GLOBAL AWARDS WEBSITE Web 2.0 (now this is fun)

The Scrapbook Awards ... handmade history

Background
Founders, Sydney duo Clayton and Erika have been involved in the creative industries for years. Clayton's family business is a printing company specialising in scrapbook and wedding photography and Erika is a graphic designer.

They saw the quality of digital scrapbooking resources varied massively and wanted to create a great pool of inspiration. These thoughts soon led onto the idea that the best scrapbookers really should be recognised and rewarded for their talents.

Brand position
Scrapbook Awards have created the first official international awards for the digital scrapbook industry. scrapbookawards.com is dedicated to rewarding and recognising the creative talents of the digital scrapbooking community.

Brand Traits
emotive
old tradition
handmade
industry leader
real

Brand Values
best scrapbooking talent
community
peer review
recognise and reward
matriarchal family values

Website design we like and why
http://www.missionbicycle.com/
* 7/10 (clean but interesting, no confusion, fantastic 2D icons, subtle colour)
http://madebyon.com/
* 5/10 (beautiful, like the use of the white and colour scheme for the images to have some pop. A little too design-y for our audience)
http://www.yellowbirdproject.com/
* 5/10 (very appealing, lovely hand crafted elements, simple navigation)
http://www.webbyawards.com
6/10 Good example of awards site, easy to navigate, W3C compliant

98% women, although more men are taking it up
Households with incomes of $35,000 or more buy more
Mature households between ages 45 and 64 buy more
Crafters married with children, employed part-time
purchase incidence drops of at 65
Houesholds with children buy more, Mums & Grandmothers
Largest market is Middle America
Heavy users approx 70% of the market spend on average $1,552 on crafts & hobbies in 2002
Most common usage for craft projects in 2002:
Gifts 79%
Personal Use 69%
Home decorating 61%
Holiday decorating 43%
Items to sell 15%
scrapbook designers
crafters that want to show off their work
proud of their designs
friends telling them to enter

They visit websites like this:
http://www.etsy.com/
http://www.marthastewartcrafts.com/
http://www.scrapbooksetc.com
http://www.spottedcanary.com
http://www.scrapbookingmemories.com.au
http://www.twopeasinabucket.com
http://www.gottapixel.net
http://www.3angelsscrapping.com.au
http://www.scrapbook.com
http://www.kaisercraft.net
http://www.digishoptalk.com
http://www.smilebox.com
http://www.creativememories.com.au
http://www.scrapbookingtop50.com.au
http://www.etsy.com
http://www.hybridtop50.com

Capture the imaginations of the digital scrapbooking community and provide a platform where they feel proud to display their work. The site must promote peer review and be a desirable advertising platform.

Authoritative, not too crafty, appeal to target
To showcase home-made/handmade without being too crafty
Design elements, possibly illustrated icons, layering, depth
light background it's essentially a gallery of scrapbook pages, showcase the content
san serif fonts

Colours
Black
white
hot pink - magenta
industrial orange (R-255, G-84, B-0)
cornflower blue
lime green
sunflower yellow

All cutups and layout materials must be included, buttons, navigation icons, and image files used in all pages, all relevant CSS style directives -NOT CODE just your direction

H1, h2, h3, p, bullets, block quotes, form style etc... (just in the psd)

Brand motif will be scissors and tape icon

Home page design
About
search
main navigation
Login to members area
advertising main banner and right hand side, quad ad space for smaller advertisers
categories
Quick links
Current competition - call to action - upload artwork and vote on favourites, prize
Designs in the running
Previous competition winners thumbnails with 1st second third place icons
Member hall of fame - run by most viewed profile

Pages – Member profile, current competition, competition winners, user dashboard

Each entry has name of member, vote feature, send to friend