Major Project 1

4/2/2025 - 19/3/2025 / Week 1 - Week 7
Lim Jun Teng / 0362890
Major Project 1 / Bachelor of Design (Hons) in Creative Media
Task 1 - Proposal Development

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Instruction

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Proposal Presentation Guide （non UI/UX）

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Week 1

Team Formation & Initial Discussion

This week, our team was officially formed by me, Tiffany ,ShengXiao and Tong En, and we had our first discussion to brainstorm potential brand directions. We explored several ideas, including stationery, household items, rebranding KOI (a beverage brand), and pet products. To ensure we selected a viable direction, we conducted preliminary research on each idea, analysing market trends, target audiences, and potential competitors.

Here is some research done by me

Additionally, we gathered case studies from different brands to understand their product characteristics, brand positioning, and visual identity. Throughout our discussions, team members shared their perspectives on the feasibility of each direction. While we narrowed down some promising ideas, we had not yet finalized our decision, so we planned to conduct further research to make an informed choice. We also started considering our brand’s development goals, aiming to integrate market demand with creative concepts to build a unique and compelling brand.

Week 2

Research Expansion & Concept Selection

This week, we focused on conducting deeper market research and analysing the strengths and weaknesses of the ideas we shortlisted. We investigated various industries’ market sizes, consumer needs, existing brand strategies, and potential gaps that could offer opportunities for our brand.

Through our research, we identified both advantages and challenges in each category. For example, the stationery and household goods markets were highly competitive, but with unique design differentiation, there was potential to stand out. Meanwhile, the pet products market had growth opportunities, but we needed a clear entry point. We also considered consumer motivations and brand loyalty, exploring how storytelling, product uniqueness, and visual appeal could attract our target audience.

After discussing with our lecturer, we realized that selecting a brand concept required more than just product feasibility; it also needed a clear narrative and strategic reasoning. We decided to conduct more in-depth research and refine our brand concept before making a final decision.

Here have some example for the current market style：

Week 3

Brand Confirmation & Initial Design

After multiple discussions and research, we officially decided to establish a cultural and creative brand and named it "Pawffy", featuring a cute dog as our brand’s IP character. Our goal was to integrate a fun character design, a unique visual identity, and practical lifestyle products to create a brand with both emotional value and functionality.

With the direction confirmed, we began working on logo design, product concept development, and visual identity exploration. We studied well-known creative brands such as Mossery, Anatomy, and Lovely Lace, analyzing their branding strategies, product offerings, and market positioning to gain inspiration and define our own niche.

Additionally, we started developing our brand story, outlining our core values, target audience, and brand vision to ensure consistency in our branding efforts. We also experimented with different logo styles, character design sketches, and color palettes to determine the best visual elements for our brand identity.

Week 4

Brand Refinement & IP Character Adjustment

As we further developed our brand, we decided to change our IP character from a dog to a llama to create a more distinctive and versatile brand identity. We believed that a llama offered a more unique and recognizable image while also allowing for greater creative flexibility.

Here is some reference I found ：

To establish a cohesive brand image, we worked on redesigning the logo, defining the color palette, selecting typography, and creating a mood board. Our goal was to maintain a balance between cuteness and sophistication, ensuring that the brand would appeal to our target audience. Throughout this process, we tested multiple color and typography combinations to find the best fit for our visual identity.

We drew some sketches for our logo and this sketches is from me：

Beyond visual design, we started planning our product lineup, considering how to integrate the llama character into various items such as stationery, stickers, and tote bags. We also brainstormed ideas for packaging and branding strategies that could enhance the emotional connection between consumers and our products.

Week 5

Brand Positioning & Name Revision

This week, we refined our brand’s visual system and further clarified our market positioning. Based on our research and discussions, we confirmed that Lalallama would primarily target young consumers, aiming to attract them through a unique brand style and IP character.

One major change this week was our brand name revision. Originally, our brand was called "Lulullama", but our lecturer pointed out that it was too similar to "Lululemon", which could cause confusion and make consumers mistakenly associate us with the well-known sportswear brand. To ensure clear brand recognition and avoid misunderstandings, we officially changed our name to "Lalallama" and adjusted our visual identity accordingly.

Alongside the name change, we also refined our logo design to better align with our brand image. Additionally, we conducted a competitor analysis, studying the strengths and weaknesses of other similar brands to define our unique market advantage. In terms of product development, we planned to launch a range of cultural and creative products featuring our llama IP, while also strategizing how to incorporate storytelling to enhance brand engagement.

Our 1st logo is sketches by Tiffany and Digitalize by me and final logo sketches by Tong En and Digitalize by me 

1st version's Logo:

Here is Final Presentation Slide:

Week 6:

Finalizing Brand System & Presentation Preparation

Here is the Final Logo:

                                                 

And we also done some mockup here is the mockup I done:

This week, we focused on refining and finalizing the key branding components to ensure our brand identity was cohesive and well-documented. One of our main priorities was developing the brand guideline book, which includes the logo application rules, typography, color palette, and overall branding structure and this part will done by me and Tiffany . Sheng Xiao also worked on packaging designs, ensuring that our products would have a consistent visual identity across different items such as socks, mugs, t-shirts, tote bags, thank-you cards, vouchers, and notebooks.

Additionally, Tong En concentrated on finalizing the website design, social media promotional materials, and advertisement strategies to strengthen our online presence. We also prepared posters for the upcoming launch to generate excitement and engage potential customers.

In terms of branding rationalization, I will mapped out the logo progression process, refining how the logo is integrated across various elements such as product packaging, store branding, and promotional materials. We outlined specific deliverables, including a logo guidebook, landing page, product packaging, and advertisements, to ensure all branding elements were aligned.

Another key aspect we worked on was brand storytelling, refining how we communicate Lalallama’s identity and values. We structured a clear brand narrative that connects back to the llama character, ensuring a strong emotional appeal for our audience.

As we near the branding presentation, we compiled all materials into a structured format for showcasing our brand’s visual identity, marketing strategy, and product lineup. Additionally, we made progress on our e-portfolio, organizing all our design elements, packaging mockups, and branding materials for submission by the deadline.

Week 7 Preliminary Design Deliverables

After the Week 6 lecture, we received detailed feedback from the lecturer and realized that there were still many aspects of our branding strategy that needed improvement. Therefore, in Week 7, we made several adjustments to address these issues and decided to reorganize our brand documentation to make it more comprehensive, professional, and aligned with the overall brand identity and market positioning.

Team Division and Initial Planning

Before making adjustments, our team held a meeting to discuss how to refine our existing plan and clearly define each member’s responsibilities to improve efficiency and output quality.

Tiffany and I were mainly responsible for the Brand Guidelines, including brand colors, typography, logo variations, and brand tone. We aimed to ensure brand consistency across all applications so that the visual identity remained clear and recognizable.

Sheng Xiao was in charge of Offline Touchpoints, focusing on packaging, printed marketing materials, and in-store displays to enhance the brand’s physical presence and user experience.

Tongen was responsible for Online Touchpoints, covering social media content, website interfaces, and online advertisements to ensure effective digital brand communication.

1st Version of Offline Touchpoints:

However, during our internal discussion, we identified several issues:

Problems with Offline Touchpoints:

Insufficient packaging designs, limiting the representation of the brand’s real-world application.

Some printed marketing materials, such as posters and display stands, lacked strong branding elements, making them less recognizable.

The choice of materials and the feasibility of production were not fully considered, requiring further refinement.

1st Version of Online Touchpoints:

Problems with Online Touchpoints:

Inconsistent social media aesthetics, with differences in layout, color schemes, and text styles across different platforms, leading to a lack of brand unity.

Lack of audience engagement strategies, such as user-generated content (UGC), brand storytelling, and interactive elements, which could reduce user participation.

Some social media posts and ad copy lacked emotional appeal, making them less effective in capturing audience interest and interaction.

Based on these observations, we revised and refined our approach in the second version, incorporating new design elements and optimizing visual content to make the overall branding more cohesive.

During the initial planning phase, we refined the brand’s market positioning, target audience, and core values, striving to build a well-structured branding system. However, we encountered several challenges during execution:

1.Difficulty in Information Integration

Since each team member was responsible for different aspects, we faced difficulties in consolidating all the information. The design styles, wording, and details varied across different sections, requiring significant time to align everything and maintain brand consistency.

2.Time Management Issues

Each team member had different schedules and responsibilities, which impacted our collaboration efficiency. Given the multiple rounds of revisions required, managing our time effectively to ensure timely completion became a major challenge.

3.Adjustments in Design Direction

After completing the initial design, we noticed that certain elements did not fully match the brand’s core identity. For example, some color combinations, typography choices, and layout arrangements did not align with the overall brand aesthetic, forcing us to reassess and refine our design approach.

After completing our respective sections, Tiffany and I also assisted Shengxiao and Tongen in making some refinements, such as adjusting layouts and restructuring content to create a more cohesive visual identity. We then compiled the 2nd version of the Offline & Online Touchpoints, marking our initial exploration of the brand’s visual system.

2nd Version of Offline Touchpoint:

2nd Version of Online Touchpoint:

After done all the adjustment we also done the 1st version of final presentation slide :

After we done our presentation we received some feedback .Before submitting the final version, we presented our initial draft to the lecturer and our peers and received the following feedback:

1.Issues with the Logo Design

The black-and-white and reversed versions of the logo lacked clarity, affecting brand recognition.

Adjustments were needed to improve contrast and ensure legibility across different backgrounds.

Here is our adjustment：

2.Lack of Engagement in Social Media Posts

The current content was mostly one-directional, lacking interactive elements.

More user engagement features, such as Q&A sessions, polls, and challenges, were needed to attract audience participation.

Here is our adjustment：

3.Inconsistent Poster Color Scheme

The use of orange text was too abrupt, clashing with the overall brand aesthetic.

The color scheme needed to be revised to better align with the brand’s identity.

Here is our adjustment：

4.Problems with Clothing Label Design

The layout lacked clarity and needed further refinement.

More detailed application scenarios should be included to enhance visual presentation.

Here is our adjustment：

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Final Presentation Slide :

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Feedback：

Week 1:

After forming our team, we had our first discussion and explored several different ideas, including stationery, household items, rebranding KOI (beverage), and pet products. At the same time, we conducted initial research on these themes to evaluate their feasibility and market demand.

Week 2:

We had a discussion with the lecturer and received feedback that our ideas were not solid enough. Instead of just creating a product for the sake of it, we needed to clarify why we were choosing this theme and who our target audience was. The lecturer suggested conducting more in-depth research to support our decision-making.

Week 3:

We finally decided to create a cultural and creative brand and named it "Pawffy", featuring an adorable puppy as our IP character. After our presentation, we received feedback that our brand lacked market differentiation and did not have a clear purpose. The lecturer pointed out that we should focus more on branding rather than just the product itself.

Week 4:

Following the issues raised in Week 2, we discussed with the lecturer and decided to change our IP character to a llama. Moving forward, we needed to redesign the brand logo, determine the color palette, typography, and create a mood board to establish a stronger brand identity.

Week 5:

This week’s discussion focused on brand positioning and visual identity. The lecturer emphasized the importance of identifying market problems, such as whether existing brands lacked innovation and how Lalallama could provide unique value. Our target audience was confirmed as young consumers, so our brand’s visual style and product design needed to align with their preferences.

Initially, our brand name was Lulullama, but the lecturer pointed out that it was too similar to Lululemon, which might cause confusion and make people think we were affiliated with their brand. To avoid this issue, we decided to change the brand name to "Lalallama".

Regarding visual identity, the lecturer suggested adjusting the logo to make it cuter and more suitable for the brand’s overall tone. Additionally, we needed to reinforce that Lalallama is a lifestyle store and ensure our brand had a clear objective. Unlike other shops that offer external brands, our focus would be on in-house products, differentiating us from brands like Mossery, Anatomy, and Lovely Lace.

Furthermore, the lecturer challenged us to think more deeply about why we chose a llama as our IP character and to develop a compelling brand story around it. Lastly, we needed to refine our visual design direction to ensure consistency and strong brand appeal

Week 6:
Currently, most of our branding elements are in place, but there are still many missing components, such as the logo guidebook, packaging design, and other deliverables. Next week, we are expected to present a complete branding presentation, and we also need to prepare for the e-portfolio submission deadline on Friday, ensuring that all required materials are finalized and ready.

Week 7：
Overall, our feedback highlighted a few key areas for improvement. First, the black-and-white and reversed versions of the logo weren’t as clear as they should be, which made brand recognition weaker—so we needed to tweak the contrast and ensure they worked well on different backgrounds. Then, for social media posts, we realized they felt a bit too one-sided, lacking interactive elements to truly engage the audience. Adding things like Q&A sessions, polls, or challenges could help boost engagement. Another issue was with our poster design—the sudden pop of orange text felt out of place and didn’t really match our overall brand aesthetic, so we had to refine the color scheme. Lastly, the clothing label design needed some adjustments too, as the layout wasn’t very clear, and adding more detailed application scenarios would help make the presentation stronger.

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Reflection

Looking back on the entire process, our branding journey was full of challenges, iterations, and valuable learning experiences. Initially, our biggest struggle was defining a clear direction. We started with a variety of ideas but quickly realized that without a solid foundation—such as a clear purpose and target audience—our concepts felt weak. Through discussions with the lecturer, we understood the importance of deeper research to justify our choices, leading us to develop Lalallama as a cultural and creative brand with a distinct identity.

A major turning point was refining our brand positioning and visual identity. We had to rethink not only our name but also the core message we wanted to convey. The feedback about market differentiation pushed us to focus beyond just designing cute products—we needed to build a strong brand narrative. Changing our IP character to a llama and developing a compelling story around it helped us strengthen our brand’s personality. We also had to ensure our visual identity resonated with our target audience, particularly young consumers, which led to multiple iterations of our logo, color palette, and typography.

Despite having most elements in place by Week 6, we faced the challenge of missing deliverables, such as the logo guidebook and packaging design. As deadlines approached, we had to work efficiently to refine our final branding presentation while preparing for our e-portfolio submission. This stage tested our time management and ability to execute under pressure.

Our final feedback in Week 7 highlighted several technical areas for improvement. Issues like logo contrast, lack of engagement in social media posts, inconsistent color choices in posters, and unclear clothing label designs reminded us that attention to detail is crucial in branding. These insights reinforced the importance of maintaining consistency across all brand applications and making sure that every element serves a purpose.

Ultimately, this experience taught us how to approach branding strategically—balancing creativity with functionality. We learned that branding isn’t just about making something visually appealing; it’s about crafting a cohesive experience that connects with people. The iterative process, while sometimes frustrating, helped us build resilience and adaptability, preparing us for future projects where branding plays a crucial role.