Daniella AthertonIndependent Shops

ProblemsLack of public awareness• Badly designed websites• Few tourist maps• Lack of space for advertising in City Centre

Recession• High rent• Location essential – depends heavily on footfall

Competition• Chain stores• Several stores from the same chain on one streetOrganization• Trade unions vague – shop owners unaware of their purpose• Lack of communication between other owners and City Council

My Design

• Create identity for all independent shop owners as a whole no matter their location• Create an organization that will help communication

between other shop owners so that they can help each other• Bring awareness to the independent shops in the

City Centre and generate publicity that will help owners

Audience

Target Audiences• Current independent shop owners and potential

renters for the shop space • Locals• Tourists who are visiting• Students

Possible Solutions• Community Identity – all independent shops are part

of and so help advertise and communicate with each other • A map of shop locations – maybe displayed in shop

windows or on the shop counter• Voucher or discount schemes – at different times of

the year certain types of shops could have discount. E.g. Hairdressers • Greater range of advertising – re-designed web pages,

animation, print, street art etc.

Possible Solutions• Identity• To start I came up with a

name that could be applied to the organization that independent shop owners are part of

• The name ‘Niche Shop’ is an umbrella term for all of the smaller shops that it both represents and supports.

• Advertisements to promote independent shops in the City Centre would be in the style of one of these possible logo designs.

Development• The first logo design

was to have to logo on top of the organization name• The image would be

balanced out with a line on either side of it• Both Serif and San

Serif typefaces were used

Development• I replaced the ‘o’ in

‘Shops’ with the logo image to see what the logo would look like

• To see how effective this was I used both Serif and San Serif typefaces

Development

• This one page look at how logo would look if the logo image was placed beside the name

Development• I placed the logo image in

between the two words that made up the organization's name

• I varied the sizes for the logo image and used Serif and San Serif typefaces to see which worked the best together