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Amy Waddell s2893596 Graphic Design 2


My name is Amy Waddell. I am currently studying full time, in a Bachelor of Digital Media majoring in Graphic Design. I currently live in Northern NSW. I enjoy design, as well as serious coffee, running and reality television. After this degree I am hoping to continue my study further.


Due: 14th October

No: 01_141013

Client: Café Clunes Job Description: Corporate Identity and Branding Objective

Increase sales 10% in 6 months

Increase amount of food ordered

Background

Positioned on a main road between Byron Bay and Lismore Attached to a general store Running for 10 years, always struggling to make sufficient profit

• • •

Small business affected by global recession New owners Modern/ Trendy/ Off beat feel

• • Target Audience

25-40 Middle class

Items to be designed

Corporate identity; logo, business cards, customer cards, uniform, signage Website Promotional brochure Menu design

• • • •

Product Shots Food and Cup Packaging Interior design Advertisement idea

• • • Client provides

• •

Menu information Body copy for all website information and brochures

Covers all costs of printing, photography and other production costs

Format

• •

Face to face client meetings Work shown digitally of designers own laptop

• •

Rough printouts will be provided Files will be handed over in both a working file such as ai, and in pdf, down-saved to cs3

Budget/Payments

• •

Budget on production costs - $1000 Payment made final production date

• •

$350 flat rate Any changes past final design date $45 an hour

Design Guidelines

• •

Promote reliable good food and coffee Reflect heritage of community

• •

Maintain quirky, trendy café vibe Inspiration from cafes suvch as Bayleaf, The Topshop and The Roadhouse


Timeline and Project Schedule Time

To be completed by end of week

Wk1 22-28 July

• • •

Client Consultation Brief Company Research

Wk2 29-4 August

• • •

Project Schedule Company Research Begin branding

Wk3 5-11 August

• • •

Website Wireframes Product Shots Logo Designs

Wk4 12-18 August

• • • •

Finalized Logo Style Guide Web Page Designs (non functional) Branding (business cards, customer cards, menu)

Wk5 19-25 August

• • •

Begin functional website Multipage document Finish branding( business cards, customer cards)

Wk6 26-1 September

• • •

Interior design Finish website Final presentation changes and preparation

W7 2-8 September

• •

Final design delivery to client In class critique

Wk8 9-15 September

Touch ups after critique

Wk9 16-22 September

Final changes

Wk10 23-29 September

Printing

Wk11 7-13 October

Printing

Wk12 14 October

• •

Due date Outcome presented to Client


cafe


cafe

cafe

30mm

12.5mm

Primary use

Secondary use

cafe

80mm

12.5mm


cafe Correct Use of Logo and patterns

cafe Incorrect Use of Primary Logo

cafe Incorrect Use of Primary Logo


Colour Palette

C:0 Y:0 M:0 K:93 #111111

Typefaces:

HEADINGS 1: Rockwell Regular, Slab Serif, Serif BODY COPY: Gill Sans Regular, San Serif BODY COPY 2: Gill Sans Italic, San Serif Captions: Gill Sans Light

C:18 Y:51 M:0 K:0 #BD78B1

Branding elements


33 Main Street Clunes, NSW 02 6629 1340 www.cafeclunes.com.au 7am – 3pm

cafe


cafe www.cafeclunes.com.au 7am–3pm

loyaty card


Breakfast

Menu

Eggs benedict 18.00 poached eggs on toast with hollandaise sauce & tomato

Scrambled tofu 17.00 with tomato, spinach & mushroom on toast

Haloumi & poached eggs 17.00 with avocado & tomato on toast

Bacon and mushroom with toast 17.00

Big brea�fast 19.00 bacon, eggs, mushroom, sausage, spinach

Mushroom, spinach, feta & fresh herbs with toast 17.00

Vegetarian brea�fast 19.00 haloumi, eggs, spinach, mushroom

Free range eggs on toast 10.00 Chec� today’s specials on the board

Omelettes 19.00 Smoked salmon on an open green herb & spinach omelette Ham, cheese & tomato with toast

cafe

Lunch Soup of the day 9.00 Sandwiches 7.50 BLT Ham, cheese, tomato Corn beef, pickles, cheese Eggplant & Roast Vegetables Salad Clunes burger 12.00 Beef patty, caramelised onion, tomato relish, salad with chips 14.00 Fish & chips 16.00 Fresh flathead fillets with beer battered chips Add salad 17.50

Drinks Vegetaraian burger 13.00 Chickpea patty, grilled eggplant, roast peppers, salad, relish Roast vegetable salad 17.00 Roast vegetables, almonds, chickpeas, and tea soaked raisins, tossed with spanish onion, capsicum, radish, olives, tomato, and mixed lettuce and a sundried tomato pesto Crispy drumstic�s 11.00 Fried chicken drumsticks, dusted with five spice spiced salt and Artisan hot chilli dipping sauce Chec� today’s specials on the board

Coffee 3.50 Flat White Latte Cappuccino Mocha/ Hot Choc Piccolo Maciato Esspessro Long Black Skim/ Soy/ Almond milk +0.50 Double +0.50

Tea 3.50 English Breakfast Earl Grey Green Camoline Jasmine

Mil�sha�es 4.50 Vanilla, Choc, Strawberry

Thic�sha�es 5.50

Freshly Squeezed Juice 6.00 Orange, Apple Soft Drin� 3.50 Sparkling Water Coke Lemonade Lemon, Lime, Bitters


amy269amy.wix.com/cafeclunes


amy269amy.wix.com/cafeclunes


amy269amy.wix.com/cafeclunes


amy269amy.wix.com/cafeclunes


Assessment 2: Target Audience: The campaign targets specific communities of lower socio economic status, in particular the Lismore and Byron Bay area. This particular area has recently had fluoride added into their water system. Currently there is much debate within the community as to whether or not fluoride should be bac� in the water.

Concept: This campaign aims to raise awareness of fluoridated water within the community. It aims to also reach the government, ultimately for the removal of fluoridated water. The campaign focuses on fluoride as an added chemical to water, which therefore makes the water impure. It will be addressed through a hero character. The character is designed to represent the laid bac� and socio�economics status of the effected community. Water drops Fluoride is an event, which addresses fluoride in water and the government. 100% Pure is the supporting sponsor, who is holding the event. The campaign is addressed through; A YouTube video Magazine Spread (visual) Magazine Article Newspaper Advertisement for the event Billboard Bus Shelters The Event ( t�shirts, petition and event poster)


C:19 M:0 Y:2 K:0

C:0 M:1 Y:10 K:0

C:73 M:68 Y:46 K:33


YOUTUBE

Video online at: http://www.youtube.com/watch?v=Sf6SSteJ4nI&feature= youtu.be

(Armfield and Akers, 2010, pp. 58--66) (Powerhouse Museum, 2013) (Upbeat Ukulele Background Music - That Positive Feeling by Alumo, 2013) (Fluoridealert.org, 2013) (Sydneywater.com.au, 2013)


Ben wants find how water gets from the s�y to his glass.

Ben found that water was stored in dams and rivers, �nown as catchment areas.

Meet Ben!

�ater is then pumped into filtration plants to filter our the impurities.

Water. Our purest source of anything, now with chemicals Join the campaign to drop fluoride by 2014

Minerals such as lime are added to balance acidity. Chlorine is added to �ill remaining bacteria.

The water is now pure and ready to drin�!

Making fluoride compulsory ta�es aways peoples right to choose. Fluoride now gets added to the water. Fluoride is the only chemical added to the water that doesn’t treat the water.

STOP

Everyone deserves the right to choose whether they want added chemicals to their water. Choose pure.

(Armfield and Akers, 2010, pp. 58--66), (Fluoridealert.org, 2013), (Sydneywater.com.au, 2013)


Recently Fluoride has been artificially added to the publics’

The question however is not whether fluoride is good or

water around Australia. Fluoride is a chemical ,that has been added to water since 1956 . Fluoride is used in water to

bad for us, or even what we believe the effects are, but whether it should be made compulsory for everybody. Does

prevent dental decay. It is a naturally occurring substance and

everybody need the same amount of fluoride? How much are

found in rivers and lakes. Today, fluoride can also be found in most foods and drinks.You can also find fluoride in toothpaste

we already getting through other elements? There are too many unanswered questions. The facts are unclear. As stated

as well fluoride tablets.

previously by Armfield, J.M & Akers H.F(2010) the knowledge the public has on fluoride and water fluoridation is minimal. People need to learn more about water fluoridation and its effects on the community and themselves.

Fluoride has been associated with many positive benefits, the major one being a reduction in tooth dacay. The U.S. Centers for Disease Control listed water fluoridation as one of the ten great public health achievements of the 20th century. However, fluoride is also associated with dental fluorosis, which is a defect on tooth enamel, most common in children. McDonagh et al. (2000) revealed that there is a dose�response relationship between water fluoride levels and the occurrence of fluorosis. Fluorosis is more common in artificial fluoridated water. There have also been links between fluoride and cancer and fluoride and bone fractures. These links, however have not been conclusive. Water has been fluoridated for just over sixty years, and therefore there are is no conclusive evidence on the long term effects that fluoride has on our teeth and bodies. In a survey conducted by Armfield, J.M & Akers H.F (2010) they reported that “respondents (to water fluoridation) were more inclined to believe that any effects of water fluoridation occurred over the medium or long term, that any risks were relatively unfamiliar, that water fluoridation was artificial and imposed, and that any risks were not personally controllable.” The publics’ main concern was that they �new very little on the long-term effects of water fluoridation. The survey confirms that not every person who was surveyed supported compulsory water fluoridation. The report indicated that15% of people surveyed were against fluoride and 15% felt neutral about the matter. If 1 in 3 people are unsure or

Water. Our purest source of anything, now with chemicals. Join the campaign to drop fluoride by 2014

People need to understand that fluoride is the only chemical added to water, that doesn’t treat the water. Adding fluoride to our water system ma�es our purest source of anything impure. If our water isn’t pure, what is? Is this what we really want in our communities? Shouldn’t we have a right to choose whether we have fluoridated water and whether we wish to take supplements such as fluoride tablets and toothpaste.

If our water isnt pure, what is? The proposition, �ater Drops Fluoride is nation wide event supported by 100% Pure to raise awareness to areas that have recently had their water compulsory fluoridated. Water drops Fluoride aims to raise awareness on water fluoridation as well as striving for pure water by February 2014. �e aim to get our message heard and dealt with by the government.

To sign the petition and to gain more information about water fluoridation head to our Facebook page. To become apart of Water Drops Fluoride email us on waterdropsfluoride2014@gmail.com

against fluoridation, this indicates that compulsory fluoridation breaches peoples’ rights of choice.

(Armfield and Akers, 2010, pp. 58--66), (Fluoridealert.org, 2013), (En.wikipedia.org, 2013), (Treasure and Chestnutt et al., 2002, pp. 46-67), (Www0.health.nsw.gov.au, 2013)


Flouride, the only chemical added to the water that doesn’t treat the water. Join the campaign to drop uoride by 2014

(Fluoridealert.org, 2013)


If our water isn’t pure, what is? Join the campaign to drop fluoride by 2014


(Fluoridealert.org, 2013)


EVENT MERCHANDISE

If our water isn’t pure, what is?


EVENT POSTER

If our water isn’t pure, what is?

Join the campaign to drop fluoride in our water by 2014 Learn more about Fluoride in our water. Sign the petition to show your support


Petition for the removal of Fluoridation in public water system �e the residents of , hereby note our written objection to the recent fluoridation of the public water system. We feel the general public has not had a fair say in the issue, nor does the general public have enough information on the subject. Following to reaching 2000 signatures, ‘100% pure’ proposes to reach the local government in reisssuing the passed bill, and ultimately remove fluoride from the public water system.

Name

Email


Recently Fluoride has been artificially added to the publics’ water around Australia. Fluoride is a chemical1,that has been added to water since 19562. Fluoride is used in water to prevent dental decay. It is a naturally occurring substance and found in rivers and lakes. Today, fluoride can also be found in most foods and drinks.You can also find fluoride in toothpaste as well fluoride tablets. Fluoride has been associated with many positive benefits, the major one being a reduction in tooth dacay. The US Center for disease control listed water fluoridation as one of the ten great public health achievements of the 20th century. 3 However, fluoride is also associated with dental fluorosis, which is a defect on tooth enamel, most common in children. McDonagh et al. (2000) revealed that there is a dose-response relationship between water fluoride levels 1 ��������������������������������������������������� Water Fluoridation –Wikipedia, the free encyclope� dia, 2013, viewed 12 October 2013, <http://en.wikipedia.org/ wiki/Water_fluoridation>. 2 Water Fluoridation Factsheet– NSW Health, 2013, viewed 12 October 2013, http://www0.health.nsw.gov.au/ factsheets/general/water_fluoridation.html 3 The U.S. Centers for Disease Control listed water fluoridation as one of the ten great public health achieve� ments of the 20th century

and the occurrence of fluorosis. Fluorosis is more common in artificial fluoridated water.4 There have also been links between fluoride and cancer and fluoride and bone fractures.

everybody need the same amount of fluoride? How much are we already getting through other elements? There are too many unanswered questions. The facts are unclear. As stated

These links, however have not been conclusive. Water has been fluoridated for just over sixty years, and therefore there are is no conclusive evidence on the long term effects that fluoride has on our teeth and bodies.

previously by Armfield, J.M & Akers H.F(2010) the knowledge the public has on fluoride and water fluoridation is minimal. People need to learn more about water fluoridation and its effects on the community and themselves.

In a survey conducted by Armfield, J.M & Akers H.F(2010) they reported that “respondents ( to water fluoridation) were more inclined to believe that any effects of water fluoridation occurred over the medium or long term, that any risks were relatively unfamiliar, that water fluoridation was artificial and imposed, and that any risks were not personally controllable.”5 The publics’ main concern was that they knew very little on the long-term effects of water fluoridation. The survey confirms that not every person who

People need to understand that fluoride is the only chemical added to water, that doesn’t treat the water. Adding fluoride to our water system makes our purest source of anything impure. If our water isn’t pure, what is? Is this what we really want in our communities? Shouldn’t we have a right to choose whether we have fluoridated water and whether we wish to take supplements such as fluoride tablets and toothpaste.

was surveyed supported compulsory water fluoridation. The report indicated that15% of people surveyed were against fluoride and 15% felt neutral about the matter. If 1 in 3 people are unsure or against fluoridation, this indicates that compulsory fluoridation breaches peoples’ rights of choice. The question however is not whether fluoride is good or bad for us, or even what we believe the effects are, but whether it should be made compulsory for everybody. Does 4 McDonagh, M, Whiting, P, Bradley, M, Cooper, J, Chestnutt, I, Misso, K, Wilson, P, Treasure, E, Kleijnen, J, 2000 ‘A Systematic Review of Public Water Fluoridation’, NHS Cen� tre for Reviews and Dissemination, University of York, vol. 18, pp. 46-67. 5 Armfield, J.M & Akers H.F, 2010, ‘Risk perception and water fluoridation support and opposition in Australia’, Journal of Public Health Dentistry, vol. 70, pp.4-9.

The proposition, Water Drops Fluoride is nation wide event supported by 100% Pure to raise awareness to areas that have recently had their water compulsory fluoridated. Water drops Fluoride aims to raise awareness on water fluoriation as well as striving for pure water by February 2014. We aim to get our message heard and dealt with by the government. To sign the petition and to gain more information about water fluoridation head to our Facebook page. To become apart of Water Drops Fluoride email us on waterdropsfluoride2014@gmail.com


References Armfield, J. and Akers, H. 2010. Risk perception and water fluoridation support and opposition in Australia. Journal of Public Health Dentistry, 70 (1), pp. 58--66. En.wikipedia.org. 2013. Water fluoridation. [online] Available at: http://en.wikipedia.org/wiki/Water_fluoridation [Accessed: 15 Oct 2013]. Fluoridealert.org. 2013. Fluoride Action Network | Broadening Public Awareness on Fluoride.. [online] Available at: http://www.fluoridealert.org/ [Accessed: 15 Oct 2013]. Nhmrc.gov.au. 2013. Australian Drinking Water Guidelines (2011) | National Health and Medical Research Council. [online] Available at: http://www.nhmrc.gov.au/guidelines/publications/eh52 [Accessed: 15 Oct 2013]. Powerhouse Museum. 2013. Drinking Water. [online] Available at: http://www.powerhousemuseum.com/ecologic/files/2011/11/Drinking-Water.pdf [Accessed: 15 Oct 2013]. Sydneywater.com.au. 2013. The urban water cycle. [online] Available at: http://www.sydneywater.com.au/SW/teachers-students/facts-about-water/secondary-students/how-does-water-getto-our-taps-/the-urban-water-cycle/index.htm. [Accessed: 15 Oct 2013]. Treasure, E., Chestnutt, I., Whiting, P., Mcdonagh, M., Wilson, P. and Kleijnen, J. 2002. The York review--a systematic review of public water fluoridation: a commentary. British dental journal, 192 (9), pp. 46-67. The University of Adelaide. 2012. Colgate dental education programs. [ONLINE] Available at: http://www.adelaide.edu.au/arcpoh/dperu/fluoride/fluoride_P1.pdf. [Accessed 09 October 13]. Unknown. 2013. Upbeat Ukulele Background Music - That Positive Feeling by Alumo. [video online] Available at: https://www.youtube.com/watch?v=m5F0Lq03spM [Accessed: 15 Oct 2013]. Www0.health.nsw.gov.au. 2013. WATER FLUORIDATION Factsheet - NSW Health. [online] Available at: http://www0.health.nsw.gov.au/factsheets/general/water_fluoridation.html [Accessed: 15 Oct 2013]. Division of Oral Health, National Center for Chronic Disease Prevention and Health Promotion, CDC. Achievements in public health, 1900–1999: Fluoridation of drinking water to prevent dental caries. MMWR Morb Mortal Wkly Rep. 1999;48(41):933–40.


2567QCA Graphic Design 1

Assessment: Marks & Feedback The following items were included in your portfolio: Item One: Corporate Identity: weighting 50% Criteria

Criteria weighting

Creativity and Innovation

40%

Technical Standard

30%

Presentation Quality

30%

Mark (0â&#x20AC;&#x201C;10)

Feedback and comment ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________

Item Two: Packaging: weighting 50% Criteria

Criteria weighting

Creativity and Innovation

40%

Technical Standard

30%

Presentation Quality

30%

Mark (0â&#x20AC;&#x201C;10)


Presentation Quality

30%

Feedback and comment ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________

Item Two: Packaging: weighting 50% Criteria

Criteria weighting

Creativity and Innovation

40%

Technical Standard

30%

Presentation Quality

30%

Mark (0â&#x20AC;&#x201C;10)

Feedback and comment ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ Marking criteria 0 No Submission; 3 Poor; 4 Below Pass; 5 Pass; 6 Sound Performance; 7 Good Performance; 8 High Performance; 9 Very High Performance; 10 Exceptional Performance

TOTAL MARK



Graphic Design 2