Minor Project / PINK STUFF
Derin / 0354969 / Design in Creative Media
INSTRUCTIONS
PINK STUFF
Introduction
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| Fig 1.0 Project Brief for PINK STUFF |
Our task is to curate unbranded items that are pink and unique curiosities, and then create a brand around them.
To begin, we proposed organizing the products into various categories based on price range and rarity. Additionally, we developed interview questionnaires for the client in preparation for our meeting next week. Initially, there was some confusion regarding the project requirements, as we had assumed it was related to 'The Pink Stuff' product. However, upon reviewing the project brief, we realized the end goal is different. Therefore, we devised questions to gain a better understanding of the project's objectives from the client's perspective.
Empathy Map and User Personas
We proceeded to create the survey to collect consumer data. We could only work on the empathy map and devise the problem statement after collecting these data. This empathy map is based on our qualitative interviews, which are then categorized into three personas
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| Fig 2.0 Empathy Map |
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| Fig 2.1 Initial User Personas |
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| Fig 2.2 Initial User Personas Description |
When we submitted our bran proposal in Week 10, Mr. Mike provided us some Feedback:
- The current brand proposal lacks specificity and is too broad.
- The target audience needs adjustment; it should focus on collectors rather than a general audience.
- The client may be concerned about production costs, especially considering the product's appeal to collectors, who expect high-quality, aesthetically pleasing makeup. This likely won’t be cheap to produce.
- The proposal fails to include elements that resonate with the target audience, offering no compelling reason for them to collect the product.
Below are the changed user personas. Persona 1 and 3 are switched while Persona 2 remains the same.
- Our primary focus should be on Persona #1: The Collector. This persona values the makeup as a collectible item rather than just for its use, making them our primary target audience.
- Persona #2: The Makeup Influencer buys to collect but also needs to use the product for promotion on social media as part of their job. While they may appreciate the product's value, it decreases once opened.
- Persona #3: The Casual User is a wealthy individual who buys expensive coquette makeup but uses it without regard for its collectible value.
By shifting our focus to collectors, we ensure our brand resonates with those who value the product beyond its practical use.
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| Fig 2.3 Persona #1 |
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| Fig 2.4 Persona #2 |
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| Fig 2.5 Persona #3 |
Themes
Storyline
Adifa, Rachel, and I were in charge in creating the product series storyline. The main point is that:
- The packaging can be designed to reveal a storyline or lore, which unfolds as more products are collected. The more you buy, the more of the story is revealed.
- A central character could explore different elements within the three series, creating a sense of discovery.
- Each story within the series must be interconnected, ensuring a cohesive and compelling narrative for collectors.
We are using animals for our theme. Each animal represents a different stage or phase in love.
- Swan: Symbolizes the beginning of a relationship, characterized by innocence, naivety, purity, and also insecurity.
- Butterfly: Represents growth and transformation, focusing on self-love and the journey of allowing oneself to experience love again, triggering the "butterfly effect" of the healing process.
- Dove: Embodies the healing phase of the relationship, symbolizing commitment and maturity.
The following are the storylines we came up with:
Ripples of fragility
"Swans on a still lake, their reflections mirrored in the rippling waters, can serve as a metaphor for the insecurities that plague a relationship. At first glance, their reflections are clear and harmonious in the lake, echoing the unity and grace of their relationship. Yet, as the surface of the lake is disturbed by unseen currents or external influences (factors that could potentially affect the relationship in a negative way), ripples begin to distort their reflections. Each disturbance represents a moment of doubt or conflict that tests their connection. The more pronounced the ripples, the more one of the swans drifts away from its reflection, symbolizing the growing distance and the insecurity and uncertainty in the relationship. Despite their efforts to remain close, the distortions in their reflections serve as a reminder of the fragility and complexity of love, where even the smallest ripple can disrupt the delicate balance they strive to maintain."
Wings of Metamorphosis
The butterfly’s metamorphosis mirrored the human experience of growth and healing—of shedding old insecurities and allowing oneself to embrace love and beauty once more. Her wings, once mere adornments, became symbols of her inner strength and the transformative power of embracing one's true self. a carried the echoes of her humble beginnings—the doubts and insecurities that lingered from her days as a caterpillar.
Nest of Perfect Imperfections
Doves are from the family Columbidae: the family of domesticated birds
Due to being domesticated, doves cannot build their own proper nest, yet they mate for life. This mirrors the experience of two lovers who, despite their imperfections, remain dedicated and content with the bond they share. They find love and make a home for themselves, even if it's through loose sticks.
Just as the doves build their simple nest, the couple learns to embrace their vulnerabilities and imperfections. Each loose stick represents a challenge they have faced, but together, they transform these obstacles into a sturdy foundation.
Storyboard
I proceeded to create the storyboard for each of the themes. The task is to create a promotional videos teaser storyboard (3 themes, coming soon dates (reels/gif) 5s above
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| Fig 3.0 Teaser Storyboard |
Generating the Product
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| Fig 4.0 Generating AI products |
After generating each one of them, I brought them to Photoshop to remove the backgrounds, fix any abnormalities, and put in our brand name.
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| Fig 4.1 Refining the products |
Afterward, I uploaded them into the group google drive for everyone to use.
Storyline Animation
At first we tried using an AI to generate these animations as sir advised due to time constraints, but it turned out really bad. The AI uses stock images to create an animations despite the commands for it to create a normal animation, so I decided to take the matter into my own hands.
Fig 5.0 Unused AI Generated Animation
I first tried to create a key visual for the motion graphics animation. Once I got my group's approval, I went on and create the remaining scenes through Illustrator as seen in Fig 5.1 below.
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| Fig 5.1 Creating the scenes through Illustrator |
I animated the storyline in After Effects.
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| Fig 5.2 Animating the vectors |
Final Outcome
Here is the final outcome for the Swan's storyline animation!
Fig 5.3 Swan Storyline Animation Final Outcome
I had also made storyline storyboards for the butterfly and dove themes.
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| Fig 5.4 Butterfly Storyline Storyboard Final Outcome |
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| Fig 5.5 Dove Storyline Storyboard Final Outcome |
FINAL SUBMISSION
Final Submission
Fleurir's Important Links
Final Presentation Slide
FEEDBACK
Week 10 - 25/06/2024
- Packaging: The packaging should be multipurpose, making the product inseparable from it (similar to our senior's work) or offering a functional use beyond just display.
- Sustainability: Research sustainable packaging options, but ensure the cost is balanced so that packaging and shipping don't exceed the product's cost.
- User Personas: Refine our target personas to focus on collectors. The primary persona should be those who buy makeup for collection rather than use. Consider removing Claudia unless she's redefined as an influencer who collects makeup rather than using it for its functional purpose.
- Brand Identity: The current proposal risks appearing as a mainstream makeup brand. We need to emphasize its value as a curio or rare collectible.
- Product Design: Consider two types of products: those with detailed, non-reusable designs (e.g., intricately designed blushes) and those with reusable design.
Week 11 - 02/07/2024
Product Themes:
- Develop lore or stories that resonate with users and express personal style and emotions.
- Aim to "move their hearts" by connecting with nostalgia and emotion.
- Focus on both outward and inward feelings.
Customer Journey Map:
- Stage 1 - Discovery: Utilize soft storytelling ads over 4 weeks, but diversify after this period to avoid redundancy.
- Stage 2 - Consideration: Allow 4 weeks for users to explore competitors and gather information.
- Stage 3 - Conversion and Purchase: Design a pop-up shop in a high-end area like Bangsar, where our primary personas are likely to shop.
- Stage 5 - Sharing: Encourage customers to promote the brand on social media post-purchase, creating a loop back to the discovery stage.
Website Feedback:
- The layout is okay but needs content. It should tell a story and showcase products, avoiding a catalog-like appearance.
Week 12 - 10/7/2024
- Design Rationale: Clearly explain the design choices to the client, linking them to earlier teasers and maintaining a consistent concept.
- Theme Differentiation: Ensure distinct themes using color tones, secondary colors, and shades, making it easy for users to distinguish each story.
- Typography: Consider using a softer sans serif font on page 12 (fig 3.2.4), especially for the teaser video, and ensure the brand name on the perfume packaging is legible and not overlapping graphics.
- Packaging Design:
- Choose a suitable inside box color and consider the material for the transparent packaging parts.
- For heavier objects, ensure they are placed at the base or securely held if placed on top.
- Magazine & Zine:
- Carefully consider the binding method, grid layout, and avoid placing graphics in the gutter. The design should match the earlier fantasy theme.
- Billboard: Ensure the design looks like a billboard, not a poster, and avoid overlapping the brand name.
- Design Direction: Follow a fantasy, classic Victorian, and coquette aesthetic as advised by Mr. Mike.
Week 13 - 16/07/2024
- Instagram Posts:
- Use contrasting colors to make products pop and consider different compositions (foreground, middle ground, background).
- Experiment with fonts and consider adding colors beyond pink, especially for special products or the night series.
- Website:
- Adjust the pink usage, especially in the night series, and use Times New Roman for subheadings for consistency.
- Booth Design:
- Avoid a modern look; incorporate elements from the website with a fairytale or secret garden theme.
- Use high-resolution 3D renderings in the design.
- Animation: Explore using inVideo AI for animation.
- Packaging:
- Consider using a ribbon for the handle.
- Keep the base artsy while ensuring functionality.
Week 14 - 23/07/2024
- Set Packaging Posts:
- Theme 1: Enhance background vibrancy.
- Theme 2: Adjust the title to prevent it from sinking.
- Packaging Design: Use mockup models for individual packaging designs.
- Promotional Video Teaser: Focus on the first series and provide a storyboard for the other series.
Week 15 - 30/07/2024
- Final Presentation Feedback:
- Use different background colors to make visuals stand out, and maximize the size of visuals on the sharing stage slides.
- Client Feedback: Mr. Damien informed us that Brandialogue won't be launching a cosmetic brand due to cost and production concerns.
REFLECTION
Working on the "Pink Stuff" project has been a transformative experience that pushed me to explore various facets of design, from creating storylines and user personas to generating and refining AI products. Collaborating with a multidisciplinary team challenged me to think critically and adapt my animation skills to align with our brand's vision. Navigating through the feedback and refining our approach taught me the importance of flexibility and attention to detail in creative projects, ultimately deepening my understanding of how animation can enhance brand storytelling.