The document outlines a project by John Greenwood focused on developing a brochure to address homelessness and supported lodgings for young people. It presents three design ideas: a 'light & bright' theme, a 'dark & dull' theme, and a mixed approach combining both styles, each evaluated for client compatibility and execution feasibility. The final recommendation is to develop the third idea, which aims to create an engaging and informative resource for its target audience.

1. Client Project Pro- Forma
John Greenwood - Rae

2. Mind Maps/Brainstorms
Start 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. 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.

5. Idea 1
• Idea 1 will be ‘Light & Bright’ themed brochure. As the brochure is
required as part of my brief, I will be doing a vice versa style upon my
ideas. In the Light & Bright theme, I will be using bright colours to reflect
upon an happy approach to young people. This is so that the brochure
will appeal to them & draw their eyes. The brochure will contain of
images throughout as well as them on the front and back cover of the
brochure. These images will be created through the use of photo shop
and may even front some images of my own. The design ‘Light & Bright’
suggests that my first idea is made throughout the brochure, I stick o
using bright large colours to look more appealing and draw the readers
attention. As I will be using a light theme, the text will be dark colours so
that they will nicely and contrast well against the light. It would focus
more on a swift approach rather than a dragged out approach, using
more text than images, to connect to the audience more.

6. Evaluation of idea
• What do you like about the idea?
I like that my first idea is more of a quick, swift approach to the matter rather than slow. As I am getting directly
to the point and key questions what some people would ask, it means they wont get bored as they will get the
answers and information they need instantly.
• Does it match what the client wants?
Yes, It will match what the client is looking for as I will be creating a brochure, tackling and answering questions
about homelessness and the Supported Lodgings. It will also give vital information to the reader about what
SASH do, how they can help & contact details about them.
• Are you capable of delivering this?
I am capable of delivering this project to the client. This is because the idea that I have created will allow me
flexibility if I want to change anything, but it will also allow me to help gain a better understanding to the
matter itself. This will then help me with furthermore in production or even changing certain factors in my
product.
• Can you do this on time?
I can do this on time, as long as I stay focused on the task. If I generate a timetable for my work times and stick
to them, I will be able to complete certain pieces of work before certain times I want them finished. This will
help keep me on track towards the deadline.
• Do you have the resources available to do this?
I have the resources at hand which are required to complete this task. The majority of the production will be
worked on throughout Adobe Software, including Photoshop and possibly InDesign. I will be able to either gain
access or extra information on details such as logo’s, past used fonts and more in other pieces of work that
SASH have done, which will furthermore help me gain the correct resources for consistency towards their work.

7. Idea 2
• Idea 2 will be the complete opposite from idea 1. The themed brochure
will be Dark and Dull colours. This means that the brochure will
constantly be themed throughout with a more saddened approach to
the audience. This may be different and help connect on an emotional
level to them. As I will be doing a dark and dull theme, I will be using a
text colour which will contrast against them which will be a bright colour
to stand out. For images, I will use self generated images, but I will also
take into account that self taken photography work will also help
strengthen the brochure in terms of connecting to people. The brochure
will be kept short but provide key and necessary information for young
adults, as most people are more visual learners rather than verbal
learners. With the brochure, I will approach with a bold front cover so
that it is eye catching it will want the viewers to come have a look inside,
and I will continue the same style throughout, so that it is more
interesting for the audience. I will also be using language and questions
within the brochure to relate to the people that it connects to.

8. Evaluation of idea
• What do you like about the idea?
I like this idea as it is a vice versa from my first idea. As this idea would be a lot more slower, and more images than
text, it will help readers to be more engaged with the brochure. Using a dark coloured theme will also help to a more
relaxed approach.
• Does it match what the client wants?
Yes and no. Again, it matches the clients requirements as I will be including vital information, questions and answers to
what the client would like included in the brochure. It will include information about homelessness and the Supported
Lodgings, with statistics and other information to help the reader gain a better understanding about the programme
and how successful it is. There will also be answers for repeated asked questions, so that they ill gain information they
need if they are unsure about anything.
• Are you capable of delivering this?
Yes, I am capable of delivering this project to the client as I will gain a better understanding about the matter, which will
help me to produce better quality work which hits the key points. I also have flexibility on how to produce this brochure
as there are no real design elements to it, and I also can change certain factors within the project throughout to meet
the clients’ expectations.
• Can you do this on time?
I can do this on time, as long as I stay focused on the task. If I generate a timetable for my work times and stick to them,
I will be able to complete certain pieces of work before certain times I want them finished. This will help keep me on
track towards the deadline.
• Do you have the resources available to do this?
I have the resources at hand which are required to complete this task. The majority of the production will be worked on
throughout Adobe Software, including Photoshop and possibly InDesign. I will be able to either gain access or extra
information on details such as logo’s, past used fonts and more in other pieces of work that SASH have done, which will
furthermore help me gain the correct resources for consistency towards their work.

9. Idea 3
• Idea 3 will be a different idea to 1&2. I will be using a design which
incorporates both dark and light colours within the design and style to
have a bigger effect on certain topics. This would help to appeal to the
readers as they will understand when certain topics would be either a
happy or sad one, which would allow them to identify what kind of
situations other people go in. I would use images to illustrate the text I
use within the brochure, that would include images related to specific
questions and topics, which will reinforce the answers/points raised
about that topic. I will use past experiences and positive stories from
people who have used Supported Lodgings and SASH before, which will
help to make people who are seeking help from them more entitled and
enticed to come fourth towards them for help (as SASH are trying to help
others instead of drive them away). I would mainly focus on trying to
make the brochure simple and easy to read/understand, so that people
who do look at it will feel more comfortable around the topic and may
furthermore possess the time to come fourth for the help they need.

10. Evaluation of idea
• What do you like about the idea?
I like about this idea is that Is is much different from the other 2 I have previously thought of. Having a mixture
of styles and textures throughout the brochure can help connect to people reading the brochure who are
looking for help or answers to questions they may have. As of this, I would use colour codes for each topic I talk
about in the brochure, stories that are inspiring for others to seek help, and questions and answers. This will
help reinforce the points alongside images to help make the readers more comfortable when thinking about
coming fourth towards SASH.
• Does it match what the client wants?
I think that this idea would strongly match to what the client would like. As it is more focused on the effects it
will have on readers, it means that the brochure will be a key element to see if SASH and Supported Lodgings is
the correct move for them. As it will be giving necessary information to the read, answering commonly asked
questions and providing vital information about the service, people who have joined them who are happy with
their progress and other details, it will match what the client mainly wants the brochure to contain.
• Are you capable of delivering this?
I think this idea is more developed and would provide a harder task at hand to complete. I will be capable of
delivering this as I would be focusing more on the readers’ thoughts on the matter rather than my own. As I will
be gaining vital information from SASH and also some stories of current SASH and Supported Lodgings users,
this will help me to be able to deliver the brochure to the best that I can including the stories and information
that people will need to know about the parties.
• Can you do this on time?
I can do this on time if I stick to working on specific elements of work during the production. Having a timetable
which will record what I aim to finish at certain times will help to speed me up and complete pieces of work on
time. If I have any extra time I can go back and edit some more with feedback from the client, which will help
furthermore improve my project.

11. 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 think that I should further develop idea 3. This is due to the
idea having more detail on how I would like to create the
brochure, and it will help me gain a better understanding of the
matter. I would focus on creating colour swatches to work on
specific areas and topics so that I would be able to make a
contrasting but appealing brochure which contains the necessary
information that I need for that specific topic. I think that this
idea is more powerful than the others as it will have a more
developed style and design to it, which would help to make the
brochure itself look more appealing to others.

12. 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.

13. Developed Idea 1
So my idea is developing a Brochure which contains friendly advice, information and
simple text with questions and answers for young people who are seeking help to find
somewhere to sleep due to homelessness. As the topic is quite a fragile one, and the client
has asked for some specific requirements, I will take these into account while creating my
product. I will be making the front and back cover similar, the front will contain
information about what SASH do and who they are, alongside working with their Nightstop
programme and with Supported Lodgings. This will contain a heavy detailed piece of
imagery so that it has more affect and looks more appealing to the readers. The back of
the brochure will contain more details about SASH including website links, phone numbers
and email contacts so that people may get in touch if they would like further advice or
some help. I will also make the back decorated with imagery, followed by some stories of
past or present users, so that it can give people more of a comfortable and warm welcome.

14. Developed Idea 1

15. Developed Idea 1

16. Assessment of final ideas
Suitable for audience?
My project that I have thought about will be suitable for the public. As my project Is focusing on a fragile topic, I have to be
careful of how I portray it, but as long as I make it look appealing to look at, then it would be better overall as it will make
people feel more comfortable .
Suitability for client?
The project will be very suitable for the client. As the client has asked for some specific requirements to be added within
the project, it gives me a free reign on what I would like to add, take out, change styles, graphics, photo styles & colour
styles.
Appeal of the work:
My work will appeal to the specific audience that it is aimed at. This is because there are people around their age group
which are looking for answers about the same things, and there have been people around the same ages who have
already taken part within the programme. By using images of people around the same age as them and adding in text
which will help with the project to appeal to them and be right for them even more.
Timescales for production:
I will be able to complete my project within the allotted time as I have a lot of time to work on each chunk of work that will
be set to complete for specific days. Also creating a timetable with specific times so that I can stick to a time based plan
with help massively with doing my work, as I know what I want/need to get done by what dates.
Costs:
In terms of costs for my project, unless I have to travel to meet my client at any one day, there will be no costs for me. This
is because I have access to a lot of equipment to use. I may require some funding towards work if I were to rent or pay to
use certain pieces of imagery from other people in my project.
Personnel:
I may not need any personnel within my project, as it is more of a independent project. I may have to commission work from other
people if I require help with photography work, or I may benefit from certain skillsets from others in my project as it will help me to
complete it with, an audience viewpoint, less work strain on myself & able to do more of a workload as there are more than one of
us on the project tackling certain areas.
Legal and ethical issues:
When coming to legal and ethical issues, I will avoid to have any. This means I will avoid copyright by creating my own
images through Photoshop editing, or taking my own images with a camera. If I require an image I can’t get a hold of, I will
ask for permission to use a certain image so that it is not copyright. I will not advertise any form of discrimination through
my work, throughout the whole brochure, ranging from my wording to my images. If I am to take any images, if I use model
under the age of 18, I will need permission granted from their parents so that I may use them in the brochure. I will be sure
to follow the Advertising Standards Authority codes too, as I do not want to break any of these codes to jeopardize my
work & project.

17. Research

18. Competition/Market research:
Who is in competition with your client?
What is their
design/photography/marketing/promotional/advertising work
like?
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.

19. My client ‘SASH’ have their own designs for their own
brand. As they have stuck with a green and white
theme, this helps to notify the public their identity as
it has branded to them. Their advertising work is very
well done, being on hard copy formats, digital
formats & also advertised around on media & in
hardcopy media. SASH, being a an organisation based
in York, do not have any competitors in their market
as they are based in one location & aim to help young
single homeless people aged 16-24 years old. This
means there is no real competition for them, as the
there are many local homeless shelters based in York,
and that their services are not the same as SASH’s,
but to make a global appeal to others in the world,
the company would need to grow larger as it is
funded from donations & by the York’s city council.
SASH are not included in any wider market as the
client does their service for young people for free.
They aim to help people who need it the most by
finding them emergency accommodation, & long
term accommodation for people who need it. They
have their own page on their website stating how
many people they have helped etc with specific
numbers & statistics to show their impact.
https://www.sash-uk.org.uk/our-impact/

20. 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.

21. My client ‘SASH’ have already told me that
they are aiming to target young people aged
16 to 24 years old for their service. They do
not have specific requirements for their
service e.g if in education or a job etc, and
they treat everyone the same with equality
within their service. As they aim to target
these young people who are in need of
accommodation, they try to make their
wording on their products as lively as they
can which helps to appeal to the young
audience they are targeting, and try to make
it appeal to them. As their audience is
young, certain aesthetic qualities for their
products must be used to appeal to this
audience as young audiences tend to take a
glance at something and judge if it suits
them or not on the spot. Choosing a bright
colour scheme like green and white makes
the product gender neutral, but also
appealing as it is bright & calls out to them.
SASH’s homepage on the website. The
appealing look from the colour scheme
alongside the text they use, and the
format and layout of the page gives off a
better appeal to help draw you in.

22. 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.

23. This is SASH’s previous leaflet design that they
produced for their Nightstop service. The
leaflet contains information about the service,
FAQ’s & certain key information which
encourages you people to use the service and
also appeals and has friendly, comforting
appeal to it.
The client asked in their brief for a leaflet to be
designed in the same format as this one for
their Supported Lodgings service. In which,
when I received the brief and underwent idea
development, my fellow peers also stated that
having it in a similar layout will help make it
more familiarised with the public, and it will
help to look more appealing the audience. My
client also stated key points that she wanted
me to include in the leaflet and how the layout
could be, trying to help guide me when
producing the work.
Peers also assessed the information that I was
going to use which I produced (such as FAQ’s,
general information and layout) and told me
what would work in terms of the product. This
helped to guide me in what I should include
within my product and what to avoid.

24. This is York Arc Light, a supporting homeless
people organisation also based in York. They
have their own website in which is very simple
to navigate, but it mainly consisting of negative
space. Compared to the SASH website, this one
is weaker and less appealing to the audience
as the website designs are plain and empty.
In terms of being a competitor to SASH, the
business does not compete as well as they
have less graphics to support their cause, and
that their website is underdeveloped to show
what they do.

25. 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.

26. Treatment
For the brochure I am creating, the front cover and the back cover will both be in similar
styles, both using the same colours but in different shades (eg light, dark etc). The front
cover will have an image of the SASH logo on it, alongside an image of teenager who is
looking up towards a big tower. On this tower the logo will sit on it (stating that the big
tower is the SASH company and that the company is big from what it’s achieved). On the
back cover, there will be additional information about who SASH are, where they are based,
what feats they have achieved & how they operate.
On the second & third pages, I will have information about how SASH was founded & WHY
they were founded. Alongside this, I will include additional information about the CEO &
Founder/s of SASH. As this is the front couple of pages, they will contain information about
Night Stop and Supported lodgings, and if these sound right for them. Pages 4 & 5 will both
be conjoined pages both on FAQ’s. This is so that the audience can easily read the most
asked questions, whether that is something they wanted to know or not. As this continues
over 2 pages, it will allow for a good amount of questions, which will be answered already
before the audience want to ring up/contact SASH etc & find out more. Finally pages 6 & 7
will contain some inspirational stories in which the audience will be able to read, which will
help to furthermore propel them towards the programme if it is right for them. This is
because it will prove how well SASH, supported Lodgings and Night Stop work. This
furthermore will appeal to the audience, which will help make them feel comfortable to
find out more information by contacting the organisations.

27. Treatment (visual elements)

28. Timescales:
You should prepare a production schedule that will allow you to manage your time over
the 3 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

29. Monday Tuesday Thursday
Week 1 (9th – 13th-) Miss Out This Day ----------- Front Cover detailed & Completed Finish Front cover off (if not done)
– Start Back Cover
Week 2 (16th – 20th) Finish Back Cover – Sash, supported
lodgings & Nightstop information
pages (2), CEO, founders of SASH and
why SASH was founded (3)
Finish off pages 2 and 3 (information on
organisations, info on sash team and
founded date etc). Start pages 4 & 5, an
FAQ’s joint page, in which will have the
FAQ’s answered. Illustrations to
compliment the Q’s.
Finish off pages 4-5 (if possible)
and have illustrations completed
also. Once done, start pages 6 – 7
(stories of people Sash, Supported
Lodgings & Nightstop have helped)
Also send work to client for
feedback.
Week 3 (23rd – 27th) Look at Email about feedback, Reply &
either follow it or compromise for it.
Depending on feedback, continue to
finish off pages 6 -7.
Check over through work, get some
feedback from peers, and continue to
polish off work
(illustrations/photographs/text/design/styl
e)
Upload any work left that I haven’t
already uploaded to my blog,
check through work. Back up work.
(check emails for any more
feedback from client.)
Week 4 (Half Term) (30th – 3rd June) Each day half term (Check emails for
feedback, follow what they say and
work towards it)
Each day half term (Check emails for
feedback, follow what they say and work
towards it)
Each day half term (Check emails
for feedback, follow what they say
and work towards it)
Week 5 (6th June) Last Day, Contingency day. If any work
NEEDS improvements, finishing off
completely etc this is the day.
Miss Out This Day ----------- Miss Out This Day -----------
Resource list:
- Mac/Computer
- Internet (Google website, SASH website, other websites via searches, Google Images.)
- Email (client and tutor)
- Adobe Software (Photoshop)
- SASH Hand-out
- Paper & Pen
- Mind Maps (Bubble.us & Hard copy)
- SASH folder (fonts, colour codes, layouts etc)

30. YOU CAN DELETE THIS ONCE YOU DON’T NEED IT:
Production is due to start on Tuesday the 10th of May at 12:50pm.
You will have 3 weeks of lessons. The last day of production will be Monday the 6h of
June. This gives you a whole half term, should you need it.
Do not include Friday in your plans.
The class time you have is all day Monday, Tuesday afternoon and Thursday morning.