On Thursday December 6th, we had a pathway session with Cato to practice working on a project within a given timeline for a client. Specifically, we were tasked with coming up with a concept for some images for a particularly dull business, Bizerba scales, in order to see if we could imbue life into it.
The brief was to create a concept pitch for 6 large images that were to be mounted in the board rooms of Bizerba’s UK headquarters. In order to create this pitch, it was necessary to first research the company, to show what we had some understanding of what they looked like/valued. This would then, somewhat, qualify the pitch that we could make something for their boardroom to tell something of their story.
My research and pitch are in the document below:
After looking through the Bizerba website, I attempted to distill how they saw themselves and the story they wanted to tell. They are a family company of food scales and slicers, which has a long history of creating precise products for the food industry (larger scale). Their website and HQ aesthetic is quite clean, with use of black, white, and blue.
This lead me to ask myself, ‘What’s missing?’ For me, the website largely lacked a color and a connection to food. However, the family history and the story of the people around the scales seems to be something that Bizerba values highly. Thus, what I suggested for the six panels were images that largely contrasted the established aesthetic, but that showed the scales in use around the story of a given family meal.
There would be an image of a slicer at a butchers, the scale at a grocery, the smaller scale in cooking, etc. It would essentially be a large comic strip panel following the Bizerba scale’s involvement in the final family meal. Aesthetically, it would present like a children’s book to emphasize the family nature and offer a whimsical contrast.
Final prototype:
We were short on time, but I was able to start a prototype, pictured above. This is not complete, but in the final version, I would ideally use a lot of bold colors, to re-emphasize the relation of the scales to bright, fresh foods.
In the end, we presented our pitches and our prototype. Ultimately, it was a very useful example of what it is to tell the untold story of an industry in a visual form. It was also an important exercise in research and demonstrating understanding of potential clients. For me, this was a particularly important lesson in organizing time/dividing up the tasks of working for a client as well as presenting a concept.
This concept pitch skill in particular will be important for launching our ideas for project 5, Realise.
RCA Graduate Diploma 