The client is developing ideas for marketing materials for a new café called Stanley and Ramona's. The document outlines 5 initial ideas brainstormed by the client: 1) Logo designs, 2) Menu design, 3) Cocktail flyer using typography, 4) Cocktail evening poster featuring photographed cocktails, and 5) Relaunch flyer. Each idea is then evaluated against criteria like suitability, ability to deliver, resources required, and timeline. The client decides to further develop ideas 1, 2, and 5. Updates and mockups are provided showing the developed ideas. The client assesses the final ideas and finds them suitable for the audience, client needs, and production timelines and costs.

1. Client Project Pro- Forma
Ellie Dawson

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. Mind Maps/Brainstorms

6. Mind Maps/Brainstorms

7. 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.

8. Idea 1
My first idea is coming up with a logo, my aim is to use quite a fancy font but still have it looking
quite basic. The majority of the fonts I have used are quite fancy and in a handwritten style,
although I have included one quite basic font in there so that when I send my client the ideas
they also have a choice of a plainer font. Another part of my idea was to have ‘Stanley’ and
’Ramona’ in dark grey as that was what my client said was the main part of their chosen colour
scheme, along with yellow, white and a small amount of blue. Which is why I decided to have
one of the fonts (2nd one) in white with a grey stroke on it, I felt this made it look slightly fancier
and made it differ slightly to the others, and I also made the and/& blue in each of the fonts to
add the small amount of blue, and because yellow did not look good on white and tends to hurt
people’s eyes so I decided that would not be suitable. But again my client may decide when I
show her these designs that she does not want the blue in, but this is my preferred idea for my
logo.

9. Evaluation of idea
What do you like about the idea?
What I like most about this idea is that the logo designs fit really well with the theme for
the café, it complies with the colour scheme, and they look aesthetically pleasing which I
think will help bring customers in.
Does it match what the client wants? This completely matches what the client wants
because they requested the colour scheme to be dark grey, white, yellow and a little bit of
blue. I decided to use dark grey as the main colour for their image as it is simple and easy
to read yet still looks nice and crisp. I also decided to make the ‘&’ blue as they requested a
small amount of blue and I felt this was the appropriate place to use that.
Are you capable of delivering this?
I am definitely capable of delivering this as I have already designed them so they are ready
for use and ready to put onto my menu design/flyer.
Can you do this on time?
The timescale I have is plenty of time to decide, develop and complete my logo.
Do you have the resources available to do this?
The resources I need are: A DSLR camera, a MacBook and Photoshop and I have all of these
available to me.

10. Idea 2
My second idea is a menu design. I plan to make the menu very simplistic yet aesthetically
pleasing. I have planned to have slightly different food categories to a normal menu, because
they do not have a huge range of foods it was appropriate to just have a ‘savoury’ and ‘sweet’
categories for the food section of the menu. Then I will have a ‘hot drinks’, ‘cold drinks’ and
‘milkshakes’ categories.
My client has requested that the colour scheme of my designs should be dark grey, yellow,
white and a small amount of blue so I plan to use these colours on my menu in order for it to fit
with the theme/style of my logo.
I also have 8 different font choices for my menu which during development I am going to try
out and see which fits best with my logo, whilst also emailing my client the options along with
my logo designs to see which she prefers.

11. Evaluation of idea
• What do you like about the idea? What I like about this idea is that the colour
scheme for the menu fits perfectly with my logo, and the majority of the fonts
will go well with it too.
• Does it match what the client wants? This definitely matches what the client
wants because it is the colour scheme they asked for and they wanted make it
crisp and simple yet it still looking look nice.
• Are you capable of delivering this? I am definitely capable of delivering this as
I have already got ideas for making rough sketches of the menu and I have a
very clear idea of what I want it to look like, and I have the equipment I need
to do this.
• Can you do this on time? With the time scale I have this is definitely easy to
do because I have a production schedule in place so that all my work is carried
out and finished in time.
• Do you have the resources available to do this? The equipment I require to
do this is: A MacBook and Photoshop, and I have both of these available to
me.

12. Idea 3
For the cocktail flyer, my first idea for this was to use typography to create my
cocktail flyer and grab the audience’s attention. My idea was to make icons myself
on Photoshop like umbrellas, cocktails and fruit to spell out some letters of ‘Stanley
and Ramona's cocktail evening’ so that it was the use of text hierarchy but still with
imagery in there to keep it interesting.
The equipment I would need to do this is Photoshop, a MacBook and Google images
so that I can get ideas from that for my cartoon images/icons.

13. Evaluation of idea
• What do you like about the idea?
What I like about the idea is that the design will be quite different to other designs out there and it is
different to just using an image and text which I hope grabs attention.
• Does it match what the client wants?
It certainly matches what my client wants because they want to introduce their ‘crisp and simple’
image to their market and I think this idea will do it successfully because it is simple yet still
interesting and it will get the message across.
• Are you capable of delivering this?
I am capable of delivering this because the only tools I need to do it are a MacBook, Photoshop and
Google which I have, although I may struggle a little with how to create the icons which is why I will
use Google images for inspiration.
• Can you do this on time?
I can definitely complete this on time because it is quite a simple idea the only possible time
consuming thing about it would be making the cocktail images, the umbrellas and the fruit, although
they will be quite a simple design so still they will not stop me from completing this piece on time.
• Do you have the resources available to do this?
As I mentioned before the resources I need to do this are a MacBook, Photoshop and Google. I have
access to all of these.

14. Idea 4
My 4th idea from my brief is a cocktail evening poster. For this poster I plan to make three cocktails
so that I can use them for the image on my poster. I currently have two different ideas for the
cocktails I will make and the ingredients and equipment I will need to make them are:
• Strawberries
• Skimmed milk
• Plain yoghurt
• Demerara sugar
• Limes and lemons
• Ice
• Sugar
• A hurricane glass
• Two martini glasses
• Separated mint
• Rolling pin
• Thin straws
• Umbrellas
• DSLR camera
• Smoothie mixer
This will be the only costs I have on my costs list.

15. Evaluation of idea
• What do you like about the idea?
I like this idea most out of them all because I think that it will look very sophisticated and appealing
for what my client wants. I think it will look very summery and interesting to their target audience.
• Does it match what the client wants?
This poster will fully match what my client wants because they want a crisp and simple theme and
they want to project this image to the audience
• Are you capable of delivering this?
I am capable of delivering this because I have all the resources available to do this and have all the
ideas planned out and I know exactly how I want this poster to look.
• Can you do this on time?
I can certainly do this on time because all I need to do is make the cocktails, edit the image in
Photoshop and then add text in which will not take as long as other pieces I have to do so I will
definitely manage to hand it in on time.
• Do you have the resources available to do this?
The resources I need to do this are: Photoshop, a MacBook, a DSLR camera, cocktail ingredients and
the equipment.

16. Idea 5
My 5th idea for my project is a relaunch flyer. My plan for this is to make the
background of this flyer mustard, to not only comply with the colour scheme but to
also make it stand out. I plan to feature the café’s logo at the top of the flyer with
‘relaunch’ written underneath and the café’s address at the bottom.
For the content on the flyer I would like to show people not only the style and image
of the café, but also the foods and drinks they offer. I plan to do this by putting a
brief overview of the menu on the relaunch flyer. Unlike the menu I will not include
descriptions underneath each food to outline what it is, I will simply just put the
food/drink name to give people an idea of what they offer.

17. Evaluation of idea
• What do you like about the idea?
I really like the idea of a relaunch flyer because it is the main aim of my clients brief as it is
the biggest advertisement for their re-opening, therefore I made it very bright and bold so
that people will notice it and it will stand out. I think this makes it aesthetically pleasing
because it is a simple and crisp design that looks trendy which will attract all audiences.
• Does it match what the client wants?
It certainly matches what the client wants because they are aiming to broadcast their
relaunch and image to their audience to invite people in and I think this definitely achieves
that.
• Are you capable of delivering this?
I am definite that I am capable of doing this because I have the equipment available to me
and with the help of feedback from my client I can definitely get it up to their standards.
• Can you do this on time?
I have created a production schedule of what I will work on day by day and even with
contingency time at the end so this piece of work is most certainly reachable in the
timescale I have been given.
• Do you have the resources available to do this?
Yes I have the resources available to do this and they are: Photoshop, a MacBook and
access to the internet to get inspiration from existing products and to email my client.

18. Costs
• Strawberries – 67p
• Skimmed milk – 75p
• Plain yoghurt – 50p
• Hurricane glass - £1.50
• Separated mint – 50p
• Umbrellas - £1.00

19. 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 am going to develop ideas 1, 2 and 5 further to begin with because I feel they are going to be the most
successful and they will suit my client best.
Idea 1 is the logo design for the café, I have decided to develop the idea further by using the top font as
the café logo as it best suits my clients style request which was simple yet crisp/modern.
I will also be developing the colour scheme from idea 2 and I will try it out on my trial menu. I do not
think I will be using any of the font choices as my client was not keen on them and I am going to try
other plain fonts that match with the logo when I begin creating my menu.
I am also going to develop idea 4 and see how it turns out, although if the strawberry cocktail does not
go to plan I may change it to a cosmopolitan and do a shoot with that instead.
I am also going to develop idea 5 for my relaunch flyer because I think my client will particularly like this
idea because it complies with their colour scheme perfectly whilst also grabbing people’s attention with
it’s bright colours and brief of the menu giving people a primary taster of what they have to offer which
will hopefully make people want to visit the café.

20. 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.

21. Developed Idea 1
x

22. Developed Idea 1

23. Developed Idea 1
x

24. Developed Idea 2

25. Developed Idea 2

26. Developed Idea 2

27. Developed Idea 4

28. Developed Idea 4

29. Developed Idea 4

30. Developed Idea 5

31. Developed Idea 5

32. Developed Idea 5

33. Assessment of final ideas
Suitable for audience? My pieces are definitely suitable for my client because the contents and style of my work is
versatile and suitable for any audience. The colour scheme and simplistic yet crisp style is flexible and appealing
to any age and type of audience, for example young people would find the style trendy, adults would think the
same and it looks tidy and the same for elderly people.
Suitability for client? My work is very suitable for my client because it is exactly what they asked for in the sense of
the colour scheme, fonts, style and image. They requested a simple yet crisp style to make their image fresh and
focus on homemade cakes/coffee which I have achieved through the menu especially. Their requested colour
scheme was dark grey, mustard, white and a small amount of blue, to achieve this I have made the logo dark grey
mostly as that is the colour of their café on the outside, and on the logo I have made the ‘small amount of blue’ in
the ‘&’ sign. I also use dark grey for the background of the menu, mustard for the titles of the categories on the
menu, and white for all the other text for the foods and drinks. I also use mustard for the relaunch flyer
background, this is because I wanted it to stand out to people and I wanted it to look positive.
Appeal of the work: The appeal of the work I would say is mostly the colour scheme and design, it is very smart
and tidy yet stylish and trendy which will attract customers once they see the flyer with its bright colours.
Timescales for production: The first day of production is on Monday 8thth May, and the last day of production is Friday
19th May, this gives me two weeks to get my logo, menu, flyer and cocktail evening poster completed which I think is
definitely achievable.
Costs: To make my cocktail evening poster, I will need a few ingredients that I do not already have at home, these
ingredients are; cocktail umbrellas, separated mint, canned espresso and a glass, which only adds up to £4 so
that will not be an issue to fund myself.
Personnel: I do not require any personnel.

34. Assessment of final ideas
Legal and ethical issues: there are no legal and ethical issues within my
pieces/work because everything I am using in my menu, logo, poster and flyer
like fonts, images and colours, are all copyright free and authorised to use
because I have bought Photoshop so I have the rights to use their fonts and they
are already bought and owned by Photoshop for any customers to use.

35. Research

36. Competition/Market research:
Who is in competition with your client?
Trinacria Sicilian Cafe Bar.
What is their design/photography/marketing/promotional/advertising work like?
Their style is very similar to my client’s, it is very simple and clean-looking. They do not have a lot of
advertising but the café itself is a dark grey and green colour scheme, which stands out and looks crisp and
simple just like my client wants.
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 Sun released an article on 17th February 2017, which stated how much Britain spends on eating out,
which has increased dramatically claiming that we spend more than £288,000 on eating out in our lifetime,
because we’re too lazy to cook.
Nearly a third of respondents to a survey carried our by Voucher Code said it can work out cheaper to eat
out than stay home and slog over a hot stove and a third said they frequently dine out more than once a day,
by having lunch with colleagues followed by an evening meal with friends or family.
The survey also found four in ten like to eat out as it feels more special, but a practical 48% said it saves on
washing up and prevents the house from getting messy.
Meanwhile, 15% said it’s easier than having to cater for all the family’s different tastes.
Saturdays are when we are most likely to visit our favourite restaurants, followed by Fridays and Sundays.
https://www.thesun.co.uk/news/2893113/brits-spend-more-than-288000-eating-out-at-restaurants-in-their-lifetimes-because-were-too-lazy-to-cook/

37. 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.
I have contacted my client and they said their target audience is people who live
in the local area so it could be a variety of people, this could include families,
students, and adults of all ages that enjoy coffee and cocktails.
They are basing their café on homemade products and coffee, so people who
enjoy fresh and home baked products will also find this café appealing.

38. 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.
For part of my content research I googled the café to see what
it currently looked like, although it is going to stay looking
fairly similar after their relaunch, I did this because the current
logo is one of the big changes they are making. The logo is
currently very simple and actually gives off a restaurant feel to
the café because of the salt and pepper images used on the
logo which is not what my client wants at all. This is why I am
re-designing their logo for them to create a slightly different
image.
The Guardian wrote an article about how teenagers are taking over the Vegan statistics in the past decade, rising by 350%.
The movement is driven by the young – close to half of all vegans are aged 15-34 (42%), compared with just 14% who are
over 65. When the Guardian asked people about being vegan, 67% of the 474 who replied were under 34, and more than
one-sixth were teenagers.
This is very relevant to my client because students are part of their target audience and I personally think they will also be
very popular with vegans and vegetarians because the majority of their menu is vegetarian and some vegan, this means
that they will attract students who like this article say are into these sorts of foods because not only is it popular at the
moment and seen to some people as a trend, but it means that they are offering wide ranges of foods that suit everyone.
https://www.theguardian.com/lifeandstyle/2016/may/27/the-rise-of-vegan-teenagers-more-people-are-into-it-because-of-instagram

39. 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.

40. Treatment
My determination is to make Stanley & Ramona even more popular than it is now, and
although it is a small café/business I want to make sure everyone knows about it, making
it a bigger name and ensuring it keeps it’s good name and 5/5 star rating on Google.
My aim is to make my designs simple, crisp, modern and aesthetically pleasing. I plan to
make the colour scheme stand out from the rest and draw people in and give it a clean,
fresh-looking vibe.
For the menu I plan to make it a rustic theme with a simplistic design. This will include
’savoury’ and ‘sweet’ categories for the food, and ’hot drinks’, ‘cold drinks’, and
‘milkshakes’ categories for the drinks section. This keeps it simple yet nicely laid out and
easy to understand.

41. 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