Business Analysis*

Looking at the different businesses you have researched and explored(case studies etc) –

What have you been most inspired by and why?

I have mostly been inspired by the attitudes different animation companies give off through their branding and statements, like most want to be on top of the game in that sector or they want to create content for their specific demographic. Seeing businesses’ websites has been inspiring since most of them have been so creative and unique, so each of them stand out and don’t look the same, especially with the animation and it’s process.

How will this influence your own endeavours?

It has influenced me as by going through the various businesses, especially in the local area, as like the idea I had for my business, the projects that would be made would be a mixture between having clients commission work to having independent and original animated content being made, whether that be animated GIFs and short films (even feature length if the business have the money, time and popularity to do so).

What ideas will you expand on and which ones will you avoid? Explain your reasons.

I will definitely expand on the idea of animation team since compared to businesses I did look into what sort of teams they have which they mostly had a small team, made up of experienced people however for my idea of the team, it would be a mixture rather than it fully being professionals/experienced people so people who would love to get into the animation industry without any further education can learn from this business. I would try to avoid being too detailed on my branding/appearance as I want it to be easy to follow for both potential clients and that other websites (especially the major ones) had quite a lot of information that could’ve been shortened.

List the 5 key things you have learnt about the creative industry you are developing through your research.

• That there are multiple methods to start up a business whether that be by buying out a loan or doing freelance. Each coming with their own positives and negatives to them.

• Their marketing is mainly done through websites or media based social media (e.g. Instagram, Twitter, YouTube etc.)

• The media industry is massive in the United Kingdom so getting a job or making a business within that industry would be easy and in demand.

• You could either make your own projects or get client commission work to earn more of a following online (and to earn money from it too).

• It was informative looking at the competition/other businesses to gain inspiration for my own brand.

Which mission/value statements did you find to be most powerful? Why? How have any of these influenced your own statements? Which one(s) didn’t you like? Why?

To be fair, most of the mission/value statements I found were all very straight forward with what they wanted to achieve, areas like them wanting to produce high quality content and wanting their brand to stand out which was very influential. The statements I necessarily didn’t get inspired by were the ones that mentioned wanting to be on the top in the entire world (the companies that had those ones were the top animation companies in the world e.g. Disney), the reason for why is that the idea for my business is that I want it to be small and simple (or at least, if it did grow bigger, a medium sized experience) rather than being massive and overcrowded.

Looking back at the brand identities of the businesses you have researched – which ones are the most effective and why?

I would definitely say that the brand identities that I have researched is Disney, primarily because their mission and vision statements are clear and have been very achievable for them over the past decade or so. Their brand specifically is very distinct and recognisable to anyone that views it, even if you saw one letter of the logo, you’d know instantly who it is. I also liked looking at DreamWorks Animation’s branding as it hasn’t changed dramatically whatsoever since the beginning, keeping their font style and their mascot/picture the same throughout. I do think more of the high profile animation businesses had more of an effective brand compared to local ones I researched into, but I mainly think because the higher tier ones have been around probably for longer so therefore they’ve had time to establish a recognisable name and brand by experimentation throughout their careers, even if some didn’t work out as well.

Which branding didn’t you like? Why?

For branding, I didn’t absolutely hate any of the brandings I saw for other businesses but I did think some of the local ones like Lambda Films or Make it Move felt like they were lacking something as it was just black, grey or white which to me viewing that doesn’t make the branding pop out compared to others which have more colour, which to me brings more life and more eye catching, especially when it comes to a media company since when I think of media that’s either animation or film/tv related, I think of it to be a more vibrant and imaginative appearance but seeing websites and branding that’s just using monochrome colours, it just doesn’t interest me that much compared to a more colourful website/branding. I guess they probably wanted to make it look more professional but just didn’t fit the brand in mind. They also didn’t really have any picture to be associated with their branding but just text, except from Make it Move where they had a simple picture beside their text/logo which wasn’t bad, again it just felt like I’ve seen it on other businesses’ branding before.

Have any directly influenced your own branding/logos?

I think a mixture of branding/logos has definitely influenced my own, specifically ones where they involve a picture/a mascot for their brand (example; Disney with Mickey Mouse and DreamWorks Animation with the boy on the moon) and used to create my own mascot/picture for my branding which is an illustrated fox, as also animation brands have a tendency to have animal mascots. I’ve also been influenced by the modern look for some brandings, by using full capital letters to spell out my business’s name and making it bold so it stands out to a wider audience and didn’t want to make it look too cartoony so it wasn’t just for a really young demographic.

What policies and regulations will effect you the most and why?

The policies and regulations that would affect me the most would be competition law since I don’t want to be an aggressive competition to other animation businesses in the area/in the country, so I would keep it calm and fair for everyone within the local market. Cultural policy is also important as it is key to keep my business afloat and working by discussing ideas that could lead for us to get support financially on the projects we work on, this would also promote the business’s audience further.

FEEDBACK FROM OTHERS

Do you like the idea?

(Person 1) I really like the idea! Both of our businesses come from similar areas, focusing on commissioned creative work. Using 2D animation, something that has been falling a little out of the limelight with the big 3D animated pictures from studios like Pixar and Disney, is a great way to keep your business unique and allows you to demonstrate your own unique style and attract your own customer-base.

(Person 2) I think the idea is good due to there not being many local animation companies. This targets a gap in the local market.

(Professional in Media Production) Like it but need to clarify more things, like the academic side to it, could be refreshing. Interesting for being a cheaper and effective alternative to University.

What do you think will be successful?

(Person 1) I feel that your short films will be quite successful if you upload them to places like YouTube. I know that lots of people (my own target audience included) have a heavy desire for escapism and something creative to enjoy. Producing short films in a unique 2D style and showing them to the world will give them that escapism and provide you with a constant audience of people wanting more, allowing you to remain successful.

(Person 2) I think the aspect of targeting non-experienced people as well as experienced would be successful as you are offering work experience and training. Also helps attract new people to the animation industry.

(Professional in Media Production) If I can identify an industry, and be confident on a problem within and the aesthetic. Takes a lot of leg work. Start something small and look them up on social media, contact them for feedback. Find someone who likes talking, as a sales person. (Great for advertising the business) and to supplement that gap of what you can’t do.

What problems do you think they might encounter?

(Person 1) I worry that professional companies may not be too interested in 2D animation for their advertisements depending on how corporate they are. I imagine that quite a lot of the more boring professional companies will purely want their advertising to come from live-action shots of someone in a suit talking for 30 seconds. Depending on your art style, however, this could be a non issue (i've seen plenty of good 2D advertisements on TV)

(Person 2) Finding people experienced in animation and making them want to work for your business? (Will they be paid? etc)

Where do you think their biggest competition will come from?

(Person 1) I think that your biggest competition will come from similar artists on platforms like YouTube and Etsy who will be producing similarly creative animation. This could take away from your target audience if your style isn't unique, reducing your customer-base.

(Person 2) I think the biggest competition would come from bigger, national animation companies.

(Professional in Media Production) Big advertising agencies, Bruizer (Norfolk based tv commercial agency). Lambda Films.

What do you like/dislike about the branding?

(Person 1) I adore your branding, and wish I had the creative muscle to do something similar (I actually took some inspiration from your branding that I could see when I was attempting to design mine). The use of animals and animal symbology for the branding is incredibly unique for a business and can help to set you apart from your competitors. The logo is also a perfect blend of creative and professional, and feels like the logo for a company I would trust.

(Person 2) I think the designs made for the business is great. They look very professional. There seems to be a colour scheme and the name is catchy. I think adding an extra colour to the branding could make it less simple.

(Professional in Media Production) Liked the aesthetic, will take a lot of business :) Liked the timeline

Slogan: needs to be more industry relevant, communication based. Reflect specific offer

Any other feedback?

(Person 1) Your company slogan is wonderful and creative, and is something that I feel you should definitely stick with. Also, I feel that your mission statement is worded a little clunkily and could be adjusted a little to sound nicer.

(Person 2) Overall great business idea and logo design.

(Professional in Media Production) Ease into it, start off small. Be staff focused. Like an apprenticeship.

Look out for possible issues such as cost of living

Creative university type.

Be specific on what you are offering it to. Look into what businesses and look at an industry need my product/has communication problem (or has cash)

With this business, you are selling communication not the 2D animation. Selling the solution.

Communicate for animation to be the key to the solution.