Part Two: Business Brief

For the second part of this project, we are asked to develop a business and explore it's visual identity through five applications. Our business should be based on ideas and experiences from our neighborhood. 

As is normal when I start a project, I jumped through several different ideas. I've considered what the Tridente neighborhood is lacking, such as a grocery store or other food source and what it has in abundance, such as clothing stores and niche clothing stores. I settled on one of two ideas to present to my professor. 

The following is my business proposal for what would become Comunidae, a family restaurant:

In comparison to other neighborhoods in Rome, Tridente has a heavy tourist flow with a shopping focus, primarily a retail shopping experience targeted toward females. Tridente is lacking many restaurants or smaller shops with one primary focus (such as bakery, meat, etc.) that other areas, such as Trastevere, do a better job at providing. The neighborhood is also a refined space for fine dining, not the close interpersonal atmosphere other neighborhoods currently have.
Business proposal:
Multiple business partners (and families) living on the same block in the Tridente neighborhood will own, manage, and operate the restaurant. In addition to managing the restaurant, they will also produce the primary ingredients used in the dishes served in the restaurant. The owners collectively grow the fruits and vegetables used as ingredients used in the restaurant in the rooftop gardens located on top of their buildings. 
The restaurant will have a rotating menu depending on what is readily available in the kitchen. This is to reinforce the “family” atmosphere. They will also post a menu with what they could make if restaurant goers provide the missing ingredients (at a reduced cost, of course). This will automatically allow the restaurant goers the ability to join in the community atmosphere.
In addition to being a restaurant, the space will double as a take-out bakery at the front of the store. At the beginning of each meal, restaurant-goers will “break bread”. This bread can be what they bring themselves to the table, or it can be selected from the bakery. Guests are also welcome to bring their own wine and other items, sometimes at a small charge.
Guests will be seated at long, community style tables where separate parties can interact with each other, share food if they like, or just have casual conversation. The point is to make it feel like a family atmosphere no matter how crowded the space may or may not be. 
Naming:
The name of the business stems from the rich history of the Tridente neighborhood. The original inhabitants of the neighborhood were French, Spanish, and Italian in origin. Together, they have lived and worked as a community with their individual histories. It is from the word meaning “community” in each of their languages that the name stems from. 
Italian– Comunità
French–Communaute
Spanish–Comunidad
A few name options are:
Comunitade             Comunitad
Communaude          Comunidat
Communitaud          Comunitaud
Comunidae
 

Professor feedback:
My professor felt that the idea was interesting, but was not entirely there yet and suggested to continue thinking about what the neighborhood needed. I continued to think and explore my other idea, as well as how to salvage this idea in a way that still worked, but was more simplified. 

During this project, I purchased and read the New Visual Artist section of PRINT magazine. All the artists in there said that an essential component to a successful idea is simplicity. I wanted to use this as I continue through my ideation for whatever company I continued with.

I presented a second idea:

Continued Ideation

My second idea is for a tour company: Tiny Tours (initially called Tiny Car, but later transformed to Tiny Tours as a way to allow for expansion to other forms of transportation). 

Tiny Tours are an intimate experience in which the tour is conducted in a small Fiat 500 vehicle in random locations predetermined through Rome. Each car can hold at maximum 4 participants. Touring in a small car creates the possibility of experiencing parts of the city through your local driver's eyes in an more intimate situation and allows the participants to see portions of the city that would otherwise be unreachable by a larger tour bus.