Idea development pro forma

Client Project Pro- Forma
Georgina Whitelock

Colour Scheme Idea Generation
• Idea 1: Idea 2:
Idea 3: Idea 4:
These are 4
examples of colour
schemes that both
I and my client
think would suit
the business card
as they are all
relatively muted
and neutral
colours that won’t
interfere or clash
with the
information that
will be written on
the business card.

Typography moodboard
These are some examples of text that
both me and my client have sat down
together and chosen. My client likes the
idea of a calligraphy, handwritten look
that is still easy for everyone to read.
I feel that these types of text fit my clients
preferences extremely well and will fit
well with her business cards and the type
of business she is involved with as it is a
care based company and having a more
handwritten and callipgraphy styled text
will give off a sense of friendliness andas
if they are big on being caring as it looks
like they have taken time to write it all
out.

Assessing ideas
Now you have generated lots of potential ideas, it is
time to rationalise those against the requirements of
the brief from your client.
Use the next few slides to consolidate your ideas and
then assess them against the requirements and
constraints of the project.
Finally, select an idea to take forward for further
development.

Idea 1:
• My first idea is a business card that follows the relatively ‘Simple yet effective’ theme. This idea will
incorporate the thought of simplicity and getting straight to the point with what the business card is for.
To make this idea a reality I will use a simple and clear sans seriff font that is easy to read (examples as
shown below) as well as including the companys logo in one of the top corners to allow room for the
contact details my client is wanting (e.g. Name, mobile number, email address etc…)
• The business cards will be of the regular rectangular shape (approximately 3.5 x 2 inches) so that they
are easily accessible and handy to give out to people as well as them looking more formal.
• For this idea i will have a neutral colour scheme so that i can let the text and the key pieces of
information stand out and do the talking.

Evaluation of idea
• What do you like about the idea?
• I like how simple yet effective my first idea is, I feel that this idea fits my clients needs and preferences well
without over complicating the business card, keeping it simple helps for people to be able to clearly read
what's on the business card as it won’t clash with any unnecessary colours or distractions on it.
• Does it match what the client wants?
• My first idea matches what the client wants well. Because my client had very little requirements meant I
was able to have some freedom to style the business card in a way that I thought best and looked
professional but also unique.
• Are you capable of delivering this?
• I feel I am more than capable of delivering this idea as I have had lots of practice making similar products
with some more complicated elements in the past. The only problem I would have with this idea was if the
client thought it too simple and I had to change my idea at the last minute
• Can you do this on time?
• I feel I can complete this idea in a relatively short timescale due to the fact that there are no extremely
complicated tasks involved that will take a longer amount of time. There should be no problems to
complete it in more than enough time unless I change my idea at the last minute and have to rethink my
design
• Do you have the resources available to do this?
• The resources I will need to complete this idea (Photoshop and InDesign) will be readily available for me to
use at college meaning there will be no obstacles in that department allowing me to produce my product
in a quick and easy way

Idea 2
• My second idea will be similar to the first one however it includes extra outside work. This idea includes
me going to one of the companies residential homes and taking candid pictures of some of the residents
in their environment. The images will be candid ones of the residents look like they are having a good
time and enjoying their lives at the care home.
• I will take several images and wittle it down to one final image that I will use for the business card, the
image will be quite large and take up almost the entire right side of the business card.
• For the rest of the business card I will use a regular calligraphy style font that includes all the contact
details my client has requested so that viewers can see how to get in touch with the company if they are
wanting more information.
• The shape of this business card will be slightly different as the companys logo includes a shape that I will
follow and make the business card this shape ( a die cut) I will follow the top line of the logo (shown
below) to create a more unique shape along the top of the business card so that it stands out from the
regular rectangular ones yet still fits with the theme of the card as it will be a part of the logo.

Evaluation of idea
• I like how this idea is a more well thought out and includes a few more skills and care in order to make it work. It
isn’t as simple as the first idea yet it still doesn’t over complicate the business card and allows me to show off my
capabilities and the skills in which I have to create a unique and well thought out business card.
• The business card matches what the client wants well as it includes the contact details in an easy to read
calligraphy style font as well as including the logo but in a different and more unique way in which they may not
have originally thought of doing.
• I am extremely capable of delivering this as I have used these types of skills and production work before in
previous projects meaning that I have experience and a good idea in how to make this business card idea a
professional looking reality. The only issue I would have if I am unable to travel down to one of the businesses
residential homes as the nearest one is still quite a long drive away and I may not have access to any transport to
get there and take the images of the residents.
• I feel I can complete this business card on time as all the skills that are involved in creating this business card I
have used before meaning that their shouldn’t be any struggle or hold ups in the production timescale. The only
issue I may have with completing this on time is if I am unable to travel down to one of the care homes in time to
take some images for my business card.
• The resources I will need available to complete this idea would be Photoshop which I can easily access at college
as well as a DSLR camera which I already own (however if I didn’t own one these would also be readily available
for me to book one out through college). Having these resources available allows me to focus more on my
production work as I won’t have any issues in trying to complete my overall idea.

Idea 3
• My final idea is to make the business card double sided so that all of the required information is on the
back of the business card and on the front is just the logo.
• Similarly to my last idea I will use a die cut following the shape of the companies logo, and have the
entire front of the business card with the logo on it.
• The colour scheme will match with the colour of the logo (green) and will resonate earthy like colours as
these are both neutral colours and will match with the logo well. The text on the back of the business
card will also match logo well and be a basic sans seriff font that is a relatively larger size compared to
my other two ideas due to the fact that the whole of one side of this business card will be dedicated to
the information my client needs on the card as well as it also being more easy for people to read.
• My client has since provided me with some old photos of the care homes buildings which I may also
include on the back page of my card so to jazz it up a bit and make it more aesthetically pleasing than
just a bit of card with text on it.

Evaluation of idea
• I like that the idea is different as many business cards are only one sided, I also like how the
logo on this card will majorly stand out meaning that people are more than able to see what
company the card is for.
• It is a good match to what the client wants as it includes the logo in a big and clear size that
people can easily see and all the necessary contact details on the other side of the card that
will be easy to read.
• I am capable of doing this as this is a simple idea that has been developed into making the
card look more unique and original however it doesn’t involve lots of majorly technical
elements meaning I should be more than capable of delivering it to a high standard.
• My client never gave me a set timescale however I feel I can complete this project to a high
standard in a quick turn around timescale so that I can please my client.
• Similarly to the first idea I just need Photoshop to complete this idea which is readily
available for me to use through the college system almost anytime I need it which allows me
to complete my clients business card to the highest possible standard.

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 feel that the second idea would be the most beneficial idea and the one in which my
client would like the best hence why I will be developing this one further. Idea 2
includes some technical elements of die cutting as well as other production work such
as taking images of the residents to show what a nice environment the care homes are
and how well looked after they’d be there, however it doesn’t overcomplicate or
include any extremely technical skills that would take me majorly out of my comfort
zone and would be difficult for me to complete. This idea also includes all of my clients
necessary requirements for the business card meaning that they would also be more
than happy with this idea.

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.

Developed Idea 1- mock up business
card
x
Contact details here:
:
:
:
Faded image ive taken on
the right hand side
Slogan/ tagline here
Die cut (cut out this
section)

Developed Idea 1- typography and
colour scheme.
x Slogan/ tagline to be written in this
font.
Contact details to be written in this font
as it is easy to read and still fits the
clients preferences.
Neutral/muted colour scheme ideas
mixed with an earthy vibe so that it
matches the colour and name of the
logo.

Existing/ previous work examples.

Assessment of final ideas
Suitable for audience?
I feel as if all of my ideas are suitable for the audience. In the end I decided to choose my
second business card idea as that required some extensive work (taking photos) and had a
more unique shape to the regular rectangular business cards that a lot of existing cards
don’t have.I feel that this is the best option as it is still simple enough for the contact
information to stand out so that the audience can clearly see how to get in contact with the
company if needs be. (as this is the whole point of a business card) yet still requires a
certain amount of skill so that its not too simple for me to create.
Suitability for client?
My product I’d say is extremely suitable for my client. This is because my client has given
me very little requirements for the business cards which allows me the freedom to design it
pretty much however I want. However the requirements and preferences she did give to me
are all still included within the card (e.g. the logo , contact information, font style etc…) this
idea also allows me to hopefully complete the project in a relatively quick timescale so that
my client can start using the business cards straight away.
Appeal of the work:
I feel that this project has plenty of appeal to both the client and the audience. The client
will find the project appealing as having business cards will help boosts the businesses
publicity and will save them time in the future as they will just be able to hand their potential
clients professional looking business cards to read rather than them having to hand write
down all of the required information that they are after (which is what the business is
currently having to do) I also think it will appeal to the audience as they will sub consciously
think that the clients business is a professional one if they have readily available and

Timescales for production:
The production for this project will commence on the 9th May 2018 as previous to this date I
have been finalising and perfecting my business card idea. The project will then run through
to the end of the month and will be completed by the beginning of June allowing the client
to start using my business cards at the start of June.
Costs:
The cost of this project will be very little as all the resources I need will be available through
college. I will however need to allow for fuel money so that I am able to travel to one of the
businesses care homes to take some pictures that will feature on the card. It will also be a
small fee if my client is wanting a lot of these business cards made in bulk which will only
be around 25p per card.
Personnel:
There will be no other personnel required in this project as I am capable of doing all of the pre,
production, and post production by myself and using my own (and colleges) equipment and
technical skillset.

Legal and ethical issues:
Realistically there should be little to no legal and/or ethical issues as all of the work I am
producing has either been provided to me by me client or I will be undertaking myself
meaning that it won’t be possible for me to get into any copyrighted situation. The only
way I could infringe copyright laws was if I were to use a font that is copyrighted
meaning I will have to be very careful on making sure that the font style I choose to
continue my project with is completely free of any copyright infringement.
I have already done some research into this and found that a lot of the styles of fonts in
which I would want to use are completely free of copyright meaning that I can use them
freely in my production work.
I have no reason to worry about any ethical issues however as my clients business does
not seem to come across any issues in which ethical issues could be of any problem to
me. The business my client runs is involved in elderly care where there isn’t a large
amount of ethical issues I need to worry about.

Competition/Market research:
Who is in competition with your client?
My clients business is within elderly care which is a largely popular area meaning that there are several other
companies that they are in competition with. For example ‘Four Seasons’ is another company in Health Care and they
are an independent British provider of health and social care services. https://www.fshc.co.uk/
This company owns The Huntercombe Group, a provider of inpatient mental healthcare and brain injury
rehabilitation. They are one of Hill Cares largest competitors as this company has taken over several care homes up
and down the UK as well as them providing an at home care service for those who aren’t ready to give up their own
homes. These two companies are very similar in the fact that they both own several care homes across the UK
however ‘Four Seasons’ has expanded their branch into also providing a homecare service which is becoming more
popular that my client isn't expanded into as they feel it better to have their complete focus be in one area.
What is their design/photography/marketing/promotional/advertising work like?
Four seasons run along the same lines of Hill Care as they have a website that is seemingly kept up to date and
relevant to what it happening within their company. They also have a staple logo which is shown in the top corner of
their website however its not as memorable I feel as ‘Hill Cares’ as Four seasons is more or less written in a fancy font
with a few flowers next to it. Comparing this to the Hill care logo which follows the simple yet effective route as it
incorporates the name ‘Hill’ in to the logo with a slope following the name at the top of the logo. Their advertising
however is very little as last year the company was in the news for how they are urgently trying to keep a lot of their
homes open as they have come under fire for being in debt and are close to bankruptcy. This illustrates to me how
they may not be able to afford any real good advertising and/or promotional work as they are already in trouble s it is.
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.

Competition/Market research:
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.
My client is a part of the Residential and social care market which is a popular and extremely competitive industry.

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.
My client is trying to reach to the older community, both male and females in order to let them
know that if they are struggling in later life that they are there to help and care for them whilst still
allowing them the freedom to do as they please. As you get older it becomes more difficult to do
the most basic and everyday tasks due to your body not being able to work as well as what it used
too. Hill Care expresses their desire to help these vulnerable people in anyway possible whether
that just be if they've just come out of hospital and need somewhere to stay for a while whilst they
recover and can go back home or whether they are wanting to transfer and life there permanently
for the foreseeable future. Those are the kind of people my client is targeting.

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.
My clients company is a care business that has multiple care homes set up all around the UK. When it comes to
researching my client they only really have one main format that you can look at, that being their website. The
company's website is the most up to date piece of media they have and is relatively informative as it gives you basic
contact details for the company as well as showing you all of the different care homes it runs. On their website they
also have a photo gallery allowing visitors of the website to see images of both the interior and exterior of each of the
care homes they run in order to show off how nice they look and to try and persuade people to stay there. However
even this photo gallery isn’t updated too regularly as when I visited one of the home has since been renovated
meaning that the photots on the website are not a reliable source of information. Due to them having a lack of social
platform could potentially limit the amount of clients the company get due to the fact that they aren’t easy to get a lot
of information from online. They have a Facebook page but it’s not yet been fully developed and doesn’t have a huge
following, they also lack a social media presence in the form of Instagram and Twitter as they don’t have any accounts
on either of these platforms. Apart from their main website and Facebook page there isn’t much print media
advertisements either as the company has never had any professionally done business cards that they could hand to
potential clients meaning that I don’t have any previous work to look at or follow giving me the freedom to design it in
a way I think is best suited for the business.

Treatment:
The treatment evokes how an audience will experience what you are making.
Write in the active-voice in present tense. Tell the reader what they will see.
Describe the content of your project.
Write vibrantly, so the reader gets excited about your work. They should be able to
visualise the finished pieces. You could also supplement this with some mood boards or
mock ups.
Be specific—don’t use words like may, might or possibly.

Treatment
I intend to create a business card that is both informative and straight to the point so
that clients can easily distinguish what your business does and how to get into contact
with you if they require further information as to how to get involved with your
business. It will include all of the necessary contact details on there, including the head
office number, you’re work mobile number, the email address you have sent me and the
companies website link. All of this information will be situated to the right hand side of
the business card whilst the logo sits above it in the top corner. Below the logo going the
full width across the business card will be a short yet effective statement explaining who
the company is and what they do, this statement will say the following
“ Hillcare specialise in providing residential, nursing and dementia care, personalised for
you and your family. Our experienced professional healthcare teams and safe and
comfortable accommodation provide residents with bespoke healthcare support.”]
Moving on to the overall shape of the business card I will veer away from the standard
rectangular shape and aim for a more personalised touch by doing a die cut to the card
so that it blends in with the top of your companies logo (hill line at the top of the logo)
to give it a more unique and personalised touch that will stand out to future clients and
make the business look much more caring and professional.

Examples of previous pictures that are on the website
of one of the care homes that has since been
renovated compared too what the home looks like
now
Before
After
An extension
was added to
create a larger
living space.

Timescales:Project Schedule Monday Tuesday Wednesday Thursday Friday
Week 1 9-4:30pm: Pre
Production
(Research)
N/A 10:50-12:20: Pre-
Production
(Moodboards and
sending to client)
1:10-4:30pm Pre-
Production
(Begin looking at
existing business
cards from similar
companies)
1:10-4:30pm: Pre-
production
(look at clients
feedback and
improve)
Week 2 9-4:30pm: Pre
Production
(Create mock up
design of layout of
business card)
N/A 10:50-12:20: Pre-
Production
(finish mock ups
and send to client)
1:10-4:30pm Pre-
Production
(look at clients
feedback and
make any
necessary
alterations)
1:10-4:30pm: Pre-
production
(room for
improvement)
Week 3 9-4:30pm:
Production
(Begin designing
shape of business
card)
Go to one of the
care homes to
take specialised
images for the
business card
10:50-12:20:
Production
(Add in contact
details and start to
distinguish colour
scheme)
1:10-4:30pm
Production (Post
production on the
taken images and
wittle it down to
one photo)
1:10-4:30pm:
Production
(add chosen
image to the card
and place logo on
it)
Week 4 9-4:30pm:
Production
Finish producing
card and send to
client for approval
N/A 10:50-12:20:
Begin Evaluating
1:10-4:30pm
Evaluate
1:10-
4:30pm:Finish
Evaluating

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