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We have narrowed the vision down to wanting to work with utensils which symbolize the food and bev industry the most. While we really liked an initial knife concept, it seems too focused on a kitchen or chef. See new reference images for our desired direction.
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GENERAL DESIGN BRIEF
Who is your primary target market?
There are two.
Restaurant (Staffer) that needs help
Worker (Gagster) that needs money with flexibility.
What is unique about your clientele?
(STAFFER) Restaurant Owner: They’re having a staffing crisis (most are experiencing this). This is an outside of the box concept that they won’t know about yet. They’re drowning. They need help. They are also going to be forward-thinking to run service right and be profitable.
(GIGSTER) Workers: They want to find work, and get paid fairly. Willing to work for other people. Wanting to make connections. Need more flexibility.
What are they primarily concerned with when they come to see you / when they purchase your services?
(STAFFER): I need a body in this position to keep the operation moving.
(GIGSTER): I’d like some entrepreneurial empowerment – I’m making coin on my own during time I’m willing to spend
Once you have a visitor on your site, what is the main thing you'd like them to do?
Sign up for the app and get a profile going.
If your brand was a celebrity, who would they be? describe them.
Bob: I call bob and he rolls in to save the day. He’s the superhero. What a badass. They’re the rock stars. They’re celebrities.
Please describe your organization in a few sentences.
An app that connects workers to restaurants for a single shift (a sidegig) that satisfies the staffer’s immediate need for a temporary fill, and the workers need to make new connections and extra coin.
What problems does your business solve?
Connects workers looking for work to staffers that need workers (sometimes in a pinch).
Who are your competitors?
Craigslist, but it sucks.
There is an app in San Francisco called “Paired”. It’s exactly this. It staffs hospitality. But it’s more focused on line cooks and fine dining.
Paired Pros – The workers. There was a lot of stuff in there straight out of my brain.
What makes your business unique from your competition?
It’s more focused on line cooks and fine dining.
Why do you believe site visitors should do business with you rather than with a competitor?
We’re going to be more inclusive, with both staffers and gigsters. You can check id’s at a bar, you can do more than just be a line cook on ours.
What is the overall mood of the company? (Playful? Serious? Ultra-professional?)
Fun, quick with the solution.
Why did you choose your business name?
SideGig – That’s what everyone says. You need a SideGig. I want to supplement my income, I need a sidegig.
Why did you get started in your profession or business?
I was watching the dishes pile up. My phone went off, and it said Pablo booked my house. I literally said, “ I wish Pablo booked to wash these fucking dishes “.
BRAND DESIGN BRIEF
Purpose of this document: To outline the direction of the brand. What the audience we’re building the brand is like, and what experience they are looking for.
ANIMATIONS FOR THE WEB APPLICATIONS
These are some ideas we came up with to keep the cog concept by working it in as animations for AJAX actions on the Staffer side of the application.
1. Getting out of the weeds.
2. Gearing up the well oiled machine
As you develop the design brief, come back here to highlight what common themes keep occurring during the conversation. Note them below:
2. Movie Star
3. Getting out of the weeds.
As you develop specific ideas for logo sketches, come back here to highlight what those are below:
1. Superhero that saves the day Ben’s “Bob” – Can you make it in?! Bob can. What a badass.
2. The missing cog (legacy logo)
3. Neon “Open” sign
4. Two people back to back food and beverage people.
Mind of the chef (Season 2) - Netflix
Do you currently have a logo?
(If yes to above) What elements from your previous logo would you like to retain?
I’m not really attached to it. I was meditating on it. I closed my eyes and I thought, what happens when you get a person. You run like a well oiled machine. That’s a cog. Once I plant something in my brain, it’s just there. I’m also good at manipulating it to make sense. But then I saw a cog at planet fitness and realized I’ve seen that a lot. Also I had a guy from google mentioned it looks like the “settings” icon.
I had a vision of it looking like the old school neon logo sign.
MIKE: I don’t think that the cog symbol works really well for the gagster, because they don’t want to feel like a cog in the machine. They are
*Idea – Graphic animation of gears turning as animations on the Staffers side of the app.;
Can you name a few other brands that appeal to you?
The way the Airbnb app works. I run a hotel business out of my house off of my home.
Do you have a memory hook or tagline? If so, would you like it stated alongside your logo?
Find work, get paid.
What adjectives should best describe your logo?
Simple. Fun. Clean. Smart. It’s a win. Approachable. Minimalist.
Do you have any specific imagery in mind for your logo?
Chefs knife, plates.
I don’t know how iconic I want the food aspect to be for it.
Food and bev oriented.
Do you find yourself often using metaphors or analogies to explain what it is that you do? If so, what are they?
MIKE: Ben is a metaphor wizard!
People get it right off the rip. I say what the app will do, even if they’re not in the industry, they get it. I tell them “Think uber for restaurants”.