CREATIVE BRAND STRATEGY TASK 2 : IDEATION AND DESIGN DIRECTION
Ng Wai Fern | 0354966
Creative Brand Strategy | Bachelor of Design in Creative Media
Task 2 : Ideation and Design Direction
LECTURE NOTES
All lecture notes are completed in Task 1 : Case study and campaign proposal
INSTRUCTIONS :
Task 2A & B
For task 2, we are required to create the design ideas, direction and applications that we would like to design for the campaign we suggested in Task 1B.
Week 4 progress
I started by listing down what is the campaign (Introvert's Space) about, campaign's communication goals and key message.
Fig. 1 : design brief mind map
Next, I identified the application that are suitable for the campaign. I have decided to divide them into two categories, online and offline. For online, it will focus more on digital applications like social media page, promotional video, mobile app and website. For offline, it will focus more on offline activities like event (cafe space). Merchandise were also one of the application that will be designed for this campaign.
Fig. 2 : design ideation mind map
After identifying the application, I started looking for references for the campaign.
Fig. 3 : design direction mood board
Week 5 progress
After get feedback from Ms. Lilian, I reworked on the design ideation. She suggested that I can expand the ideas for application. I reworked on the ideas by expanding the ideas and by combining applications that are suitable as offline and online application.
Fig. 4 : amended design ideation mind map
Based on week 4 feedback, I reworked on the design direction. I created a mind map for keywords that reflect introverts to set a clearer direction for the design. Based on the keywords, I created a new mood board.
Fig. 5 : amended design direction mood board
After getting feedback from Ms.Lilian, I start working on the slides. She suggested me to show some references for the promotional video. I also found that my mobile app references are rough so I decided to explain and make them more detailed. I included references and detailed explanation to each application that will be design in the slides.
After getting feedback from Ms.Lilian, she suggested that I can include some ideas for the logotype with different variation of font.
Fig. 6 : logotype idea
After including all the information and amended ideas, I start to finalize the slide.
FINAL SUBMISSION
FEEDBACK
Week 4
- big idea was good.
- Visuals can go for something clean but not too minimal.
- Can list down some keywords for introvert to help set design direction.
- Might want to expand the details for applications.
Week 5
- Can include some example of website and promotional video to further example the application.
- Might want to explain in more detailed for the mobile app based on the references.
Week 6
- Can suggest some idea for logotype.
REFLECTIONS
Experience
At the beginning of task 2, I felt unsure and was a bit lost when setting the design direction. After looking back at the applications and the campaign proposal, I was able to have a clearer direction to decide the design direction. For the ideation, the customer journey map helped a lot in deciding what application I can design.
Observations
From this task, I was able to observe some of my senior works. I was struggling with setting the design direction at first after a few attempt, I have a much clearer understanding and was able to create a detailed ideation and design direction.
Findings
It was a fun process when looking for references as I can get some idea for the applications from other people. From this task, I was able to have a clear direction for the designs. This task allow me to plan well step by step before starting the design process . Mistakes can be reduce when the design direction is planned well.
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