25.11.2025 - 30.12.2025 (Week 10 - Week 14)
Ng Kar Yee / 0367743Bachelor of Design (Honours) in Creative Media
Art Direction / Project 3
INTRODUCTION
PROJECT 3⇒ ART DIRECTION GUIDE SERIES
For project 3, Mr Kamal introduced Art Direction Guide Series to us
where we need to continues with the same concept and SDG theme, but
now develops a set of individual Art Direction Guides as one per focus
area that together form a complete product launch system.
Each of us becomes the Art Director for one specialization (focus area),
responsible for research, visual development, and production of a
professionally printed guide. Although each guide is submitted
individually, we must share s common brand identity (logo, color palette,
tone, type system), a consistent visual and conceptual theme established
by the group and clear documentation showing coordination and project
management between all team members.
EXERCISE INSTRUCTION
WEEK 10
This week focused on applying the established design system across
branding, card game, and website components. Emphasis was placed on
translating concepts into practical applications while ensuring visual
consistency and structural clarity across physical and digital
outputs.
BRANDING
Branding applications were produced across various formats,
including merchandise and social media visuals, to test consistency
and real-world application. The outcomes confirmed that the visual
identity translated effectively across different media.
Figure 1.0 Merch Design By Huiyi
CARD GAME
This week focused on card game packaging and category design.
Different packaging structures and visual hierarchies were explored
to ensure clarity and brand alignment. Card categories and icon
systems were finalised to improve gameplay readability and
organisation. The evaluation showed that the packaging design
aligned well with the established brand identity, providing a
cohesive and engaging presentation. The following step was to begin
developing a high-fidelity prototype of the game.
Figure 1.1 Packaging Progress
Figure 1.2 Final Packaging Design
Figure 1.3 Final Packaging Mockup
WEBSITE
Key website pages were refined to improve layout, content
placement, and navigation clarity. The structure supported a clear
user journey and maintained brand consistency.
Figure 1.4 Highfy Design By Melvin
WEEK 11
This week marked a shift into high-fidelity development across all components. Branding applications, the card game, and the website were refined and produced at a higher level of detail to closely represent the intended final outcomes.
BRANDING
Branding applications were refined and polished to achieve
production-ready outcomes, requiring only minor final
adjustments.
Figure 1.5 Merch Design By Huiyi
CARD GAME
The primary focus of the week was the development of a
high-fidelity card game prototype. High-quality card designs and
packaging were produced, allowing for clearer evaluation of visual
hierarchy and usability. Visual clarity was tested to ensure
information could be easily understood during gameplay.
Figure 1.6 Final Power Card Design
Figure 1.7 Final Emoji Card Design
Figure 1.8 Final Scenario Card
Figure 1.9 Emoji Card Mockup
Figure 2.0 Power Card Mockup
Figure 2.1 Scenario Card Mockup
Figure 2.2 Back Of Card Mockup
In addition, a manual guide booklet was designed to support rule
explanation. The evaluation showed that the high-fidelity prototype
significantly improved player engagement and comprehension. The next
step was to conduct final refinements.
Figure 2.0 Power Card Mockup
Figure 2.1 Scenario Card Mockup
Figure 2.2 Back Of Card Mockup
Figure 2.6 Booklet Page Pg 4
Figure 2.7 Booklet Mockup
Figure 2.8 Booklet Mockup
Figure 2.7 Booklet Mockup
Figure 2.8 Booklet Mockup
WEBSITE
A high-fidelity website prototype was developed, refining screen
designs and interactions to accurately represent the final digital
experience.
Figure 2.9 Hifi Design By Melvin
WEEK 12
This week focused on documentation and system consolidation. Art
guides were developed across branding, the card game, and the
website to ensure consistency and clarity in the final
deliverables.
BRANDING
A branding art guide was developed, documenting key visual elements
to support consistent application across platforms.
Figure 3.0 Art Guide Design By Huiyi
CARD GAME
This week focused on developing the game art guide. Card layouts,
icon systems, and packaging guidelines were documented to
standardise visual application and production. The completed art
guide ensured consistency across all card game components. Final
refinements were scheduled before submission.
Figure 3.1 Card Game Art Guide Section
Figure 3.2 Development & Collaboration Section
WEBSITE
A digital experience art guide was created, documenting the UI
system and interaction guidelines to maintain consistency in the
website design.
Figure 3.3 Art Guide Design By Melvin
WEEK 13
The final week focused on refining all deliverables, completing
documentation, and preparing the project for submission. Attention
was given to quality control and consistency across all
platforms.
FINAL CARD GAME SET
FINAL ART GUIDE
FINAL FLIPBOOK ART GUIDE
Flipbook Art Guide Link
https://online.fliphtml5.com/Rainn00/FINALFINAL-Art-Guide-Booklet/
FINAL PRESENTATION VIDEO
FINAL PRESENTATION VIDEO
Youtube Link
LINK TO GOOGLE DRIVE SUBMISSION (DOC / PDF)
FEEDBACK
WEEK 10
- For Scenario Card, instead of black try to explore with other colours as black give a different feel then the others
WEEK 11
- Overall art guide design looks good
- For Scenario Card, instead of black try to explore with other colours as black give a different feel then the others
- Overall art guide design looks good
REFLECTION
EMO:TION gave me a valuable experience in developing a cohesive art direction system across multiple design outputs. Working as a team strengthened my ability to collaborate, make decisions, and maintain visual consistency throughout the project.
Focusing on the card game and its packaging design highlighted the attention to detail required to create visually coherent and user-friendly materials. I learned that effective design is not just about aesthetics, but also clarity, usability, and clear communication with the audience. Time management became a challenge, as I often spent more time than intended refining the packaging design. Besides adapting to printing requirements, such as precise dieline measurements and accurate CMYK colour palettes, was also a steep learning curve, as we had no prior experience.
Through this process, I strengthened my skills in prioritisation, planning, and iterative design, while improving my ability to articulate design decisions and maintain cohesion across a multi-component project. Overall, the experience reinforced the importance of structured workflows, collaboration, and reflective practice lessons I will carry forward into future design work.
CHALLENGES FACED AND ACTION PLAN TO RESOLVE
Throughout the project, several challenges emerged that influenced both the workflow and decision-making process. One of the main difficulties was managing time effectively within a tight schedule. Balancing this project alongside other academic commitments often resulted in limited time for exploration and refinement, placing pressure on the later stages of development. This constraint required the team to make quicker decisions, sometimes limiting deeper experimentation.
Another significant challenge arose during the development of the card game packaging. Differences in design opinions within the team, combined with ongoing feedback from the lecturer, led to extended discussions and multiple revisions. While this process improved the final outcome, it also consumed more time than initially planned. Repeated changes to layout, structure, and visual hierarchy highlighted the challenge of aligning creative vision with practical expectations and assessment requirements.
In addition, preparing files for printing presented a new learning curve, as it was the team’s first experience with print production processes. Issues such as die-cut alignment, trim and bleed settings, and colour conversion from RGB to CMYK required careful attention. Initial uncertainty in these technical areas caused delays and revisions, emphasising the importance of understanding production requirements early in the design process.
To address these challenges, the team implemented several action plans. Time management was improved by prioritising key deliverables and setting clearer internal deadlines to prevent bottlenecks. For the packaging design, decisions were streamlined by consolidating feedback and agreeing on a final direction before moving into detailed refinements. Lecturer feedback was carefully analysed and translated into actionable design changes rather than reactive revisions. To overcome print preparation challenges, the team conducted additional research into printing standards and cross-checked files before final output. These actions helped ensure accuracy, reduced errors, and strengthened our confidence in handling production-ready designs.
Another significant challenge arose during the development of the card game packaging. Differences in design opinions within the team, combined with ongoing feedback from the lecturer, led to extended discussions and multiple revisions. While this process improved the final outcome, it also consumed more time than initially planned. Repeated changes to layout, structure, and visual hierarchy highlighted the challenge of aligning creative vision with practical expectations and assessment requirements.
In addition, preparing files for printing presented a new learning curve, as it was the team’s first experience with print production processes. Issues such as die-cut alignment, trim and bleed settings, and colour conversion from RGB to CMYK required careful attention. Initial uncertainty in these technical areas caused delays and revisions, emphasising the importance of understanding production requirements early in the design process.
To address these challenges, the team implemented several action plans. Time management was improved by prioritising key deliverables and setting clearer internal deadlines to prevent bottlenecks. For the packaging design, decisions were streamlined by consolidating feedback and agreeing on a final direction before moving into detailed refinements. Lecturer feedback was carefully analysed and translated into actionable design changes rather than reactive revisions. To overcome print preparation challenges, the team conducted additional research into printing standards and cross-checked files before final output. These actions helped ensure accuracy, reduced errors, and strengthened our confidence in handling production-ready designs.
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