After initial meetings with the client the designer will follow the below phases until completion.

November 14 - November 21Designer will research the people who regularly use Holiday Inns in order to refine the target audience. When this is complete ideas will begin to develop into sketches.

November 22 - December 5The designer will take the sketches and develop them digitally into specific concepts to be discussed with the client.

December 6 - December 11After all concepts are developed and discussed with the client, the designer will narrow it down to three main concepts. The three concepts will be further refined, and one final solution will be chosen. The final solution will be physically made and mailed through Canada Post.

The following criteria should be taken into affect:

Fitness for purposeConcept meritEsthetic qualityDesign processQuality of execution

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Design Brief Designer: Kate GarnettClient: Giles Woodward (ARVC 396)Project: Company Holiday Mail Outs

Objectives

Description

Target Audience

User Benefits

Tone and Matter

Expenses and Applications

Criteria for Review and

Approval

Deliverables

To create a Christmas themed artifact to be mailed out to frequent guests at any given Holiday Inn.

Create something that can easily be mailed to the target audience, and gains business in the Christmas season because of it.

Frequent users of Holiday Inn hotels that are likely to stay there in the near future, and stay in a hotel during the Christmas holidays.

Users will be reintroduced to the services that the hotel provides, and the fact that they are open during the Christmas season.

The tone of the message should reflect the modern maturity portrayed by the hotel, and its connected companies.

Materials must be priced reasonably in order to ensure mass production to reach a large amount of people.

Material(s) will appeal to the recipients, and must create business for the Holiday Inn during the Christmas season.

The designer will provide the client with the following in physical and electronic form:

Creative brief Nov 23Design process document Dec 12 Final solution Dec 12Written rationale Dec 12

Services

Phase One: Ideation and

Research

Phase Two: Development

Phase Three: Refinement

Evaluation Criteria

Name

Date

Name

Date

ResearchResearch

SketchesSketches

DevelopmentDevelopment

side 1 side 2

About the towels, we forgive you!

Here’s a holiday gift you won’t feel guilty about taking.

Remember to book your holiday stay at any

Holiday Inn Hotel & Resort.

1 877 660 8550www.holidayinn.com

side 1 side 2

RefinementRefinement

According to the criteria for this project the final solution is ideal for the following reasons.

The conceptual merit reflects both the idea of Christmas and the Holiday Inn. The idea of giving someone something they would use at Christmas relates to leaving out things like shampoos in hotel rooms.

Those who get the gift will be inclined use it, and others will ask where they got the wrapping paper from. Therefore in return the Holiday Inn will receive cheap advertising, resulting in more people staying at the hotel durring the holiday season.

By using the logo as a motif it reinforces where the gift is from, without being too obvious. The use of color and typeface also provides a connection to the company.

There are multiple ideas and directions explored within the process. This allowed the final solution to be well produced and highly effective over all.

Also the cost of sending these out is very low since the packaging is small and light weight. The only difficulty will be in printing the wrapping paper to be sent out.

RationaleRationaleAccording to the criteria for this project the final solution is ideal for the following reasons.

The conceptual merit reflects both the idea of Christmas and the Holiday Inn. The idea of giving someone something they would use at Christmas relates to leaving out things like shampoos in hotel rooms.

Those who get the gift will be inclined use it, and others will ask where they got the wrapping paper from. Therefore in return the Holiday Inn will receive cheap advertising, resulting in more people staying at the hotel durring the holiday season.

By using the logo as a motif it reinforces where the gift is from, without being too obvious. The use of color and typeface also provides a connection to the company.

There are multiple ideas and directions explored within the process. This allowed the final solution to be well produced and highly effective over all.

Also the cost of sending these out is very low since the packaging is small and light weight. The only difficulty will be in printing the wrapping paper to be sent out.