Communication Objectives

Our communication objectives for our campaign for Cliffside Restaurant were modernism, simplicity, and approachability. The restaurant itself is very modern, so we wanted the items included in our campaign to be modern and classic as well to match.  The decor at Cliffside is not overly extravagant and has a simpleness to it's beauty.  All of the items in the campaign, as well as the logo we designed, are simple so it doesn't seem like we are trying as hard.  Our last objective was to make the restaurant more approachable.  Because it's a fine-dining restaurant, many people think it isn't affordable or that it's too stuffy.  By offering more ways for people to hear about the restaurant (ie mailers) Cliffside will begin to be more approachable.

The audience we are trying to reach includes retired couples, young families, and tourists.  When we updated the website, Markie included the kids menu so that people would know that it is a family friendly restaurant. The retired couples will appreciate a mailer that has the dinner menu and phone number to make a reservation, as well as a website that is easy to navigate.  Tourists will see the catering van while they are driving around town which will peak their interest and get them to the restaurant, as well as seeing the new billboard between St. George and Vegas since a lot of people fly in to the Vegas airport.

Cliffside Catering Van Wrap

I designed a catering van wrap for Cliffside's up and coming expansion into the catering business.  I used Adobe Photoshop to create the wrap and the van was a template I found on Google.  All of the colors are consistent with the style guide because Photoshop has a color matching tool, as well as the fonts Arial, and Signpainter.  I used our updated logo for the side detail, but extended the underline to the front of the van as well as the over and underline on "restaurant".  By doing this I used the gestalt principle of continuity, so the viewers eye would look across the whole van.  The back double doors have our secondary logo which just includes the C and the S of Cliffside in their respective fonts.  The phone number is easily visible so people who see the van know how to contact the restaurant for information regarding the catering.

Having an attractive catering van will be a huge asset for Cliffside.  It is another form of advertising that will bring more people into the restaurant, even if they aren't interested in catering necessarily.  The van wrap is versatile and with the slight alteration of removing the word "catering" from the hood of the van, this wrap could also be used on a company vehicle driven by the owners or general manager.  The restaurant itself has a modern,simple style which is translated through this van wrap.  The wrap isn't too busy so drivers won't be distracted or overwhelmed when trying to read it.  The orange color of the "Cliff" and phone number make both parts stand out on the side panel.  It draws attention to the logo and name of the restaurant and the phone number which is one of the most important parts, so people know how to contact the restaurant.

I am very proud of the outcome of this project.  I think the wrap is neat and looks very professional.  It remains consistent with Cliffside's style and will be a great addition to the restaurant and marketing aspect.