Re-Branding Project Proposal

To:

Queens Park Pizza Owners Dave Simmons Simon Kramer
From:

Philip Fernandez
31/07/2007

Philip. Fernandez

31/07/2007

Executive Summary
This report explains how the project will be approached and the processes it will undertake to achieve an original design. It covers the projects purpose, objectives, target audience, project deliverables, project scope, timeline and possible complications.

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Philip. Fernandez

31/07/2007

1.0 Purpose and Objectives: This particular project is aiming at redesigning the Queens Park Pizza Menu/Brochure. The main features that will be redesigned are its colour schemes, font styles and sizes, content layout, images and graphics. 1.1 Colour Schemes a. To create a calm and sophisticated look using vibrant colours to attract customers. b. To use colours that won’t contrast too much, so that the brochure has a professional look to it.
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Philip. Fernandez

31/07/2007

c. Keep major headings and fonts in colour coordination so that customer can comfortably navigate through menu with out frustration or confusion. 1.2 Font Styles and sizes d. Possibly keep some fonts the same so customers can tell that it is a Queens Park Menu. e. Change the sizes and fonts of some of the advertising words such as “Free”, “Specials” and “Create Your Own Pizza”. f. Emphasize the gourmet and traditional pizza font and make it a bit more attractive to the customer. 1.3 Content Layout g. Make the brochure ¾ of its size, to make it look slightly unique. h. Keep the headings and all its contents in closer proximity. 1.4 Images and Graphics i. Will include photos of some of the pizzas made in Queens Park Restaurant, photos will be taken of pizzas to avoid any possible copyright infringement. j. Possibly include a photo of the restaurant from the outside at night time. The reason for redesigning these particular areas are to create a sophisticated, attractive, understandable and less frustrating menu that customers can browse and be completely satisfied. There will be no problems with designing the new brochure because all the materials will have Queens Park Copyright and everything designed will be original. 2.0 SWOT Analysis

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Philip. Fernandez

31/07/2007

3.0 External Target Audiences Audiences will need to be targeted if the project is to have any affect on the customers. The main audience that will be targeted from what has been gathered are middle aged people that are fairly elegant and sophisticated. This includes ages from approximately 20-40, of both sexes. The secondary audience that is equally as important are families and their children. Thirdly a small approach to elderly audiences will be attempted considering that they aren’t such a big factor/target. 4.0 Project Deliverables The project will have to provide detailed content and a very unique design so that the customer knows what the brochure has to offer. The brochure will deliver a wide variety of all of the orders that could be made at QP and all the prices that the customer will have to pay. It will express specials for Mondays and the free delivery that it offers.

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Philip. Fernandez

31/07/2007

The client will have tangible and intangible benefits if the outcome is carried out as planned. Some of the tangible benefits will be that the customer is attracted to the brochure, that it is easy to understand and user friendly. Some intangible benefits will be that the customer will spread the word if they find the design different and unique. Small things such as the brochure will add to the QP experience.

5.0 Project Scope and Possible Execution The project isn’t going to be very broad, it should only take up to a couple of hours a week to accomplish. In relation to how realistic it is, people would agree that it is very feasible with a bit of time and effort. The project is related from a current program and will be modified in relation to that.

6.0 Timeline Once the project is started and the client is happy with the proposal, it will only take an approximate time of 2 months to have the brochure finished and reviewed. Possibly another week for any other minor enhancements.

7.0 Possible Complications/Challenges There will be challenges in completing the project, but with help from staff members and the approval of the owners it should be fairly easy. The only potential challenge will be taking the pictures of the pizzas, how the pictures will be modified and where they will be placed on the brochure.

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Philip. Fernandez

31/07/2007

8.0 Conclusion The projects aim is to achieve a sophisticated and original design that will attract customer’s attention and be less frustrating to follow through.

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Philip. Fernandez

31/07/2007

9.0 References
Queens Park Pizza Menu, 31/07/2007

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