Major Project 1

03/2/2025 - 4/3/2025 / Week 01 - Week 14
Nadhrah binti Abdul Razak / 0359620 / Bachelors of Design (Hons) in Creative Media
Major Project I

---

INSTRUCTIONS


Task 1 / Proposal Development

For our first week, me and my group mates (maisarah, sheren, myra) created a group chat on WhatsApp so that we can discuss on our topic and send progress.

Fig 1.1, WhatsApp Group

Then our first task, we had to work in a group of 4 and come up with innovative concept that introduces unique social work, cultural or economic value based on our chosen field of specialisation.

When discussing with my groupmates on what we should work on, we all unanimously voted to do a topic related to fashion. After further brainstorming, we came up with an idea to create an interactive fashion magazines that caters to Gen Z fashion trends. Then, we researched on 4 key factors that make up to Gen Z's current fashion trend:

- Y2k Aesthetic

- Clean Girl Aesthetic

- Vintage Aesthetic

- Alternative Aesthetic

As our fashion magazine is supposed to be as relatable as possible to our target audience, we decided to get a few models to model for our magazine while using their own clothing pieces so that it is suitable for viewers who love fashion and would like to wear clothing pieces that they can easily find or afford. 

After coming up with the topic, we proceeded to go on Pinterest to find references/moodboards to see where our art direction is.

Fig 1.2, Moodboard 1

Fig 1.3, Moodboard 2

We then conducted our first research based on the presentation guide given by Ms Vitiyaa.

We then created a research document for us to put all our research in.

Fig 1.4, Research Doc

Link to research doc: https://docs.google.com/document/d/1Jh3pzkch6e2CG7T1n4wth9eSkjJnw3XF-EzGHTQJghM/edit?addon_store&tab=t.0

- Problem Statement

Traditional fashion publications struggle to engage Gen Z due to their static and outdated designs, leading to declining interest and relevance. Despite the accessibility of fashion content online, much of it lacks depth and reliability. There is a growing need for an innovative medium that not only aligns with Gen Z’s preference for visually rich, interactive experiences but also provides a curated and immersive exploration of contemporary fashion trends. Our project addresses this gap by creating a pop-up book that transforms fashion storytelling into a dynamic, hands-on experience, offering both engagement and depth beyond digital platforms.

- Project Goals

1.To reintroduce Gen Z to traditional print media by making it more engaging and relevant to their preferences.

2. To transform traditional fashion publications into a more immersive and interactive experience.

3. To design a visually striking and trend-driven product that resonates with a wide audience.

- Scope & Deliverables
This project focuses on developing a user-engaging and interactive popup book that showcases Gen Z fashion trends through a combination of visual narrative and interactive elements. The goal is to create an engaging experience that moves beyond traditional fashion publications by integrating dynamic, hands-on elements that educate and entertain the audience.

Furthermore, we also discussed on our brand name. Here are the candidates:

Fig 1.5

After discussing, we all voted on the name “Style Unfolded.”

Then, we proceeded to make our presentation slides to present for Week 3.

Fig 1.6, Proposal Development

Then, we continued with our work and thought that we should come up with survey/interview questions for our target audience which we conducted through google forms. Other than that, we also worked on sketches and plan our book content. 

link to survey: https://forms.gle/WWyKF1kx6N3k4rJc7

The following week, we planned and sketched for our logos, book thumbnails, and collect the datas from our survey. 

Fig 1.7, Book thumbnail 1

Fig 1.8, book thumbnail 2

Fig 1.9, logo sketch 1

Fig 1.10, logo sketch 2

After that, we had an online consultation with Ms Vitiyaa. We received a few key notes from her where she mentioned about expediting our progress, our final execution must look complete, instead of doing 4 chapters, we should cut it to just 2 chapters, and to finalise our concept and identity. 

We then worked on our sketches for our deliverables. Where we planned on making a journal set, posters, bookmarks and pr kits. During the same week, we showed our logo sketches to Ms Vitiyaa and Ms Anis and they suggested that we changed our brand name. To something more graphic design based like Stitch, Undo, Unfold, etc. It was also mentioned that our logo looks a bit too conventional, which does not match with our brand identity where it’s supposed to showcase ‘grunge/unconventional’.

During the same week too, we conducted our photoshoot.

Link to pictures: https://drive.google.com/drive/folders/1fP712R1H1W3H-uS37GV0mwBlaDySeB9- // https://drive.google.com/drive/folders/1BDylpSWnX0h7Dzg3muwI-JieAfdYvSYi

After that, we reworked on our logos and sketched new designs based on the names suggested by our lecturers. we redid our deliverables where we decided on doing website landing page, Web Banner Ad, Instagram Story Ad, SHEIN Storefront Ad and Billboards.

Fig 1.11, renewed logo sketch 1

Fig 1.12, renewed logo sketch 2

Fig 1.13, renewed logo sketch 3

Fig 1.14, renewed logo sketch 4

The next week of that, we showed our work to Ms Vitiyaa. After looking at all of our logos, she said that the name ‘Undo’ goes best with our brand. Which was what we finalised on. 

Progress on our logo, book layout and deliverables:

Fig 2.1, Finalised logo

Fig 2.2, logo clearspace

Fig 2.3, story ad

Fig 2.4, book layout

Fig 2.5, web banner layout 1

Fig 2.6, web banner layout 2

Fig 2.7, web banner layout 3

Fig 2.8, web banner layout 4

Fig 2.9, landing page layout 1

Fig 2.10, landing page layout 2

Fig 2.11, landing page layout 3

Fig 2.12, book cover

The following week, we met up on campus to work on our physical prototype. Which we met up for 2 days to work on two chapters. We too worked on our presentation slides. 

Fig 2.13, book preview

Fig 2.14, Book cover

Fig 2.15, book thickness

Finally, we finalised all of our work and presented them to the class. Here is the presentation slide.

Fig 3, Final Presentation

Reflection

In my opinion, this project was a challenging yet a rewarding experience. Working with my groupmates was great because everyone was contributing and supportive, making the process much smoother.

We decided to focus on fashion and created an interactive magazine showcasing Gen Z trends. Throughout the journey, we did research, surveys, sketches, and branding, eventually finalizing our brand name, ‘Undo’. Along the way, we had to make a lot of revisions and adjustments based on feedback.

The workload was definitely heavy, especially with only seven weeks to complete everything, but in the end, seeing our final outcome made all the effort worth it. This project taught me a lot about teamwork, design, and time management.