Major Project 1
Edita Chew En Thung / 0357357
Major Project 1 / Bachelor of Design (Honours) in Creative
Media / Taylor's University
Task 1
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Table of Content
1. INSTRUCTIONS
2. PROCESS
i. FINAL
3. FEEDBACK
4. REFLECTION
INSTRUCTIONS
fig 1.0 | Module information Booklet
The project presentation demonstrates the culmination of how our design solution effectively addresses a specific need in our targeted audience, utilising a newly created product or service that brings unique social, cultural and/or economic value.
The focus will be on our attention to details and the successful execution of a wide range of conventions particular to our specific area of specialisation including organisation, content, presentation formatting, aesthetics and style.
PROCESS
At first, we went with "Brandify" but that was one of the many names we
came up with. The initial planning went as below:
Ideation, Planning & Brainstorming Process
1. Brand Concept & Identity Development
Objective:
To create a branding kit that simplifies the branding process for non-professionals while maintaining a professional, friendly, and approachable aesthetic.
Core Identity & Purpose:
- Branding Made Easy
- DIY Branding for Everyone (specifically non-designers)
- Empowering Creativity and Expression
- Hands-on, Interactive Learning
- Professional Yet Fun
Brand Personality & Tone:
- Friendly
- Approachable
- Supportive
- Modern & Clean
- Playful yet Structured
Visual Elements & Aesthetic:
- Minimalist Meets Playful
- Hand-Drawn + Digital Fusion
- Soft, Rounded Shapes
- Warm Orange & Calming Blue
- Branding Toolbox Icons
2. Ideation & Brainstorming
Keywords & Mind Map Concepts:
General Themes:
- Branding Simplified
- Guided Experience
- DIY Brand Builder
- Effortless Identity Creation
- Creative Freedom
Visual & Design Concepts:
- Building Blocks
- Branding Toolkit
- Colour Swatches & Moodboards
Emotions & User Experience:
- Confidence
- Empowerment
- Fun, Excitement to Create
- Feeling of Accomplishment
- From Confused to Clear
Branding Elements & Tools:
- Logo Design
- Typography Pairing
- Visual Identity
- Brand Storytelling
- Brand Messaging
User Journey & Metaphors:
- Step-by-Step Guide
- Roadmap to Success
- Unlocking Potential
- Branding Compass
- Digital Sketchbook
3. Logo Design & Branding Elements
Logo Concept:
- Minimalist yet creative symbol
- Clean yet loud/bold typography with a friendly touch
Illustration Concepts:
- Irregular shapes: to represent the fun nature of the brand
4. Slogan & Tagline Ideation
Slogan List:
- "Brandify – Build Your Brand, Your Way."
- "Branding Made Simple."
- "Your Brand, Your Identity, Your Rules."
- "Empowering You to Brand Smarter."
- "DIY Branding, Done Right."
- "From Idea to Identity, Effortlessly."
- "Brand Like a Pro – No Experience Needed!"
- "Unlock Your Brand’s Potential."
- "Turn Your Vision Into a Powerful Brand."
- "Make Your Mark, The Easy Way."
- "Lost in Branding? Just Marko!" - Chosen Tagline (Slogan)
Documentation Structure:
- Introduction: Overview of Marko Polo's and its vision & mission
- Brainstorming & Ideation: Mind maps, keywords, sketches and moodboards
- Logo Design Process: Sketches and finalisation
- Visual Identity System: Colours, typography, and brand elements
- Final Deliverables: Branding kit structure and components mockups
After consulting our lecturer and proposing our idea, we came up with a
simple sketch to further make our idea clearer.
fig 1.1 | Draft (By Edita)
We then decided to go with "Marko, Polo!" as our brand name as it's
derived from the famous adventurer Marco Polo. He's Adventurous and is a
merchant, a wonderful idea for our brand.
Then came the problem statement that was refined from the previous
draft, making it more defined and easy to understand and digest.
fig 1.2 | problem statement
Tasks were divided equally. But eventually I had to take the leading
role in this project.
Here were the following that were divided into tasks(names whcih are
stated first contributed the most to the particular task):
- Ideation (Main topic)
(Edita)
- Sketches (Edita + Chen Nan)
- Slides (Edita + Chen Nan + Ke Bo Zhi)
- Research (Basic Consumer research & Market demand) (Ke Bo Zhi + Edita)
- Research (Basic Consumer research & Market demand) (Ke Bo Zhi + Edita)
- Design (initial ideation to progress)
(Edita + Chen Nan)
- Initial Designs (Chen Nan + Edita + Ke Bo Zhi)
- Manual Design (Edita(Advice and change) + Chen Nan)
- Manual Book cover Design (Edita)
- Colour Palette Design (Edita)
- Typo Palette Design (Edita)
- Branding Checklist (Ke Bo Zhi + Edita (Adviser))
- Box Design (Chen Nan + Edita (Adviser))
- Final Design (Edita + Chen Nan)
- Typo Palette Design (Edita)
- Branding Checklist (Ke Bo Zhi + Edita (Adviser))
- Box Design (Chen Nan + Edita (Adviser))
- Final Design (Edita + Chen Nan)
- Document Setup (Edita)
- Mockups (Chen Nan + Ke Bo Zhi + Edita(Adviser))
- Presentation (Edita + (Chen Nan + Ke Bo Zhi)[little])
- Presentation (Edita + (Chen Nan + Ke Bo Zhi)[little])
LOGO creation Process
fig 1.3 | Mindmap (By Edita)
Brainstorming the Brand's philosophy and keywords to figure out the
logo concept and sketch the ideas.
The keywords that were referenced were fun, bold, boxed but expressive. The "boxed keyword was referring to the guides being a means of expressing the consumer's creativity with the help of the guides.
The entire mind map concerns developing a logo for "Marko' Polo!"—a brand concept originating from Marco Polo which represents exploration in combination with commerce.
Key themes for the logo:
This business strategy aims at new enterprising company leaders seeking their own branding solutions.
The logo characterizes an explorer heart with its double identity between adventurous curiosity and daring pioneering while also combining the merchant traits of guidance and vision and design customization capability.
Visual & Conceptual Elements:
In branding essential traits consist of consistency, simplicity represents one of the core components for brand development.
Tone & Feel: Fun, expressive, welcoming, bold, and accommodating.
The design draws its inspiration from personalized visions which maintain both contemporary and easily relatable appearance.
A dynamic branding logo featuring exploratory elements should be both inviting to clients and represent professional components needed for branding purposes.
fig 1.4, 1.5, 1.6 | sketches (by Edita)
I started sketching our the logos from ideas to ideas, experimenting the possibilities of the design to embody the essence of "Marko Polo". After referring back to the main keypoints (keywords) of our logo with the mindmap I made, I felt like I finally had a tiny leeway after the many designs I had sketched.
fig 1.7 & 1.8 | sketches (by Edita)
After advice from our lecturers, we narrowed down to these few sketches.
fig 1.9 | sketches (by Edita)
In the end, this logo was the chosen one, as it's just a simple digitalised version without the proper alignments yet.
I then adjusted and aligned them properly before I placed them in the document setup at (fig 8.1).
The lack of basic design understanding has created considerable difficulty for me to guide team members with their design projects. Neglecting essential elements including alignment and composition together with kerning and tracking results in production of unprofessional and inconsistent outputs. Online icons regularly replace Illustrator-made designs because this practice generates inconsistent visual elements which do not maintain our established brand identity.
Serious deficiencies in basic design understanding and work standards constitute the main problems when compared to design style considerations. The instructions supplied by the team remain unclear because team members neither follow them nor document them for future application. Team members with drawing abilities show strength but design goes beyond sketching because it needs proper organisation and element unification principles. Altering these fundamental capabilities stands as an essential factor to improve the quality and polished appearance of design work.
fig 2.0 | colour selection
After a series of colour selection, this was the colour that was chosen for our brand colour as it gives simple yet bold looks with slightly contrasting visual colours.
Then we started designing the layout and design of the products around week 5.
fig 2.1, 2.2, 2.3, 2.4, 2.5, 2.6 | Whatsapp messages
There are more instructions that were given verbally, step by step and clearly. And my teammates still ask the same thing over and over again even when I made the instructions clear as day a few times and confirmed with them whether they have understood the plan or discussion.
fig 2.7 & 2.8 | Initial Manual cover
The design was crude and lack appeal. I had instructed him in a way to easy digest how to design a proper cover that embodies the brand's image but to no avail, it still looked like he had not write down or listened to my advice.
fig 2.9, 3.0 | Initial Manual cover
The design this time was slightly better but it does not align to the brand image or ideals, it doesn't scream "Marko Polo". So this was discarded and not recommended.
The contents of the manual were briefly provided by me and the design was left for Chen Nan to do, but again,
fig 3.1 & 3.2 | brief instructions and resources
More discussion were held in physical meetings almost every week.
fig 3.3 | Initial Manual cover
This cover was rejected by it being too plain and not visually appealing.
fig 3.4 | Initial content page
I would circle and discuss the problems with the designs and share them on whatsapp.
fig 3.5 | Initial pages
fig 3.6 | Initial content pages
Same with this correction, discussions were made promptly.
fig 3.7 | Initial Manual cover
This cover design (fig 3.6) was rejected as it looks like a science IGCSE textbook and rather not fit or reflect with the image of our brand.
fig 3.8 | Initial pages
Same reason with this, the margins of the left were narrower than the right page and colour scheme was off from the start.
These were the initial designs of the cover after much instructions, but it was still not up to par with the flow of the pages, the design and margins were all over the place.
Then I decided to take the matters of the book cover into my own hands and designed it myself.
fig 4.5 & 4.6 | final look of book cover designs
After the advice from Ms V, I had took the book cover designing into my own, and then the results were to have a "loud" and "fun" expression.
Then, I also constantly asked for progress at first but the response rate were low.
After the advice from Ms V, I had took the book cover designing into my own, and then the results were to have a "loud" and "fun" expression.
Then, I also constantly asked for progress at first but the response rate were low.
At the outset, we aimed to establish a unified design vision. However, early drafts revealed a disparity in design comprehension among team members. Several layouts lacked visual hierarchy, proper spacing, and cohesive typography. Recognising this, I took the initiative to introduce structured design guidelines but to no avail, things are as i explain before.
fig 4.7 & 4.8 | messages
The image shows the team member agreeing to the progress check but when the day I asked for the progress, the team member said he would do it at night, the same day I asked for the progress.
In previous messages, I had asked nicely, but the responses were disappointing because there were little to none of a conversation.
Discussions:
Initial Colour & Typo Palette
fig 5.9, 6.0, 6.1 | messages & correction discussion
Initial Designs of the colour and typo palette by Chen Nan, these were rejected as the reason for it's rejection was because it lacked the necessary elements, description and design for the consistency of the overall brand colour scheme, image, etc. It simply looks last minute and unprofessional, it lacked appeal and soul.
Initial Designs of Colour & Typo palettes by Edita:
fig 6.2, 6.3 | Initial colour & typo palette design
These were chosen to further refine after Ms V's advice as these were considered "completed work" by the lecturer, it gives a fun vibe and exciting and readable keywords for the user to interact and learn from the two palettes.
fig 6.4 | sketches by Edita
I gave a brief sketch (fig 6.0) for my other teammate and discussed with him for him to understand the fundamentals of the notebook (flip page).
fig 6.5 | sketches (by Edita)
fig 6.6 | sketches (by Edita)
After Ms V's advice, we wanted the box to have an indent and have small puzzle pieces filled with different colours so that the consumer/user can mix and match colours on the box itself.
After drafting the initial sketches of the box, I passed it over to my group mate to make the design of the box pattern and with changes after countless advices from me.
fig 6.7 | messages
At first, it looked too much of an eyesore after long looks as it strains the eyes, I wanted to prevent that when the consumer opens the box.
fig 6.8 | Initial design
This was the second version after all the advices from me, the changes were better but some changes were not made after the constant concerns put out, or even laid out for him to change.
Final Designs:
fig 6.9 | Final Designs
fig 7.0 | Final Designs
fig 7.1 | Final Designs
fig 7.2 | Final Designs
fig 7.3 | Final Designs
fig 7.4 | Final Designs
I had a hand in all the Final design outcomes here after a gruelling and fiery discussion.
Final Mockups:
fig 7.5 | Final Mockups
fig 7.6 | Final Mockups
fig 7.7 | Final Mockups
fig 7.8 | Final Mockups
fig 7.9 | Final Mockups
fig 8.0 | Final Mockups
And Throughout the mockups, I had approved and rejected some, we finally had a solid ground to work on and call it to a close.
Document Setup (Simple Brand guidelines)
fig 8.1 | Doc Setup
I then proceeded to refine my logo and develop a document set up for Marko Polo, placing my logo inside the document and make sure all my logo minimum size, black & white, reverse, coloured, rationale, space rationalisation and clear space is clear and precise.
Final (Slides)
fig 8.2 | Final Slides
FEEDBACK
Week 1
- Proceed with the idea and make a summary document of the whole idea concept.
- instead of brandify, we changed to Marko Polo as per Ms Anis's advice.
Week 2
- Come up with a catchy slogan
- refine the slides and submit.
- Continue task 2.
Week 3
- make the initial sketches and design based on the proposal presentation.
- decide on the logo sketches
Week 4
- From all the sketches of the logos I made, we've come down with the one chosen by ms and the logo was agreed with everyone at the table.
- Refine the edges of the logo to make it seem more rounded and not too sharp
- I found out the white space was too much so as per Ms Vitiya's advice, I made the L shorter in terms of length.
- As per Ms Vitiya's opinion, the whitespace spelled "T" in the middle could be used as "our Design is to the "T"
Week 5
- start on the mockups and design of them
Week 6
- add some instructions to the notebook
- change the design of the Manual
- The cover of the book could use some work as it doesnt scream "marko polo" the initiative of the brand as a brand design kit.
- proceed with mockups
- continue editing the final touches of the slides.
Week 7
- We finished presenting our final presentation
- submitted our physical model.
- We had no problems with our slides so we just submitted as usual
REFLECTION
Findings
I have learned new skills through my process of self-reflection including academic and personal developments. My strengths in determination and problem-solving enable me to conquer obstacles because I have recognized them. I understand both the strengths and weaknesses that limit me since time management and inner doubting affect my progress occasionally. The knowledge of these elements provided me an enhanced understanding regarding my areas that require development.
Observation
The level of my motivation directly relates to both what I think about myself and the environment where I operate. After I establish my goals along with keeping a positive mindset I achieve better outcomes with enhanced confidence. I find it hard to perform tasks quickly when I delay work or when pessimistic thoughts fill my mind. The feedback I receive from others teaches me to advance more quickly by giving me information that I would not have discovered by myself.
Conclusion
Analyse of my own behaviours highlighted both the need to understand myself better and the necessity to develop regularly. My self-knowledge allows me to generate benefits from what I excel at while my understanding of weaknesses guides me through the process of becoming improved. I will work towards better time management and sustained motivation while devoting time to get guidance from others who have more expertise. Self-reflection will enable my personal growth as well as professional success while helping me reach my objectives.
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