The client has asked the photographer to produce promotional photography for their shop, Thora And the Prince. The photographer will take close-up product shots, exterior shots of the building, and staff headshots. They will develop the images following the shop's color scheme and aesthetic. Competition research showed a similar shop in York. Audience research found the target customers to be middle-aged women. Content research examined the shop's current social media presence. The treatment described the planned photography. A production schedule will include deadlines, availability, feedback periods, and required resources.

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. Social Media Stuff
• Twitter image sizes:
Profile Photo: 400 x 400 (Displays 200 x 200);
Header Photo: 1,500 x 500;
In-Stream Photo: Minimum 440 x 220 (2:1 Ratio)
• Instagram Image Sizes: Profile Picture: 110 x 110;
Photo Thumbnails: 161 x 161;
Photo Size: 1080 x 1080;
Instagram Stories: 1080 x 1920
• Facebook Image sizes:
Profile Picture: 180 x 180 (Displays 170 x 170 on Desktop);
Business Page Profile Picture: 180 x 180 (Displays 170 x 170 on Desktop);
Cover Photo: 820 x 312

4. Colour Palette
These shades of blue
and pink would work
well with the
aesthetic of the shop
itself.
Here's the logo, something good about this is that they already have
a great colour scheme with the logo that fits the shop well, which
makes it easier to come up with a colour scheme.
This is a palette from coolors.com, the green may work
really well even though it is very different to the rest of
the colours.

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
• Headshots.
• In the shop, will work out where in the shop depending on the time of day and lighting.
• Will try the bokeh technique in the background with some fairy lights.
Fairy lights would go well with the shop itself. I could use the bokeh effect in the
background to do product shot.
I could either do these at the shop itself or with Rachel’s (client) permission I could bring a
few products into college in order to take some shots in the studio.

7. Evaluation of idea
• What do you like about the idea? It is simple yet effective, it is also what
the client has asked for. I am capable of delivering these shots as they are
pretty simple. I can do some normal headshots without the fairy lights first
in case they don’t work or the images don’t turn out good. I can deliver
these on time as they will not take as much time to do as the rest f the
images that I have planned. I don’t have everything, I need to get some
fairy lights so that I can use them for the shoot, but asides from that I am
good.

8. Idea 2- lomo photography
• This is for the outside of the store. I will do some generic shots of the building and then add a lomo
effect to them to give them a bit more character.
• I could do something like the one below but with the colours that they use for the logo, so the pink/grey.

9. Evaluation of idea
• The idea is simple and easy so it wont take long to shoot and to edit. It is
also an easy way to give an image a bot of character and edge without
changing the physical image, i.e. messing with the camera. This is what the
client wants as they outlined it for me in the brief that it is something that
they want to have done for them. I am capable of delivering this as it is
just a simple colour effect on Photoshop, I don’t need to change the way
in which that this take the images. I am capable of doing his on time too,
as it is an easy method of getting good images. I have the resources that I
need to make these images, I have a camera and I have access to
Photoshop, which is all I really need.

10. 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 that I really want to try out is the headshot one with the fairy lights, as I think
that the soft bokeh effect would work really well with the aesthetic of the shop. This
effect would give the typically boring headshot a bit of colour and bit of texture,
making them stand out more on the website (which is what they’ll be used for).
I think I could change the colour of the lights to the soft pink to match the logo.

11. 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.

12. Developed Idea 1
Close up product shots: these will be basic close ups of the product that Thora has on sale.
I will try and make these artsy and quirky like Rachel has requested, so in order to do this I
will take them from loads of odd offset angels, trying not to have anything flat in the
frame. Also I will play around with the focus to highlight different products or different
parts of the products.
For the equipment I wont need any extra for this one, so I wont need to bring any lighting
for these images.
These will be fairly easy to produce an edit, I will just had to control the settings well and
use the natural light in the store to my advantage.

13. Developed Idea 2

14. Assessment of final ideas
Suitable for audience? These images that I have planned are suitable for the
hops audience.
Suitability for client? These are suitable for the client, I have followed the basic
instructions that I have been given with the brief, and have added a few more
creative touches to what they want me to make for them, so I think that I could do
some generic images and then do the more creative ones that I want to make.
Appeal of the work: I think that the work will be appealing for the client as it will fit
the aesthetic of the shop.
Timescales for production: I don’t think that this project will take long for the
production stage, as all of the images are not difficult to take. It will probably take
longer to edit them than to shoot them.
Costs: it wont cost much, I wont have to travel as I live a couple minutes walk
away, and I have the necessary equipment. I will need to buy some fairy lights
though.
Personnel: I will use the staff that they have in order to take the headshots. If they are
not all in on that one day I could just go another day.

15. Assessment of final ideas
Legal and ethical issues: in terms of legal issues, I will have to ask all people who
may be in the images for the permission to have them in the content. This could
be done with a model release. This is to avoid any issues with people I the
images. They will work there s there should not be any issues really getting them
to sign it unless they are really against being on the website, which will be their
issue, not mine, and I will leave them out of the shoot.
In terms of ethical issues, I will have to use the image for their intended purpose.

16. Research

17. 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.
One shop that I found that sells similar products is Grey Bear, which is in York.
This shop sells the same kind of random homeware and gifts that Thora and The
Prince sells. Grey Bear is in the centre of York as opposed to TATP. The
audiences will be the same for both stores, but the benefit of being in Haxby is
that you are where your audience lives

18. Grey Bear- Analysis
Grey Bear is a vintage shop in York
that also sells the same kind of tat
that Thora And The Prince sells.
They also have the same kind of
aesthetic when it comes to the
branding, it is very minimalist and
clean.
The colours on show with the
branding and the logos etc. aren't
similar, as they are more
monotone.
The location of the store probably doesn’t help it like it does with Thora, as it is in the
middle of York. Thora is right where its consumers live, as Haxby has a large number of
middle aged women with a lot of disposable income.

19. 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 for TATP will be middle aged women with a lot of disposable income to spend on the tat that these
shops sell. The main social grade for the are around the shop is AB/C1 according to streetcheck.com, which means
that they will have a bit more disposable income than people from ‘lower’ (that sounds really elitist but I didn't
know how else to put it) social grades.
So for this project I will be trying o appal to this audience. As the shop is already very appealing to the audience, it will
be very easy to reciprocate that in the images that I take, as the store already has the desire aesthetic that fits the
audience.
This is what the social grades
of the people who live on
YO323JP are (my street), which
is right next to the shop itself.

20. 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.
As they do not have a website yet, they
market themselves on Twitter by doing
stuff like this. There isn't much of it
however. The client has asked me to do
a few close ups of the products that
they have on sale, so maybe that means
doing more stuff like this to go on their
Twitter/ new website.

21. This is their Twitter cover image and display image. This actually works really well, but I
think I could maybe do better. I could take a brighter image that doesn’t look as dull as
the one in the top, but id still leave the logo, as I think that it works well, especially in
the inverted colours.

22. This is their bio on Twitter. You can tell from the
wording and vocabulary that this is for more
middle aged people, and the word fabulous is a
bit feminine, so this will be for women.

23. 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.

24. Treatment
I am producing photography for Thora And the Prince. I will produce close up images of the
products that are on the shelves. These will be quirky and will follow the colour scheme that
Rachel has set out for me.
I will also produce images of the exterior of the building to go on the website and for
Twitter. These will not be particularly artistic or creative, but for more of an informative
purpose, so any potential customers know what the shop looks like from the outside.
The last type of image I will be doing is shots of the staff themselves, as I think that will be
good for providing a more personal touch to their advertising/ social media material.

25. 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