Original Client Request

The client, a restaurant with an outdoor patio, approached us for a straightforward graphic design service.

Their existing patio rules sign, designed by an employee with limited graphic design expertise, required a professional redesign to improve its visual appeal and effectiveness.

Identifying Opportunities

As a consulting company, we recognized multiple opportunities to enhance the project beyond the initial ask:

1. Graphic Design Enhancement
   • Clarity and Brand Alignment: Our goal was to create a visually appealing sign that clearly communicated the rules and aligned with the restaurant’s brand identity. This would ensure the message is easily understood by patrons and aesthetically cohesive with the overall brand image.
2. Risk Mitigation and Liability Prevention
   • Legal Considerations: Allowing dogs on the patio introduces potential legal risks. There have been cases where incidents involving dogs at restaurants led to significant legal problems for the owners. By addressing these risks proactively, we aimed to protect the client from potential liabilities.
3. Enhanced Customer Communications
   • Engagement and Compliance: We saw an opportunity to leverage the patio rules to engage customers more deeply and ensure compliance through an innovative approach involving digital agreements and incentives.

Execution and Implementation

To address these opportunities, we expanded the scope of the project to include several strategic elements:

1. Redesigning the Sign
   • We created a visually compelling sign that conveyed the patio rules clearly and succinctly, ensuring it was easy for patrons to read and understand. The design was tailored to match the restaurant’s brand aesthetics, using colors, fonts, and imagery consistent with their overall visual identity.
2. Introducing Digital Compliance and Engagement
   • QR Code Integration: We added a QR code to the sign, linking to a digital agreement form. This form required dog owners to provide their name, their dog’s name(s), and their email address. This step not only ensured that patrons acknowledged and agreed to the rules but also captured valuable customer data.
   • Automated Agreement Confirmation: Once the form was submitted, an agreement confirmation was sent to the dog owner’s email. This email included a copy of the agreement for their records, reinforcing the importance of compliance.
   • Customer Engagement Incentives: To further engage patrons, we included an option for them to share a picture of their dog. By participating, they could win a $20 tab at the restaurant. This initiative served a dual purpose: encouraging compliance and generating user-generated content for the restaurant’s social media and marketing efforts.

Benefits and Value Addition

By expanding the project scope, we significantly increased the value delivered to the client:

1. Enhanced Compliance and Legal Protection
   • The digital agreement form provided a formal acknowledgment of the rules, reducing the restaurant’s liability in case of any incidents involving dogs on the patio. This proactive approach to risk management is crucial in protecting the business from potential legal issues.
2. Improved Customer Experience
   • The redesigned sign, coupled with the digital agreement process, created a seamless and engaging experience for dog owners. It demonstrated the restaurant’s commitment to both safety and customer satisfaction.
3. Increased Customer Engagement and Marketing Opportunities
   • By incentivizing patrons to share photos of their dogs, we generated authentic content for the restaurant’s social media channels. This not only boosted engagement but also built a sense of community among customers.

Cost-Benefit Analysis

• Initial Graphic Design Cost: Rating the original task as a 1 out of 10 in terms of project scale.
• Expanded Project Scope: With the additional elements, the project scale increased to a 3 or 4 out of 10. However, the value delivered was more than double or triple the initial scope.

Conclusion

By taking a holistic approach to the client’s initial request, we transformed a simple graphic design task into a multifaceted project that enhanced legal compliance, customer engagement, and brand alignment. This case study exemplifies how strategic thinking and innovative solutions can deliver substantial value beyond the client’s original expectations.