "It Is warmer down below" or "It is cooler down below". The posters message are very effective with their intended design.  


1 comment:

  1. Good description, although I'm not so sure that this is cubist, even though it uses strong geometric shapes. Perhaps Art Deco is closer?