Minor Project
Lee Yan Xu / 0347696 / Bachelor of Design (Hons) in Creative Media
Creative Brand Strategy
Minor project
Instruction
Progression
Week 1
Our first class is on August 31 which is Independence Day so we have no scheduled class during the first week. However, we still have a task for this week which is to form a group. Our group is choosing a push-up bra brand dialogue project. As I only joined them in the second week, I missed some information and discussion with my groupmates. After that, I know they named our brand ‘Pushie’.
Week 2
This is our second week, I only joined the discussion of this group this week. So, this week, our task was mainly to do research and find some information about push-up bras. Other than that, we also prepared some questions to discuss with our customers, so that we could learn more about the products. Of course, our customers also showed us some products in person and felt them.
Week 3
In week 3, we told what we had discussed with the client and also what products our client has let us see and touch. After that, Mr. Mike asked us to start making the personas for our brand. Also, Mr. Mike has suggested we use a website called Xtensio to make the personas because this website already provides the template so what we need to do is just put in the personas photos and fill in the information.
Week 4
This week, every one of our group made 1 persona so a total of 5 and we showed Mr. Mike in class. After the consultation, We were asked to make the survey question based on the personas that we made. Finally, we chose the 3 target audiences from our personas which are athletes, fashionistas, and brides/brides. Because the athlete part does not need to have that many responses I am doing alone in this part and the rest target audience will have two other teammates to do for each.
Week 5
In week 5, after consulting with Mr. Mike, we met some trouble because we found that that’s very hard to find athletes and brides/brides in our friends since we need at least 90-100 respondents. So, we plan to find it online(Instagram / Facebook group). Luckily, we found some people who can help us to fill up our survey questionnaire. We spend around 1 week to collect almost 100 respondents.
Week 6
In week 6, We told Mr. Mike that we give up the interview instead of the survey method because we had no time to do both. In class, Mr. Mike asked us to think about our top 5 ideas so that we could proceed to the next step. Next, we started to think about the themes, sights, and problem statements.
Week 7
This week, we conducted comprehensive research to shape our brand proposal, encompassing the big idea, positioning statement, and brand value. Art direction involved inspiration-seeking for the logo, typeface, colors, and design style tailored to our target audience. Despite individual logo design tasks, the group seamlessly coordinated research, culminating in an efficient decision-making process.
Week 8
This week is the meeting week with the client. we have finalized our proposal slides ahead of ILW in week 8. Client feedback indicated a need for a complete shift in design direction and even a change in the target audience. Criticism about the lack of surprise in our research prompted a reevaluation. The client shared ideas via a Pinterest board, emphasizing a fun, quirky, and eye-catching approach. In response, we regrouped in the library, initiating a restart of our art direction planning, and deciding on the branding/concept for the new direction. Subsequent online meetings revealed misalignment, prompting quick collaborative discussions in the library to refine our art direction on the Miro board.
Week 9
After getting the feedback from our client, we need to change almost all the things in our art direction. When inside the class, we also asked Mr. Mike to help us with the art direction since we were scared that the client would not like our art direction again. So, we only know we gonna try a really new art direction that can surprise everyone.
Week 10
I have been absent the class this week and I also try to follow the progress with my teammates. Finally, we focus on using the candy element and also the 90s style to be our art direction. Besides, Shan Nen also makes some candy characters so that it will be more ‘Candyland’ style. The last thing we did before next week was the customer journey map.
Week 11
After getting feedback from our client, they suggested we abandon the character approach and delve further into 90s and retro pop culture. Also, we have told Mr.Mike about the feedback from Mel and Zae and we get some feedback from him. After getting his feedback, we tried a lot to define our brand identity and experimented with some new key visuals.
Week 12
In our consultation with Mr. Mike this week to explore our theme and art direction, he posed challenging questions, prompting us to delve deeper into understanding our brand and its effective portrayal through design. After extended deliberation, we opted to intensify our research, seeking inspiration from the top 90s design styles. Focusing on Memphis, Anti-design, and Magazine Design, we curated inspiring designs as references.
Week 13
This week, we still progressing with the key visual part and finally, we chose some keywords so that we can find our final key visual more easily. Opting for Memphis as our key design style, we refined it, infusing a modern twist for a contemporary appeal. Our social media/content chart, created last week, facilitated task allocation. After this, we also plan to design our packaging.
Week 14
Because of some personal issue, I can’t attend the class this week. But, I am still catching up on the progress in our group chat. Since we have enough graphic element, we can start all the parts now, which is the packaging, teaser video, and also the Instagram posts. I am also taking part in designing the packaging so that we can have one more design to choose from.
Week 15
This is the last week before we have the final presentation with our client. All of us work together to do our own parts and make sure everything fits into our slides. Some of us worked hard in editing the teaser video and some worked hard in making the real packaging for our stick-on bras and nipple covers. I am taking part in doing some slides. Before we did the presentation, we also checked the slides one by one so that we wouldn’t make any huge mistakes during the presentation.
Final Submission
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