Major Project
Major Project
Loh Shu Huan / 0349621
Bachelor of Design in Creative Media
INSTRUCTION
PROGRESSIONS
Week 01
On the first day of the semester, we were briefed about our Major
Project. There some pathways that we can work on - our
dissertation topic, client, any topic or group project (studio
based). For our final year project, we were advised to not to make it an
assignment but a industry-standard project.
Mr.Asrizal advised us to finalise our proposal by week 3 and we
will be assigned to a supervisor based on our selected topic. We
were required to start brainstorming for our project ideas and
consult with him on week 2 and it's not advisable to change the
topic on week 5 onwards.
There are some steps to help us generate our ideas:
1. Identify purpose
2. Who does benefit from this?
3. What problems are you solving?
Week 02
I prepared three ideas for the first time consultation with Mr.Asrizal,
but I ended up only present the first idea to him
as the rest of the ideas are to complicated. Not
only from my consultation but also with my
classmate, Mr.Asrizal pointed out that our topics
are too general and complicated, we should niche
them into a straightforward issue. Besides, if we
are going to do a campaign then we should start up with planning our
campaign structure.
Week 03
During the consultation with Mr.Asrizal, I present
the campaign structure to him. He pointed out that
after the second stage "self-examination", there
should be a few different level of group to
catogerize the participants. After that, there
should have different things for them to take away.
On that, I need to have a more in-depth
research.
Week 04
From the feedback given by Mr.Asrizal, he asked me to specify the context of the campaign, narrow it down (materialism might be too broad). Be more specific on the target audience. Create campaign structure (a campaign funnel), clarify all the platforms, touchpoint, objectives of each phase.
So this week, I narrow down the area and focus on Materialism on
young adults, and clarify how to define materialism (what behaviour
consider as materialism) and give some example. Besides, I also
create my campaign funnel along with the customer journey map and
campaign touch point.
Week 05
This week, Mr.Asrizal suggest me to look into the detail of the event, and choose an event style that can attract my target audience. It's not necessary to have social media as one touch point, as I already have website. But, if I plan to do social media, remember to plan the them beforehand. So this week I can start to go into details of each segment (objective, references).
Hence, this week I prepare the brand guideline as well as the visual guideline.
Week 06
I showed my brand guideline and visual guideline to Mr.Asrizal, and he helped me to clarify some content.
- The brand value need to be more specific (what do the brand value the most)
- The vision & mission can be simplified
- The brand positioning needs to include the map and point out some similar campaigns. And the X and Y will be the consideration (if this campaign is a brand) like effectiveness and approach.
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| Brand Value (week06-2) |
The Brand Value 1.0 is the value that my audience will
get.
So this week I updated my brand guideline and visual guideline and
I also reconsider the colour palette. After that I started with the
exploration of the logo and then the card design, quiz paper design
and poster design.
FYP week07 Updated Brand Value, Colour Palette, Typography
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| Logo Exploration |
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Logo Design - Draft 1 |
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| Card Design - Draft 1 |
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| Quiz Paper - Draft 1 |
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| Poster - Draft 1 |
This week we were having online consultation with Mr.Asrizal. He
gave me some feedback and suggestions based on what I did last week
(draft design). So this week I started to have more exploration and
experiment on that.
Working on
- Logo
- Identity Card
- Quiz Paper
- Guideline Leaflet
- Sticker
- E-reminder
- Website
Week 09
During this week consultation with Mr.Asrizal, I present Version 2
logo and most of my touchpoint design to him. He mentioned that
the logo size is too wide, might not work on some applications. He
also point out that one of my sketched logo could work.
For the touchpoint that I showed, he suggest to do test print to
check on the readability of the text and the actual size.
So this week I keep working on:
- Logo
- Website
- Phone Case
- Card Holder
- Notepad (shopping list)
And also do the test print for:
- Identity Card
- Quiz Papper
- Guideline Leaflet
- Phone Case
- Stickers
Week 10
This week consultation was conducted online hence I couldn't
show the test print items to him physically, instead I took some
picture and present to him. I present Version 3 logo and most of
my touchpoint design along with the items' picture. He raised
the concern of putting the year in the logo and suggest to
remove the word mark or the year in the logo. The rest of the
designs are no problem.
So this week, I finalised the logo and the rest of my
applications design. I convert my website design from Adobe AI
to Adobe XD, to make the design interactive. I also generate the
QR code for the website and replace the demo QR code on my
applications. As well as the Google Form, I generate the QR code
for it and design the poster (Free Sticker Redeem).
Finalised Proposal:
Week 11-12
This week some of my classmates were having a presentation to
the panelists, and mine is scheduled next week. So this week I
keep working on the project. I generate the QR code for the
website and Google form, and apply them on the design. I also
continue to finalise the website and create the contact page and
result pages for my website. Besides, I also order for the
second print for the phone case.
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| Contact Page |
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| Result Pages |
Progression Presentation Deck:
Week 13
From the feedback given by lecturers during the presentation, I
added some touchpoint to make the event more completed. Mr.Zeon
suggested to create social media but due to time consuming I
didn't. Instead, I create newsletter for afterwards follow up
and keep connected with the participants. I also create the
mockup of the event since the main "product" of this project is
the physical event and the materials.
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| Event Truck Design |
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| Online Podcast Newsletter |
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| Progression in Meta Sparks Studio |
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| Insights Capture on 7th August |
Week 14
During the consultation with Mr.Asrizal on week 13, he pointed
out the problem of the CTA on newsletter and the website
contact page. Besides, I decided to have social media for my
campaign. And I presented some posts design and an IG filter
to Mr.Asrizal, and he reminded me to not only have static post
on social media. Other than that, I also researched and placed
order to print my quiz paper, leaflet and cards.
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| Website Contact Page |
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| Online Podcast Newsletter - Updated CTA |
Week 15
This week I received most of my printed material and I start
doing the packaging for some of my merchandise. I reused the
card design to do a back card for my magnetic phone holder,
and due to the limited budget I'm not able to print double
side T^T. I also printed small labels for my phone case.
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| Magnetic Phone Holder |
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I design the poster for each character to introduce them better. Besides, I also create an interactive drawing board to display during physical event (showcase), the purpose is to encourage people to take the quiz and know their materialism character. So after the participants get their result they may leave their mark on the drawing board.
Character Posters
Interactive Drawing Board
FINAL SUBMISSIONS
Beyond Labels Brand Guideline
Major Project - Final Compilation
Exhibition Day 8th-11th August
FEEDBACKS
Week 06
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brand value need to be more specific (what do the brand value the most).The
- The guideline can includes the QR code for individuals to scan and lead them to the website.
- What I have to do now is establish the brand identity, make sure all the touchpoints and applications is consistent and belong to a same family.
- The brand - Beyond Labels needs to be strong, solid and prominent.
- The colour of characters need to be reconsider
Week 07
- The logo is too wide, may not works well in website design. Can try with logo mark and put the campaign name as minor element.
- The colour palette is fine just need to have justification.
- The typeface may not work with the topic "materialism", suggest to try with some luxury typeface.
- The campaign name can be better.
REFLECTION
Completing this major project was an experience that was one of the few invaluable experiences for me, where I was given the opportunity to apply the skills and theories I learned in a real-world setting. I am grateful that I managed to complete this individual project within a limited timeframe, designing an event as well as the touch points from pre to post event. I am glad that I was able to get the public who stopped by during the exhibition to enjoy my design, wiling to get to know my project ideas and participate in my event.
The whole process from the initial gathering of information and ideas, organizing and exploring the theme with in-depth research, to the final execution and completion of the exhibition was very challenging for me. I encountered many difficulties and solved them one by one, and I think this is the most rewarding part of the project for me.
I am very thankful to Mr.Asrizal for the guidance and help he gave me in this project from the beginning when I was vague about the direction of choosing the topic to the direction that became clearer later on. It made me look at my shortcomings as well as discover more details that I had overlooked.
The theme of this project was inspired by something that really happened to me and around me. Materialism, which has different interpretations and views for different age groups. My campaign is designed for young people because it has a more direct impact on them, and modern youth are more receptive to information and make appropriate changes.
Today's young people are easily influenced by external factors, be it living habits or ideas. In recent years, the wave of blind boxes has made most young people fall into it and keep paying for it. But how many of them really understand the background of that particular IP and really like it and start collecting it? And how many people want to own it because their idol has it?
When I was explaining these phenomena and issue to the members of the public who came to my booth during the exhibition, their understanding and recognition made me feel that the problem was indeed real and happening to many people, and I was even more certain that this selection was in line with contemporary popular trends. Many people were also surprised to learn about their own materialistic problems, so maybe my presentation of the topic was not the best, but I think at least it was in the right direction and helpful to my target audience.
Print Failures
1. Phone case printing error from seller
2. Space between lines to small
3. Poster damaged while receiving
4. 2nd batch phone holder have colour casts
5. Leaflet printing with offset error
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| Some Print Failures during the Progression |
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