Client & Project Name * Good Gravy / Artisan Food Co.

Date when produced * Thursday, October 10, 2013

Project Type (e.g. App Design, Book Design, Branding, Motion Graphics, Packaging, Print Design, Signage & Wayfinding, Website) *

Page Layout, Print Design

Rationale *

Role: Graphic designer (Solo project)

Objective: Established in 2013, Artisan Food Co. is a food company offering three areas of food services; catering, restaurant and shop with food related products such as spices; herbs, teas, meals, baked goods, etc. The company encourages wholesome living with an emphasis on using whole foods. A sense of community for this business is important by way of sourcing and supporting local, like-minded businesses. Owner/chef of Artisan Food Co. also enjoys writing as a passion. The objective of this project is to create a monthly newsletter that the owner/chef can use as a writing outlet and work towards promoting the business by providing valuable information for wholesome living while bringing together supporting businesses.

Target audience: Local (Nipissing District), women, aged 25 – 55, household income >$80,000, interest in health and wellness with a desire for quality culinary experiences.

Concept: The project is to create a light, easy to read, printed newsletter that provides valuable information to readership in efforts to create a loyal audience, for a means of promoting Artisan Food Co. and its partnered businesses. Good Gravy is distributed primarily as an 8-page printed booklet with articles published separately on the business’ blog and through social media. The newsletter must accent the existing branding of Artisan Food Co., while standing apart as a separate initiative. The design must represent the quirky nature of the written material provided by the owner/chef.

Challenges: One challenge on this project was working with a client who insisted on being active throughout the entire design process. Although an asset to the project, certain challenges did arise on the technical side. For example; multiple font sizes throughout the body copy, created issues with readability. This was addressed by educating the client on the importance of consistency in design and layout. Additionally, more content was provided than the original plan outlined. This required reworking of the original content plan to allow for more room where needed. Some content was shifted to the following issue, and selected imagery was removed.

Process: The first step was to create a name for the publication that was all encompassing. A brainstorming session was set up with the client to discuss and develop an appropriate name. ‘Good Gravy’ was chosen due to its obvious food relation – being the sauce that brings a meal together, as well as its slang version for meaning, ‘all is good’. Once the name was chosen, the next step was to map out the interior of the publication for the content. The content plan included elements to address the owner/chef’s passion for writing, valuable information for the readership and a page dedicated to community and business partners. Once the content was written and completed the roughs were developed for content formatting and placement. Photography was arranged and hand drawn illustrations were digitized. The design was then refined with the client for final approval and printing.

Outcome: This project was incredibly well received by clients, business partners and the community. Results were tracked by creating a place for email signup for those interested in receiving a copy of future issues of the newsletter. By the fourth issue, readership had tripled and continues to rise.

Verification: Indicate that you have addressed every issue in your rationale above. *

• Your Role• Project Brief• Research and Analysis• Design Process• Design Solution• Special Circumstances

Is this project available online (e.g. website, motion graphics or any other video project, online portfolio, behance profile)? *

No, I will upload file according to instructions below

Client & Project Name * Good Gravy / Artisan Food Co.

Date when produced * Thursday, October 10, 2013

Project Type (e.g. App Design, Book Design, Branding, Motion Graphics, Packaging, Print Design, Signage & Wayfinding, Website) *

Page Layout, Print Design

Rationale *

Role: Graphic designer (Solo project)

Objective: Established in 2013, Artisan Food Co. is a food company offering three areas of food services; catering, restaurant and shop with food related products such as spices; herbs, teas, meals, baked goods, etc. The company encourages wholesome living with an emphasis on using whole foods. A sense of community for this business is important by way of sourcing and supporting local, like-minded businesses. Owner/chef of Artisan Food Co. also enjoys writing as a passion. The objective of this project is to create a monthly newsletter that the owner/chef can use as a writing outlet and work towards promoting the business by providing valuable information for wholesome living while bringing together supporting businesses.

Target audience: Local (Nipissing District), women, aged 25 – 55, household income >$80,000, interest in health and wellness with a desire for quality culinary experiences.

Concept: The project is to create a light, easy to read, printed newsletter that provides valuable information to readership in efforts to create a loyal audience, for a means of promoting Artisan Food Co. and its partnered businesses. Good Gravy is distributed primarily as an 8-page printed booklet with articles published separately on the business’ blog and through social media. The newsletter must accent the existing branding of Artisan Food Co., while standing apart as a separate initiative. The design must represent the quirky nature of the written material provided by the owner/chef.

Challenges: One challenge on this project was working with a client who insisted on being active throughout the entire design process. Although an asset to the project, certain challenges did arise on the technical side. For example; multiple font sizes throughout the body copy, created issues with readability. This was addressed by educating the client on the importance of consistency in design and layout. Additionally, more content was provided than the original plan outlined. This required reworking of the original content plan to allow for more room where needed. Some content was shifted to the following issue, and selected imagery was removed.

Process: The first step was to create a name for the publication that was all encompassing. A brainstorming session was set up with the client to discuss and develop an appropriate name. ‘Good Gravy’ was chosen due to its obvious food relation – being the sauce that brings a meal together, as well as its slang version for meaning, ‘all is good’. Once the name was chosen, the next step was to map out the interior of the publication for the content. The content plan included elements to address the owner/chef’s passion for writing, valuable information for the readership and a page dedicated to community and business partners. Once the content was written and completed the roughs were developed for content formatting and placement. Photography was arranged and hand drawn illustrations were digitized. The design was then refined with the client for final approval and printing.

Outcome: This project was incredibly well received by clients, business partners and the community. Results were tracked by creating a place for email signup for those interested in receiving a copy of future issues of the newsletter. By the fourth issue, readership had tripled and continues to rise.

Verification: Indicate that you have addressed every issue in your rationale above. *

• Your Role• Project Brief• Research and Analysis• Design Process• Design Solution• Special Circumstances

Is this project available online (e.g. website, motion graphics or any other video project, online portfolio, behance profile)? *

No, I will upload file according to instructions below

Project 2Client & Project Name: Artisan Food Co. / Good GravyProject Type: Page Layout, Print Design Date: October 1, 2013Role: Graphic Design

Project 2Client & Project Name: Artisan Food Co. / Good GravyProject Type: Page Layout, Print Design Date: October 1, 2013Role: Graphic Design

Project 2Client & Project Name: Artisan Food Co. / Good GravyProject Type: Page Layout, Print Design Date: October 1, 2013Role: Graphic Design