Content page Table of content

1. Product overview and background
2. Design audit -category review (mascot, tagline etc)
3. Target Audience and review (who buy them)
4. Company portfolio (visual language eg: signage, cups, cutlery, all visual materials)
5. Business objectives and design strategy (in this case we’re doind redesigning kfc image visual langauge. creating new sub branding; why is it for kids, is it effective for kids)
6. Project scope,timeline and budget

conclusion design execution: how the problem could be solved

1. Product overview and background
McDonald’s is a huge multi-national restaurant chain. There are restaurants all over the world. Indeed, it would be hard to find any country in the world that does not have McDonald’s restaurant somewhere within. It was started in the first half of the 20th Century by two brothers Richard and Maurice McDonald when they opened their first restaurant in San Bernardino, California. Later the brothers became annoyed by this style of restaurant, the pressures of a full menu, and the hassle of managing staff, and so decided to scale down the operation. They developed the idea of an ‘assembly line’ . the ‘assembly line’ was a success because it reduced menu with consisting only of hamburgers, fries and drinks therefore could be cooked cheaper and quicker. Later in 1954 Ray Kroc a milkshake mixer salesman noticed a potential in the McDonald’s restaurant. He persuaded the McDonalds to open more restaurant. Eventually Ray Kroc managed the franchising of the McDonalds’ restaurant concept and by 1961 Ray Kroc was owning the whole business.

Harland Sanders born in 1890, Henryville, Indiana. He had worked variety of jobs before he became famous with his fried chicken recipee. A railroad fireman, a lawyer, operated a steamboat on the Ohio River, sold insurance, and finally 1930 in settled down to run a service station in Corbin, Kentucky. Soon he was putting his cooking skills to use again. Providing meals for travelers who stopped at his service station. The business grew from first in serving them his own dining room and eventually in a restaurant across the road. In 1935 Governor Ruby Laffoon made him a Kentucky Colonel because of his famous cooking skills. In 1950, a new highway was going to be constructed and could divert the traffic away from the town. Thus made his successful business coming to an end and his sole income became $105 per month Social Security checks. However he did not give up he convinced others to invest in his delicious fried chicken recipe

and few years later Kentucky Fried Chicken was born. The franchise cost for a nickel for each chicken sold, to restaurants across the United States. By 1964 the Colonel’s chicken was being sold in more than six hundred restaurants. At age seventy-four, Sanders sold his business for $2 million and became the official spokesman for Kentucky Fried Chicken. By 1974, he was ranked as the second-most recognized celebrity in the world. Colonel Sanders died in 1980 at the age of ninety from leukemia, but his smiling image still graces KFC’s packaging.

2. Design audit -category review (mascot, tagline etc)

The arches were introduced in 1953, when the McDonald brothers were building a new outlet in. Dick McDonald, wanting more visual appeal, added a pair of stylized yellow arches, one at each side. When viewed from an angle, the design was reminiscent of the letter M. In 1962 the company sought a new logo. Initially the logo stylized “V”, but the company’s head of engineering and design, Jim Schindler, extended the “V” into an “M” resembling a McDonald’s store viewed from an angle. Later McDonald’s dropped the physical arches from all of its restaurants and the Golden Arches have became the company logo.A sign out front incorporated yet a third yellow arch along with the chain’s signature character, a chef named Speedee. Speedee was a man with a chef’s hat on top of a hamburger shaped head. In the early 1960s, Kroc decided that the chain could make more money if it appealed to children, and so the company sponsored a kids’ TV show called Bozo the Clown. The actor that played Bozo, Willard Scott, was hired to appear in three adverts as the McDonald’s restaurants new mascot: Ronald McDonald. Speedee was eventually replaced with Ronald McDonald in 1963.
Colonel sanders sold his business for $2 million and became the official spokesman for Kentucky Fried Chicken. By 1974, he was ranked as the second-most recognized celebrity in the world. He died in 1980, but his smiling image still graces KFC’s packaging. Since then the colonel has always been a part of the KFC logo. In the early years, you can see him to have a more serious face but over time, you can see that his face has become more friendly. Also, the red color in the logo has given the logo a more bold and lively look.

3. Target Audience and review (who buy them)
McDonald’s has always been a family restaurant but has never been a burger bar. What’s the difference? None. But the family focus is a positioning strategy that’s reflected in everything the corporation does. McDonald’s knows that by targeting families, it hits one of the most attractive, loyal consumer groups available. It gets into the parents’ wallets via the kids’ minds.
Given the strength of this strategy, it’s no wonder that McDonald’s has become what it is. And, by the way, the audience focus doesn’t mean that McDonald’s misses out on attracting teenagers, tweens, or grown-up singles to its restaurants. Obviously, McDonald’s restaurants are full of such consumer groups. But by attracting a target audience, McDonald’s hasn’t scared other consumer groups away. Just imagine if McDonald’s targeted teenagers. Do you think any families would show up?
meanwhile KFC is more targeting to young working adults with or without kids and essentially teenagers living in city.

4. Company portfolio (visual language eg: signage, cups, cutlery, all visual materials)
put pictures from mcdonalds and kfc because me and will we were researching kfc so we’re both will get and give the pictures. And Tae and jinny who’s doing Mcdonalds can also do the same =) (easy to just grab ones we have from our presentation )

5. Business objectives and design strategy (in this case we’re doind redesigning kfc image visual langauge. creating new sub branding; why is it for kids, is it effective for kids)
We like to do a repositioning branding for KFC, broaden the target audience with creating new sub-brand that are suitable for children. The reason behind, is because we want to make KFC more like a family restaurant. Thus we are targeting the parent’s through their kids. these are achieved by creating a new environment, that is kids friendly, educational, safety and fun. These environment wants to entertain children at the same time educate them to be independent. Small scale furnitures are specially designed for these. The benefits are children can learn to eat on their own at the same time they could play to be like a grown ups. Several children’s play device are provided. Moreover these environment will hold educational information that is interesting for children. New menu are also introduce. This new menu will appeal to children and it is healthy.

6. Project scope,timeline and budget

conclusion design execution: how the problem could be solved

Possible report structure

working title…

How a design business operates

OR

The business of graphic design and how it works

OR

A day in the life of a design business

our group name group members are…

InTime Project Group

Elvina Pratiwi

Tae Miyazaki

Will

Jinny

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intro…

Describe the business

Saatchi & Saatchi is a famous Global Advertising Agency. It is founded in 1970 by Maurice Saatchi and his brother Charles Saatchi. Saatchi and Saathi headquarter is in Paris. Today Saatchi and Saatchi has aout 150 offices in 86 countries, wih approximately 7200 employees. Toyota, Lexus, Procter and Gamble, Johnson and Johnson, Sony, Visa International and Kodak are among their top ten clients.  The agency has received several prestigious achievements in the Cannes Advertising Festival.

Australian Based

Saatchi in Australia is located in Sydney. The Saatchi Agency in Sydney is established around 20 years ago. As time progressed Saatchi  realised that they had design needs. And since they want to give the best for their client, a design sudio is established 12 years ago. This is later called Saatchi Design, the design division of Saatchi and Saatchi  Agency. Unlike other division in the agency, Saatchi Design is rather small, consisting with only 4 to 5 people in the group.

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understanding – how, who, what?

Who typically works in this business?

People who involved in this design team are 2 designers, a production manager and a creative director. Saatchi Design’s works with the agency’s clients as well as their own individual clients. This team works collaboratively from the beginning to the end of a project. They really  emphasize on the idea of team work. The creative director, designers and production manager work together in horizontal. With the idea working as a team, all acknowledgement is shared equally within each member and thus this creates confidence. This kind of structure in Saatchi Design is unique compare to other agencies.

How does a typical business operates?

As a part of a big agency, Saatchi Design has a lot of resources. Usually business manager, who is agency client service person meets the client and get off a brief from client then business manager will send the brief to production manager to allocate the time for designers to do the brief. Business managers people are the bridge between the client and designers. Most of the times they negotiate and deal directly with client, as well as negotiates budget and represent final works. Sometimes designers can also be involve first hand with client.

What are the most important factors in this business?

Saatchi believes that in every design project, the fundamental step is to have ideas and concepts. Where the content and message is carried out in a stylish and creative ways. The biggest challenge for them is to deliver a lot of ideas that enable them to grow intellectually, mentally and surpass their clients’ expectation of the brief.

Trust and relationship with client is very important. Saatchi has a number one rule with dealing with clients, that is with trust and honesty. They realizes that many successful work came from a process where there is trust with the client. When dealing with client, Saatchi try to develope personal relationship.

What are client looking for?

Most of these clients are looking for solutions, and the agency has to provide these for their clients. Saatchi has philosophy of : ” Ideas are the currency of the future, they solve problems, create opportunities and entertain, they break down barriers and enrich lives.” Moreover these clients are also looking for trust. To build a client’s trust. the designers has to be honest with their clients and their work. They are constantly expressing that they continually thinking and producing good standard design work. To gain the first contact with client Saatchi usually send examples of their works.

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Who did  we conduct research on?

Initially we had research two different design companies. One is the ginger monkey who works on a small scale as a freelance designer and the other is Landor a interational advertising agency with much larger scale. Both has a very different work ethics and structure. 

Studio visit

We interviewed two designers from Saatchi Design. Sharaon and Sam both has worked in the agency for 2,5 years. 

Sharaon start off as a in house designer and then she does free lancing for half year and end up in Saatchi and Saatchi. Whereas Sam started from the health divison in the agency, this division specifically work in health care industry, and then he moved to the Saatchi Design. They shared that they had studied different fields prior their careers in creative industry. Sharaon studied medical science and chinese medicine. Sam studied japanese and business.

What did we ask?

What benefits they get as being a part of  such a big agency as saatchi and saatchi. And is there any setback from working in this scale of agency. What kind of probono job they would like to do. And what makes Saatchi and Saatchi different from other agencies?

What did we discover?

They have a lot of resources of a big agency and being a team of Saatchi Design really gives them flexibility of working in a small studio. That makes them a special case for example when they want to look big forf a client they can put the agency’s name  behind them but when they want to look small they can just be Saatchi Design as they could stand separate as a company as well. Moreover being a small team in such a big agency is interesting because the problems of big agency does not tend to troubled Saatchi Design as much.

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reflective summary

What interest us the most?  about what we learned?

The work structure in a big agency is very specified into details. Everyone has its specialist role that designers do not have  to take up the printing work because there is someone who does that.we interest most at the work process how everyone has its own specialist role and that in this industry relationship and trust with the client is the very important. We interested in quite many different areas, some of us interested in the business manager role, how sometimes they fight, discuss and questioning the designers for the idea before present it to client so that they can get really comfortable present it. Also how they keep relationship and on going negotiation happening with the client.

Our overall impression/s of the business are?

We we thought the design industry is very dynamic, fun, fast pace business that always on the go. It always and up dated often through out the time.

Top tips for students looking for work are?

Always priority quality over quantity. When you make a portfolio make it really easy to be assessed and just be yourself and open minded and found your own style identity =)

here i post some transript from the interview. i worked on it for two days, that is why its a bit late (sorry tae).

However its not all perfectly written down. because sometimes i couldn’t hear or catch exactly what they said.

So don’t rely too much on my transcript but i just post it here who knows it might help a bit =)

Assignment: How agent is structured and how it operates? how it manages it works?

Clarify : interviewee clarified, saatchi2 design is  a design divsion of  Saatchi n Saatchi.

Q1 what your role?

A designer

Q2. how long u ve been working n SS@?

 2,5 year

Q3 Hv u ever worked in agency this size before?

no, i worked as an in house designer straught after uni for about 6 months a year, and then freelancing and then while freelancing got caught up in here

Q4 do SS2 bring a lot of freelancers?

we do, when it get really busy. SS2 design is actually pretty small. We’re only 3 or 4 of us when we get really busy then we get the freelancer.

Q5 working in a small section of a much larger organization , what would be the advantages?

there’s alot of resources in the agency. we have digital division, design, we have health care, david jones.

Q6 what is the benefits from your personel point of view from working with such a big company?

with small clients is fine, with bigger client having the name SS2 behind us, it helps us alot.

Q7 how many people roughly working in SS2 The rocks?

220  people,

Q8 How does those 220 people structured?

we have david jones team,who worked on all the David Jones’s catalogues, websites, brochures

Health care (they pretty big) they work specifically in helath care industry.

we have a lot business managers, and then the person in between the client and us the designers.

Q9 how many of them have the access to the creative background?

there quite a lot. in design we have a production manager, business manager, 2 designers and creative director. there quite various, i think there are more business managers then there are creatives.

Q10 the person who sit right on the top are he from the creative background? the guy wh runs who responsible on the run..?

we have creative executive director  , and we have CEo we have 2 top people creative site and business site.

Q11 brief overview on how your work process from first initial client meeting till right down to the end?

it depends on the brief, we have many clients for toyota and lexus. we got the brief from the client and then we got the flat print just the rough

ussually business manager get the brief off the client and then business manager will go to project manager. project manager will arrange time for us to make it happen

Q12 do u ussually meet face to face with clent?

prolly half and half. alot of the time busines managers do. they are sleek kind guy who relly good at talking. sumtimes designers hv problem articluating great ideas. designers are not in their make up to sell.

Q13 even if its your own work?

if i accross project from strat to finish i got much better understanding on them i got more comfortable going on them.

Q14 what sort of liasion, How do u work on project, does 1 persontakes entire responsibilty for, do u break it up, do you do it as a team?

it depends, if it small jobs we do it individually, if it big we split it all up. it depends . we’re pretty horizontal,  we’re pretty small team, we’re all sort of put in our ideas.

 and u always tap some on shoulder ask other;s opinion.

Q15 what are the main task of business manager? client relationship

Q16 do business manager have problem to represent the idea back to the client since they dont have experince on the creative process?

 the business manager are really good, we need connection. im kinna like explain sumthing and they get it. sumtimes they do hesitate to represent it to the client so they try to fight with you before they go present it to client and you as the designers try as hard as you can to get what you want.

Q16 does saatchi hv strategy in place to fostering creativity in designers, educate purpose or looking after young designers pick up people and educating the desginers?  

saatchi as ad agency as whole is good at. there wil be worksjops. keeping up iwth what is up to date seminars, etc, they do encourage you to advance. there are plnty of support

Q17 do u think saatchi as awhole move more in to digital n web?

saatchi has designnated digital direct  department and the last couple of years the idea has been integrate. in the last couple of years we start to cross over boundaries together with digital dept.

it depends sum designer like multitasking and do a bit of these and that. sometimes it better u  focuss n specialised in design and then u work wit sum1 else to develope web.

i prefer to work wih design and then work with

Q18 do u have developer technical guy here?

yes, on digital dept  around 15 people

Q19 from 220 people only 15?

i reckon the company is more made out  on the business managers

Q20 do u know everybody in the company?

nope, we have company away day, its like bonding day.

Q21 How long u ve been working here sam?

2 and a bit 

Q22 did u both sudy communication design?

i studied graphic at canterburry uni. we talking abouth this a while ago. its really funny to see the background of designers. we are all coming from all over the shop

sharon did medical science for a half year and then chinese medicine a year and half and then move over to graphic design. Most of our guy in our team coming from totally different fields. it helps.

Q23 So background knowledge froom different sort of area dos help?

I studied japanese at wollongong uni , did a bachelor of arts. and mix of everything and then finished of design want to get out of uni so i went back did a diplomma in tafe.

Jules he start off in advertising agency

kevin did coputr science our previous creative director

Q24 how do u keep quality controll with the freelancer designers, since its a long process of working?

most of the frelancers we get drom headhunters, so we know they will be good.

Q25 how many do you have freelancer in any given time? we ussuallytop up with one, 2 designers 1 creative director, 1 production manager (they look after getting things at the door ontime, getting thins printed)

we sort of get the best of both. we get resources of big agency and sumtimes we are slow down by the size of this place but sumtimes we are with client we can work like a really small studio. and sumtimes we dun run into the bureaucracy.

Q26 and whats the worst point of it part of such a big company any drawback or negativity? 

for us we re such a special case , we are in such a big agency but all the problems of big agency dun tend to touch us as much becuz we’re such a small team

its interesting

Q27 why is that different to other agency do u know?

 i think because we s@ desugn exist, we re at separate company as well, i guess, if we want to be small, we can look small if we want to be big we can look big

Q28 what sort of decision to break it off in a way in to make form as a company? SS@ hv been around forever, but SS2 design we re starting about 12 yrs ago i think there was sumkind of need pro design 

i  think there was such  a business opportunity bcuz there was business opportunity are popping up  n they’re going by the way becus there was designated design, graphic studio.

Q29 So you have a really long running client such as david jones who are havin the entire dept just for them n then u guys are able to do smaller things that is just pop up or thing are gonna be massive in long term?

 it’s not so much about the size of it, i guess we can resource from other areas if we need to take on bigger client, but it’s more specialised in the rest of the agency is basically advertising whereas we are more branding and print design so in that sense  we re doing sumthing cmpletely different from the rest of the agency.

Q30 do often pitch for a job or ?

 we do 

Q31 do you do alot of pro bono?

 yeah we do, about reconcile i think for small studio

Q32 what is your criteria for doing pro bono job?

 we only do it if we really believe in it and  if t he client is not gonna be really pain in the ass. cuz sumtimes the  work with no budget i think their should be a balanced whre the client realizes this is okay and thee guys cant get money out of it these therefore. i think its importantto make it abit creative freedom. i mean sumtimes we resign accounts reconcile whettehr its probono 

 whetther its pro bono or not if its not kinna working out n  dont really.

 Q33 are the any products or client ou wouldnt want to work or u just wouldnt accept if they ask?

 i think its different for everyone, like freelancing as well thats completely up to the individual.

Q34 does SS@ designas acompany would take on anybody?

 i reckon we wouldnt work o tobacco company, we’d come together talk throughwhat these people stand for we’re not gonna work for

Q35 On subjective works and projects what happens when u go over and there’s fractions between client?

i guess its always an on going negotiation because we always try to over estimate a little when you quoting or estimating on project your not kidding on sumone

 sumtimes we do relli well and things are getting done quickly  that is good because we’re making money. but other time s we re sort go over time  so its

i think contarct is written thera always whats fair and reasonable

Q36 Do you do it hourly rate or by project? by project 

 the production manager looking at past job and sort of engage how long sumthings gonna take then break it down to hourly. yea we split it up the prod manager the time allocation

do u have inhoue printer yes it helps with quality controll and its common for large agency. we dun actually print from here but we get everything proof.

Q37 what printer do u go to ussually? when u ve been established for quite a while you tend to build relationship with paper people. where is loyalty is there.

i guess its the same sumtimes we shop around when the paper we want is not available.

Q38 what is your strenght weaknesses in saatchi design? we have great creative director that is really important espc for small team it really effects how the team runs. i think as awhole as well its a strength as weell we ca communicate. i think its a real advantage we  can be a small team if we want to or we want to be a team of 220 people. pretty much to any project to do what you capable of.

Q39 what is your weaknesses? its the digital side of think we’re abit slow to take u on we ‘re too really on the digital people. because we re workin in a big agency, a lot of in small agencies you are the designer you make a lot of the printer take up on the paper rate and organize all that kind of stuff, we never do that kind of stuff we have someone who do it for us. so prolly its kinna of the weakness for us when we say start working in smaller studio i dunno how to do that. tahts is probably the weakness. is it  sort of idea wise or because u dun have the communcation with like big variety of people. it think its more about ur role not pigeon hole. but ur role very specialist. there ppl to do certain parts.

Q40 so do you do a  ot of pre press?  where you in a bit of independent small studio you’ll be doing a bit of the management production and the client relationship as well.

 i think in the last 5 years pre-press has been simplified so much. we make the artwork print ready, makin sure everything is where it should be in the indesign document as far its pre press its apart from putting profile on the images colour profile and its standarrize now its quite simple process.

Q41 how do u see like opportunity wise in saatchi design compare to other agencies in sydney? do u get more opportunity becauseu are from well known agency?

 yes i think so. sumtimes its really helpfull because client just come to us because its reputation. do u have creative challenge from the client?   more challlenging qualitive level.

 sydney writers festival for exmaple for the past 6years they’ve  have a lot of trust btwn our client and our creative director. and i thinks its really important when the client trusts you. thats when the best workhappen/is done. we fiund that he variety of work that come to us is really good. whats been ur most favourits work recently?

sydney writers.

Q42 what u do for it.

 ussually each year we put short films, invitations, bus light shelters that sort of tsuff,  each yr we try to produce  3 posters series, hat has been really fun bcause arts client small budget.  so we cant affrd togo out and  grab photographer so we’ll be doing to photography so u trying to do everything uself. so its great and  great opportunitu to broaden up ur skill. n u trying to make it personal nad drag ur family member.

Q43 do u see any threat for the company?

 how deos the economy effect saatchi. i think in its greater agency yea. but i think again in small teams has it benefits. because if were to pick one more client well be really busy again. i will be different if its team of 50. were the smaller team in the agency. surprisingly we’re really busy.

Q44 how many works do u juggle at a time. we have our progress sheet,that list is ussually working on 10-15 jobs at atime.

 dosnt mean it all due on the same time. do ever get time too much work or the too little work. 

 we always have lexus toyota and sony we always something happpening for them.

we visited Saatchin Saatchi Design at the Rocks building. We interviewed two designers from Saatchi n Saatchi Design team. Saatchi and Saatchi Design is a design division for saatchi and saatchi.

What did we ask?

we asked how the company is structured and organized. Does working in a big agency gives them some advantages or dis-advantages, a brief overview over the work process, what makes saatchi and saatchi different from other agencies, and how to deal when there’s fractions between client. How they estimate budget and what kind of pro-bono job they would take on.

What did we discover?

we found out that saatchi and saatchi agency has different designated divisions. There are David Jones division who worked on all the David Jones’s catalogues, websites, brochures and Health Care divison who worked specifically in health care industry. Also they have digital direct department who developes website and digital media. Saatchi and saatchi Design is interesting because at the same time they could represent themselves as separate company from the agency. So they sort of a sub company from the agency as awhole. The advantage is they can look small if they want to be small like wise they can look big when they want to be big. There are 4 to 5 people in saatchi and saatchi design; a business manager, a production manager, 2 designers and one creative director. Business managers are the people who get to meet with the client and get off the brief from the client and represent the idea back to the client. Basically they are they one who keep the client relationship. Business managers get explanation of ideas from ideas before present the idea for client. Production manager is the one who arranging schedule for designers for works to be done. the whole process for a project is more like ongoing negotiation therefore fractions could be avoided and easily solved. For a project they often oevr estimate a little on budget to be precautious. The kind of pro bono job they would take on is when they really believe in it

reflective summary

What interest us the most? about what we learned?

we interest most at the work process how everyone has its own specialist role and that in this industry relationship and trust with the client is the very important. We interested in quite many different areas, some of us interested in the business manager role, how sometimes they fight, discuss and questioning the designers for the idea before present it to client so that they can get really comfortable present it. Also how they keep relationship and on going negotiation happening with the client. what area of ‘design practice’ do we feel interested and why?

Our overall impression/s of the business are?

we thought the design industry is very dynamic, creative, trendy and fun, fast pace business that always on the go. It always and up dated often through out the time.

Top tips for students looking for work are?

Always priority quality over quantity. When you make a portfolio make it really easy to be assessed and just be yourself found your own style identity =)

Possible report structure

working title…

How a design business operates

OR

The business of graphic design and how it works

OR

A day in the life of a design business

our group name group members are…

-PAGE BREAK-

intro…

Describe the business

(it’s service business…visual solving problem)

-PAGE BREAK-

understanding – how, who, what?

How does a typical business operates?

what departments does a job travel through

Who typically works in this business?

(structure)

internal & external resources

What are the most important factors in this business?

what ensures sucsess

What are client looking for?

how do consumers or users relate to services on offer?

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Who did  we conduct research on?

(initial investigation week3).

Studio visit

(interview around week 6)

What did we ask?

(questions)

What did we discover?

(findings/answers)

-PAGE BREAK-

reflective summary

What interest us the most?  about what we learned?

what area of ‘design practice’ do we feel interested and why?

Our overall impression/s of the business are?

what we thought (in summary) about the design business/industry

Top tips for students looking for work are?

were there any tips for success?

or

what suggestions (if any) did these studios have for peple wishing to enter the industry