Minor Project - Brandialogue: Pinkify

22.4.2024 - 15.8.2024 (Week 1 - Week 17)
Tan Yi-Tyng (0353327)
Bachelor of Design (Hons) in Creative Media
Minor Project
Final Compilation: Brandialogue - Pinkify

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INSTRUCTIONS

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FINAL PROJECT

WEEK 1

In the first week, Mr. Mike briefed us on the module details and the projects that we would be working on for the whole semester. This project gives us the opportunity to work with other brands and schools, allowing us to choose which brand we want to collaborate with. We were introduced to several topics that each group could select and work on, along with examples of brands and specific product briefs to help us understand them better. 

Fig. 1.1 - Projects Briefing (PDF)

After receiving a comprehensive briefing on all the potential topics, our group decided to focus on the theme of "Pink Stuff." Our team is composed of students from various specializations, allowing us to apply our diverse knowledge and showcase our creativity and critical thinking skills while collaborating with real-world clients. Our group consists of four students specializing in UI/UX design, two students from digital animation, and one student from graphic design. This multidisciplinary approach enables us to leverage our unique strengths and perspectives, ensuring a well-rounded and innovative approach to the project.

Fig. 1.2 - Selected Topic: Pink Stuff

WEEK 2

In the second week of this module, our team came together to begin an in-depth exploration of our chosen topic. We initiated our discussions by conducting thorough background research, focusing specifically on the psychology of the color pink. Our goal was to understand how pink influences emotions, perceptions, and behavior. This foundational research allowed us to explore the ways in which the color pink can be strategically utilized in product design and branding. We aimed to identify how a product, curated with pink as a central element, could be effectively linked to business success. By examining psychological principles, we sought to uncover insights that would guide us in creating products that resonate with consumers and support a strong, marketable brand identity.

Fig. 1.3 - Background research of Pink Colour

Fig. 1.4 - Background research of Pink Colour

Next, each of us was tasked with conducting contextual research and developing suggestions for the theme of the brand's product line. At this stage, the client has given us the freedom to choose any theme or product range for the brand, with the one crucial requirement that it must be centered around a pink color theme.

I proposed two product ideas: the first is a line of blind box or blind bag products, and the second is a range of sports and fitness products. The reason I selected the blind box concept is that these products have seen a surge in demand throughout 2024, becoming a popular trend. Blind boxes appeal to collectors and can feature well-known characters or introduce new, creatively designed characters, making them both exciting and marketable.

For the second idea, I suggested sports and fitness products because the color pink has a significant impact on mood and motivation. Incorporating pink into fitness products can help boost positivity and energy, making workouts more enjoyable and encouraging a more active lifestyle. This connection between color psychology and physical activity presents a unique opportunity to create a product line that is both functional and emotionally resonant with consumers.

Fig. 1.5 - Two Product Ideas That I Proposed

Fig. 1.6 - Product Ideas Proposed by All Members

During that day, we also had a meeting discussion with our client - Mr. Damien, the session was very helpful and gave us direction to start our projects. We were suggested to first do analytics research regarding our target audience or brand-serving tribes, with examples like gamers and ASMR. We were given the opportunity and freedom to choose any theme or range of products for the brand. Hence, for the following days, our group will conduct detailed research to determine suitable tribes and conduct market research for our brand's theme and target audience. 

Fig. 1.7 - Questions to Ask the Client 

WEEK 3

During week 3, each of our members gave suggestions for the tribes of the brand, and in the end, three final tribes (skincare, game accessories, and home & living) received the most votes. During the consultation with Mr. Mike, we proposed these three tribes to him. He suggested not picking skincare as a tribe because it's not collectible, as it's composed of disposable items. We mentioned to him that we initially decided to choose game accessories for the tribe. However, we did not have enough research on the game accessories market and the target audience, which seemed to have not convinced Mr. Mike with solid reasons for choosing this tribe. Mr. Mike gave us examples of combining both game accessories and home & living ideas to develop ideas for the brand's products. He recommended that we do more analytical research on the market, trends, and demand through online sources such as reviews on forum discussions, the number of items sold, and analytical reports to have more solid reasons to convince the client that we chose the right tribe for the brand. Most importantly, Mr. Mike highly recommended that we dive deeper into finding curio types of gaming accessories or furniture to make the brand or product more valuable in the market. 

With the valuable feedback in mind, we divided the tasks among our team. Some members focused on conducting in-depth research into the gaming market, analyzing trends, consumer preferences, and potential opportunities. Meanwhile, others concentrated on brainstorming and suggesting various types of gaming accessories and curios that our brand could offer, ensuring that the proposed products would resonate with our target audience and align with the pink-themed identity of our brand.

Fig. 3.1 - Gaming Market Research

Fig. 3.2 - Suggestions for the Product Line

Fig. 3.3 - Suggestions for the Product Line

WEEK 4

This week, we finalized the product listing for our brand, detailing the gaming accessories and curios that will be developed and marketed. Each product has been meticulously selected based on comprehensive market research and our team’s creative input, ensuring a cohesive and appealing collection that aligns with our pink-themed brand identity.

Fig. 4.1 - Finalized Product Listing

Next, we managed to finish our three personas and begin drafting the questionnaires in Miro. We decided to select a survey questionnaire as our user research method because it helps us gather large amounts of data based on the target audience's preferences, behaviours, product interests, and brand perception.

Fig. 4.2 - Potential User Persona

Fig. 4.3 - First Draft of Survey Questions

Fig. 4.4 - Second Draft of Survey Questions

WEEK 5

After consulting with Mr. Mike, we received valuable advice on refining our survey. He emphasized the importance of ensuring that each question serves a clear purpose and directly contributes to addressing our research objectives and supporting brand development. Additionally, he suggested that we consider the perspective of non-gamers to ensure that the questionnaire is accessible and easy to navigate for all respondents, including those who may not be familiar with gaming. Taking this feedback into account, we revised the survey questions accordingly. The revised survey is now finalized and ready to be distributed to respondents.

Fig. 5.1 - Final Draft of Survey Questions

Fig. 5.2 - Published Survey on Google Forms

Mr Mike briefed us on the tasks we can undertake while waiting for the survey responses to come in. He emphasized that our brand should target a global audience rather than limiting the brand to a local market, to expand our reach and enhance brand visibility on an international scale. Mr. Mike advised us to conduct a SWOT analysis for our brand to gain a comprehensive understanding of our internal strengths and weaknesses, as well as the external opportunities and threats the brand might face. This analysis will help us identify key areas where we excel and aspects that need improvement, as well as potential challenges and opportunities in the global market. 

Fig. 5.2 - S.W.O.T Analysis

Additionally, he suggested that we create a brand positioning map. This map should categorise our brand based on criteria such as premium versus affordable and high quality versus low quality. By doing so, we can identify our immediate competitors and understand their market positioning. This will enable us to finalise a few key competitors for more detailed competitor research, allowing us to gather insights into their strategies, strengths, and brand development. 

Fig. 5.3 - Brand Positioning Map

Fig. 5.4 - Competitor Research

WEEK 6

Over the past week, our primary focus has been on gathering data through survey questionnaire. Despite reaching out to various communities, both personal and online, our survey responses have not hit the target numbers we aimed for. To enhance our understanding of the market, we’ve decided to supplement the survey with interviews, specifically targeting streamers, content creators, and gamers, who can provide deeper insights into current trends.

Fig. 6.1 - Interview Questions

While waiting for the data collection period from the interview questions, we began analyzing the data from a total of 77 responses to the survey questionnaire. 

Fig. 6.2 - Survey Analysis

After collecting the data from the four interviewees, we proceeded to analyze each response individually.

Fig. 6.3 - Interview Analysis

In preparation for the next steps, we’re organising a meeting to review all the user research we’ve accumulated, including the empathy maps that highlight user frustrations and needs. We’ll also revisit the problem statements that summarise the key challenges our users face. During this session, we intend to brainstorm creative solutions by asking "How Might We" questions, which will guide us in developing innovative features that address these challenges head-on. 

WEEK 7 & 8

This week, we focused on developing an empathy map to better understand the customer experience by exploring their feelings, thoughts, and experiences from their perspective. Following this, we proceeded to create three user personas that align with the insights gained from the empathy map. These personas represent different segments of our target audience, helping us tailor our product offerings and strategies to meet their needs and preferences more effectively.

Fig. 7.1 - Empathy Map

Fig. 7.2 - User Persona 1

Fig. 7.3 - User Persona 2

Fig. 7.3 - User Persona 3

Next, we gathered to collaborate on discovering key insights. We placed particular emphasis on critical aspects such as design, pricing, and inclusiveness. With these insights, we proceeded to draft the problem statement, develop "How Might We" statements, and create user stories. We also spent time discussing how to develop a compelling “big idea” for the campaign, which is crucial for capturing and communicating the essence of our brand. Additionally, we reviewed and finalized the user journey maps to ensure they accurately represented the intended user experience.

Fig. 7.4 - Insight Discovery

Fig. 7.5 - Problem Statement

Fig. 7.6 - How Might We

Fig. 7.7 - User Stories

Fig. 7.8 - The Big Idea

Fig. 7.9 - User Journey Map 1

Fig. 7.10 - User Journey Map 2

Fig. 7.11 - User Journey Map 3

WEEK 9 & 10

This week, each of us worked on our respective parts, preparing content and organizing the previous progress on brand development into a cohesive presentation. I was responsible for creating the sitemap and two versions of the landing page design. Additionally, I arranged the content for the competitor analysis and the primary research interview sections in the slides.

Before working on the wireframes, we were required to create an Information Architecture (IA) and sitemaps. The key difference between IA and sitemaps is that IA focuses on the effective organization and management of content, ensuring that information is structured logically and is easily accessible. In contrast, sitemaps are concerned with guiding the user’s flow through the website, outlining the navigation paths and how users will interact with the site. Understanding this distinction is crucial in web design and development, as it helps in creating a well-structured, user-friendly website that meets both content management and navigation needs.

Fig. 9.1 - Sitemaps

Fig. 9.2 - Information Architecture 

The wireframe plays a vital role in conveying to the client that the entire design system and workflow are aligned with the problem statement and the "how might we" questions, giving them a clearer and more concise direction for brand development.

Fig. 9.3 - Working Prototype in Figma

In week 10, we had our first presentation of the brand development proposal to Mr. Damien. We had proposed three different colour theme versions of the website design to the client, and after careful consideration, the client preferred the light shade of pink as the main theme colour for the website. Additionally, Mr. Damien emphasised the importance of identifying our brand’s halo product—those standout items that can be competitive in the market. He urged us to focus on making this product distinct and compelling, ensuring that it not only attracts consumers but also convinces them to invest in it. 

Fig. 9.4 - Presentation Slide: Proposal

WEEK 11 - 15

After receiving feedback from the client, we began the next stages of the project. With the valuable insights we gathered, we started working on the visual presentation of the brand. This includes creating product mockups, developing the website prototype, and planning the social media campaign.

For the brand name and logo ideation, we underwent an extensive process of revising and modifying various versions. After careful consideration and numerous iterations, we ultimately decided to select the brand name "Pinkify."

Fig. 11.1 - Logo Ideation

Fig. 11.2 - Final Design of the Brand Logo

Fig. 11.3 - Brand Rational (Brand Name & Logo)

The graphical elements of our brand were inspired by gaming consoles, sci-fi, and futuristic themes, aligning with our brand's personality, which is fun, contemporary, and unique. These design elements can be applied to the brand's website and packaging to reinforce our brand identity and create a cohesive visual experience.

Fig. 11.4 - Brand Key Visuals

I was assigned to create three mockup packaging designs for our brand's products. Following Mr. Mike's suggestion, the products vary in size, so I designed three different packaging sizes: the smallest for keycaps, the medium for the keyboard, and the largest for the bean bag. The packaging designs were carefully considered to ensure that they provide adequate protection for the items while also being visually appealing.

Fig. 11.5 - Packaging Design 1: Keycap

Fig. 11.6 - Packaging Design 2: Keyboard

Fig. 11.7 - Packaging Design 2: Keyboard

Fig. 11.7 - Packaging Design 2: Keyboard

Fig. 11.8 - Packaging Design 3: Bean Bag

Our group also dedicated significant effort to designing the website, recognizing it as the most important channel for customer interaction and decision-making. We ensured that the website design is not only visually appealing but also provides a seamless user experience and user flow.

Figma View Link: CLICK HERE

Fig. 11.9 - Website Prototype Figma View Link

We were also required to develop a detailed, long-term social media marketing strategy for our brand. To do this, we utilized a user journey map with different stages to organize the strategy. This approach ensures that the strategy is well-structured, easy to understand, and comprehensive in supporting brand development.

Link to Social media posts folder: CLICK HERE

Fig. 11.10 - Social Media Posts

With all the content completed, we organized it carefully and incorporated it into the presentation slides, preparing to showcase our entire effort in building this brand to the client.

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FINAL SUBMISSION

Link to Proposal Presentation Slide: CLICK HERE

Fig. 12.4 - Presentation Slide: Proposal

Link to Final Presentation Slide: CLICK HERE

Fig. 12.5 - Final Presentation Slide

Link to Website Prototype: CLICK HERE

Fig. 12.6 - Website Prototype Figma View Link

Link to Miro Board: CLICK HERE

Link to Final Project Tracking Document: CLICK HERE

Link to Final Submission Google Drive Folder: CLICK HERE

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REFLECTION

*Weekly reflections and feedback have been documented in the Project Tracking Document. Please click the link to refer to it.

Looking back on our progress from week 1 to week 15, I feel a tremendous sense of accomplishment. In the beginning, we faced many challenges as we started building this brand. It wasn’t easy, as we needed to conduct thorough research and gain a solid understanding of branding principles. Although our ideas were often rejected and criticized during the initial stages of development, I found that solving these challenges with new ideas provided us with clearer direction and a better understanding of the requirements.

Once we proposed our ideas to the client and received feedback, the workflow of our group became smoother, and we gained more confidence in our project. This module has been incredibly educational, beyond my core studies, I have learned how to develop a brand, including the processes of researching, brand positioning, targeting audiences, and crafting marketing strategies. I appreciate the opportunity this module has given us to apply our knowledge, showcase our creativity and critical thinking skills, and work with clients in the real world, which has thoroughly prepared me for entering the industry.