After completing our research and identifying that the main problem the 'i' has is competition from online articles, we began to look at the best way to do this and answer the brief given to us. The brief was difficult to address it was quite limiting. We were asked to come up with a paper based campaign which could be developed digitally online eventually and put a small budget to big effect.

Below is a simple poster aims to do just that. It's straight to the point, clear and eye-catching. It encourages the use of a newspaper over online articles by subtly suggesting, perhaps comical, uses for a newspaper that cannot be achieved with online articles. As suggested by our investigation it doesn't matter why or how people come to buy/see the 'i' as long as it is in front of them so they can trial it and hopefully like it enough to buy it in future! If someone buys the 'i' to protect a surface while painting, as it only costs 20p, they are likely to flick through it beforehand and potentially become a frequent customer. The repetition of the 'i' logo reinforces the product in viewers' minds and hopefully when next buying a newspaper they will think of 'i'. This poster is also easily adaptable and low cost to produce. As well as displaying around campus, the poster would fit nicely in a magazine or scaled down as a flyer.

When waiting on transport, which students do on a daily basis, people often like something to occupy their mind. This poster shown below, encourages observer interaction. The idea behind this design is that 'i' is the one newspaper that suits all needs. Again, this poster promotes other uses for a newspaper that cannot be achieved through online alternatives and is cost effective.

Also, this design has the potential to be developed digitally to appear online (as required by the brief), for example, as an interactive advertisement  on social networking site that viewers could flick through, with the end result always being 'i'.

Another avenue the flow chart design could develop into is in campus shops. We noticed upon visiting our own campus shop that the ‘I’ is hard to pick out from current displays as it blends in with other papers, especially as the ‘I’ logo is on the left hand side of the front cover and other papers are stacked to overlap it. Our solution to this problem involves guiding customers to the ‘I’ newspaper stand. We propose this is done by providing shops with large stickers to put on their floor. The stickers would act in the same way the flow chart posters but would be adapted to focus on attracting people who are planning to buy a newspaper and encourage them to choose ‘I’. Below is a rough idea of how this would work.

Below is a rough sketch of the typical simple design of the point of sale unit we propose is used.