BLUE ACES BACK SHOPPE

Tyler L. Winters

CST 400 Capstone Planning

Instructor & Capstone Advisor
-Kevin Cahill
Cal State Monterey Bay School of Information
Technology and Communication Design
 Contents
Executive Summary ....................................................................................................................................... 2
Introduction/Problem Description................................................................................................................ 3
Introduction .............................................................................................................................................. 3
Problem Description ................................................................................................................................. 3
Target Audience ........................................................................................................................................ 3
Solution Description ...................................................................................................................................... 4
Deliverables................................................................................................................................................... 5
Methodology ................................................................................................................................................. 6
Implementation Plan: ............................................................................................................................... 6
Resources: ................................................................................................................................................. 6
Expertise: .................................................................................................................................................. 6
Risk analysis: ............................................................................................................................................. 6
Testing & Evaluation Plan ............................................................................................................................. 7
Budget ........................................................................................................................................................... 8
Timeline ........................................................................................................................................................ 9
Appendixes.................................................................................................................................................. 10
Capstone project proposal ...................................................................................................................... 10
Memo of Understanding ......................................................................................................................... 12
Resume ................................................................................................................................................... 14
Advisor signoff ............................................................................................................................................ 18

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 Executive Summary

Blue Aces Bake Shoppe owned by Adrian Jimenez, opened its doors 3 years ago (named
after her two young sons) after being gofunded by the community of Salinas. Adrian in her team
have spent the last 3 years making their Bake Shoppe into the bake shop it is today. They are
now currently looking to change their look to go with their new dessert product line. Adrian
would like to greatly increase their online presence with social media and an updated website.
She also seeks an updated smaller logo & a new logo for her new product.
Adrian has asked for Tyler L. Winters to help with these goals, she is looking for him to
use his skilled that he has learned from CSU Monterey Bay. Tyler has gained proficient skills in
Adobe Illustrator, Photoshop, InDesign, HTML, and CSS. He is also currently learning to use
Adobe After Effects & drawing skills in Photoshop to better increase his strengths in which he
brings to this project.
This project well take place over several months with monthly check in between client &
designer. Each task will be finalized by Adrian & her team and will cost about $5,814.91. In the
end Tyler will give his client Adrian all work & rights to her via google drive in several different
formats.
This project started in September of 2017 & will end April of 2018 (If no delays occur).

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 Introduction/Problem Description
Introduction
Blue Aces Bake Shoppe is located in the heart of Oldtown Salinas, it is the lovechild of
Owner and Culinary Alchemist Adrian Jimenez. Along with her amazing team of skilled and
passionate artisans, Blue Aces is an amazing little a boutique bakery designed for take away and
custom edible art. Blue Aces specializes in gourmet desserts and all things cookie. They offer a
wide range of holiday specialties and are sure to include a variety of gluten-free options as well
dairy free, nut free and limited vegan options; they also will work hard to accommodate your
special dietary needs. Additionally, they specialize in wedding and special event dessert bars,
community education workshops, collaborative tastings, and numerous local events. They
proudly support marriage equality and celebrate the love of our LGBTQ community.
Our charming 500 square foot storefront opened its doors in June of 2015 as a Kickstarter
success story, a crowd funding site for entrepreneurs. In 30 days (and an emotional roller
coaster) the funds were raised to furnish much needed equipment and materials to bring our little
space to life. Through a team of amazing donors and volunteers invested and believing greatly in
our success we turned a lifelong dream into something pretty freaking amazing!

Blue Aces names come from the combination of Adrian & her husband Juan children
AntonioBlue and Acen Grey.

Problem Description
Blue Aces Bake Shoppe has been around for 3 years now and is looking to update their
look and style. They have recently started to change what dessert products they sell to better
show the direction they would like to take their business (many of their clients come to them for
things like cupcakes for kid’s parties, & wedding cakes). Which they do not mind, but it is not
what they are looking to be known for. They would like to be known for their petite desserts,
DOH! product, & DIY decorating kits. They are looking to have a new updated logo, and a new
logo for their DOH! Product containers. They would also like to have take-out menus for
customers, flyers for events, snapchat filters, trifold brochure, two new order forms, & their
website update to have less text and flow better (also have their Instagram post linked to their
account).
Target Audience
Blue Aces target market for desserts reaches across all genders, races, and ages. They
would like to grow outside of the community of Salinas into the bigger Monterey County. Using
take out flyer, their website, & social media.

Environmental Scan
Blue Aces is in the heart of oldtown Salinas with many different surrounding building
varying from National Steinbeck Center to Monterey Coast Brewing to Fox Theater. They are
able to gain customers from many different backgrounds. Their website on the other hand is a
well-built site but is very wordy for a bake shop site and some things can be hard to read.

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 Solution Description

Project Description
To effectively solve Adrian’s problems, I recommend the following solutions.
A brand-new logo for her bake shop, something that pops out more to those who see it on
packaging or outside of the shop. Also, social media designs for snapchat & Instagram since
Adrian uses these to showcase her work & workshops. These will increase her target audience
interest in our shop and help showcase her product to a bigger audience. I will help redesign her
website so that it is less wordy, include her Instagram pictures, and make it more appealing to the
eyes like your typical bake shop website. Doing so will increase interested in her site and her
product line.

Project Goals
The main project goal is to Blue Aces a new Graphic Identity that is as good as its baked
goods.

Solution to the Problem

The proposed solution will allow Blue Aces to visually show off their products and
company in a new & modern way. They will have a new look to their new dessert product line,
also a new look will help people realize the changes they have made.

How is it Different
This will not different very much from bigger bake/bakery shops. But it will help them
step out in front of other bakes shops with a more modern website and lots more social media
evolved to help bring in more customers.

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 Deliverables

Logos
❖ The designer will provide the client the rights of the artwork. The Client will receive
the original Illustrator file, PNG, JPEG, TIFF and EPS file of this design.

Website
❖ The designer will provide the client the rights to work done to updated site & artwork
placed on website.

Brochure
❖ The designer will provide the client the rights of the artwork. The Client will receive
the original Illustrator file, PNG, JPEG, TIFF and EPS file of this design.

Flyers
❖ The designer will provide the client the rights of the artwork. The Client will receive
the original Illustrator file, PNG, JPEG, TIFF and EPS file of this design.

Branding
❖ The designer will provide the client the rights of the artwork & logos. The Client will
receive the original Illustrator file, PNG, JPEG, TIFF and EPS file of this design.

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 Methodology
Implementation Plan:
I well be meeting with my client for the first two weeks once a week so that I can get to
know them and their company better. We will go over what work they would like down, things
that will be brand new or updated from an older version. I will first work on their main company
logo, during this time there will be extensive research, sketches & multiple drafts sent between
Adrian & I. I won’t to make sure that she is happy with the design and able to add any input she
would like done before I move on to the next stage. Given that Adriana is in the middle of
changing her product line up I will hold all photography related design work until after January
(after she has had her new product pictures taken by her own photographer). Once January starts
I will meet with Adrian once a month in person so that she can see physical print version of all
work completed up to that point. All information and photography well be provided by Adrian
via email. Adrian will look over all final work with her employs and give the thumbs up, before I
move on to the next deliverable. All final work well be sent again in a zipped google folder. All
logo designs will be sent fonts, B&W versions, RGB JPGs, TIFFs, EPS, & JPEG files. Other
work well be sent as Adobe format & PDF.
Resources:
I have my own drawing tablet on hand and my own place to work both at home and on
campus. So, I can always find time to get stuff done. I have all the adobe tools I need to create
the work I want.

Expertise:
I am already skilled in Illustrator, InDesign, & Photoshop. I have some basic
programming knowledge in html & CSS that will help me solve the problem with the site not
working well on tablet & phone size. My photoshop skills I plan to relearn next spring semester
2018 by taking photoshop drawing classes, since I haven’t used them as much lately. I also plan
to spend time learning how to use Adobe’s new program Spark on my own time. During my trip
to Adobe Max, I bought a book to help me with color theory, since it is something I lack much
knowledge in.

Risk analysis:
Right now, my biggest risk is that my client’s computer has just died on her, so it will
make it hard for me to be able to contact her and for her to full the designs I make on a bigger
screen. It also means if she doesn’t have the pictures she would like me to use backed up to a
cloud service or portable hard drive it will make it, so I cannot get them. Luckily this is
happening at the beginning of us working together. Allows me time to find ways around these
problems. I have also come to realize my client can late to replying to my emails.
As of January 1st, I am currently dealing with problems on my own laptop. My Adobe
application keep crashing on me in the middle of work. I have spent the past two months trying

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 to fix this problem, but each time I think I have found a solution things just get worse. I have had
to push my project back by three weeks. Luckily, I gave myself some wiggle room to make up
for lost time. I will also use my summer break to catch up.

Testing & Evaluation Plan

Functional Testing
The only part of the project that will need to be tested is the website. Since I will be
working with a site that is already made I will have to make sure anything added does not affect
what is already on the site or delete any important information that might only be on the site &
that my client no longer has on her on personal computer. Also current the site does not work
well in tablet size, it seems to cut the menu off a bit. I will have to look in to making sure that
works better after redesigning the site.

Usability Testing
For testing of the website, I plan to use three different groups of people. Group 1 will be
design students at CSUMB who be able to give feedback on any errors they see when going
across the site. Since all have taken programing class. The second group will be students on
campus who don’t have programing skills but can give feedback on if they like the site & if they
happen to accidently come across any broken links to pages or photos. The final group will be
the last to test the site and that will be the customers Adrian already has. They can give feedback
on if the layout is better than before since they have used the site more times before in the past
than any of the other two groups.

Evaluation Plan
The last group to test the site will evaluate whether the website is a success. Them being
the main consumers will be able to tell is the site is easier to navigate & catch their attention
more than the original website. Also, the increase in web traffic of those who make their orders
online instead of in person.
Risk Analysis
Like most projects a major risk is lack of communication or miscommunication causing
things to not be correct on the site. It is very important that all information is correct, anything
wrong can bring negative attention to the bake shop and can cause them to lose customers.
Clients might not like the new updated look, a lot of the time people do not always like change
even if it is for the better.

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 Budget
Item Actual Cost Hypothetical Cost

Programs

Adobe Creative Suite $0 $599.99

Subscription

Hardware

EOS Rebel T6 EF-S 18-55mm $0 $549.99

IS II Kit

ASUS ROG Strix GL553VE $999.99 $999.99

15.6" Gaming Laptop GTX

Crucial MX500 500GB $134.94 $134.94

Books

Color Index XL $30 $30

Labor

Graphic Design 112hrs x 25 $0 $2,800

Web Design 20hrs x 25 $0 $500

Printing paper & Ink $0 $200

Total $1,164.93 $5,814.91

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 Timeline

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 Appendixes
Capstone project proposal

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11
 Logos

Product Placement Example

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 Memo of Understanding
This Memorandum of Understanding is made on March 1st, 2018 between Blue Aces Bake
Shoppe, Adrian Jimenez(Client) and Tyler L. Winters(Contractor), whose office is located at
CSU Monterey Bay, and the Blue Aces, whose office is located at 8 W Gabilan St, Salinas, CA
93901. The purpose of the Memorandum of Understanding is to precede a longer-term contract
arrangement in which planning documents and deliverables are produced.
1. Services To Be Performed— The Contractors agree to perform the following services for
Client including, but not limited to:
a. Graphic Identity
b. Website Design
c. Print Design
2. Payment— In consideration of the Contractor’s performance of these services, Client
agrees to pay only for desired print materials, as the labor will be provided, by the
Contactors, at no cost.
3. Copyright— It is understood by the Client retains all copyright to all artwork.

Agreed and Accepted by

______________________________________________________________________________
Client

______________________________________________________________________________
Contractor

______________________________________________________________________________
Contractor’s Full Name

_____________________________
Date

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 Resume
Tyler L. Winters

869 McElroy St. ty4u2036@gmail.com

Oakland CA, 94607 Telephone: (510)-866-5190

WORK EXPERIENCE:
The Lutrinae Seaside, Ca 2017 - Present
(CSUMB Student Run Newspaper)
Advertisement and Distribution Manager

• Administers and oversees all facets of advertising placement in the newspaper

• Works with a large team of students to ensure that each week’s paper is a success
• Works with advertisers to secure deals
• Also provides graphic design support using Adobe Illustrator
• Facilitates delivery of newspaper to all scheduled locations

Sodexo Seaside, CA 2016 - Present

Food Service Worker
• Makes a variety of different food items using precision tools.
• Maintains workplace cleanliness
• Interacts with customers/students to ensure satisfaction
• Collaborates with fellow employees to guarantee an efficient workplace environment

Flavelopes Oakland, CA 2009 –2013

VP of Marketing Design
Lead design and manufacturing for Flavelopes – a Bay Area start-up that sells flavored and designed envelopes

• Successfully started Flavelopes with students from Cal Prep High School
• Created a business plan and presented before a panel of judges; team won two out of four case
competitions, most recently at Mills College
• Raised start-up capital from a leading Bay Area venture capitalist by presenting a detailed business
plan, which included financial projections for two years
• Generated sales of $202 at the Holiday Sales Bazaar and Market Challenge, resulting in profitability
for the company

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 EXTRACURRICULAR EXPERIENCE:
BUILD Oakland, CA 2009 - 2013
E4 Build Student
Lead design and manufacturing for Flavelopes – a Bay Area start-up that sells flavored and designed envelopes

• Successfully won two showcases in a row

• Went on a college trip to see UC Davis, CSU Sacramento, University of the Pacific, & CSU East Bay
• Generated sales of $202 at the Holiday Sales Bazaar and Market Challenge, resulting in profitability
for the company

Play “A Little Piece of God” Oakland, CA 2011 - 2012

Lead in Digital Set

• Working on Digital Set for play, which is seen at beginning, end, and other parks of the play.
• Control of the lighting for the play.
• Did music and co-direct the play

EDUCATION:
CSU Monterey Bay
Expected Graduation: 2018
Major: Graphic Design (Communication design)
Transferred in Spring 2016
Relevant Coursework: Scripting for Multimedia, Web Tools, Publication Design, Web Design, Publication
Design , Logo Design Workshop, Digital Art & Design & Drawing for Digital Media

Monterey Peninsula College

Expected Graduation: N/A
Major: Graphic Design (Communication design)
Relevant Coursework: Intro to Photoshop and Intro to Illustrator

Berkeley City College

Expected Graduation: N/A
Major: Graphic Design

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 California College Prepatory Academy
Graduated 2013

TECHNOLOGY SKILLS:
Microsoft Word, PowerPoint, Adobe Creative Suite-Photoshop, Illustrator, InDesign, Muse, Acrobat,
HTML, and CSS

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 Copyright Permissions

The designer transfers to the clients the following exclusive rights of usage. Any usage
rights not exclusively transferred are reserved to the Designer. Usage beyond that granted
to the clients herein shall require payment of a mutually agreed-upon additional fee subject
to all terms. Any transfer of right is conditional upon receipt of full payment.
Printable Marketing Materials
Type of Project: Print and Digital
Location: Blue Aces Back Shoppe
The clients have read the conditions of this proposal and when signed. This document
serves as a binding contract. Additional additions or changes will be addressed in a
memorandum of understanding or a revised contract.

______________________________________________________________________________
Client Signature Date

______________________________________________________________________________
Designer Signature Date

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 Advisor signoff

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