Teoh Gim Khoon (0361563)
Bachelor of Design (Hons) in Creative Media
Major Project 1 - Campaign Launch (Rabbit R1)
INSTRUCTIONS
Week 1
Mr. Asrizal explained Major Project 1 to us, which involves launching a product campaign for our Final Year Project. He also let us choose whether we wanted to work individually or in groups for the project, and we decided to do it as a group. Our task now is to research and prepare the product we will present for our campaign.
Week 3
Topic Idea Presentation Slides
We discussed among our group members and managed to come up with three different ideas to discuss with Mr. Asrizal.
We've chosen our first product, which involves assisting an existing old restaurant brand in rebranding their entire image, similar to what some hawker kopitiam brands have done.
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Our second product revolves around a new AI technology device called "Rabbit R1". We aim to promote this innovative AI product by highlighting its functionalities and its most useful features. Since this product hasn't been launched to the market yet, we have a wide scope to explore various ways to present and showcase it through a campaign launch.
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Our third product is related to drinks, specifically "Tealive". Since Tealive is already well-known in the market with strong branding, our plan is to leverage its existing online presence to implement creative and interactive campaigns. The goal is to further engage the audience and generate interest in their products through innovative marketing strategies.
Week 5
Proposal Presentation Slides
After the presentation and group discussion, we decided to go with the second product idea, which is the AI technology product "Rabbit R1". We chose this product because it's new to the market and its branding hasn't yet established a strong image among the audience. This gives us the opportunity to explore various design possibilities and create a unique identity for the product.
Week 6
Product Study Presentation Slides
We've developed our big idea for the product, which we're calling "Your Pocket Concierge." This name represents the AI assistant as a virtual concierge that can handle our commands and complete tasks on our behalf.
This week, we began delving deeply into understanding Rabbit R1. We focused on comprehending its main features, attractions, and its brand identity to create a brand styling guide. Additionally, we outlined our campaign objectives and goals to ensure we're aligned with our mission.
Rabbit R1 official website
We also extensively reviewed the product's official website and compared it with its closest competitors to gather more information about Rabbit R1. This helped us understand its most important features, capabilities, and what sets it apart from other similar products.
In addition, we identified three design styles from their current brand identity and social media presence. After careful consideration, we decided to pursue a more playful and modern styling approach. We noticed that while the brand's overall image tends to be minimalist in its graphic design, the Rabbit R1 product itself evokes a sense of fun and enjoyment in interacting with it. Therefore, we believe that a playful and modern design style would effectively complement the product's identity and appeal to our target audience.
Line art motion graphic
They feature line art vector designs on their website to demonstrate how the product works, incorporating their playful rabbit logo. However, we noticed that the overall design feels a bit dull due to the limited use of black and white colors. While we intend to include line art designs in our campaign, we aim to avoid excessive use of them to maintain visual interest and appeal.
Week 7
Mockup Brief Presentation Slides
For our campaign design, our group has divided into several specializations: Graphic Design, UI/UX, and Digital Animation. As part of the UI/UX specialization, my focus is on presenting the website, kiosk, and AR display interfaces.
Website Banner Design
For the initial mockup, I created several website banners to showcase the big idea behind Rabbit R1. The design aligns with our previously planned style, featuring large type overlapping images and geometric shapes to emphasize product details. Additionally, playful icons and symbols are strategically placed to enhance the overall feel of the design.
Kiosk Design
The kiosk installation is designed with a vertical scrolling interaction, allowing users to browse through the different features of the Rabbit R1 product. Additionally, we've incorporated interactive experiences that highlight the capabilities of Rabbit R1, creating an engaging and immersive user experience.
AR Cube Design
The AR cube display focuses on featuring cube-shaped installations with integrated AR interactions. Visitors can scan these cubes to engage in various activities and participate in interactive experiences. Upon participation, they can earn rewards, enhancing their overall engagement with the Rabbit R1 product.
Week 8
After receiving feedback from the lecturer, I sought inspiration from websites such as DJI, PICO, Opal Camera, and Audio Pro. These websites provide valuable insights and ideas that can help enhance our design approach and improve the overall user experience of our Rabbit R1 campaign.
DJI Website
I learned how these websites present their product information and images in an interactive way to capture the audience's attention and focus on the product features. Studying their approach has provided valuable insights into effective strategies for engaging users and conveying essential information about the product effectively.
Rabbit R1 landing page mockup design
Here's the updated design for the product landing page. We prioritize showcasing the product image first, followed by introducing the main concept. Then, we proceed to highlight some key features of the Rabbit R1. Finally, we conclude with an overview of the product image presented in a unique shape.
Further Ideas for UI/UX
3D Model & AR Preview
I've also planned to incorporate some interactive elements into the website, such as a 3D model for product reviews, allowing users to explore the product from different angles. Additionally, I aim to integrate AR scanning previews, enabling users to interact with the product in their real environment before making a purchase decision.
VR Cube Installation Idea - credit 'Dialog virtual store'
Our group has planned to design a VR interaction for engaging with the cube installation. Users will be able to navigate around the cube in a virtual environment to access information in an immersive way. This approach aims to enhance user engagement and provide a unique and memorable experience with Rabbit R1.
Final Project Presentation Slides
Week 3
Sir suggested that we choose between Rabbit R1 and Tealive because they offer better opportunities to focus on brand promotion, whereas our kopitiam rebranding idea is more centered around rebranding itself.
Week 5
Choosing Rabbit R1 as our topic was a smart decision since this product hasn't been heavily promoted in the market yet, giving us ample room for exploration and innovation. Sir has advised us to delve deeper into understanding Rabbit R1's main attractions and to define our campaign objectives and end goals. Additionally, we need to thoroughly research and analyze Rabbit R1's brand identity to create a comprehensive brand styling guide.
Week 6
Sir mentioned that we have the flexibility to experiment with big type combined with a fun style for the Rabbit R1 campaign. He pointed out that while the official Rabbit R1 website follows a minimalist design with some fun-style line art vector designs, it lacks a playful element in showcasing the product. The predominant use of solid or gradient colors in the background gives a clean but potentially boring feel. Therefore, introducing more playful elements could enhance the overall appeal of the campaign.
Week 7
Let's explore more website samples for inspiration, and I'll show how DJI effectively designs their website to showcase their products using information and imagery.
Week 8
The website lacks a clear objective in showcasing the product details to capture attention effectively. In terms of design, it could be more playful and quirky while ensuring it aligns with the product identity and effectively communicates its features.
Reflection
Experience
We're working on a big project and we're running short on time because our semester is shorter than usual. Plus, we took a study trip to Japan for a week in the middle of it all. Despite this, we're trying our best to stay on track with our major project.
Luckily, we have a great opportunity to work together in a group with members who specialize in different areas. This collaboration helps us tackle our major project more effectively. Our project is about launching a campaign, so we're learning how to plan it and design it according to the brand's style guide. We're making sure everyone in our group understands how to work together to achieve our goals.
Observation
In our group, we have specialist in Graphic Design, UI/UX, and Digital Animation. This gives us the opportunity to talk about how we can make our designs connect seamlessly and share ideas with each other.
Personally, I specialise in UI/UX. My focus is on creating websites, interactive kiosks, AR, and VR experiences to promote products and engage attendees. One key thing I've noticed in this project is that a campaign needs an interactive component for the audience to have a hands-on experience and engage with the campaign fully.
Findings
While we've been focusing a lot on making our campaign interactive, we realized we forgot something important of making sure that interaction helps people understand and remember our product. So, we're shifting our focus to making everything look really cool and showing off our brand well in every part of our campaign.
Working with specialists has been helpful, but now we need to make sure our product stands out. For example, when I made a pretend website, I saw it didn't immediately grab people's attention or explain why they should care about our product in their daily lives. That's the main goal of our campaign.
Through presentations and feedback from judges, we've gleaned that visually compelling presentations are imperative for retaining audience interest and fostering brand affinity. As such, our campaign's success hinges on the fusion of captivating design elements and a strong brand narrative to effectively engage our target audience.
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