Southern New Hampshire University
GRA 280: Design Thinking for Graphic Designers
Students of this course demonstrate understanding and proficiency in the design process with concepts of human-centric design, target audience research and empathy, ideation, and execution through the creation of three advertisement designs for a fictional New York City restaurant. The client Focus 05 struggles to attract hip, young Millennial customers despite their trendy downtown location. These new advertisements intended for use in the subway were developed with this target audience in mind.
Subway Ad #1
Imagery preferred by millennial audiences depicts young, diverse individuals enjoying the unique experiences of the brand being advertised. The focus of the image was adjusted to the woman enjoying the experience to relate to the millennial viewer. With this focus, the millennial viewer can image themselves experiencing the unique environment and dining of Focus 05 with the woman depicted creating a more genuine connection to the brand. Implementation of the QR code and social media presence of the brand connects to the millennial targets’ need for experiences and brands who are as technologically connected and savvy as they are.
Subway Ad #2
The second mock-up embraces the social media habits and technological needs of the target audience by connecting to a common image sharing habit by millennial consumers. The inclusion of the hand holding an iPhone where an image of the platter in the ad is being tagged and shared on social media is a direct reference to this sharing habit without shaming the target viewer. “Share-worthy platters (online and IRL):” gives a humorous nod to the food that the targets like to share with their friends both in the restaurant and on social media while also drawing attention to QR code that can enhance their dining experience.
Subway Ad #3
The third mock-up also embraces the technological and social habits of the target audience while telling a relatable story. Rather than lecturing the viewer with a sales pitch, the benefits of dining with Focus 05 are depicted to the target viewer in real-time in a familiar format of a text exchange on an iPhone. The text “Just meet me @focus05” pending send puts the viewer in the driver’s seat with the viewer knowing the unique new spot in town to share with their friends on social media. The inclusion of the QR code also adds to the technological needs of the viewer.
Process Book
The full research, development, and ideation process of the three subway ads, including early iterations and client feedback, can be viewed in the Process Book document below.