3. 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.
5. Mind Maps/Brainstorms
• Mark’s quotes- positioned one quote per page or multiple on one.
• Font cover is required to feature an image on mark on the front, possible a cut out design on a
plain background.
• The restaurant looks quite traditional in design and interior.
• The food being sold is also vegetarian. Both of there point are worth considering to fit in with
the staff’s taste and also what the customers will expect.
• The booklet must be consistent throughout.
• There is no suggested colour scheme
• It is stated that is must be colourful
• My two main route to travel down concerning style and colour are as follows:
• Bright, lots of use of white, red, blue – hand-drawn style, notebook like theme, images look as
if cut out and stuck on
• Alternatively more traditional fitting with photos taken inside the restaurant.
• INSTERT PHOTOS OF restaurant
!
6. 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.
7. Idea 1
• This project needs to be “Zany”, “Quirky”, “Jokey” and “colourful” so these requirements
need to be fulfilled in the booklet. The page size is required to be small, suggested size A5 or
A6.
• If I decided to go with the A6 version I could make a single page dedicated to a single quote.
• The page would feature an image of Mark that relates to the quote he is saying.
• The quote can appear in a different format on each page appropriate to the comment being
made they would all fit into the quoted words in the first line of this page.
• Font will be hand written in appearance.
• Photos will look as if cut and glued on.
• The resolution and quality of the image will have an impact on the positioning and how
prominently they feature.
• The amount of pages will depend on how many quotes are sent though (I am awaiting a reply
via email.)
• The brief states that Mark is a keen Skier, the front cover can include an image of him skiing,
that could possibly transfer over to the back page.
• Title on the front of the book , “Mark’s kitchen Quips”
8. Evaluation of idea
• What do you like about the idea?
• Does it match what the client wants?
• Are you capable of delivering this?
• Can you do this on time?
• Do you have the resources available to do this?
!
I like how straight forward the idea is. The book is not intended to be difficult or intense
to read. Customers can flick through the book while waiting for food as a very casual read.
The structuring of the quote per page system works well as it doesn’t take much viewing
to work out the content of the book. The hand-drawn style seams appropriate to the
“quirky” and “zany” formula that has been described in the brief. The skiing photos of
Mark can be made to look very striking on the front cover which will first catch the viewers
eye. Although this combined with the title “Mark’s Kitchen Quips” may clash with each
other. The project would be of a moderate size, I will easily have time to complete the
project in time provided the time is used wisely. As a moderate task I will hopefully be
able to complete up to a point I like then send it off for critique by Wendy (the person who
supplied the brief). I will need images of Mark and a selection of quotes to allow me to
begin production. I have sent an email asking for these resources to be sent through on top
of this I am attempting to arrange a meeting which both Wendy and Mark at Guji
restaurant. This will help me get to know Mark to capture his personality and also take in
the atmosphere of the restaurant. This visit will be a valuable use of time to understand
how a booklet like this can fit in there and also what the staff are planning on doing with
the finished product.
9. Idea 2
• More of a traditional design
• Featuring wooded backgrounds
• Must still retain the suggested feel of colourful, zany, quirky ideas delivered from the client
• The clients views on the project must come first
• Images pop off the page to look like polaroid images
• Quotes mashed in with pictures of Mark
• The brief suggests Mark is keen on animals, and therefore animals should feature
• Title must me “Mark’s Kitchen Quips”
• An A4 page folded into 3 equal sides.
• Tall and thin layout
• Design can have more a a restaurant feel to it
• Wooden background on page, food related graphics
• Handwritten font
• Quotes floating, using visual hierarchy to make it that out the prominently.
• Vegetarian influenced
• Feature reds and whites colour scheme, to match the interior of the restaurant
10. Evaluation of idea
• What do you like about the idea?
• Does it match what the client wants?
• Are you capable of delivering this?
• Can you do this on time?
• Do you have the resources available to do this?
The idea is probably more fitting to the specific setting of the restaurant than the
other idea. The whole building is old fashioned design. The interior is very
traditional and old in design. The tables are wooden and there is a lot of use of oil
paintings. These paintings are predominately red. The rooms are composed of red
paintings and red flowers. The walls are white and the floor and tables are
different shades of wood. The booklet would work well matching this theme. Again
to do this idea I will require photos and quotes from Mark as the crucial content of
the booklet. The work load for this project is within the time scale, I should be
able to complete it will time to return the design to the client for improvement.
The task set is not difficult but I can use this opportunity to produce something
very professional and memorable. This idea has been centred around the clients
idea and does not stray away from the original vision. The A4 folded design may
compensate room for images as the design is long and thin, this idea also means
that there will only be 6 available pages to put content.
11. Evaluation of idea
• What do you like about the idea?
• Does it match what the client wants?
• Are you capable of delivering this?
• Can you do this on time?
• Do you have the resources available to do this?
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.
The idea I want to take forward is mainly the second idea with influence form the first
idea. I will stick with the A5/6 design of the first idea which using the properties of the
second idea. The colour scheme and background wooden texture of the second is the
most appropriate to the restaurant, while the first ideas layout is superior. I would like
to feature a quote per page as I have planned in the first idea. This is the best content
to feature as it is closest to the brief. The brief is the most important aspect of the
project to keep close to as disconnecting from the clients idea will result in a final
product that is not usable. The aspect the I intent to use for definite is the wooden
background to each page. I am still waiting to receive the photos of Mark and the
quotes. Knowing exactly the content of these elements will allow me to match the style
and design closer to Mark’s character. I feel that the font must be a handwritten style to
give the booklet in a “quirky” and “zany” feel. The title must be “Mark’s Kitchen
Quips”. To use a handwritten font I can risk making the booklet look like a journal which
I don’t think that will appeal to the audience of the restaurant. This kind of font can
also result in a feminine look which I don’t want to do as it is not mentioned in the
brief. I would also like to use a brush stylised font for larger text. For example the text
on the front cover.
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 am looking for a lighter
shade of wood. This appeals
more to the eye and more
importantly allows font to
stand out off the page.
The wood should not be
overly smart or polished a
picnic bench kind of wood
fits in with the style and
design of the restaurant.
This is because the food
they sell is mostly cakes
and sandwiches.
Font should be in a white
font to best stand out on
a background of wood.
17. I have taken elements from both ideas a comprised the two into a single developed
idea. The idea should be simple and easy to flick through for customers. Minimal
text should be used and the booklet should exist for a small aid to the restaurant’s
atmosphere for customers to enjoy.
!
The booklet will be A6 and the number of pages will depend on the number of
quotes I receive. I have a meeting arranged currently in which I will:
-ask for images for the project
-receive the quotes that the booklet feature
-I will present the idea I have described in this PowerPoint, receiving feedback on
this allow me to fine tune the idea to the clients taste, or alter the idea however
much is necessary.
!
I will go with the wooden background, the fonts I have presented and the rest is up
to what I receive from the client. Graphics may be necessary to enhance the visuals
if it appears bland overall. The idea I am going with should fit in within the time
frame with time at the end to get in touch with the client again to see if they are
happy. I will present this as a first draft.
!
During my interview I will make notes on ideas that the client wishes to incorporate,
I will suggest the idea I have now and make suggestions to see if we are in
agreement.
!
I will take a camera to photograph Mark at work myself to make sure the images are
of a high standard.
18. I met with my client yesterday. I discussed the idea for the project with Wendy and
Mark. They we’re very happy the ideas I have come I have come up with. They liked
the idea of having a wooden background to present the quotes with a cut and stick
approach to framing the images. I showed Wendy a selection of fonts she said that
she liked the following:
She also said she liked the painted style of font. It is important to her that the font is
casual and fun.
!
When asked if she had any improvements to the idea after I pitched it to her she
suggested a small subtle graphic or two in the booklet. These graphics should be
illustrations that accompany a quote. She was happy for the booklet to be 6 pages
long and she requested A6 in size. As Wendy has said, she has recorded 50 of Marks
jokes. Therefore she asked that the booklet is called “Mark’s Kitchen Quips Pt 1”
with the possibility of a future booklet. Therefore I can include an image of Mark on
each page. The problem is that I have been suggested to use images found on Mark’s
Facebook, which are of a poor to medium quality. I also suggested that I return on
another day to take pictures of Mark with a camera to achieve professional quality.
19. Assessment of final ideas
Suitable for audience?
The audience for the booklet is the customers of the restaurant the restaurant. The restaurant is vegetarian, therefore I can
assume that the majority of customers are vegetarian. The demographic is likely to be very open, anyone of any age and gender. I
will ask for a description of the typical customer during my visit.
!
Suitability for client?
The idea I have correlates directly with the clients own brief. I have proposed the format and design choices that I think fits in with
the setting, the client will have the opportunity to correct me when I visit.
!
Appeal of the work:
The work should appeal to a broad audience. As the restaurant can expect any kind of customer. The key is that the client should
feel positive about the work.
!
Timescales for production:
The time the production will take will be kept within the timescale and competed with a first draft. This first draft should be
complete with enough time to return to the client for critique.
!
Costs:
There is no significant cost involved in the production of the booklet. The book is made with Photoshop and image and quotes that
has been created by the client or myself and therefore there is no cost of acquiring this. It may cost a small sum to print the
booklet and to print drafts. For the final booklet I recommend a professional print.
!
Personnel:
I will be designing and producing the purely on my own. I do not need any outside assistance, only that I could use some
professional printing equipment.
!
Legal and ethical issues:
Using font found online can be a difficulty as the designer may not want the font to be used for professional, real world work. This
can also be the case with images although fortunately I am already in possession of or are able to taken pictures of images I
need.
!
!
21. Competition/Market research:
!
Who is in competition with your client?
The restaurantcafe only sells vegan and vegetarian food. This puts it not only in competition with other
restaurants and but in direct competition with other vegan and vegetarian restaurants in York. “El Piano” is
the only other vegan restaurant in York. However this is difficult to consider a direct competition as the
food is traditional Spanish food. On the same level as any other restaurant that sells vegan options
there is the option for customers to eat there instead. So on that level they are competing with a large
proportion of restaurants in York town centre. The specific vegan and café/restaurant branding is fairly
unique to York. They have also branded themselves as a very fair and honest company. All ingredients
are organic and from a fair trade source. The small and friendly environment of the staff and policies
makes the place far more individual which helps to distinguish itself from the other restaurants in York.
!
What is their design/photography/marketing/promotional/advertising work like?
Existing design work created by Goji restaurant is minimal. The design work that is present is on the website
they have created and the restaurant’s interior and exterior. The website is not particularly impressive, the
layout is clumsy and there is little that stands out as unique. However the photography taken of the food is
done to a good standard. It is a shame that the website does not do it justice. I cannot find any marketing or
advertising material as the business is small and local.
!
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 client is part of the vegan market of the food industry. The vegan industry expands globally making it a
very large market. Food is sold everwhere we look. There is a constant demand for food and
!
22. 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.
!
Wendy has said that she attracts all kinds of people. She says her audience is very general and inclusive one
that encompasses many types of people. However this is difficult to work with. There is bound to be a more
specific type of audience that comes in. Firstly it is easy to assume that there will be a large proportion of
vegans that regularly come in. The audience is also likely to be older as people younger than 20 will usually
prefer to eat at cheaper alternatives than restaurants.
!
The venue is informal therefore it is far more likely to be casual meetings between friends as opposed to formal
business meetings. Having been inside the restaurant it is small and humble. The tables are in collections of
twos and singles meaning that customers will typically be attending in small groups.
23. 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.
!
The task I have been set is really a one of a kind deal. Aside from unique circumstances there will not be an
existing market to analyse. However I can better understand how the product should turn out by analyse the
restaurants setting and mood. I can also better understand how it should be made by meeting Mark to
understand his sense of humour.
!
I am studying existing booklets and similar types of content that isn’t directly related to my project. I am
finding out what works and what does not. Page layout is important and also to understand what fonts are
effective. Visual hierarchy is to be considered and also the ideal what to grab the eye.
Block design-vibrant colours Graphics-
stencilled no shading
Images spanning
over multiple pages
24. 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.
25. Treatment
When the audience looks at the Goji booklet. They will get a sense of the
environment they are eating in. The staff are friendly and welcoming people that
take an interest in their customers. Mark and Wendy both enjoy the work they do,
they have heavily personalised the restaurant to make it their own. This booklet is
another addition to the unique mood that a customer will feel inside Goji. Care is
taken to find fair and vegan food supply. A booklet that epitomises Mark’s
personality by giving character to the booklet and the restaurant is the aim in this
project.
26. Treatment (visual elements)
These series of
images show the kind
of place the
restaurant is.
Informal, good vegan
food, casual lunches,
red and white
interior, traditional,
welcoming. There
are also interested in
art.
27. 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
28. Resources list:
!
Use of Photoshop
Access to the internet
A camera
Transportation into York
Client feedback
!
29. 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.
30. 30
Day week1 week2 week3 week4 week5
Monday Create a
template for
the pages
Begin work
on front
cover
select quotes
to use for
project
Build first
page using
template
Making
graphics
Page 4-5 half term make any
changes
suggested by
the client
Tuesday Complete
front cover
with photos
of mark-send
to client for
feedback
Page 2 with
graphic
Start page 3
Page 5-6 half term look for
further
improvement
s
Thursday Ask for
required
resources
from client
Make any
changes to
cover
Page 3-4 Back
cover
Send to
client for
critique
half term Ensure the
booklet is fit
to be
displayed in
the
restaurant
