Focus 05

This project was for a university course on design thinking where a fictional restaurant in New York City, Focus 05, wanted to appeal to a younger audience. The objective was to create a subway advertisement that appealed to Millennials. The problem with the restaurant was that their advertisements used layouts, colors, typography, and a large amount of text that appealed more to Baby Boomers.

To appeal to Millennials, their needs, preferences, and attributes were defined and implemented through target audience research. A mood board and mind map summarizing these preferences were made, which helped the design stay on the right track. Next, I empathized with the needs of this audience by defining their problem, which led to the ideation of three mockups. Iterations of these mockups were done to refine them, and design choices were justified to the client. The design choices were made because the target audience, millennials, tends to prefer sans-serif typefaces, muted and/or energetic colors, and modern layouts. They also prefer images that represent an experience or their values, and more white space.

The project was delivered via PDF and JPGs, where the best advertisement was chosen. The final advertisement solves the restaurant’s problem by appealing to Millennials’ preferences and need for an authentic, inclusive, and exciting experience.