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Art Direction - Project 1 / Art Direction Ideation

07.10.2025 - 18.11.2025 (Week 3 - Week 9)
Chong Hui Yi / 0363195
Art Direction / BDCM
Project 1 / Art Direction Ideation


TABLE OF CONTENT



INSTRUCTIONS


Project 1 Instruction


Project 1: Art Direction Ideation

Instruction

For this project, we explored how art direction can respond to a real community issue linked to the SDGs. Working in a team of three, we researched a problem, developed a creative direction, and proposed a visual solution aimed at creating meaningful impact. The project concludes with a written proposal and a pitch deck that clearly presents our concept, target audience, and unique value.


Work Distribution

We divided the proposal tasks as follows:
  1. Project Title & Team Members: Karyee
  2. Selected SDG(s) & Related Community Problem: Karyee
  3. Problem Statement & Supporting Research: Hui Yi (me)
  4. Why This Issue Matters Locally/Globally: Melvin
  5. Proposed Creative Solution & Art Direction Rationale: Hui Yi
  6. Unique Selling Proposition (USP): Melvin
  7. Target Audience Profile: Melvin
  8. Defined Output (Product, Medium, Format): Karyee
  9. Supporting Visuals (Sketches, Reference Images, Moodboard): All

Team Roles (Art Guide)
  • Karyee: Card Game
  • Hui Yi (me): Art Director & Branding
  • Melvin: Interactive Website

Ideation

In Week 3, Karyee (our group leader), Melvin and I formed a group. Each of us brainstormed several potential issues to explore. For every idea, we prepared:
  • An initial concept
  • Problem statement
  • Target audience profile
  • Basic data analysis
  • Possible direction for the final outcome

Fig. 1.0 Ideation from all members

I proposed two ideas in total, which can be viewed in detail on our Miro board.

Idea 1: Emoji Culture and Semantic Collapse

This idea was inspired by my own experience using emojis in daily conversations. I often notice that people interpret the same emoji differently, which can lead to awkward misunderstandings when the meaning does not match the sender’s intention. This issue becomes even more apparent across generations. For example, parents or older adults usually read 🙂 as a happy smile, while many younger users read it as slightly sarcastic or passive aggressive.

This project will develop “EMO:TION,” a conceptual brand or platform that exposes the shifting, contradictory meanings of emojis across generations and cultures. Each emoji is presented with both its “official” Unicode meaning and its ironic reinterpretation in digital subcultures, highlighting communication breakdown in online life.

Idea 2: The Hidden Cost of Procrastination

This idea was inspired by my own struggles with procrastination. The project aims to reveal procrastination as a hidden cost in modern digital life and visualise its consequences in a way that raises awareness and encourages behavioural change.

After a group discussion and a consultation with Mr. Kamal, we decided to go with my Idea 1 and develop it into the EMO:TION campaign.


Defining Outputs

In Week 4, we mapped out the outputs for EMO:TION, focusing on a website and branding elements.

Website

The website will include:
  • Introduction/explanation of the campaign
  • Customise Emoji Function:  explore or create your own emoji interpretations
  • Universal Emoji Understanding Map: shows how the same emoji is interpreted differently worldwide
  • Public Opinion Section:
    • A world map where hovering over a country shows the different meanings of the same emoji. For example, 🙏 can signify “prayer/thanks” in many Asian countries, but a different meaning in Western countries.
    • A poll allowing users to vote on what they think certain emojis mean

Branding

  • Card Game (Main Output): scenario cards + emoji cards to explore different interpretations
  • Animation: mix of illustrated and video-shot content via After Effects
  • Social Media Campaigns to engage a wider audience
  • Posters to visually promote the campaign and reinforce the message

Fig. Rough Sketch of EMO:TION Outputs


Moodboard

In Week 3, I collected visual references and thought about the art direction (see Fig. 3.0: Initial Moodboard).

Fig. Initial Moodboard

In Week 4, I updated our moodboard to better reflect the project. Since EMO:TION focuses on emojis and online communication, I decided the art direction should follow a minimalist digital style, balancing clarity with playfulness.

Art Direction Key Words:
  • Minimalist Digital
  • Modern
  • Contrast & White Space
  • Clean Typography: Sans Serif Font + Slab Font
  • Colour: White, Black, Emoji Yellow
Fig. Moodboard for Overall Art Direction

Following our minimalist art direction, Karyee, who is leading the card game, gathered some visual references to guide the design.

Fig. Moodboard for Card Game

Fig. Visual Reference for Website


Design

Colour Palette

I chose our colour palette of white, black, and emoji yellow to create contrast while keeping the focus on the emojis.

Fig. Colour Palette


Typography

Next, we explored several font combinations for headings and body text. In the end, we chose the slab serif font Rokkitt for headings, paired with Montserrat for the body text to maintain readability and a clean, modern look.

Fig. Font Exploration

Fig. Final Font


Logo Design

I was responsible for designing the logo. My first concept (Fig. 4.0, Arvo Font section) used the colon as eyes, with “O” and “T” forming the mouth. Melvin gave feedback that it looked too thin.

I refined the design (Fig. 4.0, Rokkitt Font section) by bolding it and experimenting with splitting it into two lines: “EMO:” and “TION.” While creative, this made it slightly harder to read.
Fig. Logo Exploration

Finally, as a team, we agreed on a simplified version: just the open-mouth expression without the yellow circle background. After adjusting colours, the logo uses black text with yellow for the emoji expression.

Fig. Final Logo


Mascot Design

To better represent our branding, we decided to create a mascot that could appear on both the website and the packaging. Building on this idea, I sketched some initial concepts using a circular shape as the base for the mascot.

Fig. Mascot Sketches


Final Outcome

Fig. Project 1 Presentation Slide

 
Fig. Final Project 1 Proposal

 
Fig. Final Weekly Project Management Report


FEEDBACK

Week 3:

  • Both ideas were interesting, but the “Rebranding Smell as Heritage” idea was harder to visualise as a final outcome, and working with scents is challenging.
  • The “EMO:TION” idea was engaging, though it needed a stronger link to the SDGs.

Week 4:

  • Defining outputs was fine and clear.

Week 5:

  • Card game mockup is sufficient for now, though a physical version could be done if time allows.
  • Animating the emojis would be great, especially if they can interact with users.

Week 6:

  • Overall, everything looked good.

Week 7:

  • Website and logo design were approved and looked fine.

Week 8:

  • Card game was noted as unique and interesting.
  • Continue progressing on the art guide part.

REFLECTION

I’m really happy that my idea about emojis was chosen as the theme for our project. Being able to work on something I’m genuinely interested in was one of the biggest motivators throughout this process. Since it’s a very everyday topic, connecting it to SDG goals was challenging at first, but we managed it successfully.

Working in a team of three made the proposal workload much more manageable. The most challenging part for me was finding reliable research data, which reminded me of my previous design research dissertation. It was an important learning experience.

As the art director, I learned that creating a clear art direction is not easy. Ideas in your head are not visible to others, so using clear explanations and visual references is crucial to keep everyone aligned.

Beyond that, I also learned a lot about collaboration and project management. Clear task division, constant communication, and integrating feedback were key to keeping the project on track. I now appreciate how cross-disciplinary teams work together, and how each role contributes to a cohesive final outcome.

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