Jesus Hernandez - The Fancy Cat Cafe (GDUSA Winner)

Creative Brief

Using a research-driven approach, I designed a physical invitation and three supporting components for an event of my choosing. All design decisions were rooted in research, and are strategically aligned with my audience.

Concept Statement

I'll be designing The Fancy Cat Café. The Fancy Cat Café is a high class restaurant in New York City where the main attraction are the cats dressed in fancy attires. The restaurant is open once a month with a rotating menu and cast of cats. The Fancy Cat Café was created to make a unique experience in a fine dining environment with luxurious cats. Why waste your time going to any boring restaurant when you can come visit us at the Fancy Cat Café where Domestic is the new exotic.

Audience

Fredrick

Age 32

Location: New York City, NY

Occupation: Food Critic

Relationship Status: Married

Short Bio Description: A well respected food critic from New York. Likes when a new restaurant try things that haven't been done before. Likes unique food menus and themes.

Favorite Events: Summer Fancy Food Show, Global Citizen Festival, New York Wine & Food Festival

Favorite Brands : La Cornue, Marchesi Antinori Wine, Rolex Watch

Wants & Needs: A high class & relaxing atmosphere, a high selection of good quality food, a restaurant with unique food menus and themes.

Frustrations / Pain Points: Tired of restaurants that use the same theme and food menus as every other high class restaurants.

Event Influencers: Other Food Critics, Friends, Family

Personality: Extrovert, Creative, Loyal, Active

April

Age: 21

Location: New York City, NY

Occupation: Rich College Student

Relationship Status: Single

Short Bio Description: A young woman from New York that was born into a wealthy family. Likes going to events, stores, and restaurants that are fancy, trendy, or unique.

Favorite Events: Latin Night Market, Electric Zoo Music Festival, Coachella

Favorite Brands: Gucci, Starbucks, Luxos

Wants & Needs: Wants a new trendy place to hang out at.

Frustrations / Pain Points: Bored with the same old places

Event Influencers: Magazines, Social Media, Friends, Family

Personality: Extrovert, Creative, Loyal, Active

Suzan

Age: 28

Location: Brooklyn, NY

Occupation: Clothing Designer

Relationship Status: Married

Short Bio Description: A young clothing designer from New York looking for some inspiration for a new clothing line. Most of her designs are inspired by animals.

Favorite Events: NYC Wine Fest, New York Fashon Week, Summerfest

Favorite Brands: Dior, Louis Vuitton, Burberry

Wants & Needs: Some inspiration for a new clothing line.

Frustrations / Pain Points: Wants to stand out in her market as a designer.

Event Influencers: Magazines, Social Media, Other Clothing Designers

Personality: Introvert, Creative, Loyal, Active

Paul

Age: 47

Location: New York City, NY

Occupation: CEO of a large pet magazine

Relationship Status: Married

Short Bio Description: A CEO of a large pet magazine from New York. Travels around the world to find the most luxurious pets and activities.

Favorite Events: World Wanderers Happy Hour, NYC Cat Show

Favorite Brands: Hermès, The Peak, Acana

Wants & Needs: Looking for a new story to write about for his new magazine issue.

Frustrations / Pain Points: Prefers to stay local to avoid unnecessary traveling.

Event Influencers: Magazines, Family, Friends

Personality: Extrovert, Creative, Loyal, Active

Dr. Jade

Age: 34

Location: Brooklyn, NY

Occupation: Animal Rescuer & Vet

Relationship Status: Married

Short Bio Description: A vet and animal rescuer from New York that spends most of her time with animals. While she might be a vet, she does not have any pets. She is finally considering getting one after watching funny pet videos on the internet.

Favorite Events: Brooklyn Night Market, River To River Festival, Golden State Cat Expo

Favorite Brands: Chanel, Purina, Vet's Best

Wants & Needs: Looking for some new pets that are unique.

Frustrations / Pain Points: Has trouble choosing a suitable pet for herself.

Event Influencers: Social Media, Friends, Family

Personality: Extrovert, Creative, Loyal, Active

Competitors

The main competition are other high class restaurants in New York City. New York is place where you must stand out in order to be successful. The Fancy Cat Cafe strides to be a unique experience to stand out in this highly competitive environment.

Competitor Logos