New Direction

After discussing this project in detail with my professor today, I have decided to take this project in a slightly different direction. My original idea for this project was to take computers and computer technology that exists, and advertise it in a new way. I would create designs for computer ads that would be unique, and eye catching. My series of ads would each target a different market of computer users, such as Designers, Gamers, Business persons, and Home PC users.

However, I have decided to tackle this project much the same way that I handled the Quick Brown Foxes Album cover project last semester. Instead of using and existing company or technology/computer system, I will create a new computer identity from the ground up. The first step will be to create a name for the company. Off the top of my head, I was thinking I could pick up where I left off last semester, and name the company QBF. I also thought of saber tooth. Kinda like a blue tooth, only on steroids. Any other suggestions are welcome.

Step two will be to create an identity for the company. The identity will consist of a logo, and off of that Logo I will build the series of magazine ads.

However, here is the twist. Since the computer market is already saturated with hundreds of computer makes and models, what will make my company different? It would be a much more interesting and effective project to create a new company, that is not just another computer company, but a company that has something new to offer. The company will need to have something new and exciting to offer to justify a new and interesting ad campaign.

My initial thoughts were to make the computers in each category different in some how. The business computers would have exceptional wifi capabilities. They would be more compact, or more integrated with video projectors for presentations. The gaming computers would be easily connected, wirelessly, to larger moniters or enhancements, and so on and so forth. As I thought about this idea, although possibly a good idea, I realized that if each group of computers had something cool, but different to offer, the ads would have no consistency, and the brand/company would have no cohesiveness or identity either.

The real solution to this project is to create a company that has a new technology available that are present in all its computers or gadgets. Something new that would appeal to each target market, but be applied in a different way. And then it came to me...what is in the future for computers? We live in a world now where search engines can predict what you will want to search for based on past searches, likes and dislikes. Smart keys for cars will adjust the seats, radio station presets, air temperature conditions and mirror angles based on who is driving the car. All this "smart" technology, and yet people are constantly complaining about computers not cooperating. Documents being accidentally lost or deleted. Malfunctioning, breaking, repairing, etc, etc, etc. I see the truly next generation in computers having a truly higher level of artificial intelligence. A computer that knows what we're going to do before we do it. I mean, sure we can set up different user preferences on the same computer...but how lame is that? Next Gen will go so much further. Saving our documents and organizing them for us. Keeping our appointments. Notifying us of things that we actually need. If we're researching a paper, it will bookmark the 20 most relevant sites to that topic before we're even logged onto the internet. It will basically do our job for us. It will be a computer that actually thinks. Gamers, Designers, Programmers, Business People, Home Computers.....there's something in it for everybody. The tag line could be, "The computer that thinks." for gamers: "the computer that plays you." etc, etc.

So my idea is that this idea and concept will be prevalent throughout the campaign, and will be advertised in different ways to different groups of people, thus unifying the company and the campaign under a central theme, and at the same time making something new and useful that separates itself from the saturated computer market.