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Daniella Atherton

Daniella Atherton. Independent Shops. Problems. Lack 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

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Daniella Atherton

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  1. Daniella Atherton Independent Shops

  2. Problems Lack 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 street Organization • Trade unions vague – shop owners unaware of their purpose • Lack of communication between other owners and City Council

  3. 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

  4. Audience Target Audiences • Current independent shop owners and potential renters for the shop space • Locals • Tourists who are visiting • Students

  5. 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.

  6. 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.

  7. 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

  8. 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

  9. Development This one page look at how logo would look if the logo image was placed beside the name

  10. 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

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