Idea Development

1. CLIENT PROJECT
PRO- FORMA
Millie Casemore

2. MIND MAPS/BRAINSTORMS

3. MIND MAPS/BRAINSTORMS

4. MIND MAPS/BRAINSTORMS

5. 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.

6. Idea 1
My first idea was to create a brochure that is trifold and is designed to be handed to people
to advertise the business. It will also be designed so people can gain information about the
business and what it has to offer in terms of services. The colour scheme used will be what
the client has asked for (pink, blue, purple and cream) because this is what is stated in the
brief. There will be a nature theme because my client has asked for a nature theme and this
fits in well with the business. Butterflies will be a recurring theme throughout my brochure
because my client said she likes butterflies which implies she wants it to be a theme in the
work I’m going to produce. I would like to use butterflies around the border of the page and
possibly include it into the logo, I think this could create a nice effect.

7. Evaluation of idea
WHAT DO YOU LIKE ABOUT THE IDEA?
I like this idea because I feel that it is what the client has asked for and that it’s
executable with the resources and timeframe I have. The idea overall could potentially
create a really nice product which is attractive to the consumer.
DOES IT MATCH WHAT THE CLIENT WANTS?
I do feel that this matches what the client wants because I am including the relevant
colour scheme and creating a brochure like she asked for. My client also said she enjoys
natures themes and butterflies – which is something I am trying to include in my product.
ARE YOU CAPABLE OF DELIVERING THIS?
I believe that I am capable of delivering this, maybe with some help and guidance. The
advice I could possibly need may be on how to carry out a certain technique or execute a
certain task.
CAN YOU DO THIS ON TIME?
Yes, I feel that I am capable of completing this project on time if I stick to a schedule. It
could be quite a large workload if I end up doing some photography but I should be able to
manage my time effectively. In order to manage my workload I will make a schedule to
follow with instructions on what I should be doing on each day. If I fall behind on my
schedule I will need to try and catch up.
DO YOU HAVE THE RESOURCES AVAILABLE TO DO THIS?
I do have the resources available to make this piece. At college I have access to iMacs with
full Adobe suite which I can use for free. If I need to do any photography I have access to
DSLR cameras and lighting equipment. I am also able to hire out a graphics tablet if I end
up needing one to do some designs on the brochure.

8. Idea 2
My second idea is similar to my previous idea, however the layout and overall product will
be slightly different. I am planning to make a two sided handout which will be rectangular –
this is different to my initial idea of making a brochure. My client has asked for a brochure
but this ‘leaflet’ will be of a similar style and will contain the same information. I think this
is a good idea because it will look sophisticated and professional. The front will have the logo
and basic contact details. The back will have the about section which will contain
information about the practice and who the client is. I was thinking of using a cream
background with purple text. These colours fit into my clients requested colour palette. The
product will be nature themed with butterflies as requested by the client.

9. Evaluation of idea
WHAT DO YOU LIKE ABOUT THE IDEA?
I really like this idea because I feel the handout could look more professional than the brochure –
more upmarket/high end. It is essentially what the client has asked for just ever so slightly
different to a brochure. It will contain the same information just in a different format and layout. If
the handout was printed on card I think this would really make it look good.
DOES IT MATCH WHAT THE CLIENT WANTS?
This idea does essentially match what the client wants however it is slightly different. My client
asked for a brochure, but this idea I have made it a handout/leaflet because I feel this could look
professional
ARE YOU CAPABLE OF DELIVERING THIS?
I believe that I am capable of delivering this, maybe with some help and guidance. The advice I
could possibly need may be on how to carry out a certain technique or execute a certain task.
CAN YOU DO THIS ON TIME?
Yes, I feel that I am capable of completing this project on time if I stick to a schedule. It could be
quite a large workload if I end up doing some photography but I should be able to manage my time
effectively. In order to manage my workload I will make a schedule to follow with instructions on
what I should be doing on each day. If I fall behind on my schedule I will need to try and catch up.
DO YOU HAVE THE RESOURCES AVAILABLE TO DO THIS?
I do have the resources available to make this piece. At college I have access to iMacs with full
Adobe suite which I can use for free. If I need to do any photography I have access to DSLR
cameras and lighting equipment. I am also able to hire out a graphics tablet if I end up needing
one to do some designs on the brochure.

10. Idea 3

11. Evaluation of idea
• What do you like about the idea?
• Does it match what the client wants?
• Are you capable of delivering this?
• Can you do this on time?
• Do you have the resources available to do this?

12. Idea Evaluation
Which of your ideas do you want to develop further?
Explain why you think that is the right idea to take
forward.
The idea which I would like to take forward is idea 2. Idea 2 is
the idea where I said that I wanted to make a leaflet for my
client. I feel this type of promotional material is the most suitable
for my clients needs. This is because my client has only just
started up her business so she hasn’t got a set amount of
treatments so a smaller version of a brochure could work best for
her. This type of promotional material will also look the most
professional and will be effective for promoting her business.
As part of this idea I would also like to create some business
cards for my client. I think this could be helpful for promoting
her business again and would be a nice addition to her end
product. My client also said she would like to develop her social
media platform (Facebook) so maybe it would be nice to create a
Facebook banner/timeline photo or her page.

13. 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.

14. Developed Idea 1
x

15. Developed Idea 1
x

16. Developed Idea 1

17. Developed Idea 2

18. Developed Idea 2

19. Developed Idea 2

20. Assessment of final ideasSuitable for audience?
Suitability for client?
Appeal of the work:
Timescales for production:
Costs:
Personnel:

21. Assessment of final ideasLegal and ethical issues:

22. Research

23. 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.

24. Competition/Market research:
There is quite a bit of competition within this market because there are lots of small massage therapy
businesses around the UK. The companies/businesses that are in competition with my client are mainly spas,
beauty therapy outlets and home run massage therapy businesses. My clients business is home run and very
much a small business. One example of competition is Reflexology in York by Therapist Renni Prelle. She runs a
reflexology business from home which specialises in baby reflex, maternity, hot stone, reflexology and facial
massage. Below is a screenshot from her website.
COLOURS – The colours
used on this website are
presumably the clients
colour scheme throughout
their promotional material.
As you can see, the colours
are very neutral and
relaxed. This is exactly the
sort of vibe that a
company of this type
would want to portray
because of the premise of
the company/business.
LOGO – Resembles
serenity and calm. The
circular lines resemble
ripples in water which
has a calming effect.
Also, the what appear to
be leaves have a similar
shape to a lotus flower.
Lotus flowers are heavily
associated with the spa.
IMAGES – To accompany
the text there are some
images of the practice
being carried out in her
home. The bottom one
has low mood lighting
and has an overall chilled
atmosphere.

25. COLOURS – The colours
used on this spas
website are a bit
brighter yet still convey
the same theme as the
previous website. Calm
and serenity is still very
prevalent throughout
this website through
the colours. The main
colour is fuchsia with a
black gradient.

27. 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 audience that my client is trying to reach is quite vague with no definitive answer, however there is some
answers as to who the audience is. One area where my client may choose to try and reach could be sports
people/athletes. Reflexology by definition “is a therapeutic method of relieving pain by stimulating predefined
pressure points on the feet and hands. This controlled pressure alleviates the source of the discomfort. In the
absence of any particular malady or abnormality, reflexology may be as effective for promoting good health and
for preventing illness as it may be for relieving symptoms of stress, injury, and illness.” Sports people may choose
to seek help to get relief via reflexology for injured muscles or joints so it may appeal heavily to them. Another
group of people it may appeal to is people who struggle with chronic pain conditions. Seen as reflexology uses a
map of the body on the feet and hands it is designed so it can help all over the body. People who struggle with
Crohns, fibromyalgia or rheumatoid arthritis (just to name a few) may feel like they could benefit from this
practice. So my client may also want to aim her therapies towards this group of people. The final group of people
this could be aimed towards is anyone seeking help to relax and destress – so essentially anyone. These sorts of
therapies (like massages) are usually more appealing to women who are more renowned for wanting to look
after themselves by getting a massage. This may give my client a basic direction in where to aim their product.

28. (2016). Reflexology to Relieve Fibro Pain. Available:
https://fibromyalgianewstoday.com/pinterest/2016/10/06/6086/reflexology-to-relieve-fibro-pain. Last accessed 2nd May 2018.
REFLEXOLOGY AND FIBROMYALGIA
OUTLINE
This article is a fairly short, informative article which is
designed to explain to sufferers of fibromyalgia what
reflexology is and how it could be used to help fibromyalgia.
It gives a basic history of how reflexology came about and
how it is carried out in todays society.

29. 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.

33. 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.

34. Treatment

35. Treatment (visual elements)

36. 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

37. YOU CAN DELETE THIS ONCE YOU DON’T NEED IT:
Production is due to start on Monday the 8thth of May.
You will have 3 weeks of lessons. The last day of production will be Friday
the 19th of May. This gives you a whole half term, should you need it.
.