Brief 2 - Cleo tavern Evaluation

Brief 2 – Cleo Tavern Evaluation

Initially this was a brief to brand a tavern in NW, Oklahoma. However, as I began research and developing the brief I realized that the concept would be better fulfilled if I brought the tavern over to the UK and into a sophisticated situation such as Carnaby Street, London. The reason for doing this was because I wanted to achieve two things from this brief, bring heritage into design through processes while achieving something sophisticated, clean and modern. By combining the two places, Oklahoma and London, I could get this feel and look. My aim for the design was to incorporate the original audience; cowboys, farmers and bikers into the design whilst tailoring for the new audience; young professionals. I spent a lot of time researching the style of design I wanted to achieve, and the processes I thought I could use to create them.  At the completion of the brief I was aiming to have furthered my knowledge in working with branding and identity, within a high-end market. This is something I had only begun to touch on in the last module, and was something I wanted to achieve by the end. Through the research I began making appropriate design decisions and generating the brand and identity.  The main problem within this brief was creating the identity and proving that it would work across a range of deliverables, which is why I focused my efforts and developing the brand over the smaller things within restaurants, to help showcase the identity in a novel way. I developed a lot of skills through this project, for example tailoring design to fit an audience, whilst using another audience to inform it. Generating design interior mock ups, which I had to work extremely hard add and at the end I am actually very happy with this, because I didn’t find it easy to begin with. I have also furthered my knowledge in processes, bringing together wood engraving and modern design to showcase the past and the present. Within this brief I also had contact with specialist professionals, such as getting the glass engraved and getting t-shirts embroidered. This involved receiving quotes, and specking up designs so that they could work when sent. This has allowed me to think more broadly with regards to branding, and produce professional looking work, which I did want to achieve.

In order to get the most of this brief I had to work methodically, keeping on top of time management, with regards to organising laser cut sessions and getting work ready. This brief involved creating miniature deadlines and sticking to them in order to produce the process work that I wanted to achieve.

As mentioned, my main aim with this brief was to create a cohesive branding and identity with a focus on bringing together heritage and modern aspects of design through the processes and range of deliverables. I also wanted to prove that the identity created would work, and I am happy with this brief, because I feel I delivered what I initially set out to do, whilst learning a lot about the elements of design and branding. 

Ougd303 Brief 2