This document contains a project proposal from a student named Tom Haase for a graphic design final major project (FMP). The project will involve creating a film poster and merchandise to promote a horror film. Previous projects involving Photoshop have prepared the student for advanced techniques. Research will include design theories, existing work, and primary research through surveys and interviews of the target audience to inform planning. Production will involve the film poster and additional promotional items over 13 weeks. Evaluation will assess research, planning, audience appeal, and time management, and the completed work will be presented to industry professionals and peers.

1. Proposal
1
Centre Name and Number:
York College 48357
Student Name and Number:
Tom Haase 148451
Project proposal title and date:
Axe Of Kindness
Main area of activity:
Graphic Design
Rationale:
The majority of projects I worked on involved me using Photoshop, therefore I am fairly
experienced in using it now and I am confident to follow tutorials that are seen as advanced and
difficult, which will make my FMP product much more skilled. The projects I have worked on using
Photoshop were: an Irn Bru advertisement poster; a magazine cover and double page spread; an
album cover and poster; fanzine and advertisement poster and business card for a client. The
posters and covers I have made in my time on this course will be very helpful for my FMP because
they all include aspects/features that attempt to appeal to audiences and attempt to catch the
viewer’s eye in a similar way to how I will be in my FMP. I have also used my own photography in
some of these projects, where I learned how to use a studio and good quality cameras effectively,
which I will have to use for my FMP. Overall I think my previous work will help me greatly in the
creation of my FMP products.
Project Concept:
For my FMP I will be making a print-based product, which will be a film cover. This will involve an
advertisement poster to promote this film and merchandise. My idea is to make the film associated
with the Horror genre and create an interesting, yet eerie, design that the audience would
appreciate.
I believe I will need to conduct a large amount of research to narrow down ideas and make my
production easier to make (as I will have a guideline to follow), therefore I will make my products
quicker, which will allow me to either make my products look more advanced or create other
products for my project.
The first type of research I will conduct will be my secondary research. This will include research
about graphic design theories, designers and existing work, which I can follow aspects of, to make
my products as effective as possible for my audience.
I will then conduct primary research, using SurveyMonkey, to get personal opinions from my target
audience. This will help because it’s very reliable research as I will ask peers to take my survey.
On top of a survey I will interview three people from my target audience to receive more detailed
answers to my questions, to help with my planning.
Finally I will conduct a lot of planning, as this will allow me to follow a straightforward guideline,
resulting in a more efficient production experience. The planning I will conduct will include the
fonts, colours, imagery, layouts and designs I will be using to create my products.
How will the project be evaluated and reviewed:
During the process of my project I will be conducting on-going evaluations, where I will discuss the
week’s work and the effects of this work on my project and future work. This will be helpful
because it will allow me to see what further work I need to complete, if this will be adding more
detail to the work I self-reflected on or editing certain aspects of the work, after evaluating it.
After the completion of my products I will evaluate them in detail, discussing the strengths and
weaknesses of my work and what I need to improve on. I will also compare my work with

2. Proposal
2
professional products to see the standard of the work I completed and how well it would sell in the
film industry. As well as a self-reflection I will also receive peer feedback on my productions, to get
unbiased opinions from others. My productions won’t be the only section of my project being
evaluated, as I will also evaluate my research and planning, discussing how it helped before my
production and during it and what I could have done better and how this would have impacted my
products.
This process will help to develop my skills of evaluating which I will need to conduct in my future
work, as I can use these improvements (especially if I make a similar product). During future work I
will always need to evaluate my work and if I do this before releasing my product, I can improve on
it making it more appealing to my audience, resulting in a greater success.

3. Proposal
3
Bibliography:
1. Anon. (2017). The Gestalt Principles. Available:
http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm. Last
accessed 21st Jan 2019.
2. Creative Nerd. (2016). Photoshop 2017 CC Revealed With New Features. Creative Nerds. (1),
1.
3. Design Cuts (2017). Learning New Creative Skills.[Podcast]HonestDesigners Podcast.Available at:
https://www.youtube.com/watch?v=CSj2KiBNnHs&list=PL-ukeM6Ng_zQhIdXqRSjjG21iZGgyXRIi [Accessed
24 Jan. 2019].
4. Do The RightThing. (1989).[Film] Directed by S. Lee.Bedford-Stuyvesant, Brooklyn.
5. Haase,T. (2019) Target Audience Research Survey (conducted on 23rd Jan 2019)
6. How to Use Graphic Design to SellThings, ExplainThings, Make Things LookBetter, Make People Laugh, Make People
Cry, and (everyOnce ina While) Change the World
7. John DiMarco (2010). Digital Design for Print and Web. Hoboken, New Jersey: John Wiley &
Sons, Inc. 322.
8. Jurassic Park.(1993).[Film] Directed by S. Spielberg.Kauai.
9. Lister,T. (2019) Target Audience Interviews (conducted on 23rd Jan 2019)
10. Muller, J (2018). The History Of Graphic Design: Taschen GmbH. 480.Source 10
11. Otieno, R. (2019) Target Audience Interviews (conducted on 23rd Jan 2019)
12. Rings.(2017).[Film]Directed by F. Javier Gutiérrez. Atlanta.
13. Roche, A. (2016). Everything You Need to Know About the Golden Ratio in Graphic
Design. Available: https://www.designbyday.co.uk/golden-ratio-graphic-design/. Last accessed
21st Jan 2019.
14. Schindler's List.(1993).[Film]Directed by S. Spielberg.Krakow,Poland.
15. School of Motion (2017). Design Tips from Designers.[Podcast] Podcast.Available at:
https://www.youtube.com/watch?v=EwX8ZQgSbfA [Accessed 24 Jan. 2019].
16. Silence of the Lambs.(1991).[Film]Directed by J. Demme.Pittsburgh,Pennsylvania:Orion Pictures.
17. Smith,L. (2019) Target Audience Interviews (conducted on 23rd Jan 2019)
18. Surveymonkey.com. (2019). SurveyMonkey: The World’s MostPopular Free Online Survey Tool. [Online]
Available at: https://www.surveymonkey.com/[Accessed 23 Jan. 2019].
19. The Conjuring 2.(2016).[Film] Directed by J. Wan. London.
20. Webster,G. (2018). The Design Trends. Computer Arts, (287).
21. Williams,D.(2018).Annual Top 100 Photoshop Tips. Photoshop User Magazine,(19).

4. Proposal
4
Week Tasks to be Completed: Specific Tasks
1 Pre-production  Proposal
 Research on design theories, designers and
existing work
 Gather the daily self-reflections and produce a
reflection on this weeks work
2 Pre-production  Primary research:
 Create survey and get people to take it
 Conduct interviews with 3 peers
 Reflect on my primary research
 Gather the daily self-reflections and produce a
reflection on this weeks work
3 Pre-production  Secondary research:
 Find out who my target audience is
 Discuss how I can appeal to them
 Research on existing products I could use to
follow ideas from
 Gather the daily self-reflections and produce a
reflection on this weeks work
4 Pre-production  Produce very brief experiments on PowerPoint
using shapes
 Discuss the main elements of the experiments
and why I chose them
 Gather the daily self-reflections and produce a
reflection on this weeks work
5 Pre-production  Produce the brief experiments with a lot more
detail using Photoshop
 Gather the daily self-reflections and produce a
reflection on this weeks work
6 Pre-production  Using Bubbl.us, create detailed and developed
mind maps
 Create mind maps for FIVE different product
ideas (film covers)
 Discuss imagery, colour, fonts, layout, pros &
cons, design for each product idea
 Discuss other branch-off products to go with the
idea (poster, merchandise etc.)
 Gather the daily self-reflections and produce a
reflection on this weeks work
7 Pre-production  Choose a final product idea to develop further
 Choose THREE ideas to branch-off the main idea
 Discuss in more detail: imagery, colour, fonts,
examples
 Create mood boards to present ideas visually
 Reflect on final ideas and discuss:
 Suitability for audience
 Suitability for client
 Timescales
 Gather the daily self-reflections and produce a
reflection on this weeks work
8 Production  Begin production
 Start with the film cover
 Gather the daily self-reflections and produce a
reflection on this weeks work

5. Proposal
5
9 Production
 Make improvements on last week’s work, using
 The self-reflection as a guideline
 If finished, begin second product (the branch-off)
 Gather the daily self-reflections and produce a
reflection on this weeks work
10 Production  Make improvements on last week’s work, using
the self-reflection as a guideline
 If finished, begin third product (the branch-off)
 Gather the daily self-reflections and produce a
reflection on this weeks work
11 Production  Conduct draft peer feedback
 Make improvements based off peers’
opinions/thoughts
 Make improvements on last week’s work, using
the self-reflection as a guideline
 If finished, being fourth product (the branch-off)
 Gather the daily self-reflections and produce a
reflection on this weeks work
12 Production  Make improvements on last week’s work, using
the self-reflection as a guideline
 Go back to the main product (film cover) and
make changes if needed
 Finalise the product
 Gather the daily self-reflections and produce a
reflection on this weeks work
13 Production  Go through the branch-off products
 Finalise the additional products
 Gather the daily self-reflections and produce a
reflection on this weeks work
14 Production  Check the Research and Pre-Production
PowerPoints briefly
 Gather the daily self-reflections and produce a
reflection on this weeks work
15 Evaluation  Start evaluation on my work project
 Evaluate:
 Research
 Planning
 Pre-Production
 Audience appeal
 Time management
16 Evaluation  Evaluate the products I made
 Conduct peer feedback
17 Evaluation  Present my work to
shows/companies/websites/groups outside of
College
 Present my work to my peers in College through
a presentation
18 Moderation  *Work marked*
19 Show Preparation  Preparation for the show of our products
20 Show  The show (presenting our products to a wider
audience)