Below, I have incorporated and hightlighted key parts of the Coutts' creative brief from the Coutts pack, which can be found here: http://www.dandad.org/awards/student/2012/categories/8/installation-design.
From the PDF...
Design an interactive installation that expresses the exceptional nature of Coutts.
Entries for this brief must be submitted by Friday 9 March 2012.
The Challenge
Coutts is a well established British wealth manager with an international presence. Their clients are those who have made history: Lord Byron, Charles Dickens, Florence Nightingale, Queen Victoria and more recently The Beatles name but a few. Coutts boast a heritage that has supported the kind of genius and innovation that is world-changing; the Coutts archive contains a selection of significant objects, letters, photographs and documents from their 300 year history that they would like you to find ways to share creatively with clients visiting its branches.
The Brief
Design an installation that reflects the exceptional nature of Coutts and their unique heritage in a contemporary and engaging way. A copy will be installed in every one of its 43 branches worldwide. The piece could be interactive or static, 3 dimensional or flat, but should fully engage the viewer and immediately convey a sense of unmistakable, but perhaps surprising ‘Couttsness’.
Target Audience
The audience will be both existing clients*, visitors to branches and staff. *Coutts do not have a typical client - they can be from any walk of life. Client segment groups are Professionals, Entrepreneurs, Landowners, Executives, Commercial, Sports & Entertainment.
Considerations
- We are looking for work that explores new and unexpected ways of interaction.
- Successful entries will demonstrate how the design experience (digital or physical) can engage bank visitors in content and keep them interested and entertained long enough to deliver the message in a contemporary way i.e. how the history and heritage of Coutts makes it the place it is today.
- Successful entries will have taken full advantage of images of objects from the Coutts archive (see further Information) to communicate this message.
- The nature of this brief invites you to consider the application of collaboration. Investigating the best solution through a combination of different disciplines has the potential to discover true interactive success. Therefore both individuals and multidisciplinary teams are encouraged to tackle this brief.
- As a piece of ‘editorial’ telling the story of the past, your design might not necessarily work with the Coutts brand guidelines. Use of the Coutts logo is optional but should be discreet, since any design would be situated within a Coutts office. The logo must not be split.
- Produce a minimum of 2 images that provide a visual overview of your installation.
- Produce enough storyboarding to demonstrate the technique and nature of your design over time.
- As an alternative to storyboarding, interaction (whether digital or physical, high tech or low tech, flat, 3D, kinetic or screen-based) can be presented in the form of short videos.
- Please write a short explanation (max 300 words) explaining the thinking behind your installation design and why you believe it will be successful.