Idea development pro forma

CLIENT PROJECT
PRO- FORMA
Joe Headford

Client Brief
This is the brief that I was provided
by my client, Simon, owner ofThe
Little Ripon Bookshop.
It specifies the products that I am to
design as well as the details and
potential art to be included on the
actual products.

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.

Important Information
This is a list of the client details and important
information that I need to include in my works,
more specifically the roller poster:
■ Name:The Little Ripon Bookshop
■ Address: 13Westgate, Ripon, NorthYorkshire,
HG4 2AT
■ Tel: 01765 606689
■ Web: www.littleriponbookshop.co.uk
■ Twitter: @litriponbkshop
■ Facebook:
www.facebook.com/littleriponbookshop

Important Information
Services offered:
■ New books
■ Gift cards
■ Cards and stationary
■ Quick ordering service
■ Recommendations and advice
■ Author events
■ Second hand book search
Opening hours:
■ Monday to Saturday – 9am to 5:30pm

Font Choices
Courier New:
The Little Ripon Bookshop
THE LITTLE RIPON BOOKSHOP
Complimenting Font:
The Little Ripon Bookshop
THE LITTLE RIPON BOOKSHOP

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.

Postcard - Idea 1
This idea is probably one of the easiest designs for me to
produce as it will require very minimal editing and will at most
take only a couple of hours to produce (shoot included).
I would like to produce a simple postcard design that will show
off the fascia of the Little Ripon Bookshop.This seems to follow
the style of holiday postcards as it simply shows off one specific
somewhat attractive area of a location (in this case Ripon).
Below I have included the potential colour schemes and sets that
I could use in my work to create an interesting and colourful
piece.
As with my following work I will require a specific measurement
to work from in order to ensure that my client can utilise the
products that I produce.
The postcard design for example will have to be exactly 6 inches
in width and 4 inches in height. As well as this, the post stamp
section of the postcard will require to fit the standard UK stamp
size which is 2cm x 2.5cm.

Evaluation of idea
■ What do you like about the idea?
I think this is a very good idea and allow me to produce a simple, and attractive product that a customer will like.
■ Does it match what the client wants?
This idea falls directly in line with what the client wants as they specifically stated that they would like to have a picture of
the front of their shop and for this to be included in one or more of the products that I am designing.
■ Are you capable of delivering this?
I believe that I will be able to create this. The only difficulty may be getting an nice image due to the weather in the area.
■ Can you do this on time?
Producing this simple product on time should not be a problem at all. The longest part of this production will be taking the
picture and for the postcard itself I can use the same template for each design.
■ Do you have the resources available to do this?
I can easily produce this image from at home as I only require simple photographic editing and a camera, both of which I
have access to.

Postcard - Idea 2
For the second postcard idea I would like to create an even
more minimalist design that simple shows of the Little
Ripon Bookshop brand through the use of the initials of the
brand on a block colour background.This would be an easily
recognisable as the Little Ripon name.
I would use, as the background a solid block blue colour as
specified in the brief by my client. I might even include to
edge and corner details, similar to that traditionally found
on some import letters and invitations.
Alternatively I could use solid lines in white to compliment
the blue and maintain a modern and very clean look to the
image.
This could also compliment the aesthetic of the shop as it
carries a modern, contempory design with traditional
aspects that fits in with the current market and popular
trends of design.

Evaluation of idea
The simple design and attractive features will allow me to more easily produce an
appropriate and aesthetically pleasing product that fits my clients brief.
My client specified that they wish to have a simple design tat they can use universally for
all customers no matter what book or product they purchase. having a simple design
would allow the product to advertise the bookshop while still remaining as a functional
and aesthetically pleasing piece of work fitting the brief.
I believe that I am capable of delivering of this work because of the simplicity of the
design.
As previously mentioned the simplicity of the design will ease production and therefore
allow more time for improvements.
I only require Photoshop and an internet connection to complete this therefore I can
complete this production both at home as well as at college.

Roller Poster - Idea 3
A roller poster is a banner that is presented standing upright on a
mounted stand with a support acting as a spine making it very portable,
convenient and very useful for anyone that would wish to advertise their
business or company at events.
My client wishes to have a roller poster that will successfully advertise
the Little Ripon Bookshop image as well as provide the viewer wit
essential information in regards to the business and the services that it
can provide to both new and current customers.
I will utilise a mixture of block solid colours to create a large and
attractive informative design that accurately advertises the Little Ripon
Bookshop using appropriate imagery and theming that will attract new
customers to the shop.
I will used the gentle pastel blue found on the outside fascia of the shop
as a background colour and include the shop front name at the top of the
banner stylising the whole piece as if it was the shop front, even go so far
as to include brick work at the edges as found on the shop front to either
side.
Essential information will be detailed as windows and features on the
shop front and will utilise a separate font style to the logo and name as
specified in my brief as this contrast of text style will only make the
image more attractive.
I will attempt to combine a mixture of modern comtempory styles with
vintage ‘typewriter’ look to in keeping with the shop theming.
As shown in the photograph to the right and as mentioned previously in
regards to my postcard design I will require a specific and set
measurement of size for my work to ensure that my client can make use
of the design universally without any need to stretch or warp the image.
The measurement for this product will be as illustrated: 80cm by 200cm
(800mm by 2000mm).

Roller Poster - Idea 3
These are some rough notes made by my client during a meeting that I had with
them in regards to the direction of design being taken by my production.These are
incredibly rough design notes, however they outline the desires of the client of in
regards to the design of the roller poster specifically as well as the positioning of all
assets on the page.

Evaluation of idea
I like this idea because it will help to advertise the Bookshop in a stylish and fitting way that will help to advertise with the
same theme as the front of the shop. This means that I am therefore showing on the poster exactly what a potential
customer can expect when they find the shop and could even serve a purpose of helping them to find it as they would
recognise the style and design.
Yes, jus as my client specified, they want a attractive and aesthetically pleasing yet informative poster that they can take
anywhere to any event. As provided in my previous slide, my client create his very own design that he would like
I can, this will be the most production heavy product be cause of the need to from scratch produce a new work that
accurately and completely shows off the best of the shop an its services.
I believe that I can as all I require is some focused time to produce a piece that fulfils the clients wishes.
I do, I only require the most basic resources so I could easily produce this work at home just as well as at college.

Bookmark - Idea 4
I, by following the brief, will produce a simple bookmark
design to help make the bookmark more attractive to a
greater range of people.
This idea will be a simple block colour covering the whole
front of the bookmark as well as a small section of text
reading “you know where you are…” and on the reverse
side with the shop address “…and now you know where
we are.”
This fits the purpose of the product itself as well as
creating a simple, attractive and somewhat amusing
design that is fit for the target audience.
Most importantly it will make the person reading the
bookmarks information think about where it came from
and possibly push them to revisit the bookshop and
rediscover or discover the physical location and the
people who run it.

Evaluation of idea
The simple humour of this idea provides me with an easier method through which the product
can grab the audience’s attention and can almost create a dialogue between the viewer and the
product and maybe even the shop as a business. (my client).
This design is a perfect match for my client as the idea itself was a suggestion produced by them
for the project and so it is exactly fit for the purpose and target audience as the laid out the
specifications and I followed it as they wished.
I am, the simple graphics and text mean that the product is somewhat easier to produce that my
other products, especially the roller poster.
I can, as mentioned above the work is simple and easy to produce therefore requiring less time
that usual to create.
I simply require access to a computor with Adobe Photoshop. So yes.

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 will be developing ideas 1, 2, 3 and 4 as these are the most capable and
will be the most successful for production I believe.
They are by far the closest design ideas to my client’s specification found
in the design brief.

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
x
There was very little
development or processing for
idea 1 because it was a simple
image and design meaning that
I simply had to raise the
brightness, and contrast of the
image and that is it. However
the reverse side took a little
more work require the creation
of a postcard back including all
essential information.

Developed Idea 2
I did not produce or even develop idea 2 as the client did not like the idea
of a second postcard following further discussion and decided that they
would prefer to have just one strong design for universal use.

Developed Idea 3
This was by far the most challenging document to
product simply because of the sheer size of the
document that I was working on.
2m by 80cm on Photoshop was a very demanding size
for processing and so my personal computor was no
where near capable enough to successfully and
efficiently handle. Because of this my work flow was
originally compromised, however the computors
available to me at college were more than sufficient to
handle the task of processing.
However, other than the technical difficulties the
development of this idea went quite smoothly as I was
provided design specifications by my client and so simply
had to follow a basic plan.

Developed Idea 4
For this idea I tried to keep in line with the design brief in
using a simplistic design utilising block colour and text as well
as small simple imagery to advertise the shop front to the
audience.
I found his to be a particularly easy design to produce as the
vector graphics can be easily manipulated and the small size
of the canvas made the work easy to manage.

Assessment of final ideas
Suitable for audience?
I believe that my ideas were more than suitible as the simple design and block colours fits with the
aesthetic of the shop as well as with the design features of the business.
Suitability for client?
As mentioned above, my designs fit well with the design and aesthetic of the shop facia and design
feature of the business. I also ensured that my works fit in line with the brief that was provided to me by
my client and checked throughout that it was appealing to them.
Appeal of the work:
The work is colourful, inviting and bright drawing a viewers attention to the essential information. The
roller poster for example successfully allows my client to almost take the shop with hi to events and more
successfully advertise the shop facia and the business.
Timescales for production:
In total, going back and forth from my client the production took the full 2 week period of the production
time given.
Costs:
There were no costs for the production.
Personnel:
Other than driving myself places there were not personal effects to myself and I did not need to hire or ask any
one for help during the process.

Assessment of final ideas
Legal and ethical issues:
At the beginning of the project I had to enforce the copyright law to my client as they
wished to included copyrighted characters and designs in the work to be produced.
However other than this there were no other legal issues and there we exactly zero
ethical issues dude to the nature of my work.

Competition/Market research:
Who is in competition with your client?
In Ripon there are no other bookshops so the only potential competition is the large supermarket but even that has a
very small selection meaning thatThe Little Ripon Bookshop is the only business in the area of it’s type.
What is their design/photography/marketing/promotional/advertising work like?
The design of the shop facia and the website and subsequent facets of the media used by the shop for informative
and advertising purposes follow a very simple method.The design uses a light blue as its base colour and also a basic
design based on paper.
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 bookshops is a unsurprisingly large market. Chain shops such as W.H. Smith’s andTheWorks
are two examples of the larger and greater market for books. Additionally websites and online services such as
Amazon can also be competition.

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 target audience for my works are between the ages of 15 and 60.The large grouping is due to the nature of the
bookshop.There are books for all ages throughout the shop and so the imagery has to appeal to a greater number of
people from all ages and all backgrounds.
However, Ripon and Harrogate greater is a rather affluent area and so those within the Bookshop’s local area are of a
socio-economic status of C1 to AB. Because of this I will not include information about price or value but instead
more focused on the quality of the shop, the services offered and the products availible.

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.
Similar shops and markets follow a very similar design pattern as my client by creating simple and clean nostalgic
design that appeals to those of an older generation as well as the younger more modern generation.

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
In my project you will see the advertisements and works that I
produced for my client,The Little Ripon Bookshop.
I used vibrant colours and solid graphics and text to keep in fitting
with the themes and aesthetic of the shop itself and to excite
people, let them know visually exactly what the Little Bookshop
has to offer Ripon as a community and you as a person, and
potential customer.
You can see that I managed to get photographs of the shop to
show off the colour and the inviting nature of the shop itself.
I ensured to make the work appeal to all and you are bound to find
out something new and be excited by the chance to visit such an
idyllic little shop.

Treatment (visual elements)
The visuals that I used in my work is colourful and simple making it
aesthetically appealing to a wider audience no matter the age.
I made sure that the text fitted to the imagery and was easy to read and
unintimidating to all meaning that you don’t have to be an adult or teen to
feel like you can approach the shop or those that run it.

Timescales:
You should prepare a production schedule that will allow you to manage your time over
the 3 weeks of production.This should include:
• Deadlines: Interim deadlines help you keep on track, final deadlines are final.
• Availability: The availability of the client and any other people you may need to help
you with your project.You will need to contact them.You might to do visit.You may
need to liaise with models, or photographers.
• Feedback: This is a working brief with a real client.You will need to get feedback on
your work and also allow yourself time to make appropriate changes. Plan appropriate
time in to you schedule so that you can do this.
• Resources: You should include a list of resources that you will need to complete your
project. Remember that this all needs to be your own work

Day Client meeting Work to complete Done?
Mon Meeting to discuss potential works and
brief
Postcard photography x
Tues Postcard reverse x
Wed Postcard complete x
Thurs Poster begin and
experimentation
Fri Meeting to review completed works
and discuss potential improvements
/no more second
postcard
x
Sat Bookmark x
Sun Bookmark and poster x
Mon Meeting with client
Tues Roller poster to be
completed with info
x
Wed Meeing client to review completed
works and to discuss potential
improvements and any extra idea
required.
Pitch with tutor.
Bookmark x
Thurs Poster completed x
Fri Final meeting to review works for
completion.
Sat Evaluation Begin x
Sun
Only required resources:
• Camera
• Computor
• Photoshop software

Idea development pro forma

More Related Content

What's hot

Similar to Idea development pro forma

More from JoeHeadford

Recently uploaded

Idea development pro forma