The document outlines plans to expand the local Gallery Espresso cafe brand into a national brand, including creating a versatile logo, innovative product line, and comprehensive branding manual. Marketing strategies proposed include email campaigns, website offers, and utilizing Catalina marketing at grocery stores to promote future purchases. The goal is to create brand recognition and increase sales of Gallery Espresso products on a larger scale.

2. 15: I own this. Don’t rip it off. © RJ Thompson Two-Thousand Ten / MMX
Robert J. Thompson | 300 Heinz Street, #C109 | Pittsburgh, PA 15212 | 412.779.7665 | www.whatiszola.com | rj@whatiszola.com
GALLERY
ESPRESSO
RJTHOMPSON BOOK FIFTEEN

3. RJTHOMPSON GALLERY ESPRESSO
[ NARRATIVE ]
Project Title: Solutions:
Gallery Espresso Create a versatile logo that can split consistency with forward-
thinking metamorphosis on every products or design opportunity
Media Used: it appears– logo contains a never-changing typographic solution
Adobe Photoshop CS4 that features an always changing brush-stroke behind it. On every
Adobe InDesign CS4 iteration of design the logo would appear, it was ideally planned that
Adobe Illustrator CS4 the brushstroke would be diverse, unique, and artistic– like Gallery
Photography Espresso.
Research Criteria:
Research based primarily on the existing Gallery Espresso in
Savannah, GA. Supplemental research included local, regional, and
national competitors and trends in the cafe/coffee market. Con-
siderable research completed on
product development and diversity.
Target Audience:
Coffee, tea, and art enthusiasts across all ages.
Concept:
Take Gallery Espresso from it’s current local incarnation to a
national brand using a versatile, constantly-shifting logo identity.
Create a wide-variety of innovative products the Gallery Espresso
stable of merchandise. In totality, create a fully comprehensive
branding manual/electronic brochure that covers almost every (Above)
conceivable advertising and marketing opportunity that Gallery The original Gallery Espresso logo hanging outside the cafe in
Espresso could encounter. Savannah, GA.

4. Direct Results Marketing
not be valid for custom orders. ©2009 Gallery Espresso.
manufacturer coupon expires 5/15/09 shelves. When a person purchases a Gallery
RJTHOMPSON manufacturer coupon expires 5/15/09
Espresso product in a grocery store, upon GALLERY ESPRESSO
25¢ OFF checkout they are offered savings off of future
Catalina Marketing offers a unique service
purchases of either that same product or any of
$1.00 OFF
any one Gallery Espresso
House Blend Coffee
Valid only at Gallery Espresso restaurants in Southwestern PA, Southeastern OH, Northern
& Central WV and Western MD. Current price and participation based on individual operator
to grocery store patrons who buyof products.
the different flavors in the stable Gallery Marketing: E-Mail Campaigns
Espresso products that for more purchasing
This opportunity allows are offered on store
decision. Prices may vary. Not valid in conjunction with any other offer, discount, or combo
meal. Cash value is 1/20 of 1¢. Limit one coupon per person per visit. Plus tax if applicable.
any one purchase of any flavor of
Price of required purchase posted on menu board. Coupon may not be transferred, copied,
FREE
or duplicated in any way or transmitted via electronic media. Valid when product served. May
Valid only atfor custom orders.restaurants in Southwestern PA, Southeastern OH, Northern
not be valid Gallery Espresso ©2009 Gallery Espresso.
shelves. When a person purchases aoverall
of our products with minimal, if any, Gallery
& Central WV and Western MD. Current price and participation based on individual operator
Gallery Espresso Premium Coffee decision. Prices may vary. Not valid in conjunction with any other offer, discount, or combo
meal. Cash value is 1/20 of 1¢. Limit one coupon per person per visit. Plus tax if applicable.
COFFEE.
Price of required purchase posted on menu board. Coupon may not be transferred, copied,
Marketing: Website Offers
or duplicated in any way or transmitted via electronic media. Valid when product served. May
Espresso product in a grocery store,used,
general loss. If the coupons are not upon
not be valid for custom orders. ©2009 Gallery Espresso.
manufacturer coupon expires 5/15/09
checkoutat least viewed–and that exposure is
they are they are offered savings off of future
FREE
YEP.
manufacturer coupon expires 5/15/09
purchases percentage of same productGallery of
worth the of either that savings on a or any
COFFEE.
THAT’S RIGHT.
$ 1.00 OFF
$1.00
the different flavors in the stable will yield it’s
Espresso product. The exposure of products. FREE
YEP.
FREE
OFF
any one purchase of any flavor of Valid only at Gallery Espresso restaurants in Southwestern PA, Southeastern OH, Northern
This opportunity allows for more purchasing
own rewards. COFFEE.
Hi Tracy!
THAT’S RIGHT.
COFFEE.
BECAUSE WE
You’ve Got Mail
of our products with minimal, if any, overall Hi Tracy! like a free
Would YOU.
LIKE you
& Central WV and Western MD. Current price and participation based on individual operator
Gallery Espresso Premium Coffee decision. Prices may vary. Not valid in conjunction with any other offer, discount, or combo
meal. Cash value is 1/20 of 1¢. Limit one coupon per person per visit. Plus tax if applicable. YEP.
any one Gallery Espresso ceramic mug
Price of required purchase posted on menu board. Coupon may not be transferred, copied,
or duplicated in any way or transmitted via electronic media. Valid when product served. May
THAT’S RIGHT. coffee? Just print
general loss. If the coupons are not used, Click To Save
Valid only atfor custom orders.restaurants in Southwestern PA, Southeastern OH, Northern
not be valid Gallery Espresso ©2009 Gallery Espresso.
& Central WV and Western MD. Current price and participation based on individual operator It’s Customer Appreciation
Week at Gallery Espresso.
Would for a small like a and
this coupon out free
decision. Prices may vary. Not valid in conjunction with any other offer, discount, or combo
meal. Cash value is 1/20 of 1¢. Limit one coupon per person per visit. Plus tax if applicable.
Price of required purchase posted on menu board. Coupon may not be transferred, copied,
Hi Tracy! you coffee.
they are at least viewed–and that exposure is
Stop in
coffee? for more details! near- As a general rule, Gallery Espresso principles
or duplicated in any way or transmitted via electronic media. Valid when product served. May
not be valid for custom orders. ©2009 Gallery Espresso.
take it to your
Click here Just print
manufacturer coupon expires 5/15/09
worth the percentage of savings on a Gallery Would you like a free
coffee? Just print
this Gallery Espresso! dictate that annoying spam Web advertising is becoming more a
est coupon out and e-mail is completely
take it to your near- unnecessary and unwanted, by both the
manufacturer coupon expires 5/15/09
Espresso product. The exposure will yield it’s this coupon out and more popular because of the relative
1.00 OFF
FREE
$ own rewards.
take it to your near-
est Gallery Espresso!
customers and Gallery Espresso. We don’t est Gallery Espresso! cost, easy production, and targeted, c
COFFEE.
specific advertising possibilities. Galle YEP.
Espresso to redeem] wish to annoy or intrude, so FREE believes in internet advertis
if someone wants
1.00 OFF [Take this to any GalleryFREE THAT’S RIGHT.
$ Espresso
COFFEE.
any one Gallery Espresso ceramic mug COFFEE.
to receive Gallery Espressoeach Gallery Espresso site should ma
e-mail blasts with
FREE
Valid only at Gallery Espresso restaurants in Southwestern PA, Southeastern OH, Northern
& Central WV and Western MD. Current price and participation based on individual operator YEP. YEP.
decision. Prices may vary. Not valid in conjunction with any other offer, discount, or combo
meal. Cash value is 1/20 of 1¢. Limit one coupon per person per visit. Plus tax if applicable. [Take this to any Gallery Espresso to redeem] free or discounted offers, exciting news, and
[Take this to any Gallery Espresso to redeem] THAT’S RIGHT.
themselves locally [if plausible] and re
THAT’S RIGHT.
any one Gallery Espresso Price of required purchase posted on menu board. Coupon may not be transferred, copied,
or duplicated in any way or transmitted via electronic media. Valid when product served. May
more, all they have to do is Regional marketing and advertising te
sign up on our
not beonly at Gallery Espresso ©2009 GallerySouthwestern PA, Southeastern OH, Northern
Valid valid for custom orders. restaurants in Espresso.
FREE
& Central WV and Western MD. Current price and participation based on individual operator
Premium Blend Coffee
FREE
decision. Prices may vary. Not valid in conjunction with any other offer, discount, or combo
handle individual store promotions. N
meal. Cash value is 1/20 of 1¢. Limit one coupon per person per visit. Plus tax if applicable.
Price of required purchase posted on menu board. Coupon may not be transferred, copied,
official website.
or duplicated in any way or transmitted via electronic media. Valid when product served. May FREE
COFFEE.
will be handled by Gallery Espresso c
not be valid for custom orders. ©2009 Gallery Espresso. BECAUSE WE
LIKE YOU.
It’s Customer Appreciation
Week at Gallery Espresso.
manufacturer coupon expires 5/15/09
Stop in for a small coffee.
Click here for more details!
Applications: Bags of Coffee Marketing_Catalinas 032
$
1.00 OFF Applications: Premium Coffee Bags
Applications: Special Edition Sumatra Blend
ONE
ONE FREE SMALL COFFEE OF YOUR CHOICE FREE SMALL COFFEE OF YOUR CHOICE
CONSUMER: Coupon good only in the USA on product specified. Void if reproduced, copied, trans-
any one Gallery Espresso ONE FREE SMALL COFFEE OF YOUR CHOICE
ferred, traded, prohibited or restricted. RETAILER: Gallery Espresso will reimburse you for face value
of this coupon plus 8¢ handling if redeemed in compliance with our redemption policy (available
CONSUMER: Coupon good only in the USA on product specified. Void if reproduced, copied, trans-
Valid only at Gallery Espresso restaurants in Southwestern PA, Southeastern OH, Northern upon request). Cash value 1/100¢. Send coupons to: Gallery Espresso, P.O. Box 870131, Savannah, traded, prohibited or restricted. RETAILER: Gallery Espresso will reimburse you for face value
ferred,
Georgia 31401. LIMIT ONE COUPON PER PURCHASE. ©Gallery Espresso, Inc. 2009. All rights coupon plus 8¢ handling if redeemed in compliance with our redemption policy (available
of this
& Central WV and Western MD. Current price and participation based on individual operator
Premium Blend CoffeeDelicious Home Brew
decision. Prices may vary. Not valid in conjunction with any other offer, discount, or combo
meal. Cash value is 1/20 of 1¢. Limit one coupon per person per visit. Plus tax if applicable.
Price of required purchase posted on menu board. Coupon may not be transferred, copied,
reserved. upon request). Cash value 1/100¢. Send coupons to: Gallery Espresso, P.O. Box 870131, Savannah,
or duplicated in any way or transmitted via electronic media. Valid when product served. May
not be valid for custom orders. ©2009 Gallery Espresso.
Georgia 31401. LIMIT ONE COUPON PER PURCHASE. ©Gallery Espresso, Inc. 2009. All rights
CONSUMER: Coupon good only in the USA on product specified. Void if reproduced, copied, trans-
reserved.
ferred, traded, prohibited or restricted. RETAILER: Gallery Espresso will reimburse you for face value
Take-Home Gallery Espresso ground High Quality Taste Special Edition of this coupon plus 8¢ handling if redeemed in compliance with our redemption policy (available
coffee products are available in the upon request). Cash value 1/100¢. Send coupons to: Gallery Espresso, P.O. Box 870131, Savannah,
following flavors: The special edition take-home Gallery Georgia 31401. LIMIT ONE COUPON PER PURCHASE. ©Gallery Espresso, Inc. 2009. All rights
Marketing_Catalinas
The special edition take-home Gallery
• Kenya AA
Espresso ground coffee Sumatra blend is
offered as a text-based design, detailing
the flavor and experience of the coffee in
Espresso ground coffee Sumatra blend is
offered as a text-based design, detailing
032 reserved.
• French Vanilla writing on the front-face of the package.
• Sumatra the flavor and experience of the coffee in FREE
Only available in Sumatra Blend. COFFEE.
writing on the front-face of the package.
• House Blend BECAUSE WE
Only available in Sumatra Blend. LIKE YOU.
• Kona Blend It’s Customer Appreciation
Week at Gallery Espresso.
• Breakfast Blend Stop in for a small coffee.
Click here for more details!
• Jamaican Blend
• Mocha Java
Marketin
Applications_Premium Coffee Bags 089
003
Marketing_E-Mail Campaigns 03

5. RJTHOMPSON GALLERY ESPRESSO
Applications_Gallery Events 058 Applications_Gallery Events 056