Collaborative Design Practice - Task 2: Brainstorming to Ideate the Solution to the Problem Statement
16/09/2024 - 30/10/2024 | Week 4 - Week 6
Edwin Choo Quan Rong |
0348305
GCD62204 Collaborative Design Practice | Bachelor of Design
(Hons) In Creative Media
Task 2: Brainstorming to Ideate the Solution to
the Problem Statement
Instructions
Task 2: Ideation and Solutions
Week 3: Brand Identity Development (9/10)
Brainstorming
Brainstorming
In order to create our brand identity with only a name as the base, we had to
come up with initial mood boards and color palette to compliment the designs
created later on. The mood board helps us to pinpoint the style, theme, and
design elements of our ideal product design for Collacto. The main components
of our brand identity are light pastel colours to signify health and wellness,
representing our main goal of the probiotic drink. Additionally, we chose a
bold and bouncy typography to express the brand in a playful manner.
Fig 1.0 - Mood Board #1
Fig 1.1 - Mood Board #2
After our mood board was complete, we chose the preferred aspects about it to
develop our color palette and font type. The color palette was based around
the key words of Health, Beauty, and Vitality, with the inclusion of design
elements such as round and wavy shapes to represent vitality in mind for
example.
Fig 1.2 - Color palette
Fig 1.3 - Briston Font (Main Font)
We chose the Briston font as an initial base font because it follows closely
to our idealized brand identity of Collacto. The reason stems from its wavy
typography and stylishness that provides a sense of smoothness and flow,
capable of representing the healthy aspect of a probiotic drink. The font is
then utilized for the main headings and titles design of our brand identity.
Fig 1.4 - Quicksand Font (Secondary Font)
Quicksand font was chosen as the subtitle and paragraph fonts for the rest of
the brand identity. Its sans-serif and smooth-rounded nature compliments well
with the base Briston font by further emphasizing the health and wellness of
the probiotic drink.
Week 4: Brand Identity Development (16/10)
To begin our ideation process, our team made a few design ideations based on
our mood board to start the process. The idea is to develop the design based
on round and organic shapes, using soft colors and design elements to reflect
the health benefits of our probiotic drink Collacto.
Fig 1.5 - Initial logo ideation #1
Fig 1.6 - Initial logo ideation #2
Fig 1.7 - Initial logo ideation #3
Fig 1.8 - Initial logo ideation #4
Fig 1.9 - Initial logo ideation #5
After the initial logo ideations are complete, we presented our process to
Ms Li Lian and the Business students for feedback. It was after this process
where our team finalized the logo text and logomark of our brand identity.
Refinement
After discussing with Ms Li Lian and meeting with the business students, we assessed their feedback on readability and usage of positive and negative spaces and used it to refine our brand identity into its final design.
After discussing with Ms Li Lian and meeting with the business students, we assessed their feedback on readability and usage of positive and negative spaces and used it to refine our brand identity into its final design.
Fig 2.0 - Collacto brand refinements
Fig 2.1 - Collacto final adjustments
The refinements were done in person with the design group actively editing
the vectors using Adobe Illustrator. Armed with the knowledge from both our
typography and advanced typography modules as well as careful consideration
of the pen points, the refinements consists of the letter "a", small "c",
the curvature and thickness of the connecting lines between the letters "a,
c, t, o", and the placements of the water droplets on each side.
Additionally, we adjusted the kerning of the letters until its a
satisfactory match. Eventually, we managed to capture the ideal essence of
our logo through our combined efforts.
FINAL OUTCOME
Collacto Brand Identity
Fig 2.2 - Collacto Finalized Brand Identity
Task 2 Final Project Document
Fig 2.3 - Task 2 Project Document
Fig 2.4 - Task 2 Presentation Slides
Feedback
-Strokes from the base font that makes up the letters "C, A" in Collacto are awkward looking, amendments can be made for improvements
-Connecting lines to combine the letters in Collacto logo can aid in removing empty space between the letters
Week 5:
-Distribute focus on final idea with more deliverables including packaging design and social media mockups, instead of focusing on the brand identity/style guide
The initial brainstorming sessions were pivotal in defining the foundation of Collacto’s identity. By crafting mood boards and selecting a color palette, we established a visual direction centered around health, wellness, and vitality. What stood out to me during this stage was how effective mood boards were in bridging creative ideas between team members. It gave us a unified vision and helped in choosing elements that not only resonated with our theme but also reflected the product’s purpose. Seeing the synergy between the light pastel colors and bold, bouncy typography reminded me of how much thought goes into seemingly simple design choices to evoke the desired emotion.
The refinement stage particularly stood out as a milestone in this project. With the team working hands-on in Adobe Illustrator, we applied typography principles learned from our coursework to perfect the logo’s structure. Adjusting kerning, line thickness, and the curvature of letters may seem like minor tweaks, but they significantly enhanced the overall design and conveyed the polished essence we aimed for. It was gratifying to see the logo evolve into its final form, encapsulating the brand identity we had envisioned from the start.
What I appreciated most about this process was the seamless collaboration within the team. Each member brought their unique strengths, whether in ideation, technical execution, or presenting, which collectively pushed the project forward. Personally, this experience reinforced the importance of iterative design and the value of constructive criticism.
In hindsight, the progression from abstract mood boards to a cohesive brand identity has been incredibly fulfilling. I am proud of what we accomplished as a team and look forward to applying these principles in future projects. Cheers to my teammates for their dedication and creativity throughout this journey!
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