REFRESH by Gian Armstrong

REFRESH

PROJECT DESCRIPTION REFRESH is a creative direction concept designed to help businesses such as cafes ‘turn over a new leaf’ and revitalise their social media to connect with their customers. The project encourages viewers to notice the smaller picture of both the cafe location and its menu. This concept marries food photography with images from nature to highlight the delicious aspects of the food and the best features of the environment around the cafe.

A curated social media presence showcases the desirable aspects of the business and fosters stronger customer engagement. Through my photography I have styled and produced images portraying the best features of a lakeside cafe, arranging them in a persuasive social media feed.

I seek to present what is around us but not always noticed. I want to credit the world that was given to us, as well as find beauty in what we have built ourselves.

Nature can be underrated, unappreciated and overlooked. I hope people see the variety of plants within a forest, the intricate details of each flower and the textures of rocks in a cavern. Hence I have also developed three pattern designs based on the dragonfly to be applied to recyclable coffee cups.

CONCEPT Nature influences my work in many ways, its shapes, colours, and textures offer interesting insights into my work. I’m not the first to take inspiration from nature, that is already a constant, from structures, exteriors, and materials nature can offer different and effective forms of design.

Nature can be underrated, unappreciated, and overlooked. one may see nature as a whole, eg. a forest, a garden of flowers, a cavern of rocks etc. but what they don’t see is the variety of plants within that forest, the intricate details of each flower or the texture and patterns of the rocks in the cavern.

Throughout my design work I want viewers to see the smaller picture. The shapes, textures, and all the intricate details.

This concept is to marry food photography with images from nature. To showcase what we live in and around. To give credit to the world that was given to us as opposed to our built world.

Target Audience; The intent is to provide a successful visual marketing plan. My target audience is small businesses wanting to improve or produce social media platforms to increase sales and broaden the range of consumers.

Existing target audience are middle aged men and women, pensioners, families, within the community.

My goal is to expand this customer base to include, young people, surrounding communities, and tourists.

All Photography and Styling by Gian Armstrong

Market Research; There are several cafes and restaurants within the Newcastle / Lake Macquarie area that do not have social media that promotes their food and services.

Meanwhile some do not have good quality images that have been researched, storyboarded, and tested before being shared with the public.

These businesses would improve greatly if they had quality, aesthetically pleasing content to post. Ensuring a different market as well as their current one would see they products and services and want to try.

All Photography and Styling by Gian Armstrong

After ‘REFRESH’

Before ‘REFRESH’

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Photography and Styling by Gian Armstrong

All Illustrations by Gian Armstrong

All Illustrations by Gian Armstrong