Cindy Amelia Robinson Live Project Booklet
00 3 .
BA design communication 3B
“LIVE Competitions, mentorship challenge, as well as community and
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c o l l a b o r a t i o n p ro j e c t s . �
Live Project_ B o o k le t 2013
Designer_ C indy Ame lia 13 9 3 0 B A D esign Communicatio n 3 B
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Timeline_
We e k 1
No class
We e k 2 I n t ro d u c t i o n t o L I V E P ro j e c t s
We e k 3
S I: Ideation and strategic workshop
We e k 4 S II: Ideation and strategic workshop
PRO JECT MAN D AT O RIES
We e k 5
S III: Ideation and strategic workshop
We e k 6 S V: I d e a t i o n a n d s t r a t e g i c w o r k s h o p
We e k 7
S V: I d e a t i o n a n d s t r a t e g i c w o r k s h o p
B r i e f i n g f o r U R A c o l l a b o r a t i o n p ro j e c t
We e k 8 S VI: No class
We e k 9
U R A c o l l a b o r a t i o n p ro j e c t
We e k 1 0 U R A c o l l a b o r a t i o n p ro j e c t Learning Components_
Live competitions
We e k 1 1
U R A c o l l a b o r a t i o n p ro j e c t
We e k 1 2
Mentorship challenge
S u b m i s s i o n o f U R A c o l l a b o r a t i o n p ro j e c t
E n d o f l e v e l 2 ’s L i v e P r o j e c t f o r t h e s e m e s t e r
Community & collaboration projects
Mandatory Items_
Ideation and strategic workshop by
Mark Lim:
D u r e x C o n d o m
Ta n k / G u m m y B e a r / D o n k e y
C h r i s t m a s W r a p p i n g P a p e r S t a r b u c k s M RT L e e C o o p e r URA Collaboration Project
Assessment Methods_
We l l - d e s i g n e d B o o k l e t
Creative Process Journal
C i nd y Am el i a
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I N DE - X
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Workshop 1_ Durex Condom Workshop 2_
Ta n k / G u m m y B e a r / D o n k e y Workshop 3_ C h r i s t m a s Wr a p p i n g P a p e r Workshop 4_
S t a r b u c k s , M RT, L e e C o o p e r Workshop 5_
Journey East/Grub/DDB
Collaboration Project_ URA Facade Design
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THE PROBLEM THE BRIEF THE SOLUTION THE DESIGN THE DEVELOPMENT THE INSIGHT THE DESIGN
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The Problem_ More 18-30s are having sex but condom sales are going dow n.
The Brief_ D urex w ants a spanking new design. Client w ants to update the pa ckaging design to appeal more to young people.
Solution_ R edesign the D urex Classic Packaging.
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The Development_ Screw the brief for n o w. What’s the real re a s o n 18-24 years old a re n ’t buying condoms ?
Insight Digging_ W h y w o u l d f o l k s not want to buy condoms?
H o w i s it like
b u y i n g c ondoms?
W h e n w o u l d y o u b uy condoms?
Wh a t g e ts in the way?
Insight_ Buyin g condoms is aw kw ard.
Solutions_ A estathically appealing packaging that doesn’t look l ike a condom packaging. Appr oaches the target mar ket ‘ secr etly’ in public.
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Solution 001_ A estathically appealing packaging th a t doesn’t look like a condom packa g in g .
B y adapting existing pocket
C ompared to the current D u re x
w allet tissue packaging concept
packaging design, this con c e p t
and applying it to this case.
w ill reduce the obviousne s s o f buying a con d o m.
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Solution 002_ Appr oach the customer s in a secr et way, w hich is by pasting it under beer glasses in clubs and bars.
This w ay, a person could get a condom w ithout w orries of being judged by others.
T h i s w i l l b e done in clubs and b a r s s i n c e t h o se places ar e wher e m o s t c o n d o m demanding mar ket would be at.
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THE BRIEF THE PROMISE THE BENEFIT ONE WORD EQUITY THE NAME T H E TA G L I N E THE LOGO
W K H O
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The Brief_ Cr a f t t h e p r o m i s e a nd one wor d equity f or the assigned product
&&
c r e a t e a d e s i g n o u t c ome: Name
Ta gline L ogo
The Assigned Product_
The Promise_
The One Word Equity_
A c u s t o m - m a d e b a d ass tank.
S ever al f eatures available to be
What is the one tangible human benefi t o r
customed to your badass tank.
emotional concept the the product pro mis e s ? O r - - What does the product stand for ? C onfidence Safety D estruction Protection Security
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The Name_ G端 nt e r
w h i c h m e a n s ar my
w a r r i o r i n Gemany. The Slogan_ S tr ength in S af ety The Logo_
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W K H O THE PROBLEM INSIGHT DIGGING THE INSIGHT THE SOLUTION THE DESIGN
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The Problem_ Young people (20-30+ ) aren’t buying festive w rapping paper. Wrapping paper companies are hurting.
Insight Digging_
The Insight_
W her e do you buy Chr istmas wr apping paper?
It is troublesome to w rap presents.
What do you like/hate about wr apping presents?
It takes time to w rap presents.
How much do you spend on wr apping paper?
It needs a good craftmanship to w rap presents
When do you do the wr apping?
The Solution_ To collabor ate with var ious r etail shops and make a r ever sable shopping bag - wr apping paper.
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W K H O S TA R B U C K S MRT LEE COOPER
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The Brief_ I m p r o v e S t a r b ucks takeaway f o r the cor p exec.
The Design_
The Solution_ A concept coffee for w orking professionals w ith an emphasis o n convenience and fuss-free utility.
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_MRT_
The Design_
The Brief_ To create a better/more pleasant MRT travelli n g experience.
Insight_ N ow adays, most people s e e k convenience and relaxatio n .
The Solution_ R eplacing regular MRT s e a ts w ith sofas.
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The Brief_ Make a poster/TV C to make L ee Cooper jeans cool again. it is that comfortable.
it is that comfortable.
the softest pair you can get.
it is that comfortable.
the softest pair you can get.
the softest pair you can get.
The Solution_ A p r i n t a d t h a t s h o ws how c o mf o r t a b l e L e e C o o per jeans ar e. it is that comfortable.
b e s t s o u r c e o f q u a l i t y.
b e s t s o u r c e o f q u a l i t y.
the softest pair of jeans.
b e s t s o u r c e o f q u a l i t y.
the softest pair you can get.
the softest pair of jeans.
the softest pair of jeans.
_Lee Cooper_
b e s t s o u r c e o f q u a l i t y.
the softest pair of jeans.
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W K H O THE PROBLEM INSIGHT DIGGING THE INSIGHT THE SOLUTION THE DESIGN
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The Background_ U p & coming lifestyle/furniture store. One off vintage pieces, upcycled items, outdoor furniture. Chich classy design & quality craftmanship i.e. each piece has a story. Targeting 35- 40 ye ars olds. D iscerning, sophisticated yet not pr etensious. Not trend w hores, i.e. appreciate quality, char acter and depth of character.
The Situation_ Jour ney E ast is gaining traction i.e. gaining in reputation for chich, quality places w ith character. I t is exposed to media coverage, events, etc.
The Problem_ How can Journey East keeps its brand interesting? How can they connect w ith their target audience and be the place with char acter and personality? “ Nothing too hard sell or in-your-face please�
The Insight_ T he owner enjoys story-telling about the furnitures to the customers or visitors in the store. But if ther e ar e too many visitors in the store, he could not deliver the story behind his products.
The Solution_ P r ivate viewing of products arranged by dates. This w ay, the owner can pr ivatel y share the story behind each furniture. E ach buyer w ill receive a certificate and another copy will also be given to the product designer/artist/maker to appr eciate their contributions to the craft w orlds.
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UPHOLSTERED DINING CHAIR IN BLUE
MADE OF LINEN WIDTH : 53cm DEPTH : 49cm HEIGHT : 64cm
PRODUCT : SIGNATURE :
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THE PROBLEM INSIGHT DIGGING THE INSIGHT THE SOLUTION THE DESIGN
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U R A F A C A D E
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The Brief_ Marina B ay C ity G allery facade decoration compet itio n . The design shall comprise the 3 themse throughout the y e a r. && match the modern look and feel of the MC B G .
The Themes_ S u stainability To g ether ness C e lebr ations
The Requirements_ Shall not exceed a height of 5 c m. Will be printed on solid w hite stic k e rs . Will w rap around the build in g .
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The Theme_ Together ness
Design Principle_ Pattern
Peranakan_ Malaysians
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Fine China_ Chinese
Batik_ Indonesians
Henna_ I ndians
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The Concept_ Singapore is a multi-cul tu ra l, multi-racial, multi-lin g u a l and multi-ethnic soc ie ty. It is a land of dive rs ity. People of different creeds, cus to ms , cultures and traditions live h e re . They have different festiv a ls , manners and life s ty le . People from different cu ltu re and background participa te d in Singapore’s struggle for free d o m. H ence, their togetherness is w h a t matters the mo s t.
I used one of the most intere s tin g principles of design: pa tte rn , to convey how united and di v e rs e Singapore is. Each slanted colu mn represents different pattern ele me n t from different races in Singa p o re . There are Peranakan patte rn to represent the Malay s ia n s , B atik patterns for Indone s ia n s , Fine China pattern for C h in e s e , and last but not le a s t, H enna pattern for the india n s .
Laying and combining th o s e different elements together asse mb le a beautiful and rhythmic pa tte rn . This pattern represents Singapo re a s a a wh o le .
Imsge Credits_ C how Tuan Se lig C indy Ame lia Eugene Wo n g K yla Birgitta A rsa d ja ja Ryan Sebastian Su ry a