Focus 05

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Advertising Project

28" x 11", 300 PPI, CYMK color

Design application: Adobe Illustrator

Project Outline

Focus 05, a New York restaurant, sought support for rebranding to attract Millennials (Gen Y) instead of their current Baby Boomer and Gen X patrons. Research showed that Millennials frequently use subways as a means of transportation throughout the city. The goal of the project was to propose design solutions for a new subway banner advertisement to reach this target audience.

Subway ad with the word "FOCUS" in large print and inside the letters are restaurant-themed images.

Subway ad with circular dining scenes, food, and drinks. Text about sustainable dining and live entertainment at Focus 05.

Focus 05 subway ad with dining scenes, food, and drinks. Text about sustainable dining and live entertainment at Focus 05.

Focus 05 subway ad with dining scenes, food, drinks, and a person holding a smartphone. Flower petals in the background.

Three people dining outdoors, with images of a drink, phone, and food prep below. Text: "FARM to RESTAURANT" and "Focus 05."

Subway ad featuring a collage promoting “Focus 05” features people dining, a man using his phone, and a dish being served.

Subway ad with three people dining outdoors and scenes of food, drinks, and a person holding a smartphone.

People working on a laptop at an outdoor café. Text reads: "Farm to Restaurant" and "Focus 05 Downtown."

Colorful Subway ad with people dining outdoors and food image, and text that reads: “FARM TO RESTAURANT.”

First round of mock-ups:

Second round of mock-ups (iterations):

The restaurant's commitment to providing its customers with healthy, organic meals and a dining experience that goes beyond food is expressed with text and images.

The mock-ups focus on meeting the target audience's needs and preferences for design components, like images, colors, fonts, and layouts.

The use of saturated and vibrant colors helps give the designs an exciting, adventurous, and optimistic vibe. They promote the casual nature of the restaurant and reinforce the notion of budget pricing.
The images were from the image bank provided by the client and adhere to the target audience's image preferences.