Idea development pro forma

Client Project Pro- Forma
Jacob Hargrave

Mind Maps/Brainstorms
Star by using the first few slides to create mind
maps and or brainstorms for ideas related to
your project. Get as many possibilities as you
can.
Don’t worry about practicality, suitability or
potential at this stage. You will assess the ideas
later.

Colours Extended.
For the colours I will be using in my logo I will be going
through them with my client. I will have some in mind
but a lot of it depends on what style of logo the client
is wanting. They mentioned that wanted different
colored logos and backgrounds and some basic ideas
before deciding on a final design. I think that a lot of
different logos will need different colours. For the basic
colours I will be using Pink, Blue and Purple. This will
be the case because the client wants the logo to be
based around water and also the audience is women
and they want to relate the logo.
On the right I have put some of the first ideas that I
think my client will be interested in. the top image is
some of the blues and pinks that I will show to the
client and then below that I have some of the colours
that go well with a tone of blue that could be used to
represent water. The image below is a good idea of
some of the colours that I can use in other parts of the
project such as the social media banners or website
mock up.

Fonts mood board
For the font style that my client wants I
will look for a range of flowing fonts.
Hope to make the font look like it has
some relation to water. For a lot of the
logos that I will look at I will be using
the font as a base and then put things
around it to make it look better.
As well as looking at the fonts that I
have put on the right of the page I also
will look into the font on the existing
logo for inspiration.
For each of the logos there are different
needs for the font and for some I might
need more than one font. One example
of this is for my third idea where I will
need two fonts and they will most likely
be very different.
I will be getting all of the fonts from
www.fonts.com

What will I need
• Photoshop - for a majority of my work I will be doing it on Photoshop.
This is the case because it allows me to get exactly what I want from the logos and
it will be easy for me to make changes to my products if I need to, this might be for
the client or copyright reasons. I will also be using Photoshop to get any graphics
for the InDesign work that I make.
• InDesign– I will be using InDesign for making the website mock up. I could
use Dreamweaver for this but I think that it is a lot easier for me to use InDesign as
you can lay it out and get the sizes a lot easier.
• Google – I will be using google for a lot of things. The main one is for fonts
and looking for inspiration for ideas. For the font I will be mainly using
www.fonts.com and www.1001fonts.com .

Idea 1
For my first idea I will have a rain drop with a swimmer going
up the flat side of it. I can then have the swimmer with a
different colour hats to whatever the client wants. A well as
this I can try to have some greens at the bottom to try and
represent the world and this can then make it so that the
swimmer is swimming in a lake or river not in the sea.
For the colours I will use for the rest of the logo I will try to
make the raindrop look realistic by using a lot of shading to
get the effect a bit like the image on the right. I think this will
make the logo look professional.
One other thing I can try is to use the filters on Photoshop
and this will make it so that I can get a lot of different looks if I
wanted a very different look. I can also do both and see what
is preferred by the client. I think some of the filters can make
it seem more like it is drawn or make it look like more like the
environment.

Evaluation of idea
• What do you like about the idea? I like that the idea is very simple and I
can also have a lot of different bits to it to adapt it.
• Does it match what the client wants? It does match the clients wants as it
matches up with everything that have said. I think my client wants me to
come up with a lot of ideas and them they can pick the one they like and
then I can just advance that one. I have decided to use mainly blue in this
mock up but could also use many different colours like pink if my client
would prefer this.
• Are you capable of delivering this? I think I am capable if doing this and
also I have all the tools I need to make it possible.
• Can you do this on time? I don’t think timing will be a problem as it is just
a logo.
• Do you have the resources available to do this? I just need photoshop to
be able to make the logo and therefor I have everything I need to make
the logo.

Idea 2
For my second idea I will have the text ’open water woman’ with
the lines from the text of the W from water extending over the rest
of the text in a line over the top. Then in that line I will have a
swimmer on it. I will have the letter W in blue and the line also in
blue. I will try the line being straight and then with waves on it like
it is water. For the swimmer I will most likely have them in realistic
colours with a pink or purple hat. For the text I will try it in
different colours to see what most fits. I will be looking for the
swimmer to be realistic because I think this will suit the client
more.
For the font I will try and use a flowing font. I will do this because it
appeals to the client an also the audience (female) that the client
has told me that is there dominant reader base.

Evaluation of idea
• What do you like about the idea? I like that the idea is again simple. It also
allows me to experiment with a lot of fonts and types of waves.
• Does it match what the client wants? It does match what the client wants.
One thing that it doesn’t do is give the client a logo that’s just a badge
with no words on it.
• Are you capable of delivering this? I am capable of creating this.
• Can you do this on time? This will be possible on time.
• Do you have the resources available to do this? All of the things that I
need to make this logo.

Idea 3
• For my third idea I will make a logo with some relation to the cold compared
to water. I will do this because my client has been training to do an ice mile
over the winter. For the look it will be an iceberg that I hope for it to be half
under and half above the water line. I would like for there to be a swimmer
going around it. If I can I would also like for the iceberg to be implemented
into the text at some point. I could maybe cut some of the words of the ice.
• For the swimmer I will have them with the pink or blue hat and also making
them clearly a woman.
• For the text I think I will do a flowing font. I think for the colour I will make it
a light blue or white with a darker blue background. I hope to cut out come
letters in the ice. Think that if I was going to cut out any letters it would be
the word ‘open’. I think this would be good because then I can have the
swimmer after the iceberg. For the cut out text I think for the font I will use I
will have a harder font because it will make it look more realistic and like it is
naturally cut out of the ice.

Evaluation of idea
• What do you like about the idea? I like how the idea is different to the
others and it gives me some freedom to add some of my own ideas to it.
• Does it match what the client wants? It does match what the client wants
but I think not as just one logo. This is good for the ice one but I think I will
need to produce one for when it is not winter as well.
• Are you capable of delivering this? I think I will be able to do this but it will
be more difficulty then the other ideas I have.
• Can you do this on time? I will be able to product this on time.
• Do you have the resources available to do this? I just need Photoshop to
make this so i have everything that I need.

Idea 4
• For my forth idea I think trying to make something that is just mainly about
the text and not an image. I think I can try to make it so there is a swimmer
coming off the end of the might be an issue are the length of the logo and
also making it fit into the Facebook and twitter logo. To combat this I think
that I might have to do text. To make this look ok I will look to use a very
flowing font and this can therefor I can just have the swimmer flowing off
the end of the text.
• A few things that I think the words on top of each other and then the
swimmer under the words.
• I think I will try and have the swimmer as a kind of outline and with nothing
filled in. this will keep in the theme of the font I hope to use and make the
whole thing flow together. For the gaps in between the words I think I will
need to make It so that there is a link between them. I think this is the
case so that it will match with the swimmer under the text.
• For the colours that I hope to use a lot of blues and pinks in the text. For
the swimmer I think that I will try to use a lot of different colours that I will
get from the colours that I put earlier in the document. I think this will
make the swimmer really stand out from the rest of the text. I will try to
use the colours as the a background for the text and have it flowing under
the words.

Evaluation of idea
• What do you like about the idea? I think that the text will look a lot better
in this then the other ideas.
• Does it match what the client wants? It matches a bit on what the client
wants but it does’t have the logo that they wanted without the letters and
also i might need to try some different things to make it the right size for
social media.
• Are you capable of delivering this? I can produce this bit of work
• Can you do this on time? I have the time to make this bit of work.
• Do you have the resources available to do this? I have everything I need to
make the work.

Idea Evaluation
Which of your ideas do you want to develop further? Explain why you think
that is the right idea to take forward.
I think that idea 2 is what I will look to develop. I think that this is the best
idea so far as there is a lot of potential for me to add personal bits to the
logo that the readers can relate with and also my client will like then as it
adds individuality. I don’t think I will have this as a logo but as a banner. I
think this will be best as the text is most likely going to have to be horizontal
rather then stacked on top or each other it will be quite long therefor I think
it would be good for the bottom of the banner with something above it.
I think for the wave I will have a none consistent wave a bit like the one on
the right. I will also try to add things to the wave like fish or birds. This will
make it so that you get the feel it is outside. I think I will try to have a
swimmer above the wave. I will try to do this because it will fill the space
above and also give me some space to make it interesting and have a main
subject in the

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?
It is suitable for the target audience
Suitability for client?
The client is happy with the idea.
Appeal of the work:
Timescales for production:
I will have the time to make the logo and change it if needed.
Costs: there will be no cost for me.
Personnel:

Assessment of final ideas
Legal and ethical issues: there should not be any legal or ethical issues.

Competition/Market research:
Who is in competition with your client?
What is their design/photography/marketing/promotional/advertising work like?
What wider market is your client part of? Undertake research in to that market. This could be in the form of sales
figures, audience figures, turnover, job roles, customer base, market share, rules, regulations and codes of practice.
Existing work from my client: my client has a logo and they are happy with it. This is why
they wanted it to be mainly themed on something that they can use at a certain point In
the year. Currently my client uses Blogger to post there blog posts. This is fine but
doesn't’t look very professional. To change this I will try to make my client a different site
for them to use on. To make this I will try to make it on one of the online sites made for
making your own website (wix). I will do this because it will most likely be cheaper and
faster then getting someone to do it. I hope to do this with my client as I think that this
will be the best way for me to get it right first time. As well as this my client has the
domain already so it will make it a lot easier and cheaper. I hope for the style of the
website to make the same style as the other work I have done.

Competition:
There is not much competition for my client. As the topic of the blog/book is open
water swimming there are not many bloggers that are focused on this. A lot of the
things that are on this topic are trying to make your swimming faster not for
entertainment. Most of the competition is in the magazines as they often have a
mix of information and entertainment. For my client the best way for them to use
the magazines it to try and get in them and also try to use then as an advertising
platform. As there is a small field of readers and people who are interested in open
water swimming and therefor they need to try and focus on getting more people
into open water swimming rather then battling for market share. The main
magazine is outdoor swimmer magazine. My client has done some work for thier
magazine but I think it would be good for them to keep on doing this.
As for blogs there are some out there but they often are mainly meant to help
people get better at swimming in the open water or helping with moving from a
pool to outdoors. This is not what my client is trying to get across therefor I don’t
think they are direct rivals. As well as this a lot of blogs are from swim clubs giving
updates to there members on upcoming events and meetings.

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.
There is one main target audience for open water swimming and that is middle aged
adults. There is not really one dominating gender but there is a clear age group. I
think this is the case because a lot of people of younger ages just learn to swim and
then stop where as middle ages people might be more open to swimming outdoors.
As well as this a lot of the outdoor events are long often taking hours and a lot of
younger people don’t want to do this. There are more younger people doing
triathlons and they do have open water swimming in then but a lot of the clubs are
separate.
Of all water sports, not including Hiking around the water, open water swimming is
the most popular in the Uk in 2016 and 2017. it is also growing and has a lot more
people have taken up the sport over the last few years. I think as well there are more
events on and this can help getting new people involved.

As my client is also middle aged and therefor wants to appeal to people of the same
age.
From the reader numbers of the blog most of the people reading it are from the UK
followed by the USA. As well as this a lot of the places after this are from Europe.
For the gender of my clients audience the readers are mostly women. Therefor the
things my client does need to mainly focus on then. As well as showing this on the
blogger stats I can also see it on www.yougov.co.uk that there are more women
swimming compared to men.
As well as swimming the audience are also going to be interested in riding bikes and
running as a lot of the time triathlons and open water swimming.
In open water swimming there is a lot of opportunity for charity work and my client
has been supporting candle lighters for the time that they have been swimming. As
the general audience is older they have a higher chance to donte.

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.
The current logo as seen on the left is simple and effective. As
my client likes it, I decided to make one that can be used for
specific events or time of the year. As for the banner currently
my client doesn't’t have a banner. Because of this I will try to
make a more general banner that can be used all year round.
For the website my client is currently using it is a blogger one.
And I think a more official website will be a lot better and make
them grow faster. Also there is space to have advertisements of
the clients picking and also space to advertise the book.

Treatment
Banner- my banner will have ‘open water woman’ across the bottom with a flat line above
it going down in the middle to connect to both ends of the ‘W’ in water. On this line there
will be some waves and also some other things relating to the blog such as a shark and
some fish. Above this I will have a swimmer made up of words that can be whatever my
client wants. Lastly I will have the social media logos and @openwaterwoman above the
swimmers leg.
Logo- for the logo I will have an iceberg with above and under the water showing. I will
make the text under it and I will have piled word on word. For the word Open I will have
that so it is part of the ice and I will find a way to make seem like it is part of the ice.
Website- for the website will do it so that on top I have got the banner with the same font
as I have for my logo and social media banner. On it I will have all of the sections of the
website. Under I will have the main blog where the latest posts are at the top. On the right
of the main blog I will have a section with information, advertisements and news updates.

Timescale:
For my timing I think that I will be able to do the logo and banner but might not be
able to do the website. I think this will be due to my logo taking a long time as I will
be making it all myself and therefor it might take a while to make it and also work
out how to make it.
I plan to make the banner first and then the logo after. I think this is the best way as I
will be able to get some feedback from my client as I am making the second product.
As my logo will most likely take longer to make it will give my client time to get back
to me. After this I will try to change my banner to what the client wants. I think this
is the best way to go as after this I will have 2 finished pieces of work and can fully
focus on the website if I have got time to make it.
I have everything I need to make my work and just need to make it.

Idea development pro forma

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