Major Project

 

24/03/23 - 11/07/23 (Week 1 - Week 14 )
Caitlyn Aurelia Tjandra (0339381)/BDCM
Major Project

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Instruction

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PROJECT

Content Proposal

Initial Ideas (Week 1 - 2 )

First Round

For the first two weeks of the semester, we were told to consult with our module leader, Mr. Asrizal, on what we wanted to do for our major project. We were told we could choose between the three options: Dissertation, Client, and SDG, but this semester we could do beyond that if we wish. For the first round of proposals, I gave sir two topic ideas: my dissertation on "The Importance of Design in Branding and Its Effects on Consumer’s Perception of Local Small Businesses.", and an SDG problem of Malnutrition. 

MP 1 by Caitlyn Tjandra

Second Round

After receiving feedback, I actively sought out clients who required assistance with their branding. Aligning with my dissertation's client-based approach, I sought small businesses that exhibited design flaws. By utilizing my design skills, I aimed to help them understand the significance of design in enhancing their business and creating a lasting impression. At last, I found my client, a small business cafe and restaurant in SS15 called "Good Friends".

MP 2 by Caitlyn Tjandra

Research

Brand Positioning + Interview  (Week 3 - 4)

After choosing my client, I was told to do a background analysis on their overall current branding, their business background and find out what it is that they want to convey to their customer, who else is their competitors, what are their USP, and all the details needed on their brands.

I also conducted a primary interview with the owner of good friends to personally connect with them on what they wanted and what their vision in branding they are expecting for good friends.

Good Friend Brand Profile by Caitlyn Tjandra

Art Direction (Week 5 - 6)

After research, I finally started research on references and branding mood board on the rebranding style I wanted to do for good friends. In this stage I also figure out what typography, color palletes and starting the creation of their brand new logo.

Good Friend Art Direction by Caitlyn Tjandra

Final Branding Compilation

Good Friends Branding by Caitlyn Tjandra

Design Outcome

Website and Menu Design (Week 7 - 9)

This week I started to create the design outcome for the items of the restaurant, I first started with the complicated things such as website and menu design. 

Website Survey

Before designing the website, I did a small survey from the customer of good friends and general audiences for their opinion on what they want to have in a restaurant website, what are they searching for, and what should and could be improved on the current website.

Website Sitemap

After the survey I created a website sitemap of the current website for me to see what is the current webflow that they have. 

Then based on the survey I did a revision on the current site map flow to make it simpler and straightforward that helps customer able to reach what they need easier.

Website Drafts

Next, I did an initial draft of the website design by creating a wireframe. 

Then I revised the website to make it more consistent with other brandings based on the feedback given in week 9 presentation.

Week 9 Presentation

This week we had a presentation to show our what is our progress all this time, and I have included in this presentation a summary of all the things that is ongoing.

Good Friends Week 9 by Caitlyn Tjandra

Social Media (Week 10 - 12)

IG Content

This week I focuses on the creation of Instagram posts and stories, First thing I did was figure out each of the content that a restaurant needed and how it would help social audience generation and then I design the post on adobe illustrations.

IG Post

IG Story

Brand Guidelines + Collaterals (Week 13 - 14)

This week is the last few weeks for me to wrap up the final things needed which is a compilation of rebranding I have made into brand guidelines, I also created all the collateral items this week such as business cards, takeaway packaging, brand stickers, and a flyer.

Final Outcome

Final Presentations (Week 15)

For the last presentation, I use my brand guidelines which already include everything, and present it to all the lectures present in the room. 

Final Brand Guidelines Revised

Feedback

Week 1

Mr.Asrizal choose my dissertation topic and suggest that I search for a client that has a small business that requires a rebranding, it could be anything and anywhere.

Week 2

Mr.Asrizal approved my selected client and told him to do further research on the brand and show him a brand positioning slide next week with full details on the client as a business and current branding.

Week 3

This week, Mr. Asrizal told me to explore typeface, position, and colors for the logo. For the website, I had to make a sitemap, then a wireframe, and reference. For Menu, I had to take a photo of the original menu.

Week 4

Research is already okay and detail I could start with my design now

Week 5

I wasn't able to consult with Mr Asrizal today because I need to consult with the client instead for my proposed mood board, color palette, and art direction.

Week 6

This week for Logo, I had to show more exploration for the logo such as typeface exploration, positions, and colors. However, the chosen logo icon is draft 1, Mr. Asrizal told me that it was a good thing that I didn't go far from the original logo and that the draft 1 design quite fits the keyword. As for the website, the reference shown was okay but need to do a sitemap first before the wireframe. Lastly for the menu, I need to take a picture of their current menu.

Week 9

Mr. Kanan

This week I received feedback from Mr. Kanan in which I had to play around more on the usage of the logo and pattern on the merchandise, overall my outcome and designs are good to go but could try more and see how could I improve on it. One last thing is that the website needs a skeleton and makes it more compact.

Week 10

This week I Mr. Asrizal looked at the final draft of the website and he said it looks good and  I just need to amend a few grammar mistakes. For IG post content looks good to move on to design and for the design needs to introduce other color than green since it's becoming repetitive and I need to play around more for the IG post.

Week 12

This week I had to be considerate of the consistency of the logo in IG Post, Mr. Asrizal suggested perhaps I could put an icon logo in every post not necessarily have to be a branding image, but instead could be included in the design. Instagram story and brand stickers though, were already good. Lastly, the take away packaging just maintains 1 design. Mr. Asrizal suggested that I could use the heart but use the pattern inside.

Week 13

This week I showed my brand guidelines, Mr. Asrizal said I need to make all the branding and brand guidelines focus more on green and cream and avoid using red as the main color.

Week 14

This week is the last show of my final brand guideline and flyer. Mr. Asrizal suggested checking the spelling of brand guidelines and changing the environment section to store visuals instead. For the flyer,  if it's offline, Mr. Asrizal suggested generating a QR button instead of the telephone number.

Week 15

Ms. Anis

This week is the last presentation. Everything went well and ended up with only minor changes such as changing the logo on the paper bag ( takeaway packaging) to the sticker one which has the words restaurant and cafes.

Reflection

Experience

Embarking on this project was a thrilling and nerve-wracking experience for me. Working with a real client, and meeting them face-to-face, added a whole new level of challenge to the process. Balancing the expectations of both my lecturers and the client felt like walking a tightrope. However, navigating this complex journey allowed me to grow and evolve as a designer. I learned invaluable lessons about the intricacies of design and branding, gaining a deeper understanding of their impact. This transformative project pushed me outside my comfort zone and equipped me with valuable skills and insights that will shape my future endeavors in the design industry.

Observation

In my observation, working with clients requires not only creativity but also persuasive communication. Clients often have their own perspectives, but they may not possess our unique insights. It becomes our responsibility to effectively convey the reasons behind our design choices and engage with them to illustrate the transformative potential our abilities hold for their business. By establishing a strong connection and showcasing the impact we can make, we can bring about important and positive changes that shape their business for the better.

Findings

Throughout this project, I encountered moments of helplessness and overwhelming pressure, making me contemplate giving up. However, I persevered and successfully completed my tasks by the end of the semester. Communication with my client proved challenging, as their established small business undervalued the importance of design. Nonetheless, these hurdles served as opportunities to demonstrate the essence of my dissertation's argument: regardless of a business's size, effective branding significantly influences customer perceptions.