Week 01 - Week 03
Tiffany Tan Xuan / 0362472
Information Design / Bachelor of Design (Hons) In Creative Media
Major Project 1 - Task 1 Proposal Developement
INSTRUCTION
Proposal Presentation Guide
Task 1 / Proposal Development
Timeframe:
Week 01 – Week 03
Description:
We are to work as groups in presenting an innovative concept that
introduces unique social, cultural and/or economic value to the intended
target audience within your chosen field of specialization.
We are to conduct research on current technology and design trends that
influences and benchmarks your area of specialization. Case studies with analysis reports on product/service functionality and
effectiveness, technical innovations and challenges, aesthetics and design
appreciation are required to support your new project proposal.
The project must address the ‘gap’ where you have discovered and realized
ideas and solutions that creates and captures value in a novel way.
The first week was all about team formation and brainstorming ideas. My team
consists of Junteng, ShengXiao, and Tong En, and together, we started
exploring different brand directions. We tossed around ideas like
stationery, household items, rebranding KOI (a beverage brand), and even pet
products.
While Junteng took the lead in researching market trends and analyzing
competitors, I focused on idea development and creative exploration. I made
some research of our initial concepts for potential products and branding
elements.
In Week 2, we focused on refining our ideas and giving our brand a clear
purpose. While Junteng continued analyzing market gaps, I took on the role
of developing the brand story. I worked on defining our brand’s core values,
mission, and vision.
I asked myself questions like:
Why are we creating this brand?
What emotional value do we want to bring to our audience?
How can we make our brand stand out in a crowded market?
This was challenging because it required me to think deeply about our
brand’s identity and how it would connect with people. I also collaborated
with ShengXiao to create a mood board that captured the visual tone we
wanted for our brand—something warm, playful, and inviting.
During our discussion with Ms Vitiyaa, we received feedback that our ideas
lacked a clear narrative. This pushed me to refine the brand story further,
ensuring it had a strong emotional hook. By the end of the week, we were
closer to finalizing our direction, but there was still work to be done.
Week 3 was a big week for us because we finally confirmed our brand concept.
After much discussion, we decided to create a cultural and creative brand
named “Pawffy”, featuring a cute dog as our IP character. The idea was to
combine fun character design with practical lifestyle products that bring
emotional value to our audience.
My main contribution this week was design exploration. I worked on sketching
different versions of the dog character, experimenting with styles, colors,
and expressions. I also explored typography options for the logo, trying to
find a font that matched our brand’s playful yet modern vibe.
However, we faced another challenge when we presented our concept to the
lecturer. They pointed out that our brand lacked market differentiation and
a clear purpose. This feedback was tough to hear, but it pushed us to
rethink our approach. We decided to pivot our IP character from a dog to an
alpaca, which better aligned with our goal of creating a brand that brings
warmth and healing to people.
Task 1 Presentation Deck:
Task 2: Week 4 - Week 5
Week 4 was all about refining our brand identity and making some big
decisions. One of the most exciting changes was switching our IP character
from a dog to a llama. At first, I was a little sad to let go of the dog
concept, but I quickly realized how much more unique and versatile a llama
could be. It gave us so much more creative freedom, and I loved the idea of
building a brand around such a distinctive and charming character.
My main focus this week was on design exploration. I sketched out several
versions of the llama character, experimenting with different styles,
expressions, and poses. It was challenging to strike the right balance
between cuteness and sophistication, but it was also a lot of fun to play
around with ideas. I also worked on our brand’s visual tone, pulling
together colors, textures, and imagery that reflected the warmth and
playfulness we wanted Lalallama to embody.
Another big task was planning our product lineup. I brainstormed ideas for
how we could integrate the llama character into items like stationery,
stickers, and tote bags. I also started thinking about packaging design and
how we could make our products feel special and memorable for our customers.
Week 5 was a crucial week for our team as we solidified our brand
positioning and implemented some significant changes. One of the most
notable updates was the revision of our brand name. Initially, we had chosen
“Lulullama”, but our lecturer pointed out that it was too close to
Lululemon, the popular sportswear brand. This feedback was a bit of a
setback, but it also highlighted the importance of brand clarity and
originality, which was a valuable lesson for me.
After some creative brainstorming, we landed on the name “Lalallama”. It
felt fresh, fun, and uniquely ours. I loved how the name sounded—it had a
playful, cheerful tone that perfectly matched the vibe we wanted for our
brand. It was a great reminder that sometimes, challenges lead to even
better ideas!
This week, JunTeng and TongEn also worked on refining our logo design. They
sketched out several versions of the logo, experimenting with different
typography and layout options. It was challenging to find the perfect
balance between simplicity and personality, but we enjoyed the process of
iterating and improving.
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Task 3: Week 6 - Week 8
This week, our team focused on polishing the key branding elements
to ensure everything was cohesive and well-documented. One of my
main tasks was collaborating with Junteng to develop the brand
guideline book. This included defining the rules for logo
application, typography, color palette, and overall branding
structure. It was a detailed process, but I enjoyed working on it
because it allowed me to dive deep into the visual identity of
Lalallama and ensure consistency across all platforms.
Tong En took the lead on finalizing the website design and creating social media promotional materials. While I wasn’t directly involved in this part, I contributed
ideas for the overall aesthetic and messaging to ensure it
aligned with our brand identity. We also prepared posters for the upcoming launch, which was exciting because it
made the brand feel more real and tangible.
While Sheng Xiao worked on packaging designs. We wanted to make sure that every product—whether it was
socks, mugs, t-shirts, or tote bags—had a consistent and
recognizable look. It was challenging to adapt the llama
character and brand colors to different items, but it was also
rewarding to see how everything came together.
This week, we focused on brand storytelling and rationalization,
refining the narrative around Lalallama to emphasize how the llama
character represents warmth, joy, and creativity. I worked on
crafting the brand’s story and values, ensuring it resonated
emotionally with our audience.
As we prepared for the branding presentation, we also made
progress on our e-portfolio, documenting all our work for
submission.
PPT slides:
These are the feedbacks we received after the presentation:
1. Logo Versions:
The black-and-white and reversed versions of the logo need refinement. Please revisit the brand guidelines and ensure these versions are optimized for visibility and consistency across different backgrounds.
2. Social Media Engagement:
The social media posts feel somewhat static and lack interactive elements. To boost audience engagement, consider incorporating features like Q&A sessions, polls, or challenges. These additions will make the content more dynamic and encourage audience participation.
3. Poster Design:
The color scheme in the poster design needs adjustment. The sudden use of orange text feels out of place and doesn’t align with our brand’s refined and lifestyle-oriented aesthetic. Consider using a more cohesive color palette, such as blues or greys, to enhance readability and maintain brand consistency.
4. Clothing Label Design:
The layout of the clothing label design could be clearer. Adding more detailed application scenarios or examples would strengthen the presentation and make it more impactful. Ensure the design reflects a modern, minimal aesthetic that aligns with our brand identity.
Next Steps:
- Review the brand guidelines thoroughly to ensure all designs adhere to them.
- Experiment with interactive elements for social media to increase engagement.
- Refine the color palette and typography in the poster design for a more cohesive look.
- Revisit the clothing label design to improve clarity and presentation.
After refining these problems, here's our final presentation deck:
Week 1:
I contributed to brainstorming ideas like
stationery, household items, and pet products.
After initial research, we presented our ideas but
received feedback that they lacked depth and
purpose. This pushed us to rethink our
approach.
Week 2:
We refined our ideas and decided on a
cultural and creative brand named "Pawffy,"
featuring a puppy as our IP character. However,
after presenting, the lecturer noted our brand
lacked differentiation and a clear purpose, so we
needed to improve.
Week 3:
We pivoted our IP character from a puppy to
an alpaca to better align with our brand’s goal of
bringing warmth and healing. I focused on refining
our brand message and ensuring it resonated with
our audience while working on a clearer problem
statement.
Week 4:
Following feedback, we changed our IP character to a
llama and began redesigning the brand logo, color palette,
and typography. I helped create a mood board to establish
a stronger visual identity and worked on aligning the
brand’s tone with our target audience—young consumers.
Week 5:
We finalized the brand name as "Lalallama" to avoid
confusion with Lululemon. I contributed to refining the
logo to make it cuter and more cohesive with the brand’s
lifestyle store concept. The lecturer emphasized the need
for a compelling brand story, so I worked on developing
why we chose a llama and how it connects to our brand’s
purpose. Additionally, I focused on ensuring our visual
design direction was consistent and appealing.
Week 6:
This week, I
focused on finalizing the remaining branding elements, such as the
logo guidebook and packaging design, to prepare for the upcoming
branding presentation. I also worked on completing the e-portfolio
to meet the submission deadline on Friday, ensuring all required
materials were polished and ready. Additionally, I continued to
refine the presentation slides to ensure they effectively
communicated our brand’s story and identity.
Week 7:
The black-and-white and reversed logos aren’t in correct form.
Social media content feels too one-sided; consider adding polls,
Q&As, or challenges to make it more engaging. The poster’s
orange text doesn’t fit our aesthetic—opt for a more refined color
scheme like blues or greys. Also, the clothing label layout needs
improvement; include more detailed application examples to
strengthen the presentation.
Week 1 - Week 3
Looking back at these three weeks, I faced several challenges
that pushed me to grow both personally and professionally. One
of the biggest hurdles was translating abstract ideas into
practical designs. It was exciting to brainstorm creative
concepts, but turning them into tangible products or visuals
required a lot of trial and error. Another challenge was
building a strong brand story that resonated with our audience.
Crafting a narrative that felt authentic and meaningful took a
lot of thought and refinement, as I had to dig deep into our
brand’s purpose and values. Additionally, adapting to feedback
was tough at times. Receiving criticism wasn’t easy, but it
ultimately helped us improve and refine our concept, making it
stronger in the long run. Despite these challenges, I’m proud of
the progress we made as a team. I learned the importance of
creativity, adaptability, and teamwork, and every setback taught
me something new, pushing me to think outside the box and
approach problems with a fresh perspective.
Week 4 - Week 5
These two weeks were filled with both excitement and challenges.
One of the biggest hurdles was letting go of initial ideas (like
the dog character and the name Lulullama) and being open to
change. It wasn’t easy, but it taught me the importance of
flexibility and adaptability in the creative process.
Another challenge was balancing creativity with practicality.
While it was fun to dream up wild ideas, I had to constantly
remind myself to stay grounded in what would work for our target
audience and market.
Despite these challenges, I’m really proud of how far we’ve come.
I’ve learned so much about branding, design, and teamwork, and I’m
excited to see Lalallama come to life.
Week 6 - Week 7
The week came with challenges, such as maintaining consistency
across all branding elements and managing time effectively with
multiple deadlines. However, by staying organized and collaborating
closely with the team, we were able to overcome these hurdles and
bring everything together cohesively. It was a rewarding experience
that reinforced the importance of planning, teamwork, and attention
to detail.
FURTHER READING
The elements of typographic style is by Robert Bringhurst is indeed an excellent recommendation for a book on typography. It is considered a definitive guide in the field and is highly regarded by designers and typographers.
In "The Elements of Typographic Style," Bringhurst covers a wide range of topics related to typography, including typefaces, spacing, layout, and the historical development of typography. The book is known for its insightful analysis, in-depth exploration of typographic principles, and its elegant and well-crafted design.
The book provides practical advice and guidance for typographic decisions, making it valuable for both beginners and experienced designers. Bringhurst's writing style is engaging and informative, making it an enjoyable read for anyone interested in typography and design.
"The Elements of Typographic Style" is widely considered a must-have resource for anyone working with typography, from graphic designers and typographers to writers and editors. It is a timeless reference that will help you develop a deeper understanding and appreciation for the art and craft of typography.
In a conclusion, I think this book is really fun and helpful for those beginner learners. It offers a comprehensive guide to the art and practice of typography, covering topics such as typefaces, spacing, punctuation, and much more. So, I will introduce this book to those who are interested to Typography.
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