Case Study : Abbey Road Annual Drinks Invitation

I enjoy collaborating with wider teams and stakeholders, working closely to create high-quality work that meets the objectives and develops long-lasting relationships. The case study below details the creative process and framework I use when approaching design projects.

1. Research and understanding 
2.  Ideas and concept generation
3. Concept development, feedback and iteration
4. Prototyping and finessing
5. Production and art working
6. Success metrics
7. Final product

Brief and objectives

The brief was to design a personalised, luxury invitation for Aberdeen Standard Capitals’ exclusive platinum client annual drinks event held at Abbey Road Studios. The design was to be engaging, inspiring and needed to reflect the renowned venue the event was being held in.

The main objectives of the invitation were:

•  to encourage a positive RSVP from the client end generate excitement for the event
•  to raise the profile of Aberdeen Standard Capital with the client
• to help embed the brand

On a practical level the invitation needed to be posted and required a digital element with personalisation. The invitation, or a component of it, was required to be taken on the night as proof of entry.

Review the information

The first step was to review the information from the brief, look at the budget and source any previous examples of similar events to get a feel for what clients have previously received. Working collaboratively with the Events Team, objectives, deliverables and deadlines were discussed and agreed.

Discovery and learning came next and consisted of understanding more about the venue, looking at current trends, previous invitation style and other inspirational design material to fuel the creative process.

Next was to start generating ideas. To sketch down thoughts, interesting formats, important references or attributes to help with ideas. Generating mind-maps helped me narrow down ideas and collect my thoughts. Rough draft fast sketching allowed me to generate and visualise ideas quickly and move past my first solution whilst continually evaluating these against the brief and objectives.

The strongest ideas were selected and developed with design options and creative rationales being explored via further sketches and concept mock-up sheets. Paper stocks and finishing samples were gathered, compared and discussed with the wider Events Team before taking to the computer to create first draft designs.

Suppliers, budget and production timelines

Engaging suppliers and communicating a budget at this point was critical as this directly influenced the concept in terms of materials, finishing and ultimately the delivery of the product. Working collaboratively with printers, various paper stocks and finishing techniques were examined, compared and technical specifications refined to meet design and cost requirements along with agreed production dates.

First draft designs were produced, creative rationales finessed and a full pack presented to the team and key stakeholders along with relevant paper stocks and finishing samples. Mockup prototypes of the invite were created to demonstrate to the stakeholders the shape, size and interaction the client would have with the invite.

Final selection, evaluation of objectives and design brief

Designs were evaluated against the brief and a chosen design selected for further development and improvement. After further iterations, design evolutions and stakeholder feedback the design, concept and copy was signed off. A full mock-up and vinyl disk was created in the selected paper stock to test feasibility and the Scodix finishing trialled to ensure quality standard were met.

After sign-off, final artwork was created for all the various components of the invitation. Estimates, paper stocks and finishing techniques were double checked and referenced in the artwork which was then submitted to the printers along with the client data.

Production schedules were confirmed and tallied with the Events Team’s deadlines. As production progressed, proofs were monitored, signed off and a final product sample received for quality checking before the full dispatch to clients.

The main objectives of the invitation were successfully achieved with the event attracting a record number of guests. 442 invites were issued with 367 positive responses and 320 attending on the night. (87.2% uptake).

The invitation was a design success with stakeholder and client satisfaction high. Excitement was generated on receipt of the invites and feedback received from the clients on the design of the invitation.

From a production point of view the design concept and invitation was on brand, on time and on budget. The clients successfully brought the correct invitation component to the event which generated excitement and positives comments.

Creative Rationale 

Lyrical album: minimalistic, light, interactive, contemporary & inclusive

With a nod to the Beatles ‘White Album’, the design reflects the innovative and creative heritage of Abbey Road Studios. Clear and silver foil blocking, charcoal text and uncoated paper evoke a sophisticated, premium and exclusive look . The hyper glossy vinyl exposed through the circular aperture creating an impactful contrast and creating interest . Clear foiled circular text surrounding the vinyl cite the artists who have recorded at Abbey Road Studios bringing the invitation to the present and reflecting the eclectic and diverse generations of artists.

The album sleeve holds a single insert, personalised with the clients details and mock vinyl disc. The mock vinyl disc notes instructions to bring on the evening for entry to the event.