You will synthesise the knowledge gained in Task 1 and Task 2 for developing a presentation deck for the campaign. By utilizing information gained through previous tasks, students are to execute the visual identity and design applications for the proposed campaign; the design process begins by developing substantial key visual and further adopting it to design application.
Based on Task 2A: Ideation, create and execute a Brand Campaign applied both for online and offline experiences. Design at least four online touch points (website, social media, and introduction video are compulsory).
Project 3 Submission Requirements: 1.1: Research 1.2: Moodboard 1.3: Social Media Post: 1.3.1: 1 A4 Poster 1.3.2: 1 Vertical Poster 1080 x 1920 1.3.3: Multiple square post (depending on your contents) 1.4: Website (1 landing page) 1.5: Video campaign (10 - 30 seconds)
PROJECT 03 – DESIGN BRIEF PROPOSAL
Week 6,7 – Moodboard (Design Direction)
In week 6, Mr Fauzi gave us a briefing to project 3 (final project). We also showed him our progress on moodboard from previous weeks to receive further feedback on our direction. After showing Mr Fauzi our progress on moodboard and design direction, we said it looks good to proceed and instructed us to begin designing posters for the campaign.
Below shows our moodboard from Project 2B:
Fig 1.1 Finalized Moodboard from P2B, Week 6
1. Vertical & A4 Posters
We were required to design the posters based on the list given:
1 A4 Poster
Vertical Poster 1080 x 1920
Multiple square post for social media
Rafa and I separated our task and designed a few versions for the posters. Below is our first poster designed by Rafa. After showing the poster design to Mr Fauzi, he commented to use a bigger size for body text and do not be afraid of using diverse placement of text when designing a poster.
Fig 1.2 Rafa's poster design (Vertical Poster) before and after(left& right), Week 7
Fig 1.3 Rafa's poster design 2, Week 7
And these are my poster designs:
Fig 1.4 Designing posters on Adobe Illustrator, Week 8
Fig 1.5 My poster designs, Week 8
2. Social Media Posts & Instagram Mock-up
For social media poster design, Rafa helped to create a few to represent our campaign keywords which are Collect, Connect, and Discover. These social media posters were required to show the campaign logo and showcase sample characters that can be unlocked via the AR features, as well as clearly showing call to action to our campaign.
Below is LEGO Your Way's social media poster designs:
Fig 1.6 Poster Designs for social media, Week 11
For social media mockup, I created a mockup page for our campaign account and Rafa finalized with placing the Posters.
Fig 1.7 Social media post mockup, Week 11
Week 8-13 – Campaign Website & Promotional Video
1. Campaign Website
On week 9, We showed our first progress on landing page design (Fig 2.1, left), and Mr Fauzi commented that we should base our campaign context in local settings (Malaysia/ Southeast Asia) so that more people are familiar when they first encounter our campaign. Therefore, Rafa and I changed some of our website portrait images that are more Malaysian (Fig 2.1, right). We also changed some colours that are used in the website to fit into the set colour palatte we chose from the moodboard stage to keep our overall works more consistent in terms of visual presentation.
Fig 2.1 LEGO Your Way Website Before and After (left& right), Week 8,9
On week 10 (progress check week), Mr Fauzi advised us to add a sequence to the steps of the campaign so that is more easier to understand within all age groups. So we amended mentioned comment as well as other minor parts like rearranging the pages and changing page title to be more straightforward.
Fig 2.2 LEGO Your Way Website Overview (png), Week12
Below is our finalized campaign landing page in PDF form:
For promotional video, I decided to use the elements from one of my poster design to create an infographic animation using Adobe AfterEffects. I imported each layer from Illustrator into Adobe AE and added keyframe animations.
Fig 3.1 Promo Video progress on Adobe AfterEffects, Week 9
Fig 3.1 Promo Video Draft #1, Week 9
After showing our progress to Mr Fauzi on Week 10, he instructed us to add some background music to the animation.
Fig 3.2 Promo Video Draft #2 (with BGM), Week 10
During the final consultation in week 13, he commented that we need a real-life clip that makes our campaign more retatable and easier to understand. So Rafa and I went to a LEGO store to film us demonstrating campaign details.
Below is our finalized promotional video to LEGO Your Way Campaign:
Fig 3.3 Finalized Promotional Video, Week 13
Week 14 – Project 3 Final Presentation
In week 14, we had our final presentation to Project 3 where we introduced our project from campaign proposal, design brief, and campaign branding.
This is our final presentation slide to Project 3:
Fig 3.4 LEGO Your Way Campaign Slides (Project 3 Final Presentation), Week 13
Project 3 Final Submission
Fig 4.1 LEGO Your Way Campaign Poster Compilation (PDF), Week 11
Fig 4.2 LEGO Your Way Campaign Website (PDF), Week 12
Fig 4.3 LEGO Your Way (Project 3 Final Presentation), Week 13
FEEDBACK
Week 7: Increase body text size and explore dynamic text placement when designing your poster. Moodboard looks good– proceed to create more posters.
Week 8: (Independent Learning Week– No Class)
Week 9: Make sure the images and models fit to the right context (Malaysian target audience). Try to utilize more local characters like Agent Ali.
Week 10: Add sequence number to the website pages to guide users. Move the aritlces page to the end of the website and name the steps in the website to Collect, Connect, Discover to enhance overall consistency. Make sure the promotional video has sound.
Week 11: Make sure all designs are consistent in its style as planned in design direction.
Week 12: -
Week 13: Make sure to add real-life clip that demonstrates the campaign to make the promotional video more relatable and easy to understand.
Week 14: If your presentation ends too early, elaborate further on the reasonings and details on the campaign.
REFLECTION
Throughout the completion of Project 3, I found the process both challenging and rewarding as I worked through the stages of ideation and design that built the campaign. Utlizing the moodboard helped me to set a clear direction for LEGO Your Way campaign’s visual identity, ensuring consistency across all design applications. Designing different types of promotional media from posters, campaign website, and animated videos allowed me to adapt messaging for different online touchpoints while maintaining a strong brand presence. Designing the campaign website gave me the opportunity to focus on user journey and engagement, introducing intuitive navigation through structured steps like Collect, Connect, and Discover. Creating a promotional video provided a medium to visually and emotionally communicate the campaign's story, incorporating real-life elements to make the experience relatable. Each requirement, from research to multimedia assets, built upon the previous stages, pushing me to balance creativity with strategy. Weekly feedback sessions also helped me in enhancing the project outcome, as I was able to find the flaws and find ways to improve. I am also grateful to work as a pair for this project, as I got to observe and think from a different point of view. Lastly, it was an insightful experience seeing other groups' campaigns and learning their style.
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