Idea development pro forma-2

Client Project Pro- Forma
Amelia Browne

For this project I will be
creating a series of posters and
a series of images for use in
UGOT’s social media campaign,
there will be continuity
between these two aspects in
order to create greater links in
the brand identity. Each idea
will therefore need to be
transferrable between the two
formats.

Mind Map- accumulation of different ideas

IDEA 1- Brainstorm
• Chalk board background
• Flat lay of food
• Minimal text
• Freshness promoted
• Tagline
• Logo included
Chalk font
-TAGLINE-
Layout

IDEA 2- Brainstorm
• Rotoscoped image
• Tagline
• Minimal text
• Logo included
• Focus on exams (draw in
students)
• Pastel/ retro colours
Layout

IDEA 3- Brainstorm
• Digital illustration
• Chalkboard background
• Focus on related music
events
• Black and white with red
accent colour
• Event information
• Logo included
Layout

IDEA 4- Brainstorm
• Wood texture background
• Illustrative style
• Painted look to the image
• Provided info on food and
prices
• Offers?
• Logo included
• Bright colours TAGLINE
Food & Price
text
Layout

IDEA 5- Brainstorm
• Rotoscoped images
• Tagline
• Different foods with prices
• Logo included
• Pastel colours
• Menu information
tagline Food and price
Layout

Idea 1
This idea focusses on the promotion of the fresh and healthy produce used by the company in their products. In
order to emphasise this I have chosen to use my own photography (DSLR will be needed) as the imagery style as
this would be the most effective way to show the audience the freshness of the food rather hand using an
illustrative style where the freshness could be seen as unreal. The style of this image will be set out as a flat-lay
in order to give a clearer picture of the food its self (and how the customer would be viewing the product once
purchased). Minimal text would be used for this idea as to create a greater focus on the food, as well as also
preventing the image from looking over crowded and therefore not aesthetically pleasing. UGOT’s logo will also
appear in the image so that the information can appear easily related to the brand, this will also create
continuity between the images. The background for this image will appear on a chalk board background this yet
again relates back to the brand image as chalkboards are displayed within their establishments yet again
creating continuity within the brand (text will appear looking like it has been written in chalk). The text within
the image will be used to target students, and help promote the healthy food to this audience, in the form of an
eye catching tagline.
Possible fonts
Basic mock design

Evaluation of Idea 1
What do you like about the idea?
For this idea I particularly like the chalk board style, which is intended to be used, I like this as I feel that I
relates well back to the company's style
Does it match what the client wants?
As the brief I was given was particularly loose, this idea does match what the client wanted as they only stated
that “any project that can reach schools and younger people across the region is suggested” however I feel that
this he client may like this idea because it take inspiration from the chalk boards used in their establishments. It
is also produced by regarding the fact that the company generally use photography to promote themselves
online.
Are you capable of delivering this?
I feel that I am capable of delivering this idea to a professional standard, as the process of assembling the
separate elements is I fell fairly simple, the only aspect which I may find harder to produce to a professional
standard is the image capture for the photographs of the food which I intend to include. I feel that although I
am capable of doing this, I may have some more difficulty with this area as it is something which I have less
experience with, and not one of my strengths.
Can you do this on time?
This idea should be fairly easy to undertake in them set amount of time as there is no digital image creation
involved (rot scoping), which would be the most time consuming process. By opting to use photographs for this
idea I am able to cut down on actual production time, however it may be harder to arrange a time to go and
take photos, which could in turn delay production. This however I feel wouldn't be too much of an issue and
production would still be able to be completed in the allotted time.
Do you have the resources available to do this?
I have the majority of resources which I will need directly available for me to use, however I will need to
borrow a DSLR and tripod from college in order to take my own images of the food for this idea, this however
should not be a particular problem provided I book the equipment in advance to ensure availability. The other
equipment which I will need (mac and Photoshop editing software) are easily available for use without having
to book any specific equipment out.

Idea 2
For this idea I intend to use a rotoscope style image as this is the technique which I feel I can produce the most
professional standard of work with. There will be a single rotoscoped image of a product used within this image
as this helps to draw greater attention to the individual product on offer, it is also more straight to the point and
direct making it easier for passers by to be drawn in to the poster and interested by the product. Pastel colours
will be used for the background as they help to create a fresh feel; a key aspect of Ügot's products, these colours
also help the logo to stand out more (being red) as it creates a greater contrast, this is important as it is
necessary that the posters are easily related to the brand to help advertising for their product/ service. Minimal
text would be used for this idea as to create focus on the imagery of the product, as well as also preventing the
image from looking over crowded (not aesthetically pleasing) . UGOT’s logo will appear in the image so that the
information can appear easily related to the brand, this will also create continuity between the images. The font
used will be a brush style font as this is something that Ügot use in their pre existing advertising. The text within
the image will be used to target students in the form of an eye catching tagline.
Possible fonts
Basic mock design

Evaluation of idea 2
I like the layout of the advert for this idea as it creates a focus on the products, which I think is the most
effective selling point, it also doesn't look over crowded, which I feel looks more aesthetically pleasing.
I believe that this idea particularly match the brief set by the client as its main focus is to target students, which
is done through the tagline in the image. Pretty much the clients only request was for the work to be targeted
at the student demographic, which this idea does, making this idea what I believe the client wants.
Due to the simplistic design of this idea I feel that I would be able to easily deliver this idea. The rotoscoping
element for the image of the advert would however be quite time consuming, however as this is something
which I am particularly capable of doing I feel that I would still be able to produce images of a good quality
under time constraints. Also once the rotoscoped elements are complete the assembly of the rest of the advert
should be fairly quick and simple as there are only a couple of other assets to arrange on the advert.
It should be fairly easy to complete this idea on time as there are not a lot of different elements to the advert
making it fairly quick and easy to assemble. The rotoscoping element however is fairly time consuming and will
take up a lot of production time. This should however not be too much of an issue as the rest of production will
be very quick and easy to complete; making up for lost time.
For this idea I will simply need a mac computer and Photoshop editing software in order to undertake the
production of these adverts; both of which I have freely available for use and do not have to pay for or borrow
them.

Idea 3
Possible fonts
Basic mock design
This idea looks that the promotion of music events Ügot hold in order to draw in a student audience. The
background for this image will be a chalkboard effect this relates to the brand image as chalkboards are
displayed within their establishments creating continuity within the brand. the text for the image will appear in
a chalk written font in order to give the impression that it has be written on to the chalk board; adding to the
effect. UGOT’s logo will appear in the image so that the information can appear easily related to the brand, this
will also create continuity between the images. Imagery in the image will consist of music related icons e.g.
music notes, records, instruments. To help emphasise that a music event is being promoted by the brand. A
couple of food icons will also be used to show additional information that Ügot is a food service. The images will
appear in a drawn style to it with the chalkboard style of the advert. The text in this image will include a tagline
to draw the audience in and catch their interest. Additional information about the event will also be present on
the advert in a different style to show it is different to the tagline and to provide greater information about the
event

For this idea I particularly like the chalk board style, which is intended to be used, I like this as I feel that I
relates well back to the style of Ügot's cafes.
This idea partly matches what the client has requested. It matches the brief as it targets the requested student
audience as the tagline is targeted at students, also music events are something which this audience is often
attracted to, meaning this advert would spark their interest. However the the advert doesn't focus on or
promote the healthy food which Ügot sell, something which was stated in the brief as an important factor to
promote to the student audience.
I believe that I am capable of delivering this idea however the finished product may not be as effective as the
final outcome for some of the other ideas, this is due to the production process for the images as this involves
illustration, and then digitally altering this. This is done to give the desired hand drawn effect. Although I am
able to do this I feel that I am less able to produce work of a better quality due to my lack of experience with
this form of image creation.
The image creation process for this idea would be particularly time consuming due to my inexperience. This
means that it may be hard to finish this idea in the allotted time. However I don’t believe that it would be
impossible to do as once the image creation is complete assembly of the advert should be fairly quick and
simple.
For this idea I would need a mac computer, Photoshop editing software and a scanner. All of these resources
are available for free, with no booking required, meaning that all the required resources for this idea are readily
available.

Idea 4
This idea is fairly similar in layout and content to idea 2 however, the style is quite different as it takes more
inspiration from the styling of Ügot's restaurants/ cafes. This is done through the the use of wooden background
similar to the tables and benches (this will be taken using my own photography), the advert also has an eclectic
retro feel similar to the cafes/ restaurants. The fonts will reflect the retro feel as they will be similar to those used
for old diner or cinema signs. There will be a single image of a product used within the advert as it helps to draw
greater attention to the individual product on offer, it is also more straight to the point and direct making it easier
for passers by to be drawn in to the poster and interested by the product. Minimal text would also be used as to
create focus on the imagery of the product, and also preventing the image from looking over crowded which is
not aesthetically pleasing. This text within the image will be used to target students in the form of an eye catching
tagline, yet again helping to draw the intended audience in. the Ügot logo will also be featured so that viewers of
the advert and easily relate it to the brand, and know who is providing the food displayed in the advert.
Additional retro shapes such as arrows will also be used in the advert to add to the intended aesthetic.
Possible fonts
Basic mock design

I particularly like the retro style used for this idea, I like this as I feel that it relates well to the style of Ügot's
cafes, creating brand continuity. I also like the layout of the advert as it creates a focus on the products; the
most effective selling point it also doesn't look over crowded making it more aesthetically pleasing.
This idea does match what what the client requested in the brief as it targets the requested student
audience through the tagline being used. I feel the client may also like this idea because it take inspiration
from the eclectic retro style used in their restaurants/cafes.
I believe that I am capable of producing this idea to a high standard due to the simplistic design of this idea
the main assembly of the advert should be fairly easy as there are only a couple of assets to arrange,
although this is easy I intend to spend time adding additional shape elements to the advert to create greater
visual interest this should be more complex to do as I would need to get the right balance where it looks
interesting but not over crowded.
Due to the simplicity of the design I believe that I will be able to complete this idea in the allotted time as
none of the production processes are massively time consuming. This would be helpful as it would allow
time for feedback and further alterations.
I have all of the required resources readily available for this idea. The resources I would need are a mac
computer, Photoshop software which are free for use any time and a DSLR camera which is free but pre
booking is required.

Idea 5
This idea provides a greater amount of information than the rest of my ideas; both visually and through text. The
advert will include a tagline targeted at students in order to catch this audiences attention. The advert will also
provide information on names and prices of a number of Ügot's products (accompanied by their image) this
provides greater information about what is available for purchase making it more likely for people to try the
products. The text will appear in a retro font taking inspiration from the styling of Ügot's restaurants/ cafes. The
advert will have a pastel colour scheme as these colours help to create a fresh feel; a key aspect of Ügot's
products, these colours also help the logo to stand out more (being red) as it creates a greater contrast, this is
important as it is necessary that the posters are easily related to the brand (logo) to help advertising for their
product/ service. Ügot's logo will also be in the advert so that can easily relate it to the brand, and know who is
providing the food displayed in the advert. The images with their accompanying information will be shown in a
grid style layout for ease of reading. This layout also makes the advert more attractive to read as it wont simply be
in a list format which typically people are less likely to read.
Possible fonts
Basic mock design

This idea provides a lot of additional information which is something I like as I feel that it is useful in convincing
the audience. I also like the layout for this idea as I feel that it looks visually interesting.
I believe that this idea matches the brief set by the client as its main focus is to target students and inform them
about the healthy foods being sold. Similar to the other ideas the tagline used in the advert targets the student
audience as requested. This idea is the most informative about the variety of health foods being sold at Ügot
another area which was suggested to include in the brief. Due to these aspects reflecting what was mentioned in
the brief, I believe that this idea matches what the client has requested.
The rotoscoping element for the image of the advert would be a time consuming process, however as this is
something which I am particularly capable of doing I feel that I would still be able to produce images of a good
quality under time constraints. Other than this aspect the construction of the adverts is fairly simple meaning that
I would be able to undertake production of this idea fairly easily.
This idea would be particularly hard to complete in the time given as the production of the images is time
consuming process. This idea has a number of different images within it meaning that a lot of the time given for
production would be taken up simply creating the image. Due to this I feel that this idea would be almost
impossible complete within the given time frame
I will simply need a mac computer and Photoshop editing software in order to undertake the production for this
idea; both of which I have freely available for use with no need to book any equipment out.

Idea Evaluation
There are a couple of ideas which I wish to develop further. Firstly I would like to further develop idea 2. I like
this idea as I think it has a strong eye-catching layout, which creates a focus on the imagery; the main selling
point of the advert. The content of the advert also focusses more on students than some of the other ideas;
this being the main part of the brief which Ügot wanted me to focus on. This yet again is a strong point as to
why this is a good idea to progress with. The imagery for this idea uses the rotoscope technique, a technique
which I can competently undertake and am more confident with than photography this therefore allows me to
produce a better quality of work; another benefit to this idea. I also feel that the style of the advert is a benefit
to this idea as it helps to create a fresh look to the advert and therefore the brand, this is something that Ügot
are aiming to promote the pastel colour scheme also helps the logo to stand out this is beneficial as being able
to see the logo is an important aspect of the adverts as it allows you to relate them back to the brand. In other
adverts the logo appears less obvious, another reason why I feel that this idea would work better than others.
The second idea which I am going to develop further is idea 4, this has a very similar layout to idea 2 as it
creates focus on the imagery , something which I like and find particularly important as the imagery is the main
selling point for Ügot in the advert as it promotes their product and demonstrates its healthy and fresh
qualities which Ügot say are their main selling points. I also like the style of this advert idea as I feel that it is
similar to the style of the furnishings in Ügot's establishments as it uses a wooden background similar to the
tables and benches, it also has an eclectic retro feel similar to the cafes/ restaurants. This advert also focusses
more on the targeting of a student audience than some of the other ideas this is useful and a benefit to this
idea as Ügot stated in the brief that the audience to be targeted in my work was to be students as they saw this
as an area of growth for their audience. The use of photography for the the imagery style is also a benefit to
this idea as this would be the most effective way to show the audience the freshness of the food a key selling
point for the brands products.

Assessment of final idea A
Suitable for audience?
I think that this idea is suitable for the audience as the intended audience is targeted. This is mostly done
through the tagline; the phrase used in this will be referring to something which is currently happening in
the audiences life and relating it to Ügot, this will therefore hopefully convince the audience to purchase
the brands products.
Suitability for client?
This idea fits the brief set by the client as its main focus is to target students, which is done through the
tagline that is being used in the image. Pretty much the clients only request was for the work to be
targeted at the student demographic, which this idea does, therefore I believe that this idea meets the
requirements of what the client wants.
Appeal of the work:
I feel that this idea is appealing for a couple of reasons. Firstly, I like this idea as I think it has a strong
eye-catching layout, which creates a focus on the imagery; the main selling point of the advert. I also feel
that the style of the advert is a benefit to this idea as it helps to create a fresh look to the advert and
therefore the brand, this is something that Ügot are aiming to promote the pastel colour scheme also
helps the logo to stand out this is beneficial as being able to see the logo is an important aspect.
Timescales for production:
It should be easy to complete this idea within the time constraints as there are not a lot of different things
which need to be undertaken during production making it fairly quick and easy to assemble. However the
rotoscoping used for the images is fairly time consuming and will take up a lot of production time. This
should however not be a great issue as the rest of production elements are quick and easy to complete;
making up for the time lost during the image creation.

Assessment of final idea A
Costs:
The costs of the advert will not have to be covered by me for this idea as I have access to all the
recourses I need for free. If Ügot decide to use my finished work they will cover the price they will pay for
poster adverts, so that they can effectively advertise their products.
Personnel:
There are no additional personnel required for the production process of this idea as I am able to
undertake all of the different production elements myself. These include image creation, creating written
content and advert layout. however I will need someone form Ügot to provide feedback on my work
during the production process in order to make improvements. And produce adverts which they are
satisfied with.
Legal and ethical issues:
There are not a great deal of legal and ethical issues to consider, making the idea more simplified, as
there are no other personnel involved in the process of production. The main problem I need to consider
is that I do not breach copyright, this is both in regards to the fonts and images used. The fonts I intend to
use in the production are 100% free, this means that they are free for commercial use, I have ensured
this by checking the font details available with the fonts I intent to use on “Dafont.com” if it says the font
is 100% free it does not breach copyright. I will also need to make sure that the image I am using are not
copywriter, to prevent this I will use my own images, by taking pictures for the background of the image,
with the main images being images taken by Ügot, as this is the company I am making the adverts for
using their own images will not be a breach of copyright.

Assessment of final idea B
Suitable for audience?
This idea is suitable for the intended audience as the audience is targeted in a couple of ways. Firstly
through the tagline; the phrase used in this will be referring to something which is currently happening in the
audiences life and relating it to Ügot, therefore hopefully convincing them to purchase the brands products.
The audience is also targeted through the styling of the adverts the retro style which reflects the café style
creates an aesthetically pleasing look, which is attractive to the audience as they are more likely to attend an
Instagram able café than that of a large chain as taking pictures of your food is a current social media trend.
Suitability for client?
This idea matches what the client requested in the brief as it targets the requested student audience through
the tagline that is being used. This idea also promotes the healthy food that is served to the student
audience through the choice of imagery; photography shows the freshness of the food better. This was
another aspect that was suggested to promote in the brief. I feel the client may also like this idea because it
take inspiration from the eclectic retro style used in their restaurants/cafes.
Appeal of the work:
I feel that this idea is appealing for a couple of reasons. Firstly I like the imagery used as this is the main
selling point for Ügot in the advert. It promotes their product and demonstrates its healthy and fresh qualities;
important aspects to the brand. I also like the style of this advert idea as I feel that it is similar to the style of
the furnishings in Ügot's establishments as it uses a wooden background similar to the tables and benches,
it also has an eclectic retro feel similar to the cafes/ restaurants, these feature I find particularly aesthetically
pleasing; making the advert more attractive.
Timescales for production:
Due to the simplicity of the design I believe that I will be able to complete this idea in the time that is
provided. I believe this is possible as none of the production processes are massively time consuming. This
is helpful as it allows me time to gain feedback and make further improvements on my work to ensure it fits
what the client wanted.

Assessment of final idea B
Costs:
There are not costs which I will have to cover for this idea as I have access to all the necessary
recourses for free. However if Ügot choose to use my finished work they will need to pay for printing of
the poster adverts; a cost that they would have to cover.
Personnel:
There are no additional personnel required for the production process as I am capable of undertaking all
of the different elements myself. These include image capture, image creation, creating written content
and advert layout I will however need someone form Ügot to provide me with feedback during the
production process in order to make improvements.
Legal and ethical issues:
As a fairly simple idea there are not a great deal of legal and ethical issues to consider, as there are not
other personnel involved in the production. Therefore I only need to ensure that I do not breach
copyright, this is both in regards to the fonts and images used. Firstly the fonts I intend to use are 100%
free meaning that they are free for commercial use, this is ensured by checking the font details available
with the fonts I intent to use on “Dafont.com” if it says the font is 100% free it is fine to use. I will also
need to make sure that the image I am using are not copywriter, to ensure this I will be taking my own
images for the background of the image, I will then be using images taken by Ügot for the main images,
as this is the company I am making the adverts for using their own images will not be a breach of
copyright.

Competition/Market research:
Ügot York’s main competitors are due to location. Ügot are located within York station where there are a number of
different cafes within meters of theirs. These cafes include Starbucks, Costa Coffee, AMT Coffee, Upper Crust and
West Cornwall Pasty Co. some of these competitors are international coffee shop chains making them strong
competitors as they will have built up brand loyalty and trust. Ügot however can compete with these competitors
are they are providing products based on health food and dietary requirements, these types of food are less
available in the competitors cafes meaning that Ügot have a unique selling point by promoting this they are able to
attract the otherwise practically unreached market.
Ügot's advertising is fairly similar to their competitors, however they benefit from using a more rustic design in their
advertising as this fits well with their brand, this style is also more aesthetically pleasing something which the
audience is becoming increasingly interested in as they want “Instagram-able” places to eat, its competitors adverts
do not have this same aesthetically pleasing quality making this a strength for Ügot. On the other hand Ügot use a
hand written black board for their advertising quite a lot, this could be seen as a weakness for their advert design as
the black and white colours are not particularly eye-catching unlike the adverts of the competitors. Therefore using
print based advertising could be an area where Ügot's advertising could be improved.
Ügot Competitors

Competition/Market research (continued):
Ügot are part of the wider UK coffee shop/ café market where there are 20,728 outlets in the UK it is
predicted that “the total UK coffee shop market will exceed 30,000 outlets and £15 billion turnover
by 2025”. This market includes big international chains e.g. Starbucks who together make up more
than 50% share of the branded chain market, but also includes small chains and independent coffee
shops, who provide a different quality to their coffee and service.
This market is dynamic and growing rapidly with an estimated 2.2 billion cups of coffee being bought
per year.
Ügot being a small chain doesn't make up a great percentage of the market, meaning that a greater
focus on quality is needed in order to draw customers in.
Although a small chain Ügot have a number of job roles, from simply a barista, to a site manager
they also employ people to take care of the company's social media and marketing.
Although they are in the wider coffee shop market Ügot have found the niche fast health food
market within this to target by primarily focussing on the provision of intolerance based foods
including gluten free and dairy free as well as catering for vegetarians and vegans.
Unknown. (2016). Booming UK coffee shop market outperforms UK retail sector. Available:
https://www.worldcoffeeportal.com/ThoughtLeadership/LatestNews/Booming-UK-coffee-shop-market-
outperforms-UK-retai . Last accessed 22nd May 2017.

Audience/Customer research:
In the brief provided to me by Ügot they stated that they wanted “any project that can reach schools and younger
people across the region is suggested”. The work I therefore created needed to be targeted at a student audience.
Looking at this audience I determined a number of other aspects used to define this demographic.
Firstly looking at age, I determined that of the student age range the group that would be most likely to take an
interest in Ügot's products was students age 13-19, as they are of the age where they are more likely to be buying
their own lunch themselves, these older student age groups are also more likely to be interested in healthy foods
as they are typically more interested in a healthy lifestyle due to social media trends.
The gender of the audience focusses at both males and females as the products are not particularly gender
targeted. However the brand is slightly more aimed at a female audience as this group tends to be more
interested in healthy eating and aesthetic ”Instagram-able” cafes, which are both things which Ügot promote/
connote. However as previously mentioned advertising should be aimed at a mixed audience as the product is not
greatly targeted to either.
The student audience is likely to be in the C2DE socio-economic group as being students they are likely to be
either unemployed or only have a part-time/ weekend job, meaning they are not likely to have a great deal of
disposable income. Money may be provided by parents for food however this is not likely to be much, meaning
that students are likely to go for cheaper eating options, which Ügot may be able to provide through discounts.
Geodemographics for this audience are within the York region, but more specifically students who would pass by
the station to get a bus and go to school the geodemographic group therefore focusses on students who attend
school in York such as York College, All Saints, Millthorpe or Fulford.
There are a couple of psychographics which Ügot's student audience may fall under. Firstly Mainstream; the
audience is likely to follow trends. Healthy eating is a current Instagram trend, therefore making it more likely for
people of this mind-set to choose a healthy eating option and therefore Ügot. The other mind-set which the
student audience is likely to fall under is the Aspirer mind-set as they are likely to strive for a healthy active
lifestyle as this gives the appearance of success as it is undertaken by figures such as celebrities. Striving to eat
healthy, makes it more likely for this group to choose to eat at Ügot at they specialise in healthy food.

Content research (secondary):
The advertising that Ügot' use has striking similarities to their competitions advertisements, however the more
rustic design in their advertising benefits them, as it goes along well with their brand, the rustic style that they use
is also more aesthetically pleasing something which the audience is becoming increasingly interested in, due to
the fact that they want “Instagram-able” places to eat, a strength for Ügot is that the adverts used by their
competitors do not have the same aesthetically pleasing quality. On the other hand, a weakness for their advert
design is Ügot’s decision to use a hand written black board for their advertising quite a lot, as the black and white
colours are not particularly eye-catching unlike the adverts of the competitors. Therefore, the use print based
advertising could be an area where Ügot's advertising could be drastically increased.
Here are some examples of Ügot's current advertising compared to that of their competitors:
Competitors
Social
media
Print
Ügot

Content research (primary):
I also undertook some primary research in the form of asking a number of questions to a student focus group of 5.
From hearing the audiences responses I was able to gain a greater idea of how to layout my advert and how to
capture the attention of my intended audience.
Firstly I asked “What attracts you to look at an advert?” to this the whole focus group agreed that an image would
be the first thing to catch their attention in the advert as its “the most interesting thing to look at” one member of
the group also made the point that they were likely to look at the biggest thing in the advert first (this usually
being the image). From these responses I have determined that I shall centrally place the image to create greater
attention towards it, making it more likely for this audience to notice the advert.
I also asked ”What aspects would persuade you to try a new coffee shop?” there where two popular answers to
this question which the group agreed on. Firstly they said they'd be more likely to go to a place which “looked
cool” (relating to style and décor) they also said that they'd want to try somewhere new if the “food looks tasty
and pretty” as well as “different” I feel that the thoughts of the audience support the design style which I intend
to use for my adverts as they have a “cool” retro style and promote the attractive healthy food being sold in Ügot.
Finally I asked the focus group “As a student what are important/ interesting things which are currently
happening in your life?” I asked this question to gain inspiration for the topics of the taglines for the posters as I
wanted them to target students specifically through things they are doing and how this could relate to Ügot and
their services. There where a variety of answers to this question such as, going out/ night life, learning to drive,
UNI applications, festivals and concerts however I feel that the most stand out answer that related to the whole
group was Exams and studying this stood out to me as it was something which the whole demographic was
experiencing and was therefore a great way to target a greater number of this demographic. I will therefore use
this concept to base the majority of my taglines around.

Treatment
I'm producing a series of posters and social media adverts, promoting the Ügot York location to
York’s students.
For my adverts I have chosen to use a retro style inspired by the décor at the Ügot restaurants/
cafes. The background for the adverts shall have a wooden effect mimicking the wooden tables
uses by Ügot in their décor the retro eclectic feel of their restaurants shall also be translated into
the adverts through my choices of font. I intend to use retro fonts such as “Tonight” and
“Hamburger Heaven” similar to those used for old diner or cinema signs. Additional retro shapes
such as arrows will also be used in the advert to add to this intended aesthetic.
The advert is not going to be over complicated as I shall be using minimal text, in the form of a
simple tagline; targeting the student demographic. Not overcomplicating the advert will help to
keep its message clear, with the focus on the fresh healthy food being promoted in the imagery.
Imagery in the posters shall be centrally placed to naturally draw the viewers attention towards
them. Photographic style imagery shall be used in the adverts as it best shows the freshness of
Ügot's products, making them more attractive to the audience.
Finally the Ügot logo shall be included in the adverts so that viewers of the advert and easily
relate the advert to the brand, this will also create continuity between the images; helping to
strengthen the brand identity.

Production Schedule
Week 1 Tasks
Monday • Take photos of wood for the background and upload
• Create a number of options for taglines to be used in advert
• Select and save images to be used in the advert from Ügot’s social media
Tuesday Image Creation:
• remove backgrounds from the chosen images of products
• Make adjustments to the images hue/ saturation, contrast etc.
Wednesday Image Creation: Rotoscope images of products
Thursday Image Creation: Rotoscope images of products
Friday • Image Creation: Rotoscope images of products
• Begin basic layout of posters
Week 2 Tasks
Monday Complete Poster Layout
Tuesday Infographic layout
Wednesday • Get feedback from Ügot - provide design options
• Make adjustments to adverts
Thursday • Make adjustments
• Send posters with improvements to Ügot
Friday • Make any final improvements
• Save and send final designs to Ügot (Deadline)

Resource List
• Mac computer for the production of the adverts: assembling assets image creation
and editing
• Photoshop editing software for the production of the adverts: assembling assets
image creation and editing
• DSLR to take pictures of wood for use as the background of the advert
• Additional free font styles can be found on ‘dafont.com’ however they need to be
checked that they are 100% free to avoid copyright issues
• Pre- existing images of products can be found on Ügot’s twitter page ‘ugotuk’
however only images posted by Ügot themselves can be used in order to avoid
copyright issues
• Logo can be sent from Ügot for use in the adverts

Idea development pro forma-2

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