Idea development for client project

1. Client Project Pro- Forma
name

2. Mind Maps/Brainstorms
Star by using the first few slides to create mind
maps and or brainstorms for ideas related to
your project. Get as many possibilities as you
can.
Don’t worry about practicality, suitability or
potential at this stage. You will assess the ideas
later.

3. Mind Maps/Brainstorms

4. Mind Maps/Brainstorms

5. Assessing ideas
Now you have generated lots of potential ideas, it is
time to rationalise those against the requirements of
the brief from your client.
Use the next few slides to consolidate your ideas and
then assess them against the requirements and
constraints of the project.
Finally, select an idea to take forward for further
development.

6. Idea 1
My client wanted to find a gold frame and put the menu in the window to help
advertise the food and their prices. The first idea I came up with was to
incorporate this into the menu design that will be put on the tables inside the
cafe. I will design a version of this frame to use as a border and include a
chalkboard design for the bit within the frame to fit a 2 sided a4 page. I will also
design a larger version without the frame so they can display this in the window.

7. Evaluation of idea
• What do you like about the idea?
I think it is aesthetically pleasing.
• Does it match what the client wants?
I think the client will be happy with it as they left this task quite open for me
to see what I could come up with. To keep printing costs low I may have to
ditch the chalkboard design on the inside and just keep it simple with a white
background.
• Are you capable of delivering this?
Yes. Hopefully I will be able to fit all of the info on without having to reduce
the font size too much.
• Can you do this on time?
Yes.
• Do you have the resources available to do this?
Yes.

8. Idea 2
The second idea I had was for the decoration on the shop front. My client wanted
examples of what they sold - basically the headings of their menu such as
“Paninis” “Jacket potatoes” etc put along either side of their shop front. For this I
will draw inspiration from chalkboard art pubs use as I like the way that they use
different fonts and text weights in order to advertise their food. I will use white
and possibly gold to fit with the rest of my design elements. If I have space in my
design, on one side I will include the quote “food is music to the soul”.

9. Evaluation of idea
• What do you like about the idea?
I like the fact that it will let me develop my typography skills as it is something
I have always wanted to improve on, and I like the fact that the style will
match theirs.
• Does it match what the client wants?
Yes as they only gave me instructions on the content of what they wanted
putting there, rather than what it looked like. I will have to check if I am able
to use colour in this as I would hope that I could use gold aswell as white but
I’m not sure if they are ok with this.
• Are you capable of delivering this?
Yes.
• Can you do this on time?
Yes.
• Do you have the resources available to do this?
Yes.

10. Idea 3
The third idea I came up with is for the frosting that is to go along the windows. The
client wanted this to be focussed on coffee as this makes them the most money
so they are keen to advertise this. I will include in this design different coffee cup
shapes to act as a border along the front of their shop using only white and
transparency.

11. Evaluation of idea
• What do you like about the idea?
I like the fact that it will let me explore a style I have never focused on and
the style is something that I think is aesthetically pleasing.
• Does it match what the client wants?
Yes, I think so. However, I’m not sure if I will be able to use colour for this
design element which is something that I will have to ask my client. If not I
would have to look at simplifying my design so it was in white.
• Are you capable of delivering this?
Yes.
• Can you do this on time?
Yes.
• Do you have the resources available to do this?
Yes.

12. Idea Evaluation
Which of your ideas do you want to develop further? Explain why you think that is
the right idea to take forward.
I have decided to take all three of my ideas forward as my client wants all three
elements designing for them. I am happy with all the design ideas as I think they
match the brief I was given and will be good enough to be used in a professional
sense.

13. Development
Use the next slides to document your idea development.
This should include mood boards and other visual examples of work. It could include
basic mock ups of your vision for the project using the work of others.
If you are taking doing something outside of your ordinary skill set or way of working,
you could include test work or practice work here too.
There is room to develop a second idea here as well. This could give you a greater
variety of options to give to your client.
You will then assess your developed idea against the constraints of the project before
producing a final treatment.

14. Developed Idea 1
I chose all these
images to draw from for
the frame which will be
the border around the
menu. I chose these
because they have nice
patterns that I can take
inspiration from when I
create my own. Mine
will also be gold. I
included the wooden
one incase my client
would prefer a wooden
border rather than an
ornate frame.

15. Developed Idea 1
These are the
possible fonts I
have chosen for
the headings of
the menu I am
going to design
for my client. I
wanted them to
look handwritten
with a pen/chalk
as it is meant to
look like a
chalkboard.

16. Developed Idea 2
This is my
inspiration for
what the
shopfront
design will
look like. I’m
not sure if I
can use
colour yet
and I like the
different
weights and
fonts they
use.

17. Developed Idea 2
These are all the possible fonts I could use for the
shopfront design in order to get that chalkboard art feel.

18. Developed Idea 3
I will draw inspiration from all these graphics to create the
window frosting. I will have to simplify my designs as I
cannot use colour.

19. Developed Idea 3

20. Developed Idea 3
This is the type of style I want to create for the frosting which is why I did a
mock-up. I did this mock-up before I realised that I could only use white and
nothing else hence why this design doesn’t reflect the colour restrictions but I
think it can be modified to fit the brief.

21. Assessment of final ideas
Suitable for audience?
I think these ideas are suitable for my audience because I am gentrifying a sandwich bar that does not have
any advertising or design work and choosing a style to fit in with the rest of the street that the sandwich bar is
on.
Suitability for client?
I think this will suit my client as everything I have designed fit the brief that they gave me and after meeting with
them to understand the brief they gave me more I now have a better idea of what they want me to design for
them.
Appeal of the work:
This work appeals to me because I am designing something that has the potential to be seen by lots of people
and whenever I walk past the shop I will see my work on show. The client is also family so it would mean a lot
to me to get this right for them. I am also a fan of the style that I am using throughout my ideas.
Timescales for production:
I think the menu and the frosting will take the longest to complete as they are both the most technical out of the
three designs I will complete therefore I will dedicate most of my time to these. This does not mean however
that I will neglect the shopfront work as this is the first thing that customers will see.
Costs:
There will be no costs for myself personally, as I can get to my client for free. However it will cost my client
money in order to implicate the designs I will create and get them actually made, such as how much the
frosting will be on the window, printing costs to print out the new menus and costs to create the stickers to go
on the front of the shop.
Personnel:
I will not require anyone to help with this project as al the design work I am capable of doing myself.

22. Assessment of final ideas
Legal and ethical issues:
My main legal issue will be copyright, as I will have to be careful that the fonts
that I choose from dafont.com are free to use/public domain. I also have to take
into account the Advertising Standards Code of Conduct when designing this
work.

23. Research

24. Competition/Market research:
Who is in competition with your client?
The main competition that No. 84 have is Cafe 74 at the Lawrence which is a couple of doors down from them.
Your Bike Shed and Partisan are also competition on the street as these are also outlets that sell food. They will also come
across competition from the major food outlets such as Subway and McDonalds as these are well-established food outlets
that have more room for discounting prices as they are such large companies.
What is their design/photography/marketing/promotional/advertising work like?
They have no advertising or anything apart from a very simple menu.
What wider market is your client part of? Undertake research into that market. This could be in the form of sales figures,
audience figures, turnover, job roles, customer base, market share, rules, regulations and codes of practice.
Consumers expenditure on catering services such as restaurants, cafes, canteens etc is £87.6 billion a year, with 1,671,000
employees in this sector. This graph below show the expenditure of catering (faintest line) compared to buying food for
your household and drinks. It shows that it tends to be quite a steady market and therefore allows room for new businesses
and businesses to grow as they know they will get a steady income. The Food Standards Agency run the food hygiene rating
systems in order to make sure that food outlets are hygienic enough to produce and sell food fit for human consumption.
All food outlets have to have this rating however they do not have to advertise them.

25. Audience/Customer research:
Who is the audience or customer that your client is trying to reach? Perhaps they have already told you. Perhaps you
should ask. You could also do further research in to the type of audience or customer you are hoping to appeal to.
The audience that my client are trying to reach are adults aged from 18-60 who are working and want food of a good
quality on their lunch break and also companies that want catering for their meetings and conferences. These people
will tend to have more disposable income than average as they work full-time and will probably be from the ABC1
category. They will most likely work in the city centre and therefore No. 84 will have stiff competition.

26. Content research:
This should take the form of secondary research (exiting products from your client and the competition and wider
market) and also some primary research (asking potential audience, your client and your market,) to help you
formalise the content of your project.
This is the only menu
that No. 84 currently
have in their
sandwich shop. This
is plain and needs
re-designing to be
eye-catching enough
that people will want
to read it.

27. This is the menu from their main
competition; Cafe 74. The font choices
and design aspects are more advanced
than the ones of No. 84. They have also
decided to use a bit of colour in their
menu. They have used a serif font to
connote class and sophistication - which
is something that my client’s menu lacks.

28. This is Subway’s menu. It includes a lot of colour and images of the food that they serve which is
something I might consider putting in my own menu design.

29. This is a viynl shopfront design
from a cafe in Australia, which
although I know it will not be
much competition for my client it
is still part of the wider market. I
picked this design because the
graphics are still 3D despite only
using the white colour.

30. This is the menu from Your Bike Shed, a cafe that is
also on Micklegate where No. 84 is situated. Their
informal tone is clear throughout and their design
fits their aesthetic.

31. Treatment:
The treatment evokes how an audience will experience what you are making.
Write in the active-voice in present tense. Tell the reader what they will see.
Describe the content of your project.
Write vibrantly, so the reader gets excited about your work. They should be able to
visualise the finished pieces. You could also supplement this with some mood boards or
mock ups.
Be specific—don’t use words like may, might or possibly.

32. Treatment
I am first creating the border to go on the shop window, it is coffee themed in which I am making simple
yet effect shapes of coffee cups and coffee beans to decorate the window in a sophisticated way. I am
using the transparency to add depth to my designs and make them look a more 3D and eye-catching - as
it is frosting I am restricted with colour but I am making that up with the designs I am creating.
I am also creating a design for the shop front in which I am including all the products that No. 84 sell, I am
going to create them with the inspiration of chalkboard art. This is a very interesting style as it requires
lots of different fonts and weights of words as chalkboards don’t usually use colour so it makes these
elements a lot more important than other text-based design work. This will be the first thing anyone sees
when either walking past or going in the shop and therefore I am putting all my efforts into it being as eye-
catching as possible in order to draw the customer in.
Another piece I am designing is the menu. For this I will design an ornate frame border in an animated
style - this will be in gold and brown shades. This is in order to show that No. 84 has class and style, it will
also interlink with the frame that will be going in the shop window which will have the menu on it for
customers to see before they come in. I’m using the same style from the shopfront to create the content
of the menu, this is so that I create a strong theme throughout the design work.

33. Treatment (visual elements)

34. Treatment (visual elements) idea 2

35. Treatment (visual elements) Idea 3

36. Timescales:
You should prepare a production schedule that will allow you to manage your time over
the 2 weeks of production. This should include:
• Deadlines: Interim deadlines help you keep on track, final deadlines are final.
• Availability: The availability of the client and any other people you may need to help
you with your project. You will need to contact them. You might to do visit. You may
need to liaise with models, or photographers.
• Feedback: This is a working brief with a real client. You will need to get feedback on
your work and also allow yourself time to make appropriate changes. Plan appropriate
time in to you schedule so that you can do this.
• Resources: You should include a list of resources that you will need to complete your
project. Remember that this all needs to be your own work

37. Production Schedule
Date Scheduled Work
8th Meeting with client to discuss final ideas and production of shopfront design
9th Production of shopfront design
10th Production of shopfront design
11th Production of window vinyl
12th Production of window vinyl
15th Meeting with client to gain feedback and production of window vinyl
16th Production of menu
17th Production of menu
18th Meeting with client for final changes and production of menu
19th Improvements