Client & Project Name *
Good Gravy / Artisan Food Co.
Date when produced *
Thursday, October 10, 2013
Project Type (e.g. App
Page Layout, Print Design
Design, Book Design,
Branding, Motion Graphics,
Packaging, Print Design,
Signage & Wayfinding,
Website) *
Rationale *
Role: Graphic designer (Solo project)
Objective: Established in 2013, Artisan Food Co. is a food company offering
three areas of food services; catering, restaurant and shop with food related
products such as spices; herbs, teas, meals, baked goods, etc. The company
encourages wholesome living with an emphasis on using whole foods. A
sense of community for this business is important by way of sourcing and
supporting local, like-minded businesses. Owner/chef of Artisan Food Co.
also enjoys writing as a passion. The objective of this project is to create a
monthly newsletter that the owner/chef can use as a writing outlet and work
towards promoting the business by providing valuable information for
wholesome living while bringing together supporting businesses.
Target audience: Local (Nipissing District), women, aged 25 – 55, household
income >$80,000, interest in health and wellness with a desire for quality
culinary experiences.
Concept: The project is to create a light, easy to read, printed newsletter
that provides valuable information to readership in efforts to create a loyal
audience, for a means of promoting Artisan Food Co. and its partnered
businesses. Good Gravy is distributed primarily as an 8-page printed
booklet with articles published separately on the business’ blog and through
social media. The newsletter must accent the existing branding of Artisan
Food Co., while standing apart as a separate initiative. The design must
represent the quirky nature of the written material provided by the owner/
chef.
Challenges: One challenge on this project was working with a client who
insisted on being active throughout the entire design process. Although an
asset to the project, certain challenges did arise on the technical side. For
example; multiple font sizes throughout the body copy, created issues with
readability. This was addressed by educating the client on the importance of
consistency in design and layout. Additionally, more content was provided
than the original plan outlined. This required reworking of the original
content plan to allow for more room where needed. Some content was
chef.
Challenges: One challenge on this project was working with a client who
insisted on being active throughout the entire design process. Although an
asset to the project, certain challenges did arise on the technical side. For
example; multiple font sizes throughout the body copy, created issues with
readability. This was addressed by educating the client on the importance of
consistency in design and layout. Additionally, more content was provided
than the original plan outlined. This required reworking of the original
content plan to allow for more room where needed. Some content was
shifted to the following issue, and selected imagery was removed.
Process: The first step was to create a name for the publication that was all
encompassing. A brainstorming session was set up with the client to discuss
and develop an appropriate name. ‘Good Gravy’ was chosen due to its
obvious food relation – being the sauce that brings a meal together, as well
as its slang version for meaning, ‘all is good’. Once the name was chosen,
the next step was to map out the interior of the publication for the content.
The content plan included elements to address the owner/chef’s passion for
writing, valuable information for the readership and a page dedicated to
community and business partners. Once the content was written and
completed the roughs were developed for content formatting and
placement. Photography was arranged and hand drawn illustrations were
digitized. The design was then refined with the client for final approval and
printing.
Outcome: This project was incredibly well received by clients, business
partners and the community. Results were tracked by creating a place for
email signup for those interested in receiving a copy of future issues of the
newsletter. By the fourth issue, readership had tripled and continues to rise.
Verification: Indicate that
you have addressed every
issue in your rationale
above. *
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Your Role
Project Brief
Research and Analysis
Design Process
Design Solution
Special Circumstances
Is this project available
No, I will upload file according to instructions
online (e.g. website,
below
motion graphics or any
other video project, online
portfolio, behance profile)?
*
Project 2
Client & Project Name: Artisan Food Co. / Good Gravy
Project Type: Page Layout, Print Design
Date: October 1, 2013
Role: Graphic Design
Project 2
Client & Project Name: Artisan Food Co. / Good Gravy
Project Type: Page Layout, Print Design
Date: October 1, 2013
Role: Graphic Design
Project 2
Client & Project Name: Artisan Food Co. / Good Gravy
Project Type: Page Layout, Print Design
Date: October 1, 2013
Role: Graphic Design