Task 2 - Ideation and Art Direction (Creative Brand Strategy)
CHIN ZHI XIAN / 0344352
BACHELOR OF DESIGN (HONS) CREATIVE MEDIA / Creative Brand Strategy
Task 2A & 2B - Ideation and Art Direction
Instruction
Task 2A&B
Week 4 progress
For Task 2, we are required to prepare our own campaign name, communication goals, key messages, big idea as well as ideation (applications/touchpoint) references and design direction (if any).
For Task 2, we are required to prepare our own campaign name, communication goals, key messages, big idea as well as ideation (applications/touchpoint) references and design direction (if any).
I started by outlining the Muji Nourish event's content, communication objectives, tone of voice, and key themes.
I then found the ideal app for the occasion. I made the decision to separate them into two groups: online and offline. Online, the emphasis will be increasingly on digital tools including social media profiles, advertising videos, mobile apps, and websites. It will concentrate more on offline activities like events (culinary classes) for offline. One of the applications made for the event is for merchandise.
Week 5 Progress
Since the event was aiming to avoid taking on an extremely official or serious tone, I chose to utilise illustrations in the web application as the design direction for the event. I'll choose light blue and brown as my colour palette.
Week 6 Progress
Week 6 Progress
When we finish our presentation, Ms LiLian suggested that all of us add our concept of design to Art Direction.
Final Outcome
Feedback
Week 4- Ms LiLian says my work needs arrange, and my ideation already has but is still not clear, need to do more. Besides that, Ms LiLian says my art direction is also the same as ideation, so she suggests I follow what I write at the touchpoint (Customer Journey Map).
Week 5- Ms LiLian's suggestion emphasized the importance of clear and concise information presentation on the application (website).
- She highlighted the need to prioritize key information and organize content logically for better user understanding.
- Ms LiLian recommended considering the typeface selection for the website, focusing on legibility and alignment with the brand and purpose.
- She also emphasized the significance of a cohesive colour palette that complements the brand identity and evokes desired emotions.
- The goal is to create a user-friendly and visually appealing website by implementing clear content, suitable typefaces, and an effective colour palette.
- Taking Ms LiLian's advice, the focus will be on enhancing the overall user experience through thoughtful design choices.
Week 6- Ms LiLian suggested that all of us add our concept of design to Art Direction.
Week 4
- Ms LiLian says my work needs arrange, and my ideation already has but is still not clear, need to do more. Besides that, Ms LiLian says my art direction is also the same as ideation, so she suggests I follow what I write at the touchpoint (Customer Journey Map).
Week 5
- Ms LiLian's suggestion emphasized the importance of clear and concise information presentation on the application (website).
- She highlighted the need to prioritize key information and organize content logically for better user understanding.
- Ms LiLian recommended considering the typeface selection for the website, focusing on legibility and alignment with the brand and purpose.
- She also emphasized the significance of a cohesive colour palette that complements the brand identity and evokes desired emotions.
- The goal is to create a user-friendly and visually appealing website by implementing clear content, suitable typefaces, and an effective colour palette.
- Taking Ms LiLian's advice, the focus will be on enhancing the overall user experience through thoughtful design choices.
Week 6
- Ms LiLian suggested that all of us add our concept of design to Art Direction.
Reflection
Experience
During the initial stages of Task 2, I found myself facing uncertainty and a sense of being lost when it came to establishing the design direction. However, upon reviewing the applications and campaign proposal, I gained a clearer perspective that enabled me to make confident decisions regarding the design direction. Utilizing tools such as the customer journey map proved invaluable in determining which application to focus on during the ideation process.
Observation
Throughout this task, I had the opportunity to observe the work of my classmate. Initially, I struggled with setting the design direction, but after several attempts, I experienced significant growth. I developed a deeper understanding and was able to create a comprehensive ideation and design direction.
Finding
One of the enjoyable aspects of this process was searching for references, as it provided inspiration and ideas for the applications from other designers. This task played a crucial role in establishing a clear direction for my designs. It allowed me to plan methodically, step by step, before embarking on the design process. By having a well-defined design direction, I was able to minimize mistakes and execute the design with greater efficiency.
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