Ng Kar Yee / 0367743
Bachelor of Design (Honours) in Creative Media
Art Direction / Final Compilation & Reflection
SUBMISSION
EXERCISE⇒ ANALYZING ART DIRECTION PRACTICES IN CREATIVE COMPANY
24.09.2025 - 28.10.2025 (WEEK 01 - WEEK 06)
Link to EXERCISE blog:
https://0367743.blogspot.com/2025/10/art-direction-exercise.htmlFINAL WRITTEN REPORT
GANTT CHART
FINAL PRESENTATION DECK
Bike Bear Art Director Report by Winnie HoLINK TO GOOGLE DRIVE SUBMISSION (DOC / PDF)
PROJECT 1⇒ ART DIRECTION IDEATION
07.10.2025 - 18.11.2025 (WEEK 03 - WEEK 09)
Link to PROJECT 1's blog:
https://0367743.blogspot.com/2025/10/art-direction-project-1.htmlFINAL WRITTEN REPORT
FINAL WEEKLY PROJECT MANAGEMENT REPORT
FINAL PRESENTATION DECK
Art Direction by RainnLINK TO GOOGLE DRIVE SUBMISSION (DOC / PDF)
PROJECT 2⇒ PROJECT MANAGEMENT REPORT
25.11.2025 - 30.12.2025 (WEEK 10 - WEEK 14)
Link to PROJECT 2's blog:
GANTT CHART PDF VERSION
PROJECT MANAGEMENT PDF VERSION
LINK TO GOOGLE DRIVE SUBMISSION (DOC / PDF)
PROJECT 3⇒ ART DIRECTION GUIDE SERIES
25.11.2025 - 30.12.2025 (WEEK 10 - WEEK 14)
Link to PROJECT 3's blog:
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)
OVERALL LINKS TO BLOG
Link to EXERCISE's blog:
https://0367743.blogspot.com/2025/10/art-direction-exercise.htmlLink to PROJECT 1's blog:
https://0367743.blogspot.com/2025/10/art-direction-project-1.htmlLink to PROJECT 2's blog:
Link to PROJECT 3's blog:
REFLECTION
EXPERIENCES
Throughout the EMO:TION project, I experienced the full progression of a design workflow, from early brainstorming and research to structured planning, production, and refinement. Working collaboratively allowed me to understand how ideas evolve through research, SDG alignment, concept development, and visual exploration. Contributing to branding, the card game, packaging, and website exposed me to managing multiple outputs simultaneously, while ensuring consistency across different platforms.
As the project progressed, the workload increased significantly, requiring careful time management and prioritisation. Developing proposals, presentations, prototypes, and documentation alongside physical testing of the lo-fi card game was demanding but valuable. I also gained hands-on experience in areas that were new to me, particularly packaging design and print preparation, which involved learning about dielines, trim and bleed settings, and CMYK colour conversion. These experiences challenged me to adapt quickly and work more strategically under time constraints.
OBSERVATIONS
During the project, I observed how essential structure and communication are in a team-based design process. Clear role allocation, shared timelines, and weekly progress tracking helped maintain alignment, especially when deadlines from other modules overlapped. I also observed that design decisions are rarely linear; feedback from lecturers and team discussions often required revisiting and refining ideas multiple times, particularly during the card game packaging stage.
Another key observation was the importance of balancing creativity with practical constraints. While visual exploration was essential, production limitations such as printing requirements and usability considerations played a significant role in shaping the final outcomes. Physical testing of the card game revealed issues that were not obvious during digital design, reinforcing the value of iteration, testing, and real user interaction in the design process.
FINDINGS
One of the main findings from this project was that effective design relies as much on planning and organisation as it does on creativity. Structured project management, including timelines, milestones, and documentation, supported smoother workflows and helped the team stay focused despite tight schedules. I learned that project management does not limit creativity, but instead provides a framework that allows ideas to be developed more efficiently and realistically.
This project also strengthened my understanding of cohesive art direction across multiple outputs. Focusing on the card game and its packaging highlighted the importance of clarity, usability, and attention to detail, while also improving my confidence in handling production-ready designs. Overall, the experience enhanced my skills in planning, collaboration, and iterative design, and it reinforced the value of reflective practice lessons that will inform how I approach future design and project management work.
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