Tackling problem design solving opportunities from local startup business
Assignment Brief
Students will apply their graphic design skills to assist a new local small business/startup. Investigate and determine what you can do as a graphic designer to differentiate the business from its competitors, with a focus to explore the business/startup's USP (Unique Selling Proposition). The main task is to create the necessary graphic design pieces to support the launch in various variations (e.g. branding with/without packaging, advertising/marketing in print and digital medium, illustration, motion graphic).
PHASE 1
Research the local small business/startup. Investigate and identify problem-solving opportunities that can be solved by graphic design practices. (LO1).
The research has to adhere to proper research techniques that cover:
1. Quantitative and qualitative analysis
2. Psychographics and demographics
POTENTIAL CLIENTS
![](https://static.wixstatic.com/media/55ae8a_be067c8b94c94cc49be1e9ff02cbe461~mv2.png/v1/fill/w_980,h_1089,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_be067c8b94c94cc49be1e9ff02cbe461~mv2.png)
QUANTITATIVE AND QUALITATIVE RESEARCH
Kahoku
QUANTITATIVE
Questions:
What is your target audience's ethnicity/age/gender and if translates to what you currently have?
Where does you audience found your product?
How many piece you can sell in a month?
How many people have been interested in your product?
What kind of audience does your product appeal to?
Who is currently not buying your product and why?
Who are your main competitors?
Answers:
People living in JaBoDeTaBek and Java, 15-45 age range, and female.
By selling door-to-door and through social media
5 up to 10 pieces
Not a big amount due to inconsistency in management
Both who are familiar and unfamiliar with fashion
Dominantly males, due to the product not being unisex.
No specific competitors for the business is out of hobby
QUALITATIVE
Questions:
What is your motive behind building this business?
Why did you choose to sell the product you are currently selling?
What impression do you wish to receive from your audience when they view your social media content of your product?
What would you improve from your logo and content?
Answers:
Due to the pandemic, needing extra personal money
Wanting to make something hand made that is different from other clothing brand
Seeing an aesthetically pleasing feeds which has a more retro / psychedelic / contemporary touch but is still easy to navigate
Overall improved design structure due to the designer having a lack of knowldge in graphic design.
Hymn of Joy
QUANTITATIVE
Questions:
What is your target audience's ethnicity/age/gender and if translates to what you currently have?
Where does you audience found your product?
How many piece you can sell in a month?
How many people have been interested in your product?
What kind of audience does your product appeal to?
Who is currently not buying your product and why?
Who are your main competitors?
Answers:
About 85-90% women, 50-60% 13-17 years old, 30-40% located in Java. By selling door-to-door and through social media
Mostly from instagram ads on instagram, and collaboration with influencers/ another shops
Two pieces at most
Around 10-20 people/month asked about the product through dm and shopee
Those who likes street style/y2k fashion style on their teenager age
Older people because its just don't match their needs
Another custom paint shop
QUALITATIVE
Questions:
What is your motive behind building this business?
Why did you choose to sell the product you are currently selling?
What impression do you wish to receive from your audience when they view your social media content of your product?
What would you improve from your logo and content?
Answers:
Due to the pandemic, needing extra personal money
Wanting to make something hand made that is different from other clothing brand
Seeing an aesthetically pleasing feeds which has a more retro / psychedelic / contemporary touch but is still easy to navigate
Overall improved design structure due to the designer having a lack of knowldge in graphic design.
Sate Plecing Lombok
QUANTITATIVE
Questions:
What is your target audience's ethnicity/age/gender and if translates to what you currently have?
Where does you audience found your product?
How many piece you can sell in a month?
How many people have been interested in your product?
What kind of audience does your product appeal to?
Who is currently not buying your product and why?
Who are your main competitors?
Answers:
People of age 25-50, non muslim, all genders. Yes it translates
Social media and WhatsApp broadcast
22 portions in a day, around 666 in a month
30 customers/day
Families, parents, employees, house wife
People of the muslim religion (due to it being non-halal) and teenagers below 18
Sate Johan, Sate Babi Bawah Pohon Bali
QUALITATIVE
Questions:
What is your motive behind building this business?
Why did you choose to sell the product you are currently selling?
What impression do you wish to receive from your audience when they view your social media content of your product?
What would you improve from your logo and content?
Answers:
Needing extra income, passion and hobby
Scarce competitors
Delicious, spicy, juicy, affordable but premium
A more eye catching logo and reflects the product better
Hello Cafe Nusantara
QUANTITATIVE
Questions:
What is your target audience's ethnicity/age/gender and if translates to what you currently have?
Where does you audience found your product?
How many piece you can sell in a month?
How many people have been interested in your product?
What kind of audience does your product appeal to?
Who is currently not buying your product and why?
Who are your main competitors?
Answers:
We are open for every ethnicity, age, and gender however we find most of our customers are from muslim background as our owner is a part of NU organization.
Our customers are able to find us in online deliveries such as go food and grabfood and also dine in. We also post
contents in instagram and facebook for more exposure.
We are not yet able to predict for future income however for our first month we sold around +300 products
Our products are mostly consumed by Millenials and Gen x because of our quiet ambience and suitable for working space
We were aiming for people from inner Bintaro but we haven’t successfully attract them yet because our place is located just outside Bintaro sectors
Our main competitor is neighboring cafe that also has art selling point
QUALITATIVE
Questions:
What is your motive behind building this business?
Why did you choose to sell the product you are currently selling?
What impression do you wish to receive from your audience when they view your social media content of your product?
What would you improve from your logo and content?
Answers:
Beside profit our motives are To introduce BKHI as a creative space to cafe customers and also to give back to people from our income (donation).
Because after considering nowadays market, coffee shop seems to be developing and has passed from lifestyle into needs.
Definitely artsy and cultural (Nusantara).
We’re hoping to improve our editing and designing skill for our contents, products, photo, and also design for packaging to make our product more attractive.
PHASE 2
Develop a creative brief that will answers problems identified during the research phase. Make sure that the brief provides an indication of strategic approaches to communication, cost, and legislation.
Choice of brand: KAHOKU
Creative Brief
![](https://static.wixstatic.com/media/55ae8a_29173808e55f45a8ad89dba1c63175c0~mv2.jpg/v1/fill/w_980,h_1268,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/55ae8a_29173808e55f45a8ad89dba1c63175c0~mv2.jpg)
![](https://static.wixstatic.com/media/55ae8a_f23d219a97a3407e936bce8bfb780954~mv2.jpg/v1/fill/w_980,h_1268,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/55ae8a_f23d219a97a3407e936bce8bfb780954~mv2.jpg)
PPT Version
PHASE 3
After producing a design brief, students will develop a graphic design proposal that provides alternative solutions
(min. 3 variant) and present this in class. After the presentation, based on the received feedbacks, students
will refine the design accordingly. (LO3).
Design Proposal
After creating the creative brief, I then proceeded to create 3 moodboard concepts as an overview of I wish the digital designs would look like.
![](https://static.wixstatic.com/media/55ae8a_61a37a189e844cb8908c6e2b783026cf~mv2.png/v1/fill/w_980,h_550,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_61a37a189e844cb8908c6e2b783026cf~mv2.png)
![](https://static.wixstatic.com/media/55ae8a_8284fa977a8d4844a163d75474d38541~mv2.png/v1/fill/w_980,h_552,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_8284fa977a8d4844a163d75474d38541~mv2.png)
![](https://static.wixstatic.com/media/55ae8a_e54f8400869a41b38e91db7a473ee86f~mv2.png/v1/fill/w_980,h_556,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_e54f8400869a41b38e91db7a473ee86f~mv2.png)
I decided to go with a mixture of the first and the third concept, having a retro feel with graphic illustrations and icons.
Then I developed the design solution, by sketching.
![](https://static.wixstatic.com/media/55ae8a_4a6905135b9d4d65ac142593953841fc~mv2.png/v1/fill/w_252,h_358,al_c,q_85,enc_auto/55ae8a_4a6905135b9d4d65ac142593953841fc~mv2.png)
![](https://static.wixstatic.com/media/55ae8a_9952f6538889427290479d0c461e7117~mv2.png/v1/fill/w_594,h_356,al_c,q_85,enc_auto/55ae8a_9952f6538889427290479d0c461e7117~mv2.png)
I explored different layouts and shapes, even creating icons with simple shapes
Refined Sketches
![](https://static.wixstatic.com/media/55ae8a_7694d272b8af42f5ad0d98622694062c~mv2.jpg/v1/fill/w_980,h_571,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/55ae8a_7694d272b8af42f5ad0d98622694062c~mv2.jpg)
I chose to go without any illustrative elements so that the logo is more flexible and focuses on the typeface.
I went on to digitize it on Adb Illustrator and Adb Photoshop
![](https://static.wixstatic.com/media/55ae8a_131bcf390fd240c9b64de70189b4dd15~mv2.png/v1/fill/w_980,h_613,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_131bcf390fd240c9b64de70189b4dd15~mv2.png)
PHASE 4
Produce and present a holistic graphic design solution (LO4) that answers the client needs,
that include key points such as:
• Fitness for purpose
• Development narrative
• Milestones
• Issue resolving
• Innovation
• Relationship to core values
• Testing feedback
• Specifications
• Efficiency
• Cost
Logo Solution
Alternative 1
![](https://static.wixstatic.com/media/55ae8a_1226879d67c04bd1af153d70e480b4bc~mv2.png/v1/fill/w_470,h_454,al_c,q_85,enc_auto/55ae8a_1226879d67c04bd1af153d70e480b4bc~mv2.png)
Alternative 2
![](https://static.wixstatic.com/media/55ae8a_ea88716ce2d9418baa251ef20b33eb3a~mv2.png/v1/fill/w_367,h_568,al_c,q_85,enc_auto/55ae8a_ea88716ce2d9418baa251ef20b33eb3a~mv2.png)
Before & After Comparison
![](https://static.wixstatic.com/media/55ae8a_19750140247c43cbba9981d08b74e161~mv2.png/v1/fill/w_980,h_549,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_19750140247c43cbba9981d08b74e161~mv2.png)
MOCKUPS
Thank You card which was then revised.
![](https://static.wixstatic.com/media/55ae8a_d4cbebae7c2f43d6bd3db75d90373dff~mv2.png/v1/fill/w_980,h_784,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_d4cbebae7c2f43d6bd3db75d90373dff~mv2.png)
Clothing tag
![](https://static.wixstatic.com/media/55ae8a_1b745bcc0ddb454e9330ece8e550b3aa~mv2.png/v1/fill/w_980,h_653,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_1b745bcc0ddb454e9330ece8e550b3aa~mv2.png)
Stickers
![](https://static.wixstatic.com/media/55ae8a_78eb4cac86a14b1983850740e01180f9~mv2.png/v1/fill/w_980,h_784,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_78eb4cac86a14b1983850740e01180f9~mv2.png)
Printed Stickers
![](https://static.wixstatic.com/media/55ae8a_9f164d6cbb6945328d9b8f50f0934201~mv2.png/v1/fill/w_980,h_992,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_9f164d6cbb6945328d9b8f50f0934201~mv2.png)
Business Card
![](https://static.wixstatic.com/media/55ae8a_90d4bab715ee4456826c19a6b0b6565e~mv2.png/v1/fill/w_980,h_653,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_90d4bab715ee4456826c19a6b0b6565e~mv2.png)
Revised Thank You card
![](https://static.wixstatic.com/media/55ae8a_74f3cc73c402421e956e01acd0cae42c~mv2.png/v1/fill/w_980,h_980,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_74f3cc73c402421e956e01acd0cae42c~mv2.png)
![](https://static.wixstatic.com/media/55ae8a_a503cffc0e25414cb9dd7d7ace055b14~mv2.png/v1/fill/w_980,h_980,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_a503cffc0e25414cb9dd7d7ace055b14~mv2.png)
INSTAGRAM CONTENT
![](https://static.wixstatic.com/media/55ae8a_cabfdd643c6043638710c311eb80478a~mv2.png/v1/fill/w_832,h_1792,al_c,q_90,enc_auto/55ae8a_cabfdd643c6043638710c311eb80478a~mv2.png)
Feed Post
![](https://static.wixstatic.com/media/55ae8a_3b651319df454a439ad9837a0bdb29ed~mv2.png/v1/fill/w_980,h_659,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/55ae8a_3b651319df454a439ad9837a0bdb29ed~mv2.png)
Story Highlight
![](https://static.wixstatic.com/media/55ae8a_8e9179d152c4417ba9cf79e8a230d20f~mv2.png/v1/fill/w_980,h_348,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/55ae8a_8e9179d152c4417ba9cf79e8a230d20f~mv2.png)
Comments