SITUATION ANALYSIS
Focus 05 is a restaurant located in Manhattan’s trendy Soho district. The restaurant’s mission is to provide quality food, drink and entertainment to a target market consisting of individuals and couples between the ages of 22 and 42, placing their target firmly within the Millennial Generation.
After several months of operation, restaurant management has determined that they have missed the mark on the intended branding
strategy because the restaurant is attracting individuals who are much older and more conservative than what they originally intended. This is in direct conflict with their long-term mission, so they have elected to look closely at their advertising, which seems to be attracting the
wrong target.
strategy because the restaurant is attracting individuals who are much older and more conservative than what they originally intended. This is in direct conflict with their long-term mission, so they have elected to look closely at their advertising, which seems to be attracting the
wrong target.
The restaurant is located directly across from a very busy subway station that acts as a hub connecting several of Manhattan’s busiest
trains. For this reason, the restaurant has chosen to look mainly at their subway advertising to determine how improvements can be made.
SUBWAY AD REQUIREMENTS
Type
Sans serif preference with smaller scale
is reflected here. Type is not prevalent in
ads and rather typically takes a secondary
role to image and concept. Traditional
hierarchy is present.
Sans serif preference with smaller scale
is reflected here. Type is not prevalent in
ads and rather typically takes a secondary
role to image and concept. Traditional
hierarchy is present.
Image and Color
Concept is typically delivered via the
image while little text is preferred. Images
must make connections to general values
and expectations. Color preference
is vibrant, fully saturated colors that
indicate excitement and adventure while
typically utilizing a full-color spectrum.
Concept is typically delivered via the
image while little text is preferred. Images
must make connections to general values
and expectations. Color preference
is vibrant, fully saturated colors that
indicate excitement and adventure while
typically utilizing a full-color spectrum.
Layout
Layout preferences include an acceptance
of experimental composition with
plenty of white space. Clear typographic
hierarchy is preferred, but alternative
styles are widely accepted.
Layout preferences include an acceptance
of experimental composition with
plenty of white space. Clear typographic
hierarchy is preferred, but alternative
styles are widely accepted.
FINAL DESIGN
