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1. CLIENT PROJECT PRO-
FORMA
Jordan Bohill

2. Mind Maps/Brainstorms

3. Idea 1
 My first idea comes from the beer ‘Mind Sweeper’ – I plan to carry a
consistent design flow though the 3 ideas. For mind sweeper I will take the
classic pc game ‘minesweeper’ and follow a similar style to this on the
poster, the use of greys and the simple squares to build up a background
then having it like the game has been played out then the mines will be
replaced by minds to carry a flow from the name mind sweeper. I will try to
make this more interesting than just the old fashioned flat colour that is
recognised from the original by trying to use more pleasing colours that will
look better on posters.
 As specified in the brief I will use their logo in either the top corner or I will
try to incorporate it in the middle like they have done on their original ideas
to create a feature out of it and to leave it less empty.
 The brief also specified using the Futura font – a standard font that is
already installed on most PC’s I think this is a nice font with room to
experiment with but I think for this one design I am trying to create I will
need something different that will link with the design. The incorporating of
a pixel or bitmap type font would work well with this design and one I quite
like from first thoughts but will need some experimenting is ‘slap and

4. Evaluation of idea
 What do you like about the idea?
 I think this idea has potential to work well especially with my capability's
and skills. I can also see the design being done by myself and I have a
clear idea of the things I have to do to create the poster.
 Does it match what the client wants?
 Yes I am producing what the client wants but I aren't using their
proffered font which was spoke about. But they did say it was open to
us.
 Are you capable of delivering this?
 Yes I believe with my skills I am capable of delivering this piece to a
high quality.
 Can you do this on time?
 Yes I believe I will have all 3 ideas finished by our projects due date.
 Do you have the resources available to do this?
 Yes I will only require Photoshop and a PC/Mac which I have access to
all.

5. Idea 2
 My second idea which I have more of a solid idea on is the design for the
brass monkey beer. My mind map highlighted the colour scheming and
design work I would like to show in this poster. My main colour scheme
would be the yellow of the Banana flavouring that I would like to bring
across from their original Brass monkey Image but I want the graphic work
to really make this image and bring in more of a essence of the
Beavertown brewery style that Brass Castle liked. I want to go with a very
tropical rainforest theme to again represent the banana flavouring and the
name ‘Brass Monkey’ my design will include a monkey similar to that of the
one in the original piece but I will incorporate it in a different way with more
realism than just the template shape used for the one in the original piece.
Again it will show some of the realism of the Beavertown artwork.

6. Evaluation of idea
 What do you like about the idea?
 I think I prefer this idea to the first idea because I have a more solid idea in place of
what I want to achieve with this one and the design I want to follow I also have a
better understand of the colour schemes I want to use in this one as I have more of a
palette to work with than the first one and I also have a wider range of fonts that will
work well with it.
 Does it match what the client wants?
 Yes again I feel that I am achieving what the client wants with this one and I think this
will be the best design wise and maybe a design I will want to follow through the rest
of my ideas.
 Are you capable of delivering this?
 Yes I know I will be able to deliver this one to a high standard as it is my most solid
idea and will be the one I go ahead with straight away to make sure my ideas are
completed straight away.
 Can you do this on time?
 Yes as I said this will be the first idea I will try to achieve so I think with the time
period I will have long enough to complete the work.
 Do you have the resources available to do this?
 Yes again I will only need Photoshop access and PC/Mac access which I will able to
use in college.

7. Idea 3
 My third idea for the posters is very different but I think once created will
be very effective and look good for a poster the only problem being that it
doesn't’t add a narrative to the beers like my other ideas would. using the
outline of a can to do some typography around the can then to have
removed it to leave the writing in the shape would be nice on a black
background and this will be simple but allow be to play with colours and
fonts in different ways the only problem being again is doesn't’t show the
narrative or what to expect from the drink it is more of just a sleek classy
look and it may work better for a different style of drink.

8. Evaluation of idea
 What do you like about the idea?
 I think what I like about this idea is the simplicity and style of it I think it would
work very well for aesthetical reasons but to advertise the beer and give off a
narrative I don’t feel it would work too well.
 Does it match what the client wants?
 Yes it does but again doesn’t show a narrative which they mentioned within the
brief that they would like to express on the posters.
 Are you capable of delivering this?
 Yes I believe I am capable of delivering this it will be different to other styles of
work that I have produced but would be nice to try something different.
 Can you do this on time?
 Yes I think this will be a short task and it will take me less time than the others
and leave me more time to create more.
 Do you have the resources available to do this?
 Yes the same as the rest of the ideas I will only need photoshop and a PC/Mac
to complete it

9. Idea Evaluation
Which of your ideas do you want to develop further? Explain why you
think that is the right idea to take forward.
With the ideas that I have I feel that I will go for my idea 2 as this is my most
thought through idea with lots of potential behind it if I do it well. I would like to
do some experiments and think about how long this individual one will take
them maybe think about maybe turning more than one of the ideas into a piece
of work. I also feel this is the design that will suit the client best with the design
that is most similar just with a updated feel to it therefore not moving away
from their roots too much.
As they mentioned in a brief beers and other drink have the opportunity to
attach narratives to the names and I feel like this idea definitely shows a
narrative for the customers to latch onto and get a sense of what type of drink
it is. I think what I am trying to create reminds me of other drinks like the
‘Parrot Bay’ adverts and posters that represent what their drinks are like really
well through their ads.

10. Brief Lunatic Development

11. Developed Mind Sweeper
Mind sweeper potential fonts.
Metal Gear Solid
Slice
Star Jedi
JD Digital
Karmatic arcade
Blade runner movie font

12. Developed Mind Sweeper
For the mind sweeper idea
I wanted a grey and blue
colour scheme but I wanted
to try and incorporate some
colour in it so that it wasn’t
too drab and washed out
the teals and the orange
peach colour works really
well with the other shades
of grey.

13. Developed Mind Sweeper

14. Developed Brass Monkey

15. Developed Brass Monkey
Colour scheme ideas to
follow the jungle idea I
came up with in the original
idea generation. I like the
Softness of the colour paltte
to the left but I think as a
poster wouldn’t make it
stand out so I may need to
experiment to see what it
looks like. I also like the
colour palette underneith as
I think it has the poppy
colours I need to grab
peoples attention.

16. Developed Brass Monkey

17. Developed Brass Monkey

18. Assessment of final ideas
Suitable for audience?
Yes I think the developments of my ideas will be suitable for my audience as they don’t contain any bad
imagery or words. They would be suitable for children if the drink was replaced with some kids drink so
there is no bad content in the ideas.
I do feel that maybe my ideas may be too childish for a alcoholic drink but it is a different style that isn't
used too often to advertise alcohol.
Suitability for client?
I think this is suitable work for the client as they will be getting something new for their advertisement and
it has some of the feel of the beaverworks that they like but with their own unique twist on them. They
also have the potential to show the narrative of the drinks which is what they wanted to come across and
I think I have good ideas to do this.
Appeal of the work:
I think with the appeal of my work may not be suited to the necessary audience but I think it definitely
shows the narrative of the drink and what to expect.
Timescales for production:
I will have 3 weeks to produce the poster and as I have 3 to produce my obvious timescale will be at
least one a week but if I can get some of the more solid ideas finished sooner to spend more time on the
less developed ideas it would help me out to have hat extra time.
Costs:
As my project is completely within college and I don’t have to travel anywhere or get anyone else to
travel I wont have to spend any money to get this project done.
Personnel:
I will not need anybody to take part in this project with me it will be completely independent in the
production stages.

19. Assessment of final ideas
Legal and ethical issues:
When producing my work I have to think about the Advertising standards
for alcohol and try not to break and of these laws and standards that
could put my client in trouble. Things I will definitely have to think about is
not trying to encourage, imply or condone irresponsible drinking in my
work or underage drinking. When advertising I must also ensure It
doesn’t make it look like it is ‘cool’ to drink too much or to drink at all. This
also follows for trying to make drinking look good in anyway. The main
thing I am trying not to display is any irresponsible or underage drinking
within my project I will be following a list of Drinking Standard rules when
making these pieces.

20. RESEARCH

21. Competition/Market research:
Who is in competition with your client?
The competition with my client comes from other local brewery's who produce their own small chains of
beers and other types of alcohol. Some of these smaller chains include, Suddabys and Bad Seed Breweries
both established in Malton, North Yorkshire others include York Brewery, Little Brew, The Nook Brewhouse
and The Hop Studio all located in York. These breweries all produce their own unique beers and ales with
their own identity and take on design work and flavour.
What is their design/photography/marketing/promotional/advertising work like?
Out of the competition looked at Little brew had the most pleasing design work to look at, it captured the
authentic feel while having a very modern feel to it almost like a modern vintage. Although their website is
very nice and well done it doesn’t feature advertising work or a incite into the beers which some of the other
breweries do. Their design work is the most unique out of the lot. The one which I feel my client would have
most competition with is Suddabys as they have a very unique beer flavour list with nice simple designs on
the labels that bring the narrative or the beers across to the audience. The other competition I looked at don’t
really excel other Brass Castle with design work and are all probably on par or not showing any signs of
competing with Brass Castles design work.
What wider market is your client part of? Undertake research in to 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.
The wider market of my client is the beer market, although they do produce beer they produce experimental
craft beer which doesn’t really put them in competition with normal plain beers like Budweiser, Coors and
Heineken but still puts them within the same market for sales and the audience that they bring to their
products. Looking at figures on beers sales it shows Craft beers sales in 2015 growing more than 12.8%
since last year which is a high figure that shows that craft beer is a ever expanding market. It also showed a
higher rise than imported beer which only came out as a increase of 6.2% probably slowing down due to the
sudden surge of the craft beer market. Craft beer also takes up around 12.2% of the whole beer market in
2015 about half of that of imported beer but again ever expanding more than imports. The graph on the next

22. Competition/Market research:

23. 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 type of audience that my client would be targeting for their products is a male over 18
for obvious legal drinking age restrictions. The main target bracket would be people
between 25-50, potentially people interested in sports and spend time in pubs rather than
bars. This audience may also enjoy drinking by themselves at home, this type of drink is
something to drink and enjoy than just drinking to get drunk so may also be drank with
specific meals. They may also be local to the brewery so wanting to support local breweries
or have links or friends of the client from research it also showed that 75% of craft beers
drinkers live within 10 miles of a brewery that brew their own craft beers.
Another part of their potential market could be that they also have a potential market with
people who are trying to be niche or ‘hipsters’ it is known that the craft beers is popular
among the ‘hipster’ world so this is someone who the client may also target with their
products.
I think from the information that they provided of wanting to follow a style that Beavertowns
follows also shows who they may be trying to target. The design work of the Beavertowns
appeals to a younger audience than maybe other traditional beers would. This may be
where the hipster audience falls into their market.

24. Content research:
Looking through other work and existing products from my client they have not really
created any design work to look into and to build some of my ideas around. What they do
have is pump clips and these are simple yet effective and display a quick idea of what to
expect from the drinks. These give me some ideas into what they expect for the posters and
also give me a little bit of a narrative to work with for my work.
When looking through similar companies that make craft beers and also looking at art work
that Brass Castle referred me too I found a very unique style that I feel that if my designs
were based on would take the uniqueness away from other companies ideas and with my
art style would not be easy to work with. Beavertown was one of the main influences that
they wanted me to look into their art style was one of the more unique ideas that I
researched but I think some of these characteristics that Brass Castle liked from them I
could transfer into a new style which still produced a sense of narrative for the drinks from
Brass Castle.

25. Treatment
My design will include bold fruitful colours that will betray the names and tastes of the beers
the best example of this is my mock for the Brass Monkey beer. I used a essence of your
original designs on the pump clips where you used monkeys to represent the name. I have
used monkeys, bananas and a jungle theme to add colour and to represent the Banana
brewing flavour used in the beer. Although my design follows bits of your original idea my
design are a very new contrasting idea compared to your original style. Your original style
was flat and dull now I have taken some of the characteristics of Beavertowns design that
make their work successful and where I believe your work would benefit and progress in the
market by catching more of the audiences attention. The name of the beer and the font I use
gives the audience a first impression on the beer this is where I have had to find fonts that
tell the story of the beer. I used stronger colours in my idea for mind sweeper (which I will
carry throughout the poster) to really show the strong hoppy taste you are getting with this
beer in contrast to the Brass Monkey where I used much flatter colours to betray the softer
flavours within the beer. For this work I will need any stock images or photos of beer bottles,
cans or kegs to have centrally within the posters as shown on the mock up on the next slide.
I will also need a high quality image of your logo to include in the posters like you have
mentioned, as you can see I also have ideas to add a little twist on the logo without taking all
the originality out of my design work. You did mention that you would like to follow the futura
font through into this work but unfortunately I do not feel this would work with what I am
trying to show in your designs as it is quite flat and standard and does not give me room to
experiment with the font.

26. Treatment (visual elements)

27. Treatment (visual elements)

28. Treatment (visual elements)

29. Resource List
Resources needed for this project will include:
• Mac/PC
• Photoshop or other editing software
• Stock Images (Maybe provided by client)
• Schedule
• Internet access

30. Day Week 1
Starting 9th
May
Week 2 Starting 16th
May
Week 3 Starting 23rd
May
Week
4
Startin
g 30th
May
Week 5
Starting 6th
June
Monday No work starting
today.
Possibly finish of final
pieces on the first piece
at the start of this day
then use the rest of the
time I have to start on
the next design, Mind
Sweeper.
Start on making the next
poster which will be for
the Lunatic beer. Gather
any more feedback from
the client that they may
have left me.
Half
Term
Use this day
to use and
feedback to
include it all
in my work
and to make
sure it’s the
best I can
make it.
Tuesday Start Design
work for first
poster which will
be Brass
Monkey.
Continue making
design on Mind
Sweeper drink and
send of first design for
any feedback or
adjustments.
Continue production on
this piece. Allow as
much time with this one
for feedback as it is my
weakest idea.
Half
Term
Project
finished.
Thursday Continue work
on this design
piece and try
and get finished
by the end of
this day give of
take a extra
session on
Use what time I have to
make any finishing
touches or to use the
any feedback I may
have received to
change any bits from
this one or the first one.
Continue on with the
Lunatic poster try to get
it finished or to a level
which would only need a
little more work.
Half
Term
Project
finished.