# RoundTab illustration and campaign direction

## The idea

Put hospitality first: people enjoying time together, staff offering a warm welcome, and ordering quietly supporting the experience. The image should make the viewer want to be there. A conceptual phone/menu can explain the category without binding marketing to today's interface.

Use illustrations for awareness, atmosphere and campaign storytelling. Use current factual screenshots or demos when explaining actual controls, onboarding, payments or product behaviour. Do not use an illustrative screen as evidence that a feature exists or as a screenshot in a help article.

## Art direction

- Warm editorial illustration, hand-drawn character shapes, restrained screen-print grain and tactile paper. Avoid photorealistic pseudo-customers, generic corporate clipart and decorative clutter.
- Start from paper #faf9f5, ink #292820 and gold #fdcc52. Muted sage, wood and skin tones support the scene; these pictorial colours do not become new application semantic tokens.
- Keep clean bold sans-serif headlines, one or two short lines, on quiet high-contrast space. Use the canonical vector mark/wordmark in final production layouts; generated lettering is an artwork approximation, not a new logo source.
- Prioritise a believable interaction: conversation, a welcome, a tray arriving, a quiet coffee. Phones are a supporting cue, not the hero in every image. Vary viewpoint, composition and phone prominence across a campaign.
- Show different adult guests, staff, ages, backgrounds and venue types naturally. Avoid making the same character or pose mandatory.
- Give food and nonalcoholic drinks room alongside pub/taproom scenes.
- Fictional venues and menu details are safe sample context, not customer proof. Do not use recognisable real venues, logos or testimonials without permission. Sample names are creative placeholders; no exclusivity or trademark clearance is implied.

## Copy and tone

Keep the established practical, friendly, calm and straightforward voice. Awareness headlines can be warm and aspirational; captions should still make clear that RoundTab is table ordering. Do not convert an emotional headline into a guaranteed operational result.

Lead brand line remains **Less waiting. More hospitality.** Use supporting campaign lines that fit the scene.

| Setting | Headline | Caption |
| --- | --- | --- |
| Beer garden | Less waiting. More hospitality. | More time for the people around the table. Explore table ordering with RoundTab. |
| Daytime hospitality | Make room for more hospitality. | Good company. A warm welcome. Explore table ordering with RoundTab. |

Facebook can add one direct approved destination. Instagram can refer to the approved bio link, only when it is actually present. Keep pricing, setup guarantees, compatibility, earnings and support commitments out of evergreen illustration copy.

## Fictional sample world

| Venue | Sample menu | Asset |
| --- | --- | --- |
| The Lantern Yard | Garden lemonade £3.50; house burger £12; chips £4 | Garden and daytime illustrations |

The menu prices describe fictional food/drink items, not RoundTab fees. Keep a modest **Illustrative concept · Sample venue** label with any scene that contains a conceptual menu. Place the label in the artwork or a clearly associated caption.

## Accessible production

Keep headlines readable at feed size and away from profile grids, UI overlays and edge crops. Start with an 8% artwork margin as a design convention, then check the actual selected platform preview; it is not a universal platform safe area. Never use gold text on paper for essential copy. Repeat the key message in the caption, provide descriptive alt text and caption any moving version. Do not rely on texture, small menu text or colour to carry essential meaning.

Suggested alt text:

- Facebook: “Illustration of adult friends talking in the fictional Lantern Yard beer garden while a server brings food and drinks. A phone shows a conceptual sample menu.”
- Instagram: “Warm illustration of two adults chatting at the fictional Lantern Yard venue as a server brings drinks. A foreground phone shows a sample menu.”

## Reuse

Use the two Lantern Yard illustrations as creative references. Downloadable illustrations are image files, not fully editable drawings. Use the supplied horizontal logo with its contrasting dot. The artwork downloads use this same logo; do not replace it with generated lettering.

Vary faces, poses and phone prominence rather than repeating the same composition in every scene. For reusable campaigns, the designer should keep headline text and logos editable wherever practical.

Review anatomy, natural hands, serving gestures, text spelling, sample prices, unwanted symbols, edge crops and any implied functionality on every export. An image generator can repeat faces, poses or introduce errors; visual inspection is required. Use artwork with suitable permissions for the intended channel.

## Creating illustrations

Start with a hospitality moment: a welcome, a conversation or food arriving at the table. Choose the setting and the people before adding a phone or menu. Use an existing Lantern Yard illustration as a visual reference when you want a related style.

### Reusable prompt

Copy this brief and replace the details in square brackets:

> Create an aspirational editorial illustration for RoundTab. Show [adult guests and staff] in [a fictional hospitality setting], enjoying [a believable moment of conversation or service]. Use warm paper #faf9f5, dark ink #292820 and gold #fdcc52, with muted sage, wood and natural skin tones. Use confident hand-drawn shapes, restrained screen-print grain and a welcoming atmosphere. Make people and hospitality the focus; technology should support the scene. Compose for [square or portrait] with quiet space at [position] for a short headline and the supplied logo. Keep important subjects away from the edges. Do not draw a logo, wordmark, headline or social platform interface. Avoid photorealism, generic corporate clipart, graphs, invented performance claims and real venue branding. If a phone is useful, show only a conceptual menu for [fictional venue], using [sample items and prices]; do not imitate an exact product screen.

The prompt guides the style and composition. It does not reproduce an existing image exactly, even with the same wording. Save the chosen image as the artwork master rather than relying on regeneration.

### Two worked examples

<div class="illustration-grid"><figure><img loading="lazy" src="assets/campaign/facebook-artwork.png" alt="Friends talking in the fictional Lantern Yard beer garden as a server brings food and drinks"><figcaption>Square · Beer garden · Less waiting. More hospitality.</figcaption></figure><figure><img loading="lazy" src="assets/campaign/instagram-artwork.png" alt="Friends chatting near an open garden door at the fictional Lantern Yard, with a server bringing drinks"><figcaption>Portrait · Daytime hospitality · Make room for more hospitality.</figcaption></figure></div>

**Beer garden — square.** Add to the reusable prompt: “Show adult friends around an outdoor table at The Lantern Yard. A server brings lemonade and food. Include greenery and afternoon light, with space at the upper left for two short headline lines.” Add **Less waiting. More hospitality.** in the layout afterwards.

**Daytime hospitality — portrait.** Add: “Show two adult friends chatting beside an open garden door at The Lantern Yard, with a friendly server bringing drinks. Use plants, warm daylight and an inviting table setting. Leave quiet space above the scene for a short headline.” Add **Make room for more hospitality.** afterwards.

For either example, the optional conceptual menu uses Garden lemonade £3.50, house burger £12 and chips £4. Keep these as fictional menu details, not product promises.

### Finish the layout

1. Keep the chosen scene as a separate image file.
2. Place the supplied RoundTab logo over the artwork without redrawing it.
3. Add the headline as editable Inter text. Keep copy and logos separate from the scene so future changes do not require repainting it.
4. Add **Illustrative concept · Sample venue** with conceptual menus, in the artwork or its associated caption.
5. Check the crop at feed size, then export the image and retain the editable layout. Repeat the essential message in the caption and provide descriptive alt text.

### Quality check

- Faces, hands, serving gestures and objects look natural.
- Headline spelling, individual letters, menu names and prices are correct.
- The supplied logo is intact, with clear space and a contrasting dot.
- The headline is legible at feed size and the crop preserves the interaction.
- The scene shows a fictional venue without implying a customer endorsement or an unverified feature.

[Download the original generation prompts](assets/creative/original-illustration-prompts.txt). These record how the existing concepts began; use the workflow above for new artwork, with the logo and headline added separately.

## Website diagrams

Use simple menu, order-board and guest-to-team illustrations when explaining how table ordering fits together. Warm paper, gold accents, quiet linework and short labels keep these diagrams related to the brand.

Use these explanatory diagrams alongside the richer Lantern Yard scenes according to the job: diagrams explain the journey; editorial scenes express the hospitality. Neither should be presented as an exact product screenshot. Label sample screens as illustrative and keep invented chart values out of performance claims.