Recent Project: Kaffee Klatsch
Client:
Kaffee Klatsch
Services Provided:
Logo Redesign, Market Research, Marketing Recommendations, Brochure Design, Photography, Photo Editing and Retouching, Copywriting and Editing
About the Client:
Kaffee Klatsch is a bespoke boutique coffee shop in Anchorage specializing in German-style baked goods and traditional mushroom-based boosters. Its primary clientele includes loyal local customers, tourists, and travelers staying in downtown hotels.
Unique Selling Points:
Relaxing, open, sunny environment; convenient downtown location; German-style baked goods; good coffee; original local art for viewing and purchase; healthy, vegan, and gluten-free options; mushroom boosters; and positive exposure in foreign travel magazines.
_Inverse%20Grayscale_edited.jpg)
Challenges to Overcome:
Convenient to the downtown core but not in a well-known or trafficked location; maintaining the existing logo feel and brand identity with modifications to reflect current offerings and eliminate potential copyright issues; producing unique brochures that reflect the shop’s brand and values, attract its target audience, and stand out from the typical brochures offered at hotels and visitor centers; a limited amount of product and site photography.
My Process:
Throughout this project, I worked closely with the Client to understand her needs, tastes, market, unique selling points, budget, and schedule. We began with a Client interview and a short client questionnaire to get the Project’s goals and expectations on paper. I used her input to direct my market research, which considered businesses filling a similar niche in Anchorage and other markets to balance the expectations of local and visiting clients.
I used a collaborative mood board to share project progress and information with the Client from the first interview to the final delivery. The Client found my process easy to use and intuitive. I delivered this project using a Basis of Design, 30% Complete, 60% Complete, 90% Complete, and 100% Complete model, encouraging client involvement throughout the design process by offering sketches, suggesting color and font options, and offering different conceptual designs, giving the client 3-5 options to choose from and comment on until we solidified her preferred design at the 60% complete stage.
​
The 60% Project Moodboard
I recommended using a smaller 3”X5” postcard format on 100# cardstock for her brochure. The 3”X5” format stands out among the taller brochures commonly seen in local establishments and is easier to slide into a back pocket or bag. It has a more luxurious and better “feel” when carried in the hand when searching someplace in an unfamiliar location. The Client was unsure about this direction, but after seeing example designs I produced in several formats, she decided it was the best fit for her business.
Because 1/12 men and 1/200 women are color-blind, I also used a feature in my design program to show how her color choices will appear to color-blind people during the design process. Accessibility is an essential consideration in any design.
Final Deliverables and Printing:
This project went through the 90% Deliverables review without comment. I delivered final logo designs in vector and raster format, each including two-color, black-and-white, and inverse versions.
The Client requested a last-minute printer change, and I accommodated her desire with the understanding that I created these designs to meet the specifications of my usual printer. I worked with her chosen printer to price the job, select paper, and modified the designs to meet their requirements.
Added Value:
My Client needed her new logo for another application before the project was completed. I shifted some of my priorities to deliver a finished logo in her needed format early. I also provided editing suggestions for her website copy after doing my initial client and market research as a free service. I also arranged a day to go to the Client’s shop to photograph her offerings and dining area. I used a combination of these photos and some contributed by the Client in the design after editing, retouching, and color grading them.
Client Satisfaction:
My Client was completely satisfied with the deliverables. She praised how my process kept her involved and informed without being overbearing throughout the project. I pride myself on giving every client superior service, providing added value, and encouraging client involvement on every project.