Idea development pro forma finished

Client Project Pro- Forma
Emily Pinder

Mind Maps/Brainstorms
• The Staymor in the city
– New logo/branding
– Business card
– A5 leaflet
• The Go Down restaurant
– Photography of restaurant and food
– Redesigning website

Idea 1
• For my first idea for the Staymor, I will be creating
a logo using the theme of a Steampunk. I will add
cogs and goggles to the logo to help reflect the
style and use some gothic, bold fonts. I will work
with a colour scheme of bold greens, reds and
purples as well as some brassy metal colours to
further reflect the theme. I would also have the
backgrounds as old paper as it would stand out.
• I would continue this theme throughout the
leaflet and the business card.

Evaluation of idea
• What do you like about the idea?
• I like the idea of using a steampunk theme as it is something unusual and quirky like the
client was after. It would also stand out from the other B&B’s in York as they are quite
traditional in what they offer.
• Does it match what the client wants?
• This idea does match what the client wants as they like the influence and I feel they
would like the glasses if they were developed more into a more practical logo and
theme.
• Are you capable of delivering this?
• I do feel that I am capable of delivering this as I am very happy with the quick mock up
of the glasses as they are easily recognisable for the steampunk trend.
• Can you do this on time?
• I do feel I could do this idea on time as I already have a strong start on the logo but it
may be harder to create a business card and logo of the same theme.
• Do you have the resources available to do this?
• I do have the resources to complete this idea as I would need inspirational photos from
the internet and Photoshop to create my pieces of work, both which are readily avalible
to me. I would however need to do some more research into steampunk as a theme as I
do not know much about it.

Idea 2
• For my second idea for a logo, I will experiment with a
Gentleman’s club theme by using deep reds, wood/grain
textures and chesterfield styles. I want to create a logo that is
sophisticated yet bold by using some curly, handwritten fonts
that are also bold enough to be read from a distance and
mixed with standard fonts.
• I would continue this theme throughout the leaflet and the
business card. I think using the theme of the railway room or
Dick turpin room would also be good to reflect what the
rooms are like in the B&B by using small images of a train,
railway tracks or a penny farthing to reference the Victorian
era in a high class way much like the gentleman's club.

Evaluation of idea
• I like this idea of using a gentleman's club theme as it is more sophisticated and classy. I think
it is also a good way of representing the company as they do use a lots of deep red and blacks
in the decoration of the guest house.
• Again, this does match what my client wants but it is very different to the steampunk theme
as I feel it is more grown up and sophisticated. It does give of a more serious vibe which I do
not think works for the B&B as they are more laid back and fun loving which they should
reflect in their logo/advertising.
• I would be capable of delivering this as I am more informed on this style and like the use of
wood textures to make the materials.
• I do feel I could create this idea on time as it is a reasonably easy theme to follow.
• I do have the resources available to do this as I would need the same as the last idea.

Idea 3
• For my third idea, I would keep the theme of rich, bold
colours such as red, green and purple. I would have a café
rouge style by having writing in gold art deco fonts. I would
use the room themes that are food related.
• I would continue this theme throughout the leaflet and the
business card. I would use the Betty’s and Terry’s rooms to
influence my designs by adding in icons of cup and sauces or
have them in the background with a very light opacity so
they look embossed.

Evaluation of idea
• I like the use of rich colours that would be used in this idea as well as the bold art deco fonts. I
especially like the red and gold logo even though it is very simple at the moment it oozes class
and I do feel it represents the guest house from what I have seen.
• It does match what the client wants even though their ideas are very mixed and all have a very
different style. I feel they would be pleased if I went ahead with this style.
• I am capable of delivering this as I already have a good idea of what I could create.
• I do think I would be able to complete this work on time as long as the client is happy with my
colour choices.
• I do have all the resources available to do this like the other ideas I have already talked about.

Idea 4
• I have the idea of a luggage tag for the logo and incorporating the art
deco style to this with the use of reds and gold's to help make a
simplistic look classic. I would then use black and white to create the
business cards and leaflet as it would go with the classic, simplistic
theme.

Evaluation of idea
• I like the idea of the luggage tag as I feel it is very vintage and simplistic which would
work well as a logo but I'm not sure how well it would work for a leaflet as I feel it would
be very plain and not give you a clear idea of what the B&B is like.
• It does match what the client wants as she saw something similar made by a hotel in
Paris and she asked me to recreate it. I do feel this idea could to simplistic but it
depends what my client is after.
• I do feel that I am capable of delivering this as I feel this is the style I would chose
personally.
• I do think I could complete this on time as this is the style I am most comfortable
working in.
• I do have the resources available to me at college.

Idea 5
• For the Go Down restaurant, I will be taking photograph
of their food to be used on their website. I have had a
look at their website and as it is a template I may not be
able to change its format. However, for the photographs
of the food, I will be looking to have a close up style that
will showcase all the little elements of the food. I also
want to use a realistic style to show people interacting
with the food.

Evaluation of idea
• I like the idea of the food looking like it is about to be eaten by having it arranged on a
table as I feel it is much more personal for the audience and makes the food more
desirable as they could imagine themselves there.
• The brief I have from the client is very broad in terms of the style they want so I would
need to experiment with some test shots first and get feedback from them to see what
they like best.
• I do feel I am capable of delivering this style of work with the right set up.
• I do feel I can do this work on time as it will not take me long to edit the images if the
raw files are strong.
• I would need to borrow camera equipment from college to create these images as well
as have the chefs create the dishes for me to photograph. I may also need to dishes to
be cold to prevent any steam from running the pictures by fogging up the lens or
creating condensation.

Idea Evaluation
Which of your ideas do you want to develop further? Explain why you think that is
the right idea to take forward.
For The Staymor, I would like to develop the luggage tag idea but also combine it with
my art deco idea as I feel the use of rich colours would help the luggage tag to stand
out. I will also continue to develop the circular logo as it is closest to what my client
wants as thats what we discussed in the meeting.
For The Go Down restaurant, I will continue to develop the different photography
styles to see which works best to showcase the food. I may also experiment with using
a range of different shots to give the client a variety of shots to chose from.

Developed Idea 1
• For this style, I mixed the
luggage tag and art deco idea
to create these logos. I like the
sophisticated feel to them and
feel this is something I could
continue throughout all the
pieces of work I create.

Developed Idea 2
For my idea for the photographs, I have experimented with a range of different
shots. I would still like to have the idea of the food being on the table but I
would experiment with different shot types such as macro and Birdseye view. I
then need to see which styles work best and if the client is happy with the
images before I edit them in post production.

Assessment of final ideas
Suitable for audience?
I do think both my ideas are suitable for an audience as they appeal to all ages and do not have anything unsightly on
theme. They appeal all age ranges as both clients provide something that all people need and the style I have chosen will
appear to people of all classes as they very simplistic.
Suitability for client?
I do think the work I have chosen is suitable for my clients as it is what they have asked for in the briefs and the meeting I
have had with them.
Appeal of the work:
I think the simplistic theme of the Staymor style as it is very easy on the eyes and feel it would appeal to a vast audience.
Again with the photography for the Go Down I think any images would be appeal for their customers to see as their isn’t
currently any professional ones available on the website.
Timescales for production:
I have three weeks to complete product which I feel will be enough time as I do need to get continuous feedback from my
client about the work I am producing and if they like it. Also, with the amount of work I need to create I feel 3 weeks is the
right amount.
Costs: Their will be not costs for my work as I am able to get to the clients to meetings and can send them work through
email to keep in contact with then. Also, I am borrowing equipment such as a camera, tripod, memory stick, computer and
photoshop so I will not need to purchase any equipment to complete the work for the client.
Personnel: I will not have to worry about personnel as I will be completing all the work individually.

Assessment of final ideas
Legal and ethical issues:
For The Staymor in the city, I had a look at the ASA guidelines and the
governments law on advertising. Their is nothing that I need to think about as I
would not be advertising any false products or prices.
For the Gown Down restaurant, I have looked at the ASA guidelines on food
advertising. The rules are based around nutritional claims, weight loss and
advertising aimed at children. As my client is not looking to use my work to
advertise their food in these ways there is no legal and ethical issues that I will
face nor will they.

Competition/Market research:
Who is in competition with your client?
The B&B, the Staymor in the city have a lot of competition with other guest houses in the area as they are located in town.
There is a variety of different guest houses in York but none of them offer the quirkiness of the Staymor. On Trip advisor,
they are ranked 57 of 209 B&B in York so they do face a lot of competition from long established B&B’s that have already
built up a client base.
https://www.tripadvisor.co.uk/Hotel_Review-g186346-d210418-Reviews-The_Staymor_in_the_City-
York_North_Yorkshire_England.html
What is their design/photography/marketing/promotional/advertising work like?
Currently the B&B has a website that gives customers information about prices, room types and the Staymor experience.
However, apart from that they have no marketing material as they have only been open for 1 year and have been focusing
renovating the property. They do have a logo which is “We currently tend to use Jasper the monkey who is a black &
white monkey wearing a top hat & monocle along with the words The Staymor in The City. They aren’t combined
and I pinched the monkey off some wallpaper the writing is in Times New Roman….. We need our own logo”. They
have a few leaflets in the rooms which explain the breakfast experience, the coffee they serve and a 10% off
voucher for a local coffee shop.
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.
There is many options for places to stay in York and B&B’s are just one option. There is hostel, hotels and pubs that offer
rooms. Depending on experience people are wanting will depend on where they will chose to stay or even if they have no
idea where to stay they will use websites such as trip adviser to find a good place to stay at the price they are looking for. In
2012-2013 a survey was completed by 1,075 leisure visitors to York.

“There were 5.85 million leisure visitors (86% of total visits) and almost 1 million business visitors (14% of total
visits). Both sectors were up by 1.5% respectively over the previous year.” -
http://www.minsterfm.com/news/local/1878846/new-tourism-figures-revealed-for-york/
There is plenty of customer for all the places to stay in York and with less than 10 rooms in the Staymor they should
easily be able to fill their guesthouse every week.
They are a family run business with a few staff members so they have minimal turn over.
They also cater for all ages which makes the B&B accessible for all ages.

Competition/Market research:
Who is in competition with your client?
The Go Down restaurant is a well established independent, family run restaurant that has been open for 21 years. They do
face competition with the big change restaurants around the city but their main competition is the other independent
restaurants in the city such as Rustique and 31 Castlegate. They are ranked 19 out of 664 restaurants and café in York on
trip adviser, also facing competition from the business ranked above them on trip adviser.
What is their design/photography/marketing/promotional/advertising work like?
They have a website that offers their menu, prices and an online system to book. They have a very simple logo of some
stairs that has the words The Go Down restaurant written on them and do not have any more marketing material. They
have some photographs of the food on trip adviser however these are taken by the customers and have no professional
photographs to showcase their restaurant.
“There were 5.85 million leisure visitors (86% of total visits) and almost 1 million business visitors (14% of total visits). Both sectors
were up by 1.5% respectively over the previous year.”
Total conference and event spend equalled £132m (or £141 per business visitor) and total leisure visitor spend equalled £476m (or
£82 per leisure visitor). Food and drink is the number one area of spend, followed closely by shopping; leisure visitors spent £135m
and £130m respectively, up from £120m and £107m reported in 2013. - http://www.minsterfm.com/news/local/1878846/new-
tourism-figures-revealed-for-york/
As food and drink is the number one area of tourism money spent and the large number of visitors per year, the restaurant is doing
very well for themselves as they often have the restaurant reach full capacity on weekends while also being reasonably busy during
the week. They have a very large client base of regular customers that the owners know personally as well as a rise in popularity since
installing an online booking system.

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.
“Our target market is couples from 18-118 who enjoy experiencing something a bit
different to the norm. We have 2 family rooms and we love families but most of our
customers are couples. We are vibrant, funky, fun place and are slowly getting our own
client base even though we haven’t started marketing ourselves yet.”
The Staymor are trying to reach out to clients of all ages and have rooms with different
themes that celebrate York such as the Terry’s room and the Dick Turpin room. They have
two ground floor rooms which would be easily accessible for anyone with a physical
disability and also offer a family room with can sleep up to four people, offering
something a little different for those with children. Their main selling point is the
quirkiness of the B&B which needs to shown through the marketing materials I create for
them.

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 Go Down restaurant is “a small family run restaurant based on Clifford Street in the
centre of York.
We have been open for 21 years and in that time we have developed a good local client
base as well as a good visitor base. We have a relatively small staff with minimal
turnover. The restaurant is open 7 evenings a week.”
The restaurant has recently got an online booking system and are trying to reach to wider
audience with a bigger age range as most of the customers are in their 50’s and above.
Putting some images of the food on the website would also help to appeal to more
customers as they then will be able to see what the food is like.

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.
Previous logoSign outside /current colour scheme
Images of the guesthouse

Content research:
of your project.
The Staymor competitors
number one on trip adviser
Southland’s Guest house
Logo

Content research:
of your project.
Logo
Not their food on website
No professional photos

Content research:
of your project.
Competitors logo
Basic website
only a few images on inside restaurant and of the food
Images taken are professional
Under the Go Down on Trip adviser

Content research:
of your project.
Competitors logo
Basic website
Images taken are
amateur
Under the Go Down
on Trip adviser

Treatment (The Staymor)
• After researching a variety of different styles that you asked for the brief and at our meeting, I
have created a few different logo mockups in a variety of styles. The first style I experiment with
was Steampunk using lots of deep purples and metal tones. The second style I experimented was
Gentleman’s club. I took a lot of influence from the Victorian era, again using deep purples and
reds while also thinking about textures such as dark woods and leathers with a chesterfield style.
The third style I experimented with was art deco/40’s interior. I focused on dark reds and bright
gold's with bold geometric shapes and luxurious fonts. The final idea I had was a luggage tag
style. I kept the art deco style fonts and mixed them with a more readable, hand written style.
Again, using deep reds and gold's to make the logo look sophisticated.
• I have decided to take forward the final idea as I feel it would best fit your business and give off
the vibe of a professional, well established guesthouse. Standing out from your competitors
branding.
• For the business card, I wanted to keep it very simple, using the logo in a stamp style on the front
and give the details on the back. I also had the idea to make the business card circular to help it
stand out more, however, I do not know printing costs of this and would depend on the budget
you have to do this.

Treatment (The Staymor)
• For the leaflet, I want to continue the art deco style by using lots of geometric shapes
to create borders giving the leaflet that classic look. Also, using lots of black, white
and gold. I know red is also a colour you would like to use and I will also incorporate
the green which you currently use for your logo.
• After I have created the leaflet, I have another idea to add in some photography of
the rooms to help draw in potential customers and show off the individuality of each
room and the B&B compared to others in York. These photos can also be used on
your website to help you show customers what the Staymor is like.

Treatment (The Go down)
• For this project, I will be creating some photos of the food and restaurant to go on
your website. I will be taking the photos in a realistic style by having the food
presented at the table as they would be with a customer to give the audience a more
comforting feel. It will also help them to visualize themselves eating the food rather
than it being show in a kitchen environment which can look unprofessional. I have
taken some text shots and have a found a few angles that work to showcase the food
in all its glory. I will need to have a set up on one of the tables with a drink and candle
lit like it would be with a customer. I will also need some time to get some shots of
the food as the steam from the hot food can ruin the images as they will not be as
clear. I will edit the images in Photoshop to help emphasise the rich colours of the
food and make it more appealing to an audience.
• I have some test shots with angles that work well as well as some images of
inspiration of the style I am wanting to create for your restaurant.

Production Schedule
Day Week 1 (9th
may)
Week 2 (16th
May)
Week 3 (23rd
May)
Week 4 (30th
May)
Week 5 (6th
June)
Monday Not starting
today.
Make
adjustments to
logo.
Start creating
business card.
Start creating
A5 leaflet.
Half term. Last day of
production.
Make any final
adjustments to
leaflet and any
other pieces of
work.
Tuesday Start creating
logo.
Finish creating
business card.
Get feedback
on business
card.
Continue
creating A5
leaflet.
Half term. No production
today.
Thursday Finish creating
logo.
Get feedback
on logo.
Make any
adjustments on
business card.
Finish creating
A5 leaflet.
Get feedback
on leaflet.
Half term. No production
today.

Resource list
• Camera
• Tripod
• Memory card
• Battery pack
• Computer
• Photoshop
• Inspirational images
• Colour charts
• Idea plan
• Test shots
• Client feedback

Idea development pro forma finished

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