CLIENT PROJECT PRO- FORMA

Chris Bailey

Mind Maps/BrainstormsStart 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.

Mind Maps/Brainstorms (Postcard)

Mind Maps/Brainstorms (Poster)

Assessing ideasNow 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(Postcard) Postcard -Landscape -White Background -Sharp image of motorcycle facing directly at reader (front tyre, headlight, forks, bars) on the left -Right side text ‘Free Gift Voucher’ in large bold red Ariel font -Top right Lexmoto Logo -Very clean & subtle appearance -Rear right hand side include “Name, Address, Email Address, Date of CBT, Date of Lexmoto purchase,

Registration of New Lexmoto.” -Rear top left side include 2 stamp boxes (78x38), one above the other Rear bottom include “You’ve used a Training school that is a Lexmoto partner. If you purchase a Lexmoto

motorcycle or scooter you are eligible for a free Lexmoto gift. Simply complete this card with stamps from your training school and selling dealer and send to: Lexmoto Training – Llexeter Ltd, 15-18 Greendale Business Park, Woodbury Salterton, Exeter, Devon EX5 1EW”

This postcard idea will follow what the client has asked for perfectly. I have decided in this idea that I will place everything where the client wants it to be and follow all of the colour and font schemes in order to provide a basis to grow from. By creating an exact replica of what the client has asked for I will be able to gain feedback or suggest changes that might look better. The client may react negatively to the basis postcard which will allow it room to grow and expand in quality. I feel it is important to start with the basis so that the client can see exactly what they asked for rather than quickly veering off into my own design preferences too soon.

Strictly Needed

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Evaluation of idea What do you like about the idea?I like the simplicity of this idea, it suits what the client would like perfectly without straying from the guidelines at all. The placements of objects and texts, as well as the colour scheme suit the Lexmoto client on a very simplistic level. Does it match what the client wants? It certainly matches exactly what the client wants in all aspects, this design is very simplistic and follows all the key elements that the client has wished for. The style also clearly suits the design of the website and advertisements meaning I have followed the house style well. Are you capable of delivering this?Yes I am capable of delivering this. The design is not complicated nor will I run into copyright issues as I will be able to use an image from the Lexmoto gallery. I simply have to create the work on Photoshop and send it to the client, so no printing is required. Can you do this on time?Yes the process will not take long at all, there for I will be able to quickly put it together following the guidelines I have been provided with and then send it to the client. Do you have the resources available to do this?I will need no more than Adobe Photoshop and the internet to create this piece of work. I will be creating most of it from scratch on Photoshop and the images sourced will be those that the client has sent me or from the clients website.

Idea 2 (Postcard) Postcard -Landscape -Dark black background, possibly including bokeh or city lights/slow shutter speed style -Sporty/Aggressive black motorcycle image protruding from the darkness (probably the Lexmoto ZSX-

F) -Lexmoto Learner logo on the top right of the postcard -White or red text potentially using red or white strokes, placed on the right hand side of the postcard -Rear right hand side include “Name, Address, Email Address, Date of CBT, Date of Lexmoto

purchase, Registration of New Lexmoto.” -Rear top left side include 2 stamp boxes (78x38), one above the other Rear bottom include “You’ve used a Training school that is a Lexmoto partner. If you purchase a

Lexmoto motorcycle or scooter you are eligible for a free Lexmoto gift. Simply complete this card with stamps from your training school and selling dealer and send to: Lexmoto Training – Llexeter Ltd, 15-18 Greendale Business Park, Woodbury Salterton, Exeter, Devon EX5 1EW”

This postcard will be straying into a more advanced style, rather than following right between the guidelines that the client has set. I will be including more visual texture and dynamics, as well as trialling a mysterious and ‘badass’ atmosphere as opposed to the simplistic style that has been suggested by the client. I believe that this style will be more attractive to the consumer and will intrigue them to find out more about the free gift and benefits of buying a Lexmoto. I believe the postcard should excite the consumer after they have completed their CBT and left the training school. The ‘Urban Night’ styling has been taken from my most memorable riding experiences, and many motorcyclists will agree that urban night riding is spectacular and unforgettable.

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Evaluation of idea What do you like about the idea? I like that this idea is out of the box that the client has set. I have followed the positioning and font styles

that the client has suggested but in terms of the main graphics I have decided that an ‘urban night’ theme is more attractive and connotes mystery and night riding, hopefully leading the consumer to do more research into the bikes.

Does it match what the client wants? It matches what the client wants in some of the elements including font and positioning of information on the

rear side of the postcard. I have brought my own ideas into the main graphics as I believe they will be more successful in capturing attention of the consumer.

Are you capable of delivering this? I am certainly capable of delivering this, I will not be changing much from the initial idea apart for the main

graphics. To make these graphics I will use heavy editing and not have too much of a fixed idea, this will express the spontaneity of motorcycle riding through the imagery.

Can you do this on time? I can definitely do this on time, I will be able to use the PSD files from my initial idea mostly and then

recreate the graphics to suit the new and improved ‘Urban Night’ styling. Do you have the resources available to do this? I have all the resources needed to create this idea. Unlike the initial idea, I may need to capture some

images using my own camera. The reason for this is to have very dark images that still have some digital texture to them that will show up in post processing rather than using pre-set pure black backgrounds.

Idea 3 (poster) Poster -A3 -Portrait -Pure white background -Large Black & Red Text -Large Motorcycle Image (front of motorcycle) -Text should be present – Title: “Free Lexmoto Gift” Sub text: “When you purchase a

new Lexmoto -Lexmoto Learner Logo On the top right Possibly a light tarmac texture upon the white background

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Evaluation of idea What do you like about the idea? This idea is very simple and will suit the initial postcard design. The simplicity of this poster

matches what the client has asked for and I haven’t done much else. This poster creates a basis to work from before I begin to make my own personal touches to the work.

Does it match what the client wants? Yes it matches what the client wants very closely, I have not used any ideas or styles that

are outside of the box and that keeps everything simple and to the preference of my client. Are you capable of delivering this? This poster is not complex at all. The hardest part will probably be finding an image I can

use that is of high enough quality to fit the A3 poster well. Can you do this on time? I will be able to do this on time because it is not a very detailed or design heavy poster.

This is the basis poster and there for will not go through as much development as my latter ones may.

Do you have the resources available to do this? I will only need to use Photoshop and the internet on the Mac to complete this poster.

Idea EvaluationWhich of your ideas do you want to develop further? Explain why you think that is the right idea to take forward.

I am going to take forward the basis models of my poster and postcard. The reason behind this is because they are replicas of exactly what the client wants which at this moment don’t have much space for designs or ideas that are a little outside of the box. I am hoping that once I have produced exactly what the client has imagined, the client may begin to let me experiment with different ideas and expand the diversity of poster/postcard styles.

I am also going to take forward my idea of giving the postcard and poster an urban night theme which will make the products more visually appealing and create a sense of mystery which will hopefully give the consumer reason to look into the details further. This style is slightly different to what the client has asked for, although I will keep the main elements the same and simply put my own personal touches in terms of theme.

DevelopmentUse 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 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 (Clients Initial Idea)

FREE GIFT VOUCHER

#DF0626.

Red Lexm

oto

Diamond Colou

rRed.Lexmoto

Website

Colour

Black.

Black Lexm

oto

Font Colour Grey

.

Grey Le

xmoto

Website

Sub

Colour

Developed Idea 1These images show how I

will follow a subtle and strict colour scheme and

design style throughout my first idea development.

These styles will be carried through the postcard

design and also the poster design.

The patterns shown on the colour schemes express

the colours that will suit it well, these are similar

colours that will not look out of place around the

main colour.The boxes of colour show

quite different colours that should technically fit in

well.Colour Scheme

To Match Red Logo

Colour Scheme

To MatchBlack Logo

Text

Developed Idea 2

Colour

Scheme

To Match

Black Logo

Text

Colour Scheme

To Match Red Logo

I will be using these fonts, colours and styles upon a poster and postcard which follow a dark and mysterious theme. I hope to make the graphics a lot more interesting than Idea 1 by including more visual diversity. I will be using the similar colours in terms of text colour as it is something the client is quite confident in sticking to.

Assessment of final ideasSuitable for audience?The final ideas are suitable for my audience as they are very specific to the product and brand that they have interests in. My audience are mainly aged 16-19 and male, I have included colour schemes and fonts that are representative of maturity yet also represent the speed and excitement of riding a motorcycle.

Suitability for client?I have followed closely what the client would like in terms of the entire design in one of my final ideas. The other final idea has some tweaks, mostly in terms of colour scheme. The reason for this is I personally feel it could be more successful in appealing to the audience if it followed a less simplistic and relaxed design scheme.

Appeal of the work:The first idea simply follows very closely with what the client wants. The design is very simple and follows a strict colour scheme that I have been set with. The secondary final idea is a lot more expressive and likely more appealing to the audience. Here I will be including a design scheme that I personally feel would appeal to young motorcyclists. The designs will be representative of riding and will not only promote a reason to buy a Lexmoto but will also promote an atmosphere that the audience will experience on a Lexmoto.

Timescales for production:I will have 3 weeks in order to produce my work for the client. I will create my initial final ideas and then develop them. During production I may ask my client if he would like more work created for fit the production timescale as it is longer than I will likely need. If I am not set new tasks I will continue to develop new styles for the products he’s asked for.

Costs:My final ideas will not cost me anything as I have all the tools that I will need available. I have decided to use images free of charge from the Lexmoto website (agreed by my client) for my work. I will not be needing people to photograph and the fonts I am using are all free of charge.

Personnel:I will not be needing the assistance of anybody other than my client who has said he will provide me with full quality originals of the images on the website.

Assessment of final ideasLegal and ethical issues:

I will have to make sure I do not run into any legal or ethical issues in my production. This could include using images or fonts that are for personal use only. As this work may be used commercially I could experience major issues in the event of legal action against Lexmoto or myself regarding the products that have designed.

RESEARCH

Competition/Market research:

Who is in competition with your client?

There are 2 main competitors to Lexmoto, these are other companies that import, improve, and rebrand Chinese motorcycle. These companies are Sinnis & Zontes motorcycles. Although relatively behind in terms of success compared to Lexmoto, Sinnis and Zontes are still a competitive alternative to Lexmoto based on price and bike quality. Zontes & Sinnis do not appear in the UK’s top 10 motorcycle brands spanning over all motorcycles power ranges, but in terms of the 125cc market they are competitive.

What is their design/photography/marketing/promotional/advertising work like?

Lexmoto has had the most successful marketing & advertising compared to its competitors although there is not much content to show. Lexmoto hasn’t had a large promotional and advertising budget, there for a lot of their promotion and advertising is done through their social media and through dealerships. Lexmoto attended the Motorcycle Live show at the Birmingham NEC in 2015. The year of 2015 had been their biggest year of sales and they’d become a 125cc market leader in the UK. The Motorcycle Live show was Lexmotos biggest public promotion and set a milestone in the budget 125cc motorcycle industry.

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.

Lexmoto is a contender of the 125cc market. The 125cc market has boomed in recent years due to new motorcycle license regulations. This means the prices of some 125cc motorcycles have risen massively as the demand is so much greater. In January & February 2016 Lexmoto followed closely behind Honda & pushed Yamaha down to third place in new UK motorcycle registrations. The typical customer base of Lexmoto is those aged 16-19 as this is the age that strict 125cc motorcycle regulations apply to, but many new riders of an older age will buy a cheap 125cc motorcycle to use whilst gaining their full motorcycle license.

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.

Lexmoto is targeting those who have just passed their CBT, the initial motorcycle license. Data from 2014 shows that 85% of CBT certificates went to Males and only 15% to females, these statistics are likely similar to the gender categorised sales from Lexmoto. This license allows you to only ride a 50cc from the age of 16 and a 125cc from the age of 17 and there for Lexmoto is an excellent brand for new riders due to their massive range of models. The vast majority of Lexmotos audience is those aged between 16 & 19, and there for their advertising and promoting is often done through social networking sites as it is very easily accessible by young people. Lexmotos priority age range ends at 19 as that is the age that people can obtain a motorcycle license for a higher powered bike, and many 19 year olds do as the used higher powered models are oddly often less expensive than their lower powered 125cc counterparts due to a lesser booming market.

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 2 main budget 125cc competitors to Lexmoto are Sinnis & Zontes. Below I have included screenshots of each website and included a premium motorcycle brand website (Honda). Lexmoto on the left definitely looks overcrowded and too cramped, they have squeezed a whole range of information onto the front page rather than focusing directly bon their own bikes. The 2 competitive brands focus clearly on their motorcycles and provide a more user friendly and attractive website face. Similarly Honda has a much more graphic based front page and a very subtle amount of options to choose from, making the page a lot easier to navigate.

This existing content suggests that my client is wanting a simplistic and subtle design which is clearly not followed on their website. I will be designing more similarly to Sinnis and Honda as they look a lot more professional and clean.

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.

TreatmentI will be creating 2 key products for Lexmoto’s new reward scheme. Lexmoto are aiming to increase sales by giving their customers a free gift once they have purchased one of their motorcycles after gaining their CBT at an eligible training centre. I am designing a poster to promote the reward scheme, this will be presented in training centres that are in partnership with Lexmoto across the UK. Once the customer has gained their CBT they will be given a postcard to take away with them that I have been asked to create. The postcard is the next step in the promotion of the reward scheme but also has productive aspects. The front of the post card will promote the scheme similar to the poster, but the rear of the postcard will have space for the eligible training centre to stamp, then when the customer purchases a new Lexmoto from and authorised dealership they will receive a second stamp. The postcard can then be sent to Lexmoto for verification before the customer can receive their free gift.

Treatment (visual elements)Initially I will be designing the poster and postcard in direct relation to how the client has asked them to be designed. This means I will be following the red and white colour scheme, and the layout of the products that the client has asked for. I will not astray from what the client has asked for in this design to make room for development in my next idea.

The secondary idea follows a more developed and progressive style. I will be straying from what the client specifically asked for as I think the set ideas are a little too robotic to appeal to a motorcyclist and young people. I will be designing a postcard and poster that express the feeling and atmosphere experienced when riding a motorcycle at night. I will be creating colour schemes and editing imagery that represents my favourite riding experiences. I will be using colours and designs that connote the cool air, city lights and motion of the empty road beneath your feet when riding through the night. I believe it is important not only to promote the scheme in the products, but to also promote the what the rider will experience on a Lexmoto. The CBT only allows a rider to experience a very basic and structured riding experience, so the dream of riding through the night on the empty roads will still be fresh in the riders mind. I am going to stimulate the excitement and tempt the customer to buy a Lexmoto and partake in the reward scheme.

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

Monday(AM/PM)

Tuesday(PM)

Thursday (AM)

Week 1 Postcard 1

Poster 1 Poster 2

Week 2 Postcard 2

Learner Logo

Business Card

Week 3 Merchandise

Improvement

Final Review

Ideas!Clear visor business card!