Art Direction - Project

Ng Jia Jin (0331589)

Art Direction

Project
12/4/2019 - 5/7/2019 (Week 2 - Week 14)


Instruction

Exercise 

For our first project, we need to team up into a group of 4 because this is the first part of an assignment that is going to carry on for the whole semester. The first part of the project is to research about how to become a leader in group management. We then need to compile the data into slides and present it. I teamed up with Isaac Lee, Adele Loo and Brian Chiam for this subject. 

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Week 4

For the following week, Mr Kannan gave us a lecture about 2 systems that are frequently used in project management, the Agile System and Waterfall System.

Both systems work differently:

Agile System

In an Agile System, the perks of using this system is that the group members are able to identify certain risks. How the system works is that all the project members will have a discussion and plan the tasks that need to be done to complete the give project. At last, the tasks will be agreed upon based on their skills and besides that, it also allows them to obtain ownership of the work.

Waterfall System

The Waterfall System however, is a hierarchy dependent system and a task can only be completed when the stakeholder agree upon it.

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Assignment

For the following part of the project, we then need to come up with an idea on what are we going to do for Art Direction.

Here are the requirements for this part of the project:

• Data analysis 
• Big Idea 
• Problem statement 
• Solution  
• Clarity in next steps 
• Timeline 
• Roles of team members  
• Art direction strategy 

Here are the slides for this part of the project: 

We have a few ideas on what are going to do. The first idea is to come up with a children storybook but after coming up with the idea, we thought of a new idea which is to come out with a DIY shoes. Basically, the whole idea is to have a shoe that suits different seasons. Consumers can add in parts and take away some parts to suit their needs in the seasons.

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After our presentation, we decided to stick with the all in one shoe idea because that idea is the best among the others. Everyone has their own task in their hand while for me, my task is to plan out the future tasks for myself and my teammates and also to put in the information and design the presentation slides for my final project. Besides that, I also did most of the research for the shoe design and the references before handing it to my teammates to draw.


TASK #1

Initial Research

To start it off, I did some research on the shoe style that suits the overall shoe concept.

Shoe Inspiration #1

Shoe Inspiration #2

Shoe Inspiration #3

The reason I go for this type of shoe style is because of the platform style sole. To have an all in one shoe, the base of the shoe has the be thick and strong and platform shoes are great examples.

Color Palettes

The next part of my task is to identify the color palettes for the shoe. I decided to go with dark muted colors as the shoe's primary color because of the trend nowadays and I opted for white in color as the secondary color because of the contrast. 

Primary Color

Black 

Dark Red

Secondary Color

White

I also backed it up with some research of the colors.

Table of Research

As the trend goes, people nowadays especially the young crowd likes the muted colors more because of the elegant and subtle look. 

Materials Research

For the materials that are going to used to make the shoe parts and the most important part, the shoe sole. I did some research in terms of the durability of the material and also to find out which leather is the best suited for shoes. 

Here are the outcomes of the researched materials: 

Material #1: Polyester

Material #2: Cotton

Material #3: Faux Fur

Material #4: Leather & Suede

Material #5: Snap Fasterner

Material #6: Velcro

Logo Design

Every product needs a logo to be recognized and since our shoe is named as the "Infinity Shoe", I went on to look up for some reference regarding to it.

Logo Inspiration #1

Logo Inspiration #2

Logo Inspiration #3

Logo Inspiration #4

Logo Inspiration #5

After that, I went on to do some sketches regarding to the logo design.

Logo Sketches

After sketching it out, I then went on to Adobe Photoshop to start digitalising it. 

The Infinity Logo

After showing to Mr Kannan, he told us that the logo doesn't feel like it's connected like what the shoe is intend to show, infinite an beyond. I then went on to create another logo with the feedback given to me. 

Final Logo Design 

The logo symbolizes the infinity shoe with 2 thin strokes running across with each other, creating an infinite loop symbol.

Marketing Campaign

The next task for me is to have a marketing campaign for the shoe. I need to research about what are the ways to promote to shoe so that it's appealing to the public. I started off by doing some research about it.

Here are some advertising ways from my research:

1. Promoting Via Instagram

• Allowing instagram user to customize their shoe colors and also select their favourite instagram shot as their shoe background. After that, users are able to buy or simply just post the photo on their social media site. 

2. Augmented Reality Experience (AR)

• Users are able to download an app to "try on" the shoes before buying it so that they can determine if it fits their feet
• Besides that, users can also measure their own feet so that they can fit the shoes

3. Social Media Influencers

• Social media influencers are everywhere in the social media platforms. Sending them a copy of the shoes for them to promote via social media can significantly boost the shoe's sales

4. Roadshows

• Having various roadshows at hot spots such as university, schools and shopping malls so that customers can have hands on review and feel to the shoes
• Additional discounts can also be given during the roadshows

5. Promoting Via Advertisement

• Having ads on social media so that the product will be spread around the web
• Users can click on it and view while scrolling through their feeds

Shoe Web Design

The shoe website is one of the most important place to buy shoes because online shopping has been a trend lately. For this, I wanted the shoe website to be minimal and also uncluttered because customers can then buy or browse the shoe without distractions. 

Animated Shoe Website #1

Shoe Website #2

Animated Shoe Website #3

Shoe Website #4

Shoe Website #5

Shoe Website #6

Finalizing Website

My last task is to basically put in all the information that I researched into the slide so that my group can show Mr Kannan for the last time before our final presentation the following week. 

Here are the slides I made:

Final Presentation

After receiving some feedback from Mr Kannan last week regarding to our slides and the information, I made some changes before our final presentation.

Here is our group's final presentation slides:




Gantt Chart

Here is the gantt chart for our project tasks throughout our semester:

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Reflection

Problems encountered through the semester? 

The problems that we mostly find ourselves having is that we were not sure what are we suppose to do and also the time constrain due to the other modules. We did plan what to do but there are times when we feel that we are not so sure on what are we suppose to do.

Any regrets on this semester?

Personally, the only regret I have was to not balance between other modules and this module. I tend to neglect this module quite a bit so that I can have time to complete the other modules. I wish my time management is better so that everything balanced up and I don't have to rush for anything.

Any feedbacks?

Mr Kannan has been very helpful with his feedback and through the experiences that he had. The only thing I would say to improve is to have more presentation throughout the module instead of just squeezing everything into the last presentation. Overall, I think my group did a pretty good job and I'm overall satisfied with the progress. Thanks for all the stories Mr Kannan! Let's hope that you will be teaching us again us.