STUDY TASK 5// Who Are They?

Task

Based on the principles that have been introduced so far in the PPP2 module, investigate who you are as a creative in relation to who is out there looking for creative talent.

Write a list of all the possible client groups that use graphic design in the development, production, distribution, promotion and/or communication of their products or services. Identify one client group that reflects your current ambitions within the graphic design area (music industry, retail, publishing, education etc.) and focus on identifying:-

• What skills / interests you have and how they relate to the needs of your client group?
• What skills are needed and what skills do you want to develop?
• What are your professional/creative aims and how do they relate to the needs of the client group?

It is essential that you make references to the ʻ4 Psʼ from the PPP2 Presentation. This is an exercise in applying that theory – it is not appropriate to write about the theory itself. Demonstrate your understanding of it by actually using it.

There are a huge number of client groups that use graphic design, more-so in the tertiary and quaternary sectors than the primary and secondary, as these are the sectors that deal with public image and need a strong identity to get ahead. Client groups in these sectors include:
-Retail
-Telecomms
-Toursim
-Mass Media
-Television
-Games Industry
-Film Industry
-Music Industry
-Healthcare
-Banking
-Public information
-Educational
-Legal Services
-Science
-Space Exploration

A client group I am particularly interested falls within mass media, either film or the games industry. I am also interested in science and space exploration.

 What skills / interests do you have and how do they relate to the needs of your client group?
 I am an avid gamer, have an extensive general knowledge about computer gaming and the industry and I have also written for a gaming magazine in the past (although very briefly). Although it is common for people so say they are into computer games, I feel that I have a more in depth knowledge because I take the industry seriously, run a high-end gaming pc, and keep up to date with major releases as well as the development of very small indie titles. Another advantage I would have is a knowledge of terminology and the popular culture of the games industry which would be confusing and near-impossible to understand for an outsider. In terms of science and space I have developed a growing interest over the last few years, from reading science magazines like Focus and generally being awed by anything to do with space (and rockets). From reading and researching I have a good knowledge about why space is important and general developments in the world of science as a basic level that I believe puts me at an advantage over other designers when it comes to designing for the industry. What I am trying to say for both the games and science industries is that I understand the product better because of my personal interest and knowledge on the subjects, I understand how they market and retail themselves and have general ideas of how the industries work. For example I understand the development process for a games title, from a concept to development to release, partly from following games I am interested in through these stages and partly from being involved in alpha and beta testing a game itself. 

 What skills are needed and what skills do you want to develop?
 Skills that are needed are wide ranging and sometimes very unique to the industry. For example in the games industry it would be average to be skilled at photoshop, illustrator and indesign as a graphic designer however to really push yourself and stand out it would be beneficial to have a degree of knowledge in game specific software, perhaps even advanced coding. This is something a person would never really understand unless they had been working in industry for a long time, or had vast amounts of time to learn the software, which I don't have. Still it would be great to improve my HTML and CSS skills, these can never go wrong.
I will also need to develop skills in communicating with the groups discussed, obviously the tone of voice I use to approach the different studios would have to be thought about, although I can write a good letter, I have no idea how to gauge a level of professionalism.
A knowledge of the studios products, the value and quality of its products and how they promote and distribute said products is essential to understanding the needs of clients, so learning these things about the studios would be essential before heading out to contact them.

What are your professional/creative aims and how do they relate to the needs of the client group?
My professional and creative aim is to change the identity of the games industry in the world of mass media. It would be great to see indie games titles looked at with the same level of artistic merit as indie film titles, or small upcoming bands. The industry is underrepresented, and has been seen as a fringe culture for a long time. More recently parts of the games industry has changed its image massively and is accepted by more facets of popular culture, although it still lags behind in terms of cultural clout, I would like to be part of a movement of designers changing the way we see games, from a piece of repetitive mass media to a more important part of our culture. This specifies my client group down to smaller developers, creating more interesting and unique games, not large publishers like EA. Saying that, a large company like Rockstar, which has a great amount of artistic integrity is an organisation I would be very interested in being part of. I think my aim to change the way games are thought of as a part of culture would be beneficial to these sort of titles.