Art Direction - PROJECT 2 + (art guide)

Edita Chew En Thung / 0357357

Art Direction / Bachelor of Design (Honours) in Creative Media / Taylor's University
PROJECT 2 (art guide)

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Table of Content

1. PROCESS

      i. FINAL

2. REFLECTION

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PROCESS 

Week 5-14

Week 5

After consulting with sir, we are to proceed with the art direction for Project 1 & Project 2 management document and as well as start on the Final Project. 

Week 6

After presenting our slides for exercise 1, me and my group still continued with our progress for project 1.

Week 7

After consulting with sir on our progress, we cleared some confusion and misunderstandings within the group and continued our progress.

Week 8

Consulted with sir and showed our progress for final project.

after drafting on the contents of the slides I came up with, I made some categorisation after some cadvice from sir

Art Guide layout contents draft & final draft

The logo and visualisation I gave feedback for lizzie and pricillia regarding the designs flow and whatnot. Logo ideation was done by Lizzie and me while I consulted her to tweak the design of the logo and als her to get inspo from Jessie's drafts and finalise slightly before actually finalising the design of the logo. 

The logo consists of the glasses's side wing and also a lens which further adds on the meaning to the logo and brand itself. the stylisation of the "n" means "new"and it differentiates from the rest on purpose.

 Week 9-13

After giving the contents of the art guide to jessie, she placed the template and after feedback i took the initiative to tweak what was needed to make it more readable and cohesive to an art guide.

The following are what I tweaked, added and redesigned the art guide after consultation.

I also redesign other parts of the slides to make it more cohesive.

Week 10-13

After presentation for Project 1, sir said everything is very good, just the target audience will need more specific and specialised personas to be able to be more personalised.

BEFOREs & AFTERs

enhanced visuals:

After tweaking the designs by pricillia in illustrator to make it more "complete" -ish as its an art guide so the designs would be passed on to the graphic designers under the company to have the rough idea on how to go about the designs.

Then we tweak the layout of the art guide for a little bit more before proceeding to compile it into PDF and I submit via MyTimes.

PROJECT 2 MANAGEMENT DOCUMENT

FINAL ART GUIDE

REFLECTION

Findings 

Throughout the development of Re:LENS, my most significant finding was that specific targeting is far more effective than broad appeal. Initially, our team struggled to find a cohesive visual identity because we were catering to a general audience; however, the moment we pivoted our research to focus specifically on "glasses enthusiasts" and a "digital/AI-driven" persona, the design direction became clear and actionable. I also found that "design" is subjective, but "usability" is not the critical feedback we received regarding our initial red colour palette and typography taught me that creative decisions must always serve the user’s comfort. Learning to detach personally from initial ideas to embrace necessary changes (like the major Week 11 refinement) was the key to upgrading the quality of our final Art Guide.

Observations 

As the Project Manager, I observed that our team’s efficiency was directly improved by how strictly we adhered to role specialisation rather than collective swarming. I noticed that during weeks where we tried to tackle tasks together, progress was slow and meetings were long; conversely, when we trusted specific members to own entire sectors, such as Tracy handling the Application prototype while Jessie and I focused on the Layout, our output speed doubled. I also observed the critical importance of administrative discipline; maintaining the Gantt chart and file structure in Google Drive seemed very tedious in the early weeks, but during the final "Week 14 crunch," that organisation was the only thing that prevented chaos, allowing us to compile our submission without missing a single asset.

Conclusion 

In conclusion, the 14-week journey of bringing Re:LENS to life has been a masterclass in iterative design and time management. While I am proud that we hit our 100% completion milestone on time, the true success was navigating the pressure of balancing this project alongside other academic modules without compromising quality. This experience has solidified my understanding that a Producer's role is not just about tracking dates, but about anticipating bottlenecks and facilitating the team's ability to focus. I leave this project with a polished E-Portfolio and, more importantly, the confidence that I can lead a creative team through the difficult "refinement phase" to deliver a professional final product.