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 Jenna took on the responsibility of creating and designing the marketing materials for Max Crema’s to fulfill her senior project requirement. She actually started designing materials for an imaginary coffee shop during her junior year. However, when she learned about the opening of a real business, she thought it would be far more interesting to create something that would have practical application and give her the opportunity to interact with a client. She would be responsible for designing a logo and then incorporating it into marketing and display materials, such as stationery, business cards, menus, signage, etc.
 Jenna began the process by meeting with owner Michelle Granitz, who has had a passion for the specialty coffee industry for the past fifteen years. Throughout the early spring, Jenna and Granitz met several times to discuss design, color, and layout. Granitz explained to Jenna that under no circumstances did she want her logo to include a coffee cup. She felt the image of a coffee cup had become stale and she was looking for something fresh and appealing. Jenna began her creative journey, developing a concept that would please her client and give her the experience she needed to launch her career as a graphic designer.
After quite a few discussions, which are often normal between a client and a designer, it was decided that the focus of the logo would be around a coffee bean. With that in mind, Jenna went to work drawing numerous pencil thumbnails, many of which she herself rejected before Granitz had a chance to review them. She compiled about twenty thumbnails for Granitz to look at during a presentation at BCTC. Granitz then selected several concepts and requested to see the ideas more defined and in color. She informed Jenna that she had a personal preference towards earth-tone colors. However, Jenna also had to take into consideration the interior décor of the coffee shop and how the logo would complement the site.
One of a designer’s greatest tools, other than the computer, is the Pantone Matching System (PMS). Graphic designers and printing professionals use the system to specify colors chosen for a project and to assure the color remains the same when it is being reproduced. Jenna had to review several PMS selections before deciding on PMS 731, a deep brown, and PMS 574, a dark green, as an accent color. Jenna explained that a second color was not initially discussed with Granitz, however, she took it upon herself to incorporate it into the logo to show Granitz what it would look like with two colors and how cost effective it would be to print with two colors. The look was a hit, and her client loved it.
With revisions that still needed fine-tuning, Jenna had to shift her focus and use her creative juices to tie the name, "Max Crema’s Espresso and Coffee Bar," in with the artwork. Once again, the tedious process began, applying hundreds of different fonts that would complement the artwork and convey an inviting and professional appearance for the business. After overcoming a few designer challenges and making sure the needs of her client were being satisfied, Jenna was able to complete the logo, which would appear on all of the materials in the marketing package, including business cards, letterhead, envelopes, menu cards, and advertisements for local newspapers and magazines.
Overall, Jenna took about three months to complete the project. In the spring, she entered her portfolio of Max Crema’s designs in the annual Pennsylvania Computer Fair held at the Berks County Intermediate Unit and was awarded second place. She was encouraged by the many positive comments made by judges at the competition.
Looking back on the project, Jenna felt that it was a very positive experience. It allowed her the opportunity to experience what a trained designer experiences on a daily basis, and it taught her the importance of working with a client, serving his/her needs, and creating a design that both client and designer can feel good about. The ultimate sign of approval was Granitz’s opinion of the design work. "It was exactly what I wanted," Granitz commented. "Frankly, it was more than I expected. Jenna did a fantastic job. I am extremely proud to display my logo, which has generated many compliments from customers. She is a wonderful girl, and I am confident that she will be successful in this field," said Granitz.
Jenna, a 2004 Boyertown Area graduate, plans to attend Millersville University to major in graphic design.
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