Idea Development Pro-Forma

Client Project Pro- Forma
Charley Jackson

Idea 1
My client is getting their new business started and would like something that will act
as a form of tool which she can potentially use to promote her business and spread
the word about her business to a wider scaled audience. The client is running a mobile
nail business which offers nail treatments, advice and it also promotes healthy nail
enhancements and care.
I felt that business cards would help to facilitate towards the promotion of her
business so I suggested this to the client, she liked the idea and is definitely on board
with this. The client was able to give me some details (such as a preferred color
scheme and font), she made some specific requests about how she would like the
cards to appear. The client mentioned that she likes butterflies, so I would like to
incorporate this in within the logo and along with the other features on the card.
Rather than just printing the butterfly on to the card or having it painted on top, I
would like to have it pressed in to the card with a metallic finish for better
presentation and in order to create an eye-catching point of the card.

Evaluation of idea
What I like about this idea is that it matches the entire purpose of the business cards, I
think this because the client likes butterflies and she wanted a feature that would
draw the attention of other people; I think that adding a metallic finish (and press) to
the butterfly will enhance the card and fulfil the client's needs. It was put in the brief
that the client associates butterflies with beauty, so this would most certainly match
what the client wants.
I think that the metallic press and finish would be achievable, I did some research and
found that if I was to design the cards properly and fully then I could have them
printed (featuring the metallic/pressed feature) via Vistaprint for a small fee. At this
point, I fully believe that this idea is achievable.
Designing and positioning each feature in a way the client is happy with is my main
focus, once I have achieved this then I have the easier part of ensuring that the cards
are printed with the metallic/pressed effect. I personally do not have the resources
but I am able to achieve this idea with the help from other sources at a price.

Idea 2
My second idea is to use a pink and white colour scheme. My reason for wanting this
colour scheme in particular is because the client mentioned in the brief that they
would prefer the business cards to feature bright colours. I think that a bright pink or
blue would match this perfectly. My initial idea is to have pink or blue on the top half
of the business cards and have white font on top of this to create a nice contrast.
To add to this contrast and to keep a nice pattern going I would like to make the
other half of the card white, which will contain the clients contact details in either
pink, blue or a tone of grey which matches the rest of the featured colours. As for
the back of the business card, I plan to make this the same bright colour as the front;
either pink or blue with white text. The text on the pack will contain the treatments
the client offers with the price list alongside it.

Evaluation of idea
What I like about my colour scheme choices so far is that (similarly to the butterfly)
they have the ability to make the business cards eye capturing which is exactly what
the client is aiming for. Within the brief the client has mentioned that they want a
'bright pretty card' and I think that starting off by thinking about a bright colour
scheme is a good idea. I want to spend some more time matching up colours, I feel
that without doing this I could be risking the card looking a little bit like it's too much.
I would say that I'm definitely capable of doing this and would be better off doing this
by matching up some colours and seeing what the client thinks. Communication would
definitely help me to get this done quicker and more efficiently. As for resources, I will
be creating the business cards at college where I will have all the facilities I need to
carry this out.

Idea 3
Another possible idea that I had was, while creating the butterfly (which is going to
be placed on the card) I think that it might be a good idea to try and incorporate it in
to the logo. The client's business is brand new, so it doesn’t have a logo or anything
that could help it to become more recognisable yet; so I feel that this would be a
good opportunity to have a go at creating a logo that she might really like.
On the business card itself I plan to put the name of the business and the butterfly in
the top right corner next to it; putting it in the top corner leaves me enough room to
add a few extra things on to the business card in order to create the logo. I will be
creating the logo based around the theme that I have already started to look in to
(referring to idea 1 and 2) I want the logo to be metallic to perfectly match up with
the butterfly and to help make it obvious to the audience/ potential customers that
it is a logo.

Evaluation of idea
I think that incorporating the logo in to the butterfly is a good idea, one reason for this
is because the client currently does not have a logo create so she could chose to use
the logo that I will create on products or other forms of advertising that she wishes to
use. I feel like creating a logo to match the advertising will be useful for the client in
the long term.
The reason why I think that this is such a good idea is because I think that it will make
the company much more recognisable by the audience, as I believe that a
recognisable logo can create a level of trust between the audience and the
client/company; making product/services that become recognisable and trusted is
always a very good factor. One reason why this is a good factor is because it could help
to boost the number of sales, because people are much more likely to buy products
that they know are trusted.

Idea Evaluation
The idea I want to develop further is idea number three; this idea involves creating a
butterfly and a logo then merging the two together to create a form of trademark for
the business. My reason for choosing this idea is because, after speaking to the client
it is very clear that this is the feature that they would like me to specifically
concentrate on. The client has asked for the butterfly feature in particular and they
would like as much detail in this feature as possible.
I think this ideas is the right one to go forward with because I have gone over the
ideas/parts/designs (of the business cards) and she is sure that I have the right plans
to create what she is asking for. We have come to the conclusion as a team that she is
also happy for me to continue with the other ideas that we have already spoken about
because they are all relevant and they count towards this idea (in regards to colour
schemes etc) though, she would mainly like me to concentrate on the butterfly, logo
and also how well this will be presented on the card.
The client has told me that she is going to be opening her salon in summertime and if
she is satisfied with the outcome of the logos and designs then she has plans to get
the business cards printed beforehand so that she can begin promoting her business
this way.

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.

Assessment of final ideas
Suitable for audience?
I am certain that all of the ideas listed on this pro-forma are suitable the
audiences. Due to their being no specific/specified audience, I have ensured that
all of the contents are suitable to all possible audience (ranging from children to
adults). I think the features (colour scheme, text and extras) have been made
suitable for all ages for the fact that there is such a wide range of ages that get
their nails done.
Suitability for client?
All of the chosen ideas have been discussed with the client and she has
confirmed that they are all suitable. The client worked with me to ensure that the
ideas are realistic and that they match what she would like on her business cards
in order to use them for promotional purposes.
Appeal of the work:
I think that the work (business cards) will appeal to the audience because it will
contain features which will catch eyes, for example: the colour scheme on the
cards will be bright colours such as a light and bright pink contrasting nicely with
white text. Another example would be the butterfly which will contain a
sparkly/glittery feature, this is sure to grab attention to the cards. I think that the
work will appeal to the client because she asked for something that is going to
grab people's attention, she also asked for a 'girly theme' and I believe that the
features listed above apply and match this category.

Timescales for production: I have three weeks to produce the business cards,
throughout the first week I plan to gather all of the possible colour choices (which
I have discussed with the client) and matching them up to see which ones I feel
work best for this project, I hope to have the choices narrowed down to one by
the middle of the week because I plan to spend the rest of the first week planning
exactly what text I think is appropriate for the cards.
In the second week of production I plan to draw out a paper plan of where each I
want to position the text and extra features on the business cards on the
Monday and possibly with a bit of time out of Tuesday. From Tuesday onwards I
will be creating the first business card and sending it to the client before the
weekend so that through the weekend we can discuss what changes need to be
made if any. In the third and final week of production I will be making any
alterations necessary (dependant on the feedback from the client) and ensuring
the business cards are finalized to the correct standard planned initially.
Costs: The cost for the creation of the first card is £0 but I have done some
research for if the client would like the cards printed in bulk, the cost for 100
business cards with the metallic/glittery feature (the butterfly) would cost £35.00
from vistaprint.co.uk

Personnel: For this project I will not need any personnel, the reason for this is
because the project overall has been planned out and after going over the plans
it is clear that it only requires one person to complete the designing aspects. I am
able to contact the client if there are any extra pieces of information I need or if I
need a second opinion on how the designs are looking throughout the process of
production.

Legal and ethical issues: There will be no legal issues, especially in regards to
copyrighting. I am planning on adding one or two pictures of nails that have had
treatments done to them, I will be getting these pictures from the client ensuring
that they are her own images of the nail treatments that her business offers; this
will rule out any possibility of copyright infringements.
I will be adding a butterfly to the business cards, I will be looking in places online
such as Pinterest and Google Images for inspiration but I will not be copying
anything. The butterfly will be made with some inspiration but will have its very
own unique look to it. I will be doing the same with the style of the logo. As for
font, I will be researching different types of font and if I find one that I think would
match the business cards then I will check and be sure that it is not copyrighted
and then proceed to download it for use on the cards.
There will be no ethical issues with the business cards, there will be no
specification of gender, age, race or sexuality (and so on) because the client
want her business to be suitable for everyone. So it is important that the
information on the business cards can apply to everyone. While the client has
specified that she would like a 'girly colour scheme' this is purely to represent her
own personality.

Competition/Market research
Who is in competition with your client?
The business which will be in competition with the client will be 'Ebor Nails &
Beauty Spa'. I have done some research and found that this is the most popular
salon for people to get acrylics (or other nail treatments) in York, the client has
made plans to start her salon in York; meaning that Ebor would be her main
competition.
What is their design/photography/marketing/promotional/advertising work
like?
I have been doing some research online about Ebor and I came across their
Facebook page. Facebook seems to be the main place that they do their
marketing and advertising, this is a smart idea because Facebook is an extremely
popular platform that makes it much easier for a business to connect with an
audience and spread the word about product/services as well as staying in touch
with relative and networking.
Ebor posts a lot of their nail designs on Facebook, they have also posed their
price list which allowed me to see what’s their design/advertising work is like. I
can also see a glimpse of their loyalty card (pictures of both along with an
explanation can be found on the next slide)

Competition/Market research: Ebor Nails & Beauty Spa
Here are two examples of the designs that this business
uses, the top image is of a loyalty card and the bottom
image features their pricing list for the different
treatments they offer. Straight away I can see that they
have been consistent with the designs they use for their
business.
The first feature that shows consistency is that this
business has used the same logo on both of the design.
The second feature that shows this is they have used the
same colour scheme (but switched it around a little
which works nicely) of light pink, bright pink, white with
parts of black text. I have also noticed that both designs
offer a preview of the nail treatments they provide.
The level of consistency is something I feel I need to live
up to when it comes to the designs I am creating, if I was
shown these without knowing which business created
them I would say that both designs were a match; this is
definitely something that I would want to do because I
think it creates good recognition for the audience.

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 wider market of nail/beauty salons is incredibly large with 12 new salons
opening each week in the United Kingdom, beauty salons are growing in
popularity, according to statistics in 2015 more salons opened than any other
independent business.
With this being the case there is an immense amount of competition between the
salons to gain customers which is exactly what the client is taking in to
consideration.
Within this market it is said that new salons popping up are having an effect on
the established beauty businesses because although there is enough market for
everyone, they then begin to lose pieces of the market that they once dealt with.

Audience/Customer research:
The audience my client is trying to reach out to is one that is interested in beauty,
preferably natural nail care. The audience needs to enjoy being pampered to a
degree or having nail treatments done, an audience like this usually has an age
range of around 16 – 50+. After doing some research I found that a lot of salons
aim their treatments towards women, in this case, my client has chosen not to
specify and would like to keep it clear that her business / treatments she offers
are for either gender. When going over colour scheme possibilities with the client,
she decided that she was happy with the use of pink for the business cards
because she wanted a vibrant colour that would match her personality; There is a
small section which mentions this which can be found within the colour scheme
slide
I think the most important aspect of audience for my client is ensuring that it
reaches an audience which is around where she is based. The client specialises
in natural nail care, so she is hoping to attract a much widened audience because
after doing some research it’s clear that there aren’t many that specialise in
natural treatments; this may well put her at an advantage if she manages to reach
out to an audience who would prefer these kind of treatments as opposed to
those on the market already that don’t offer the same thing.

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 my clients business is only just getting her new business started up it means
that she currently does not have any existing products ( for comparison against
other salons in the area.) Currently, the client is using a personal Facebook
account to share the nail treatments she has done for other people, she has been
using this social media platform to promote her new business.
I did some research based on her competition in York and found that three
different salons named: USA Nails, Ebor Nails and Hollywood Nails use social
media (particularly Facebook) to get their products (old and new) across to the
audience. I have also noticed that these salons use social media to communicate
with their audience and this also allows the audience a review which can be
viewed by anyone; the ability to view reviews can be a positive aspect

Treatment
I will be creating a fresh, vibrant looking 3.5" x 2" business cards to match and promote
a fresh, new business. Due to Cutie Calls being a brand new business which specialises in nail
care, it is important the every angle helps the business to be launched powefully, successfully
and in a way that can be seen by all; I will be providing the business card to match up to this.
The cards will contain eye catching colours (such as bright pink or bright blue) for the
background colour of the card, along with text that will be nicely coloured (such
a pale/neutral colours) to create a beautiful contrast.
I will be selecting an elegant font that makes the name of the salon stand out, I will be
ensuring that the font will look fabulous but also that it can be easily read by all. I think that
using more of a bold text for the business owner and the contact details because important
information must stand out above all, I will find another text to facilitate this. I will also be
creating a butterfly that will match with the style of the font used for the business name,
when it comes to printing the cards I will be having this butterfly pressed in to the card with
a shiny metallic finish to add more of an attention grabbing effect to it.

Treatment (visual elements)
I have been given a social media page from the client that I can look though to find any
images of her work to be presented on the card, this will take care of any possible
copyrighting issue as the image I will use will belong to the business owner. I will be using
one of the clients best pieces of nail work to ensure that people can see her capabilities and
be encourages to want to visit her salon. I will be separating a part of the card to make room
for this image, which will be placed on a beautiful pale pink background to contrast nicely
with the rest of the bright pink background.
As I will be creating these elements on photoshop I will be ensuring that I place all of them
on separate named layers so that client can have flexibility should they change their mind on
any aspect of the card. I think that ensuring it is done this way means that’s that I can
efficiently use time, rather than having everything on shared layer which could mean having
to create a brand new card or have to deal with problems along the way that could alter the
way that my time is managed.

Treatment (visual elements)
This is one of the main elements of the business card, the
client wanted an image that represents her work on the
front of the cards. I was given a social media page to find
an image that I could work with an place on the cards, this
was more of a task than expected because the images she
had on the social media account were taken with a mobile
phone so the images are not very good quality. This was
also a problem because I was not in a position to take
some images myself (using a higher quality camera) due to
the client being out of York for a considerable amout of
time. I found this image to the left, but I did some post
production to it in order to get the best looking result I
possibly could. Some of the post production I did to this
image consisted of cropping, blurring, colour replacing (to
make the background appear white around the hands and
to enhance the colours and make the hands stand out. I
have added the original image to the bottom of the slide
to show the difference between the two.

Production Schedule
Week Task
1 • Idea generation
• Creating mood boards and spider
diagrams to sample colours and fonts
• Communicating and discuss the
content and its placement on the
card
• Content preperation
2 • Create first sample of the card
• Feedback with the client
• Make any changes (if necessary)
3 • Finalize the second sample of the
card
• Make checks to ensure that everthing
is as it should be
• Feedback with client
• Make any changes (if necessary)

Business Card Tests
These are the first two cards I sent to the
client to establish which font she liked
best out of the two we had narrowed it
down to. The client picked the top card
because of the style of the font (we had
already communicated and agreed on all
of the other features except the font) so
with this being clarified I started creating
the final design after this feedback. The
client also requested that I add some
details on to the back of the card so that
she can use them as appointment cards.

Finished Product
Here is the finished product that was sent
to the client, it has been confirmed by the
client that she doesn't want any more
alterations made to the cards because her
requirements have been met. Some
comments from client have been places
below:

Working With A Client
Before this project I was already aware that my friend's parent was finishing her qualifications in
beauty and had started making plans to open up her own nail salon. She has never owned a
salon before and as this is a new business she wants to spread the word about it and start
finding people who may be interested in her services. I have the client on Facebook so we used
this platform to communicate.
Firstly, we discussed exactly what type of product she would like me to create such as posters,
banners, business cards and so on. After establishing that it would be more convenient for her
to have her own business cards (which could potentially develop in to appointment cards)
because they can be passed out to people she thinks or knows are interested in her services or
they can be left in shops for people to notice and pick up themselves. We then discussed that in
order for people to want to pick up her cards that they would have to be eye-catching,
noticeable and be worded in a persuasive way to attract customers that would want to visit her
new salon.
Secondly, after we had established that we were looking in to creating a business card suited to
the client we then began to discuss the brief she wrote, she explained that she wanted a
brightly coloured cards so I sent her a the moodboard containing colours (on slide 4) and she
told me she liked the idea of using the bright pink on the top left (or one similar to this one). We
then spoke about font and what she would like on the card in regards to text, she explained that
she trusted me to choose a text and come up with a short and nice piece of text to explain her
occupation on the cards. After making any changes I ensured that I send her lots of samples to
make sure she was happy with that had been done on the cards, I did this a bit a time to allow

Legal, Regulatory and financial
perspective
At the start, from a legal perspective the only issues we had was copyrighting in regards to
the potential images used on the card, the font and any other feature which may cause
some kind of copyright infringement. Me and the client solved this problem in the early
stages of planning, while discussing the brief and starting to look at the options for the
features of the card I asked her if she already had some of her own images of her work that
I could use and so she directed me to social media account to make my own judgement of
which one of her images would look best on the business cards.
As for font, I will be sampling some fonts from dafont.com to show and decide which one
would be preferred for the use on the business cards. The fonts on dafont are
uncopyrighted, this means that I will not have to be concerned about copyrighting issues
or the legal aspect of this. After organising the content of the business cards it is clear that
there will be no legal or regulatory issues for certain.
As for the financial perspective, no aspects of creating the card will cost anything although
the client has requested for the cards to be printed. After doing some research, I found that
I could get the cards printed via Vistaprint which would cost £35.00 for a pack of 100
business cards with the imprinted butterfly and metallic finish which is what the client has
asked for.

Time Management
For this project I had three weeks to plan, design and create a business card for my client
and I think that this time scale was managed well. Firstly, week one was spent gathering
idea and methods that could be used in order to create the beautiful and neat card that the
client was hoping for. We spent the week mostly communicating about the contents of the
card and the colour/style preferences that she had and how they could be formed together
to create the eye-catching effect she was expecting. I spent the rest of the first week
preparing the content such as deciding on which colours were going to be used for which
feature, the fonts that were going to be used and also picking then making alterations to
the image that was going to be placed on the front of the card.
I spent the second week putting all of the features together, by Wednesday I had a sample
of the card made and communicated with the client to get some feedback on it before I
went any further. There were a few changes to make such as using the second shade of
pink and the second style of font which me and the client had picked out during the first
week of gathering ideas. By Friday, I had a fully completed card.
The third week was spend ensuring that everything on the card was as it should be (such as
the clients details, spelling and so on). Towards the end of the week I sent the card to the
client again to get feedback and was told that she didn’t want any more changes making so
the project was complete. I would say that my time was managed well overall and that the
project was a success.

Meeting the Requirements
When the card has been completed and I was made aware that all of the requirements
had been met I then had to think about the extra requirements that could not be fulfilled
until the card had been finalized. One of these requirements included finding a printing
service that could print a larger quantity of the cards that wasn’t going to charge
extortionate prices and that was reliable in regards to the reviews they had and the
service they had already provided others. Another requirement was ensuring that the
butterfly has been designed/prepared properly for printing, this is so that when the cards
are printed out they will pressed in to the card.
The client also requested that butterfly be pressed in to the card but with a metallic
finish, so I had to do some research to ensure that the printing firm I had already found
can facilitate this as well as the other requirements listed above. These requirements
were the last things to do on the list that mean all of the clients requirements are
completed and that the project is a success overall.

Future Tasks
I think that this project has set me up for any future tasks because I am now able to
communicate with a client while following a brief and ensuring that all of the
requirements are met. After receiving good feedback, I now have another client that has
requested I make some business cards due to positive word of mouth. This project has
helped me to improve my use of Photoshop and has stretched me to research and try
new things using the software rather than just sticking to the things that I already know
how to which was a nice challenge.
I have also learnt how to manage my time correctly because I feel that the cards were
planned, created and finalized within a timely manner, I was able to get the cards to the
client just before the date that she had requested. For my future tasks, I would improve
the way that I document my ideas by creating more mood boards and spider diagrams to
guide me and give me more to work with. I would also keep better track of the features I
have used such as ensuring things are stored and named correctly incase I need to come
back to them at a later date.

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