By Holly Gordon

What I have learnt from Book Crits: Past and Present

As we get closer to the halfway point of our third term, book crits are becoming a weekly occurrence. They are an opportunity to get our portfolios seen by alumni who have found a spot for themselves in the industry after leaving SCA. Book crits can be nerve-wracking for people because showing you’re work to a mentor at school feels different to showing it to someone in industry even if they did go to SCA.

Here is a list of things that I have learnt from crits, past and present:

• You will get hired on your ideas and thinking, not you’re executions.
• SMPs are important, so keep doing them.
• Don’t force tech into you’re idea if it doesn’t need it. If you’re idea works without it, then take it out.
• Posters can be boring but they are some of the best ways to get an idea across.
• You need a reason for the mediums you use.
• You don’t always need to re-design packaging.
• STRATEGY!
• Try to get ideas for big brand accounts that will help win agencies money.
• It is hard to think of big ideas for bread brands.
• Brands with no advertising are easier to advertise, so try tackling brands that have a lot of it.
• Reposition!!!
• The important pages in your book are where you write you thinking.
• Curate your portfolio well.
• Make people laugh.