This project explored the conceptual development of a series of tools that will enable small business owners to understand the value of design and enable them to seek out qualified and capable design and communications assistance (ie. hiring designers). To accomplish this, both web-based and print-based tools will be developed. The target audience for this project are Small Business Owners in the Baby Boomer Generation (50+).

Industry Canada’s definition of “small business” is firms that have fewer than
100 employees. There are just over one million small businesses in Canada that have employees (excludes self-employed entrepreneurs).

Industry Canada categorizes business as follows:
• a small business has 1 to 99 paid employees
• a medium-sized business has 100 to 499 paid employees
• a large business has 500 or more paid employees

98% of businesses in Canada are considered to be small business.

The strategy was to promote the value of design by referring to the target audience as everyday heroes and acknowledge that they are deserving of design that is as unique as
they are. “Everyday heroes deserve more than just everyday design.” Reassuring the target audience that they are “worth it” may encourage them to find out more information. A monochromatic theme will be applied to give the user a feel often associated
with technology and design. Statistics will be provided in an infographic style to convey information.

Brand

• Unique; everyone is different. The website is no different.
• Concise; straight and to the point. Time is money.
• Numbers-Oriented; statistics helping show how valuable design is.
• Visual; easy to understand.
• Informative: explain the benefits.