5-2 Milestone Two: Ideate, Define, and Mock-up

12317Scenario
You are a junior graphic designer working at a large graphic design firm that focuses on providing branding, marketing, and advertising solutions for clients in various industries. A New York restaurant has approached your firm to support their current rebranding efforts. This will be a part of their long-term marketing approach. Currently, the restaurant has discovered that most of their patrons do not represent their target audience. They have noticed their patrons consist of Baby Boomers and Gen Xers. Their goal is to cater towards Millennials (Gen Y).

You have been provided with a design brief that includes market research on the target audience. The design brief also includes a current subway banner advertisement that the client is running. Research shows that the target audience frequently uses subways as a means of transportation throughout the city. You have been tasked with proposing design solutions for a new subway banner advertisement to attract their target audience.

Refer to GRA 280 Project Process Book – PHASE ONE
for the completed Empathize and Ideate sections.

Specifically, you must address the following criteria:

Ideate: Define the problem statement based on your analysis.
What problem are you trying to solve? Explain.

Define: Explain why the current advertisement does not attract the target audience.

Describe 3 different mockups you would create
You must reference at least one image or graphic per mock-up from the Image and Graphic Bank.

Explain how each mock-up meets design needs.

How do your mock-ups solve the problem statement? Explain.

Explain the most valuable insights you have gained from the instructor’s feedback. Consider the following questions to guide your response:
What do you think went well?
What parts of Milestone One could you have done better?
What did you learn about design thinking from the feedback you received?
Explain how your perspective of developing design ideas has changed from your initial approach. Consider the following questions to guide your response:
How would you design the same mind map, mood board, and mock-up if you had another chance?
What aspects of your current work would you change, and what would you retain?
Reflect on the use of visual design tools in the design process. Consider the following questions to guide your response:
What have you learned about using different tools for graphic design so far?
Which tool do you think is most useful and relevant to your design thinking process?
What challenges, if any, did you face when using any of the tools?
Describe how you will apply the feedback to improve your work in Milestone Two and the project.