Idea Development Pro Forma

1. Client Project Pro- Forma
Jess Stanton

2. Mind Maps/Brainstorms

3. Idea 1
• The first idea I had was to produce a set of images for the project and for it to focus around
photography. I will photograph anything which comes across as a potential subject from people getting
their hair cut/coloured etc.. to the studio in general, portraying the warm and welcoming environment is
has to offer.
• By creating my own images for the client, will allow them to use them wherever they feel fit as well as
gaining advertising for the hair studio. When advertising, images are another way of getting across
message to the audience such as information. Instead of only text stating the services the hair studio
provide, images give the same message as well as enticing the audience more by visually explaining the
information surrounding the hair studio.

4. Evaluation of idea
• What do you like about the idea? I like that this idea uses photography and not just writing,
enticing the audience more than something which is simply text base.
• Does it match what the client wants? In the brief, I have been asked to promote the products and
services on offer at the hair studio – something which I mentioned I would include when outlining
this idea. This will be achievable as there are multiple ways I can produce this. Reading through the
brief there are no requirements as to whether some of the shots need to be on set or in a studio
however as this project is to promote the hair studio it’s products and services, the majority of the
images will be on location. The only factor which I have not included in this idea which was
requested in the brief was to use create these images and use them on social media.
• Are you capable of delivering this? There are a few aspects to this project which may prove to be
challenges however do have a way over being overcome. An example of an issue which may arise is
with the use of models. Using models is an effective way to show the audience the services on
offer, however if no models are found, the set of images will not be complete or show the audience
the hair salon in it’s true light. A measure which will have to be taken if models are used is making
sure there is parental consent for them to appear in these images. Forms will have to be created,
approved by the client and signed by any model and their guardian in order for their images to be
used.
• Can you do this on time? When planning what I would do for this project I was careful not to
approach it with too much in mind. I created an idea, with room for development in case the client
felt other aspects were needed.
• Do you have the resources available to do this? When using photography in this project, pieces of
equipment I will need will be a camera, equipped with a tripod and maybe a flashgun in some
instances. Some product shots, if the client agrees, can be done in the college studio with the same
camera and tripod and lights which will also be provided in the studio. These resources along with
those on the computer e.g. Photoshop, also provided by college will be what I need in my project to
bring the brief to life.

5. Idea 2
• My second idea is to create a set of images for my client to use as promotion for their business. I then
developed this into using the images as well as creating social media platforms as not just another form
of advertising for them but another way to display my images. By using social media in their business
they will be able to be seen in more places and will also allow the images to be placed online as well as
in a physical version.
• With more and more using social media, creating an online profile for the business will help attract
clients and give another source of advertising. With the age range of the hair studio’s demographic
being so open allows for more to be exposed to the profile and even though bookings may not be able
to take place online, the audience is still given direct access to all the information needed about their
services in the studio.

6. Evaluation of idea
• What do you like about the idea? I like how I have developed this idea from the previous one and
incorporated more than just taking images into the project. Including social media in the project
will allow for more opportunities when choosing which images to upload to the account and how a
theme is set for the profiles.
• Does it match what the client wants? In the brief, the client asked me to “develop, run and
maintain an “offline” Facebook page for my business” allowing me to create the appearance and
whether there needs to be a colour scheme running through it, perhaps matching that of the hair
studio. It was also specified in the brief that any images I choose will appear on the account
allowing me to have more control over the design front not just in terms of colour scheme but with
what images appear too.
• Are you capable of delivering this? After first requesting what I am capable of to the client and
giving a brief overview of my initial idea, they were then able to write up a brief around this of
more specific requirements they would like. When looking over the brief I was careful to read
through to ensure everything stated and required was some way or another what I had mentioned
previously – making sure I was capable of delivering what the client required.
• Can you do this on time? I believe that I will be able to complete this task within the time frame
given. An aspect which may be of use if I feel myself falling behind is a time plan, to schedule when
certain jobs needs to be done and how long I will have to do them. This will then hopefully give me
a more clear plan of tasks to do.
• Do you have the resources available to do this? Again, much like the first idea this project will be
centred around photography for the client’s business. As this idea is more developed from the last,
it also involves ‘offline’ social media and so an extra resource I will need other than a camera,
tripod and a possible flashgun will be access to templates for social media layout templates and
thus the internet. If the client then decides to take my work online, I may also need access to these
accounts.

7. Idea 3
• The third idea I have is to create adverts for the hair studio however not just by using images but by
including text and information about the hair studio too. These again can either be available online or
offline which may involve some more work involving social media but will ultimately help promote the
client's business wherever they appear.
• Similar to the previous one, this idea will most probably include some involvement with social media if
the client chooses to display the advertisements in other mediums other than within the area of the
business. Form the brief of the client, I can see no requirements have been made in terms of certain
fonts or colour schemes which have to be used, however the fonts used in store and on the outside of
the hair studio, are sans serif fonts showing the hair studio is of a modern feel. This allows me to, if I
were to use this idea, create advertisements which looked modern due to the use of sans serif fonts and
tie in the house style of the poster advertisements with the style of the studio itself.

8. Evaluation of idea
• What do you like about the idea? I like how this idea is set apart from the previous two. This
allowed me to work with ideas which were not as heavily relied on by images and enabled me to
incorporate more aspects into it such as text work and colour schemes.
• Does it match what the client wants? When reading through the brief, no fonts or design details
have been required giving me full reign on how I would design the posters. This enables me to
design the advertisements so that they contrast with fonts and colour schemes to those of not only
the business but also the images, resulting in a sleek, clean and uniform look to the social media
profiles reflecting the reputation of the hair studio.
• Are you capable of delivering this? As this was not what I first intended on doing and is an extra
idea I have produced, I had not thought enough about if I would be able to complete it. After
reviewing the task in hand and thinking about what there would be to do, I believe it would not be
too much to handle and that I could produce this work to a high enough standard to satisfy the
client.
• Can you do this on time? When generating ideas about what I could create for this project, I was
aware of the time frame I had to do it in. This enabled me to not take on so much that I wouldn’t be
able to successfully or effectively complete things to the clients standards.
• Do you have the resources available to do this? Although this idea will still involve photography, in
order to initially design and create the advertisements, I will rely heavily on Photoshop. This is
provided by the college and so I will have easy access to this resource in order to complete my
project successfully.

9. 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 will take and develop further to hopefully make the main concept for this project is
idea 2. I will use photography as the main aspect of this project to help promote a local hair studio and
the products and services it has to offer. These images will then be processed and uploaded onto a
make shift social media account which I will have also created alongside the images. Not only will the
images have been created by myself but the social media profiles will have also been created from
scratch to provide a mock up of what the account could look like. As the brief suggested, these images
and the coordinating social media posts will be created within the set time for the project . “Develop,
run and maintain an “offline” Facebook page for my business, including images of your choice to
promote business products and services.”
I think this is the right idea to take forward as it is the most similar to the brief and the only one where it
can expand onto social media– a major factor any business should consider when promoting their
company.
As well as this idea being the only one which involves social media, it is also the one which could
combine aspects from other ideas. For example, as well as producing images to go on the Facebook
page, I could also create small pieces of design which fit on top of images to provide even more
information to the images. It would also allow for information to be exposed to the audience in a
different way than a simple list. Overall I feel this idea will fill all requirements given in the brief and
more. If I fulfil my own ideas of using some Photoshop skills within the images created, after asking the
client if they approve, it may give me an opportunity to work on my skills with typography and
experiment colour schemes and fonts which correlate to the business’ house style.

10. Developed Idea 1: Fonts
Much like the text on the outside of the hair studio, the fonts I have chosen are all sans serif fonts,
showing how the hair studio is of a modern feel. By using similar fonts on my work for this project to
the fonts and text used on the hair studio, relates the work back to the business, keeping the work
consistent with a flowing house style as well as providing context.
The characteristics I found would work best with the fonts already used in the business were sans serif
fonts – keeping designs modern as well as bold lettering in black – however this could be changed
throughout production.
When choosing fonts I was well aware to only pick ones which not only followed the requirements of
what I was looking for but ones which were also copyright free and free for anyone to use whether
this was personal or public. As well as my chosen fonts, I will also be able to use pre set fonts found in
Photoshop allowing an even more extensive range to the text I create.

11. Developed Idea 1: Fonts
I also included regular sans serif fonts
which weren’t in bold to see how they
would contrast against bold lettering –
something which may be used in this
project to distinguish pieces of text
where there is big sums of it being used.
Original font
As well as picking lighter fonts, I also wanted fonts which had a variety of
options in terms of the weights they could be. This will allow me to change
different pieces of text I may to look different however keep the style
consistent with the same font.

12. Developed Idea 1: Colour scheme
Outside of hair studio:
The house style of the hair studio is focused
around monochrome, as seen in the image
below. This keeps the design simple and sleek as
well as looking modern however also provides
room for bursts of colour such as on information
which could be important.
By researching which colours will contrast most with a
monochrome theme allows me to see which colour
schemes will be most effective with the already existing
one.
Many often only associate shades of blue
and turquoise with water however it often
creates the sensation of trust and security -
a colour very commonly used by banks and
businesses. Not only would it contrast well
with the dark feel of black but also appeal to
an audience of both males and females.
Monochrome is an
effective colour scheme to
use as the black and white
contrast ideas of power,
sleekness and luxury with
innocence, purity and
clean.

13. Developed Idea 1: Mood board

14. Assessment of final ideas
Suitable for audience? When creating the potential colour schemes for my ideas, I was aware to
make the colours gender neutral in order to appeal to both audiences. The hair studio’s audience spans
over many ages as the business is appropriate for anyone whom wishes to get their hair cut, coloured
etc…and so by using a design and creating an environment which will be equally as appropriate to adults
as it will be for teenagers will allow my project to be suitable for the entire audience. By still using sans
serif fonts, allows for the text and thus the design to still appeal to a younger audience, as it reinforces
the idea that the business is modern and current.
Suitability for client? Although my design work is primarily images, there may not be the need for
use of text or colour in my project. I have included planning for potential designs in case any ways of
promoting services and products requires me to use text as well as images. In the brief, the client has not
given any specific requirements in terms of colour schemes, fonts style and sizes to use or not use
allowing me to experiment with different design options to use with my client and their demographic in
mind.
Appeal of the work: I think my developed idea is suitable for it’s intended purpose to “promote
business products and services.” I believe the appeal of this project, for myself lies mainly within the
photography aspect as this is something which interests me greatly and will give me extra opportunity to
work within this area incorporating photography into more of my work as well as more experience
producing photography for clients, to their specifics. I believe the appeal of this project to the client is that
their business is able to get another source of promotion free of charge. It is also another opportunity for
their business to have another way of promotion on social media. As for the studio’s demographic, I think
the appeal is knowing there will be somewhere online where they can have easy and quick access to
information about the hair studio without having to leave their home to travel to the hair studio.

15. Assessment of final ideas
Timescales for production: Before starting production, I will plan out how much time I will need on
location to shoot and if the client agrees to studio work, how much time I will need for product shots in
the studio. This will then give me an idea of how much time I will need on actual production, editing the
images and creating templates for social media profiles.
Costs: For this project, there will be no costings for anything. The equipment I will be using is either on
loan from college or my own property meaning there will be no anomalies due to costings and not being
able to restrict this project due to a budget. The client’s business is also located in my village meaning no
travel expenses will be needed throughout the course of the project.
Personnel: With this project, I feel confident in that I can complete all aspects on my own accord.
Nothing I have put forward to the client is a skill I cannot provide and so therefore I do not need any
additional help from other on production. The only other person involved in this project will be the client,
giving me directions and providing feedback.
Legal and ethical issues: Using photography within this project and using models within these images
requires me to ensure I have a signed note of permission. If the model is under 18 consent from
themselves and a guardian will be needed before I use the images publically. I will also need to be weary
of fonts which could be copyrighted and make sure I do not use them in this project as this could result in
legal issues which could have an effect on myself and the client.

16. Research

17. Competition/Market research:
The main competition for my client belongs to another hair dresser in the same village as my client
is situated. Although they are in the same village an the competition is located in the centre of the
village by other main shops, it is hidden behind the back of another building slightly out of view
restricting it’s opportunity for new customers. My client’s business, although not in the centre of
the village is still amongst other shops and is it’s own individual shop meaning it can be seen and
easily exposed to customers. An aspect which makes them even more competitive is that they
appeal to the same age range, meaning the customers each get, is potentially a loss to the other.
Being in the public’s view allows for maximum promotion to be carried out. Stock images from hair
and beauty companies are used in the windows to advertise products they have on offer for their
customers. The main colour scheme is black and white with minimal design, a simple name to the
business on the top of the shop is all the hair studio has, other than promotional pictures in the
window.
My client’s hair studio is an official salon for L’Oreal meaning there will be other independent hair
dressers across the UK and perhaps abroad who also use L’Oreal products. These businesses will not
be in competition with each other as they are all benefiting from the same head company.

18. Audience/Customer research:
Upon asking the client what their target audience is, their response was “naught to 90.” A hair
studio in a village gives the business opportunity to market themselves to everyone as something
like a hair dresser close by is going to appeal to the masses as they wont have to travel far. It also
gives the business a warm and friendly feel as the client is a fellow resident of the village and so the
business is full of familiar faces building up a trustworthy business and reputation.
As I am involving social within this project, there will be an age limit to who my work appeals to and
can be aimed at despite having a client whose audience is so wide. The audience to my work will be
around the age range of 18+ as these will be the ones actively involved with the hair studio as well
as social media. The gender of the customers tends to be more females due to the nature of the
business and their tendency to be more vigilant of their appearance.

19. Content research:
As my client does not already have a website or social media pages, I researched
similar hair studios who did have these facilities in order to see what features different
hair studios still had in common. These features may be key assets to the company and
used as a way to promote and attract customers. Researching other hair studios also
allows me to see the competition my client is up against and what standards I will have
to meet in order to be on the same level as competitors.
The main competition for my client is a hair studio in the same village. As well as
having an operating website, there is also a Facebook page home to the hair dressers.
This allows for more customers to be received as there is more promotion for this hair
dressers than my clients. By looking on the Facebook page and their website I can find
all the information I would need if I was in need of a hair dresser and close by.
Contents on their Facebook page include images of customers who have had their hair
cut or coloured etc.. Showing that this Facebook page has a friendly feel to it more
than a professional one which would include content such as product shots showcasing
what the business has to offer.
By posting content on social media such as Facebook, I was able to also see how
frequent the competition was posting. By finding their page I noticed their last post
was over 2 months ago, with the one previous to this over a year before. This shows
that to run this social media page would only become successful if the page is up and
running and posting consistently to keep the audience interested.

20. Treatment
This project incorporates photography with social media in a way in which the two mediums can
come together so promote a business. The photography will capture the business in it’s truest for
from candid shots of the atmosphere the customers will experience to the professional services
they can receive.
Social media allows the business to open up it’s doors to potential new customers. As an extra
source of free advertising, being visible online helps extend the demographic of the hair studio as
well as give audience members a place to find all their information.
The content of my work will be mainly photography, as this is the main subject and way in which the
business will be promoted however the use of social media will tie them all together. Showing the
audience the sets of images all presented in one place will show the audience the project in their
entirety as a way of presenting the project and business.
By compiling stock images of what I aim to produce in this project, gives an idea of what to expect
from my work and how I am presenting it.

21. Treatment (visual elements)

22. • Deadlines: Have deadline at end of each week to check up on production schedule and see if I’m
on track. Send work to client to check you’re meeting requirements. When taking photographs on
location I’ll keep checking with client they are what she is after. Any feedback and ideas she has on
potential photographs.
• Availability: Don’t need to depend on anyone. Not working with anyone else except client. Have
her details if I need her at any time. Can easily visit hair studio as it s round the corner from where
I live. Easy to get to, no hassle, no travel costs. Check when models are free, on weekends will be
easier on both ends. Need to find opening and closing times.
• Feedback: When producing my production schedule for this project, I will fit in opportunity to
either meet with my client or email them. This will allow me to present them with any work I have
created and to hear their feedback on it. If I make room for this throughout the project, any
feedback I receive which may not be 100% positive and needs improvements has time to be
developed before the project is compete and it may be too late.
• Resources: With this project comes a variety of resources I will need in order to help me produce
this work. Fortunately, none of the materials cost any extra money, allowing me to not need to
stick to a budget within the project. A majority of the project is photography, meaning I will be
using my camera equipped with a tripod and a flashgun if necessary. As I am photographing
products from the business as well as on location, not only will I need the products from my client
but also studio access in order to create the product shots. I will also need Photoshop to edit any
imperfections in the images and also so piece all my work together

23. 1 2 3 4 5
9th May
Monday
Finish
presentation &
finish extra page
alongside for
notes
Email client to
find when a
suitable time
to go to
location and
shoot. Pick up
products
ready to
photography
Source
images from
the internet
of social
media
templates to
imitate.
Start creating
social media
templates in
Photoshop
Carry on
with
production
Tuesday Anymore
necessary
production
on social
media
templates
Use studio to
create
product shots
Edit images
created in
studio and
stitch
together if
necessary in
Photoshop.
Production Schedule:

24. Production Schedule Continued:
1 2 3 4 5
Thursday Continue with
production on
social media
templates for
todays, this
session and
the next.
16th May
Monday
Continue
working on
Facebook
page mock up.
This will be
the main focus
for all of today
Start looking
into sizes for
image posts
on Facebook
ready to
create later in
the day.
Look into
booking
studio for
tomorrow
ready to
create
product
shots.
Start
production
on making
image
displays
both
portrait
and
landscape.
Edit and place
images into
image display
mock ups to get
an idea of what
they will look
like when used
with product
shots.
Tuesday Continue
with
production
on mock ups
Use studio
to create
product
shots
Edit and place
product shots in
mock ups.