Brand World-Narrative Reflection

About this project which is the first graphic project work with the real client, I am really proud of our team. Although at the end our idea didn’t choose by the client we still finish the finish it and make it look like what we expect. I really enjoy doing this project, in the whole process we don’t have any argument, we all feel happy and enjoyable. Everyone have their own role to work on, and no did not turn up all the thing just being great so after the project is done we have a small discussion about we all hope we can work together again. In my opinion, skills and ideas, of course, is very important in our design life, however, as working with a group of people team work and attitude is the most important thing because it can show our responsibility and personality which are the thing that most of the people really care about.

Through this project working with different people, my communication skill and organisation skill have been improved. In that few weeks, due to everyone has their own schedule so we have to organise a time to let all the people went to uni and work. Also, we all keep having the conversation online, make sure no one miss anything. And about the filming, I learnt some of the skill of it like where is the best position, some technical skills of the camera and few editing skill.

Lastly, there are something we can improve. First, if we got more time then we can try more place to work on because at the beginning our idea is to go to town and ask the resident, but because of the time-limited, we do not have time to work on the town. 


Branding reflection

To improve the work for the final module assessment by following the feedback.

branding feedback

And I did the improvement of my work also put all of them in mockup in order to show it more professional because at the end all the work we have done need to put into our website so it is significant to make the work look the best.

I simplify the logo, remove the fill colour and thinner the strokes, then apply it to all the touch points. Another massive change is to apply all the touch points with dark textured background and make them consistent.

ICE LOGO_final logo

I really agree that the simplified logo looks much better than the colour filled one, it is more professional and delicate and after I apply it to all the touch points the brand become a real brand, although it is still a student works, compare to the previous version they look much better.

I have learnt what should it mean of a consistency for a brand also my design inspiration have improved by doing this project, and I have learnt what is necessary and what isn’t. Like the some of the touch point doesn’t need the pattern background some does, it depends on what it is and the purpose of using it. If the pattern used in a right way then, of course, the outcome will be good but if not then the product we design will be affected. Lastly, although I have improved all the work, it is still not the end of it, design is never finished except we stop doing it. The next step is I can try to create more touch point and make this brand more complete whenever I have time to work on. This project is the first graphic project we did in Level 5 and I really enjoy doing it, although at the beginning there are some issues with contacting the client, except that everything it’s fine. First time to work with a client which is a good experience for me to develop all the skills I have.

Penguin book cover & Reflection

Another project we got before Christmas is about Penguin book cover, which is a Student Design Award 2017. There are three books we can do:

  1.  Adult Fiction Cover Award – TO KILL A MOCKINGBIRD by HARPER LEE 
  2.  Adult Non-Fiction Cover Award – IN COLD BLOOD by TRUMAN CAPOTE

    After we were told about this project, the first thing we have to do is to consider about which book we really interested to. and for me, the first one I do not want to do is To kill a mockingbird because we knew that there are many book cover had been designed, so I decided not to do it. Next, is to have a quick read about both of the story and find out which I feel more interested in, and at the end, I thought In cold blood is more challenging to mo so I determine that be my main book to do.

Next step, I did a range of research about the previous book cover which included the classic cover also with the previous winners. It is important to know and comprehend other people design because it can help us to see more also we might get some inspiration from them as well.  ( the book cover design

At the same time, I have to read the story and see what elements I can get, also I read some summary, comments, and notes about the whole story and read how people analyse the characters. In one of the workshop lecture, we were suggested to watch the movie Capote, it is a film that about the In cold blood author (Truman Capote), this is about the whole interview process with the murderers. Show how Truman Capote finds out all the questions about this homicide case and the relationship between the author and the main murderersPerry Smith.

From the film and the story, I collect some materials and elements that I thought it will be meaningful. 

Those are mainly about why the killers do the crime and about what they are thinking which is the main purpose of the film, finding the truth by interviewing them. Therefore, for the elements, I focus on those killers and their fade at the end. And I summarise all the ideas I got finally I chose to use rope which represented to their life and the criminal reference number and crime scene to show that the story is a crime.

About the colour, my first idea is just to focus on a dark red which is similar to blood and it represents the name of the cover blood and after I collect all the items I need then I create my first idea cover designs.

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This is the first cover I did, however, after some discussion, there are few thing I have to change such as the whole thing is too busy so I should remove some of them. The font colour and size is not clear enough and the typeface on the book front and the side should be the same. Lastly, I should try to play with the font size of the back cover text. Through the first design I did, I knew about there are some we have to pay attention to the text size of the title, subhead and the author name.

So I improved all the thing I was told about, so I simplify the cover and check the font size and the typeface. I made it in two versions the first one I keep the red that I have used for the previous cover, another colour is blue which is represented the cold as the name of the book. And after I done the improvement, I compared both of them and I found out it was totally changed, it looks much better. Through looking at both together I understand sometimes simple doesn’t mean I didn’t do enough, simple is good but it must have your own style. 

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Although those are better than the first idea, there is something I still can change. For example, I really like both colours so I really want to try to put them together and show the cold and blood feeling. Moreover, the colour of the text is really close to the background so it is not easy to read the text so I changed the opposite colour to make a strong contrast. Finally, I made two versions for combining all the things I have just said.

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At the end, I cannot make the decision by myself so I ask different people to get some suggestions, most of the people seem to prefer the blue colour background version so finally, that became my final outcome.

Screen Shot 2017-05-26 at 10.54.00 pm


The project I really enjoy it and it was a big challenge as a real project. In the whole process, I felt excited and also a bit stressful especially when my brain was stuck and can’t think of anything. However, I think it is good for me to improve myself in that situation because the idea might explode in my mind suddenly. This project is not just a design marked by our tutor but also the people in the Penguin company are actually looking to our work and chose the best some they really like. Though the project I kind of like know more about how to catch people eye more easier, and know about what book cover should include. I have also improved some of the technique skill by making those items and by this experience I realise that I quite like to design book cover which expands my interest and help me to find myself. I will keep using those techniques and knowledge I have learnt from this project to create more book cover design and make more good work.


Choosing Brief

We got our first project after Field, and this time we are going to work with the real client again. But first, we have to read all the brief and find the one that we really want to do.

  • Brief: Dementia Friends
  • Brief: Fair Trade Wales
  • Brief: Flood Awareness
  • Brief: Food Safety
  • Brief: Global Steps
  • Brief: Glofa Navigation
  • Brief: Radio Glamorgan
  • Brief: Size of Wales
  • Brief: Twice the size of Wales

When I look at all the topics I thought  Dementia Friends and Flood Awareness sound good, so I skim all the brief once to see are the others I’m interested or not. However, I did not change my mind after reading through all of them, dementia and flood still be my first choices and next I have to read the brief more detail and make my decision of which become the first choice. Finally, I chose this⇣

Next, we have to sign up online to choose which brief we want to do but there’s a limit of each brief, it means we cannot miss when the sign-up list comes out. I am quite lucky to choose what I want to do because I am with my laptop when the thing came out, I signed really quick but I know some of the students they miss the time, thus they have to choose another brief.

Research (Brief & Theme)

After we all chose our own brief then we have to start doing some research and we also giving a theme by our tutors, we have to do a series of research of that theme, and the purpose is helping us to get more inspiration through looking at different things. Our theme is politics and those research can be anything such as images, video or music, etc.. this is a very broad topic so we were suggested by our tutor that we should set our own topic. But first, we decided everyone did some research and we can discuss it when we look at what other people found. Here is my research:

I did a wide range of research because the more we see the more we get so I look up lots of different ideas and samples. And after the discussion about all the thing we found, we finally set our own topic of politics. We want to make a comparison between Brexit and Donald Trump so the next step is to do the research again but this time we just have to focus on these two things.

Moreover, I did also do some research about the dementia friend I read their website and Facebook page, also I did some information research to find out what is dementia. (This is their website)

Alzheimer’s Society. (2012). Dementia Friends. [Online Video]. 7 November 2012. Available from: [Accessed: 8 March 2017].

Some video research about what is dementia:

Some research to know more about dementia:

Group discussion

We have to write our own creative brief for this project, and we thought it will be much easier if we discuss it together also we might get more ideas with other people so we did a mind map together. And this mind map can help for us to write the creative brief, also there are some questions we got through the discussion so we booked a meeting with our client in a week so that we can fill all the gaps we got in our brief.


First Client meeting

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The notes of the client meeting

After talk to the client, I feel glad that we organise this meeting because it is very useful and helpful also we understand more about the client and know more about what they want, I felt that we got more information than we expect.


After talk to the client, I found out they do not have any specific request of theme and colour so it is very broad, the only request is they do not want our design to be too negative, they aim is to encourage people to become dementia friend, so it is better to make it be positive. Also, we discuss with them that have they think about let more people involve because in the brief their main target audience are those 1000 residents, most of them are over 55 who have the visual impairment issue but also we talk them they said they did not think about to let young people involve so they though it will be good if we can design something for that age range. The main reason for focusing of young because I do not have any experience to get along with the people with dementia so I felt young people should know more about what it is and become a friend because there will be someone around them with dementia. Therefore, I want to do something for the young audience and I decided to create some characters to be the main element. There are some sketches of the characters in a cartoon style, and I used them into two of my ideas in order to attract the young audience.⇣

The first idea is about social media which is stickers pack and the concept came from the data we got due to we were told that there are quite a lot of residents are using social media thus it will be a handy media to share. The second idea is about a slide presentation which included some information about dementia, a game, and some illustrations. The final idea I am going to design some poster and it is going to encourage people to register become a dementia friend.

First Idea – Stickers/Emoji

The first idea draft of the first presentation

Second Idea – Slide Presentation

There will be five to six slide included the information of dementia and what is dementia friend, and I want to include a tiny game(The background of the game is using Newport town due to that’s one of the areas that we focus on) to let people know about the situation of dementia. At the last few slides, I am going to put the same characters to tell the audience to join us.

The characters of the game⇣

The second idea draft of the first presentation⇣

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Third Idea – Posters

The posters idea I focus on using the brain to show the dementia problem because I felt, it is quite a strong way to let people feel the issue of dementia in order to get people attention to concern about it.⇣

dementia sketch18
I drew this brain to indicate the dementia problem

The third idea draft of the first presentation

There are three main elements are used in those posters, first is about the brain which is showing the situation of the dementia problem. Secondly, is the broken font which I design with a feeling of dementia, and by looking at the broken fonts people will be interested to find out more about dementia. And the last element is the mass pencil line drawing, that is showing how dementia people feel so I want the audience to feel about dementia people really need help through looking the poster.

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dementia font
This is the font that I design for dementia(to show how dementia people feels)

First Presentation


Our final decision is doing the comparison between Brexit and Donald Trump so we have to do the research again but focusing on these two things and here is my research:

Finally, every pick five images in both Brexit and Donald Trump to print it out and set up our exhibition wall.⇣

Dementia Friends

In this client meeting presentation, we show them our ideas and explain our concept to them and hope can get some suggestion or advice from them to improve our work. And about my works they said they like my idea, it is good to use another way(illustration) to show, but there are some problems they want me to improve first the about the font, due to the main audiences mostly over 55 so is it difficult for them to read the text. Next, is the brain element, they think it is better to use something else instead of using the brain because when people look at it, they may misunderstanding the meaning of dementia, they might think that dementia is something that the brain is broken and therefore I should change the way to demonstrate the meaning.


After we the presentation, we were asked by the client that do we interested in travelling around the area where the residents are living in. And we thought it would be a great chance for us to know more about the resident also we can consider where our thing is going to put through this trip. We visit four to five places to comprehend the living circumstance of the resident, also we were told where and how the resident get information. Also, we were told about how they get along with the other resident because it shows how active they are and see do they willing to join us become a dementia friend. 

Concept Decide


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The dementia friend badge

We got a tutorial two days after the presentation and I show the same thing to our tutor and explain our idea again, but I was told that I should use the same theme to create three outcomes but not three ideas with different theme and therefore my next step is to choose the theme I want to do and create the outcomes. After a consideration, I decided to stay with my cartoon style idea and design three things with it. I am thinking to design two different posters and about the social media, I keep my beginning idea which is about the stickers but also I will add one more thing which is web banner. There is no colour at the moment because it is just the basic draft and I still have to think about how I am going to fill the colour.⇣

The following tutorial, I was told that I should avoid the colour yellow, some of the main text have to be stronger, also it is better to cut down the text because it supposes not to have too much text in a poster, also the space problem especially the white space. I did the improvement by listening to those suggestions also at the end I decided to fill the colour with watercolour because I did a comparison between the digital and the hand painting, I prefer the one by hand more than the other, thus I chose watercolour.

Those are the scan images of watercolour paint and after I scan in I still have to edit some effects in Photoshop, make it looks brighter and sharper. Then I use them to replace the black and white illustration.⇣

The comparison between digital colour and hand draw watercolour⇣

The final outcome with the improvement and the colour fill in⇣

Final Outcomes 

There are tiny changes after the last tutorial, and due to those works are for the presentation so I put them into different mockup in order to show to the client that how will it looks like. And in the presentation, every student can only have 3 slides max so we have to think about how to show them out when we are presenting.⇣

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3 things that went well with your design outcomes

Firstly, those outcomes look like what I expect especially the colour of the characters which is the most concern issue. Second thing went well is the whole look, after the improvement, it becomes more clear and attractive which I am glad about. The last thing went well is the mockup of the social media, especially the stickers because at the beginning I worried about it would not look good but luckily after I put them into mockup it looks better then I thought.

3 things that could be improved

  • I can try to play more around the typography and the layout of the text in both poster and web banner
  • Use more different element to show the same idea, I did think about to use photograph instead of illustration and compare the difference
  • Create more different design and do not limited myself to the square

3 things that went well with your presentation

  • I have said all the key point that I want to say
  • All the things did it on time, the preparation goes well so there are no mistake in the presentation
  • The whole group did well, everyone help each other to set up the wall the put all the things together.

3 things that could have been done better

  • We forgot to introduce ourselves
  • I am a bit panic, although I did talk all the key points that I want to say there are something I still forgot even I put the bullet point in the slide
  • I should talk the idea more detail


Our group have a really good team work, we always work together no one always missing or absent to the meeting. I felt we have a good organisation, we plan to meet the client, have a trip to visit the resident area, email the client with any question and we always have conversations with each other. Although we are not the best but for me, we still work really well, compare to the other group we do not any problem of group meeting and all the group mate is the first time to work with each other so we did well.

Brand World-final outcome

The final outcome of this project and we have to do a pdf file of all the touch points, summarise the idea and talk the font and colour using. In the pdf, there are some tiny changes of some touch point such as the business card, it is a new design and the backside of both letterhead and compliment slip are changed as well. Furthermore, I added some detail to show the touch point like the business stationery, I made the stamp and the colour of the envelope also place the web banner in some different mockup. The whole pdf file I use the same background and shape to demonstrate the brand – Alazkan Glaze. Overall, I like all the design and the touch points that I made and for me, all look good, however, they are not perfect and they can still be improved more so there is something that I think it can be much better. For instance, I can try some more different touch point also I can try to make some of the touch points be more interesting although keep them simple is my idea it still could be a new try also can get some new experience on it.



Brand World-website pages

This is the final touch point also is the most consuming one because most of them use the logo and some of the contact information only so after the logo is decided then it will not be difficult to work on. However, the website pages are different because it is more complex and more detail element have to design, every section on the screen also be designed, therefore, this touch point took longer than the others. And at the end, I did three pages and the most challenging for me is the home page because, in my opinion, the homepage is the most important page to attract people, if the homepage is not attractive or not special enough people will not feel interested in it and stop to read that website anymore, thus I must design a stylish webpage which catches people’s eye easily, therefore, I did some drafts after having a series of research.

Sketches of the homepage

Sketches of the second & third pages

All the concepts and ideas are inspired by different websites, I looked at some ice sculpture company website also some different website design layout in order to get some inspiration. Through the draft I drew, as you can see almost all the sketches look very heavy and too much on one page so, at the end, I decided to simplify it because I don’t like the homepage be very busy, I prefer a simple but also fascinating page.

My first idea with using the same image as the one of the previous web banner design, the major colour is dark blue due to wanting to reflect the ice and cold feeling to let people perceive it. And there is no some special reason for choosing that picture it just because it looks pretty, however, I put it in the right middle because after the research I found out most of them put a lot of images on the homepages, therefore, after I decided to do the same, I tried to design it in a simplistic way which likes the side-show then people will not feel busy on that page. 


The development of the first idea, and I decrease the opacity because the slogan is not clear enough also the background colour had a tiny bit changed which looks more smooth, dark and the atmosphere be stronger. On the other hand, I added some basic contact details into it, because I thought it is the basic information to offer convenience to people see and know it. Furthermore, it is another way to show people that we do not only have the website but also got social media to look for.


Finally, after a consideration of different factors, I decided not to use any image of the homepage, which is the same reason of the web banner. Due to I want to design my own style so if I use people image I don’t feel I design the whole thing by myself so I tried my best to create a page without it. 

And this is the final design of the homepage, I changed a bit of the background colour to darker but it still a gradient colour also I kept the whole layout of all the information and text. I just added the shape on the top which is the same design as the business card, van, and the web banner, inside the shape I put the pattern layer as the background but I removed the fill colour and kept the stroke colour. I also created a new layer on top of the background colour and that is just a pattern layer and in order to combine the colour and the pattern background together, I decreased the opacity of the pattern layer to make them looks become one layer. 


After the final design is done and the final step is to make some decoration of it, due to this is a web page so I have to create it to looks like that. And because I need to design three web pages, therefore, I made some screenshots in three different tabs. Next, I just have to work in Photoshop like crop the main part out and keep the web bar also did some text changing, paste the design I did on that’s all.

Finally, it’s done



About second and third pages they both kept the layout as the homepage but just the colour had simplified also the pattern on the top have been removed, because they are both about are showing people information, so in my opinion, is better to keep it clean and simple especially the colour cannot be hard to see or people feel uncomfortable to read the page. As these designs, my idea is still the same keep it simple and I just picked one of each in my sketches then did the layout. On the above of the homepage, I said I try to avoid using images but in these two pages, I did not do it because it is really difficult not to show people the products for the company that which is selling goods.

Second page


Third page


After a while, when I look back to the work I found out there is something can improve more, as such the colour of the text it is better to use the same or similar colour also on the third page all size of the text which under the pictures, are all different. Also, the picture on the second page is too wide, it should be a bit longer and the final thing is the select part of the second and the third page, where the mouse is placing on, do not look the same.

Brand World-tutorial 2


The second tutorial after most of the development is done, and this time the suggestion of the tutor is more detail because most of the touch points have the final design except the web pages due to the time issue, I haven’t finished before the tutorial. However, overall is nearly done and the main problem of this time is the stroke of the logo and some of the text like the sample on the below, on the right is the previous design but after I was told that I should change the stroke because it is hard to see when the thing is small. On the left is after I changed the size and you can see the difference between them, I totally agree with the suggestion because I found out it became much clear and better I changed.screen-shot-2016-12-22-at-1-49-12-pm

The sample of the stroke in different touch points

Through the example, you can see that the previous stroke I used is too thick so in some of the touch points is not clear or I can say it does not look good enough. Therefore, after I changed all the stroke it looks totally different looks lighter. Furthermore, stroke is not the only issue, also the colour of the backside of the letterhead & compliment slip is another problem. The suggestion is, use the same colour but make it lighter it means to change the transparency lower to make it looks a bit different but at the same time they are the same. After this development, next is finish the final touch point-website pages which are the most time-consuming touch point because I have to do at least 3 pages.

Different opacity: 50%, 80%, 100%