This is an updated brief of an earlier task. Several designers have informed me regarding the requirement for illustration contests to have our own stock images, hence I've changed the approach. I have provided stock images for you to illustrate on them. Once I like your illustration/design, I will buy and provide those stock images for you.
First, I am going to provide general instructions that apply to all images and then I will provide specific instructions for every individual image.
• 3 images for our e-mail to promote our services
• 1 image for our upcoming EDM
In total, we need 4 images. Below are the ideas we want to be expressed in each image:
1. Dream-sketch of a block of units
2. Dream-sketch of a commercial building
3. Dream-sketch of a truck's dog trailer
4. Dream-sketch of a sign of a ‘For Sale – Sold’ sign
We need these 4 ideas to be expressed in the sketches. ( I will explain them later and provide specific references and examples):
Some background – what we need these images for.
• Think about a scenario where you’re dealing with service provider, and you get an e-mail from them, and at the bottom you see images with links to other services they offer. This is what we want to do. So that if a client from development is dealing with the development team, at the bottom of the e-mail they will see images promoting our other services they might be interested in like asset finance or residential loans.
• I have attached an example of e-mail of what I’m talking about (the title of the document is 'Sample e-mail - 3 promotional images'). If you scroll through it, you’ll see below four images with captions ‘Bridging the Gap’, ‘Fast Equity Release Luxury Loans’, and the four images of a meeting, a bridge, the city and the car. That’s’ how we will use the images you will design, but instead we will have the captions that say 'Asset & Equipment Finance', 'Commercial Loans' and 'Development Finance' to make it our own.
• One of the images will be used for EDM(EDM is electronic direct mail, it’s normally used for marketing purposes to send out a newsletter to subscribers) .
What we want in the illustrations (this applies to all four images)
• The common theme here is a sketch-idea of a dream, of a potential, an ambition, dreaming something bigger or something you’ve always wanted or something that can solve your problem.
I’ve attached one artwork we had designed for us as an example. You can view the image in the attached documents, it’s called ‘Excavator Artwork (1) Final with Logo’. In this image, you can see the real image of a developer/builder looking at a sketch of an excavator. These sorts of sketches is what we need designed – in this example, an excavator is a builder’s dream, his new potential, something he wants, a new ambition and something we can provide for him with the right financing. The similar feel should get across all the other sketches you’ll make. In a way, it’s a reality vs dream-sketch duality.
Whether you decide to continue with the style of this image I have provided or decide to make it your own style – it’s up to you. We welcome your individual creativity with both colours and designs as long as in the end it reflects the vision of our company and the ideas and instructions I have communicated to you in this brief. Also, please make sure to adhere to BF Money Style Guide I have attached to this brief – this is what we would like designers to follow, otherwise, you have the creative freedom here.
Now I am going to outline specific instructions for each sketch-image you will design and I will provide stock images for you to make a sketch.
Specific Instructions for each image
Image 1. Dream-sketch of a block of units.
The stock image is provided – I’ve named it as ‘Block of Units_stock image’. You will need to draw a dream-sketch on top of the destroyed houses. I don’t know if you will need to visually increase the space above the houses in the image, the block of units should look tall and ambitious.
The dream idea-sketch here is a sketch of a block of units/apartments which should be drawn on top of the two houses, to represent that the two builders in the stock image that watch the old house being knocked down are seeing this new vision of a new building block/apartment complex.
Important! Make sure the block of units building is NOT confused with yet another big, rich home! Let me explain below with an example.
I have attached two images we had designed for us in the past which turned out to be NOT what we’re looking for. They are named as ‘Sample Unit Block Artwork (2) white outline’ and ‘Sample Unit Block Artwork black outline’. Below is the explanation what worked and what didn’t in these images.
What worked well
Structurally, they got it right. You can see that a block of units/apartments is on top of a house as the builder is looking at it. We would like the block of units to be on top of the house in the stock image I provided in the same way.
What DIDN’T work
What they got wrong here is they misunderstood our concept.
1. It’s hard to tell whether it’s a block of units/apartments, or another expensive house. It has to be clear that this is a block of units. Because otherwise, it’s no longer the concept of a developer/builder who wants to build an ambitious commercial unit complex, it’s just a guy looking to get a new home, and that’s not what we want to express, we mostly work with guys who are ambitious developers and want to invest in big complex and units projects, not just renovate a home for themselves.
2. The houses below the sketch look better than the dream sketch-image. This contradicts our concept. Dream-sketch should look better than reality, it should represent an ambition, a potential which is more exciting than the reality element. In my stock image, the house looks really crap and it’s about to be destroyed. The sketch should represent something better, a new beginning, a solution to the problem, a new, ambitious, commercial, tall block of units/apartments.
Hopefully, this is helpful, and also you now have seen several examples of how we would like the sketch to be. You’re welcome to be as creative as you like, but make sure it actually looks like a sketch, not like an actual image.
Image 2. Dream-sketch of a commercial building
The stock image is provided – I’ve named it as ‘Commercial Building_stock image’
We want to have sketch-idea of an ambitious, tall, incredible commercial buiding on top of this little humble old house.
Image 3. Dream-sketch of a truck's dog trailer
The stock image is provided – I’ve named it as ‘Dog Trailer_stock image’
We want to have a sketch-idea of a dog trailer (it’s a jargon term for a second trailer attached to the truck). I have provided you examples (Dog Trailer examples 1, 2 and 3) and have highlighted the ‘dog trailer’ part in red. Don’t draw the sketch on the examples, use the stock image only, examples are just for your reference and inspiration.
Image 4. Dream-sketch of a sign of a ‘For Sale – Sold’ sign
The stock image is provided – I’ve named it as ‘For Sale Sold house_stock image’
We want to have a sketch of a sign board which says ‘For Sale – Sold’ next to the house in the stock image. I provided two examples of what we would like the sketch to look like and named them ‘For Sale Sold Sign_example 1’ and ‘For Sale Sold Sign_example 2’. We want the sign board of the sale – sold sign look like an Australian version in the examples, rather than American. You don’t need to include any text in the sketch like on the board, but do have where it somewhere says ‘For Sale’ and maybe an image of a house on the sign and then the sticker which says ‘Sold’.
So don’t imitate the details of the property, rather if you could just go by the idea here, but do show a house drawn up on the sign, FOR SALE somewhere in the background, and the sticker ‘SOLD’ crossing over it. Feel free to be a bit more creative here, as long as you represent the elements I mentioned.