Design Exploration | Projects

 

27/03/2021-05/07/2021 (Week 1 - Week 15)
Yeo Ava (0340222)
Design Exploration
Projects

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Instructions

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Projects

We were given the option to build any project we wanted based on the 17 Sustainable Development Goals for this module. By the end of the semester we would have to present one product from the project. This project is interesting as it gives us an opportunity to venture into different design applications. We were strongly urged to step out of our specialisations.

After much considerations and research on the 17 Sustainable Development Goals, I've decided to choose Gender Equality as my topic for the project. 

Gender equality, also known as sexual equality or equality of the sexes, is the state of equal ease of access to resources and opportunities regardless of gender, including economic participation and decision-making.

We came up with our first draft of the project proposal and presented our ideas and approach to the topic. Below is my first proposal.

Progression

After the approval of the first proposal, I continued to look more into the topic and had a few realisations about the topic. At first I thought that gender equality is feminism but after some research, different people have different opinion on gender equality, and on what is gender equality. Some say it's feminism because gender equality heavily focuses on women empowerment, and some say it's the goal to work towards the equal ease of opportunities regardless of gender.

I've compiled my research into a google doc and also some design references links were included in the doc.

After much researching I came up with a second amended proposal. I've decided to change my art direction and the overall look and feel of the campaign into a more genderless approach.

After deciding on the overall art direction and content, I started my design execution for the campaign.

Design Execution 

First started to think of a name for the campaign and thought of using "empower". Empower means to give (someone) the authority or power to do something , make (someone) stronger and more confident, especially in controlling their life and claiming their rights.

After deciding on the name for the campaign, I then moved onto deciding the colour palette for the campaign which is Blue, Grey and Black.

Fig1.1 colour palette

Blue - strength | Grey - neutrality & balance | Black - power & formality

I then move on to designing the logo for the campaign. I've decided to use 2 colours for the logo, blue and grey. And with the campaign name 'Empower", I've decided to extract the 'W' in empower as "On a global scale, achieving gender equality also requires eliminating harmful practices against women and girls", with that the "W"in women and empower will be my logo. I've also decided to use 2 overlapping circle in the logo, as it represents unity & commitment. The overall logo design is gender neutral to fit the campaign.

Fig 1.2 Logo 1

Fig 1.3 Logo 2

Zine

The idea for the zine is that it serves a purpose of sharing and spreading the words on gender equality, the reason why I choose zine and not a book is that zines are mostly common to be a way to spread messages and discuss topics that are usually taboos. And a zine is cheaper to mass produce.

The content of the zine revolves around the campaign objectives which are "empower, educate, inspire". 

Educate: Facts & figures on gender equality issues

Inspire: Inspirational quotes from famous people

Empower: DOs on gender equality

 

I've also tested out the zine fold and prototyped it but it didn't work out as it has limited pages and doesn't feel premium enough to be charging people for it.

Fig 1.4 The zine fold

Fig 1.5 Prototype of the "zine fold"

I then move on to doing the zine in a booklet style, as I can have more pages and it is also the most common method used in zines.

Fig 1.6 Booklet mockup

After decided with the zine method, I started to design the contents in InDesign.

I've decided to edit whatever image there is to B&W to keep the consistency of the whole look and add a bit of grain to enhance the composition and tone of the image. I've applied this technique throughout the collaterals for this campaign.

Fig 1.7 B&W with grain

Instagram Feed

After designing the zine, I moved on to designing and coming up with contents for the campaign's Instagram account.

First, the contents for the Instagram account would also revolve around the campaign objectives, "Empower, Educate, Inspire". So I came up with the following content ideas.

Educate: Facts & figures on gender equality | Whats and Hows on Gender equality


Inspire: Feature stories and interviews of Inspirational people | Feature stories of ordinary people

Empower: Quotes from inspirational people | Gender equality empowering quotes

After deciding on the contents I then moved on in designing the overall feed of the Instagram account, with the same technique applied to the zine.

Fig 1.8 Insta posts design on AI

Instagram Filter

For the instagram filter, I've decide to just design a simple one as the main purpose of it is to spread the gender equality message and to drive organic traffic to the insta page. I designed the filter frames in AI and developed it on Spark Ar.

Fig 1.9 Designing the frames in AI

Fig 1.10 Spark AR

Fig 1.11 Spark AR patch editor

Figma Mockup

After I've done with all the assets for the Instagram account, I moved on to mock ups of the instagram account on Figma. I had fun mocking up the instagram account as i was not familiar with Figma.

Fig 1.12 Figma 

Fig 1.13 Figma 2

Zine Mockup

I had to do a mockup for the zine as I was not able to print it out because of the FMCO, all the printing shops were closed.

I had to come up with a homemade photoshoot set up and photographed the zine booklet prototype. 

Fig 1.14 Homemade set up

After shooting the photos, I then edit the photos on Lightroom and Photoshop.

Fig 1.15 Lightroom edit

Fig 1.16 Photoshop edit

I had fun editing the photos as it is satisfying to see the before and after of the images.

Fig 1.17 before edit

Fig 1.18 After edit

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Final

Final Presentation Deck

Zine (flipbook)

Instagram (Figma)

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Reflection

Experiences

Starting this semester, I was anxious about this module as it seems like it is a heavy module. When we were told that this module assignments is going to be individual this semester, I felt abit more relieved as working as a group online isn't very ideal. Through this module I get to create something that I've always wanted to try, I get to try a new design style. My design thinking skills has definitely improved throughout this module, justifying every design approach to my project. I've also get to apply my editing skills that I've learned during my internship to the project. My content creating skills has definitely gone up to as I have to think of more than 1 contents for my chosen topic. I'm glad that Ms Anis gave us the freedom of managing our own time and progress, there was no pressure in hitting a certain progress every week. I liked that about this module because the lockdown has been difficult for me mentally as I'm always in a creative block staying at home. Ms Anis also understood that this is an individual project and she let us have the freedom to design as many as we can.

Observations

I've seen that my classmates have different approach to the same topics and it is interesting to see different perspectives. 

Findings

I've found out that working at our own pace allows us to create a higher quality project. And I've finally understood what is design thinking and how I've been applying it to my own projects. 

Thank you to the lecturers for understanding us during this tough times!