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KO M M U N I K 8

WE Cinemas

DESIGN PROPOSAL ‘12


PORT FOLIO


2 12

IDENTITY

DESIGN


ILLUSTRATION AND COPYWRITING


1. Summary 2. Current Situation 3.

Current Industry Survey

Unique Selling Point Different Outcome Online Survey Competitor 4.

Statement of Problem

5.

Project Goals

6.

Creative Strategy

Target Audience Design Direction Deliverables 7

Project Management

7.1 Implementation process Desired Outcomes


ontent

Creative Brief 7.2 Define Scope of Work 7.3 Management Task Team Requirements 7.4 Plan Budget Schedule Team 7.5 Communicate Objectives Time Frame Deliverables 7.6 Monitor Work Flow Problems Progress Satisfaction Acceptance Completion 8. Conclusion


proposal


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ENG WAH CINEMA R

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Summary

WE Cinemas by EngWah

W

E cinemas operates 2 cinemas with 15 screen halls, all of which are strategically located within the town centre of densely populated HDB estate at bukit batok West Mall, and one, lucratively located in Singapore’s largest commercial and retail complex, at Suntec City. Its target audiences are mainly targeted to people who love watching movies but only when they’re nearby. The new Engwah identity art direction seemed to be over obsessive with colors. More does not mean better perhaps it does not turn out to look nicer or any better from the previous Identity. Our research has shown why customers does not take Eng wah as a prior. There are still room for improvements.


Current Situation

T

he problem with Eng wah now is that mostly people would rather travel to a farther destination to catch a movie unless there are reasons like “I’m lazy to go to town” or “Other cineplexes don’t have seats already,lets go Eng wah”. Running a business is not taken to be a substitute. We must be new and innovative. Do and present it glamourously. As also seen from Eng wah website, the contents in it are not as sufficient as golden village or cathay. Eng Wah special attractions unlike Cathay, Film Garde and Shaw. In comparison, Eng wah is not explorative as to other

cineplexes, as in expanding their the cineplexes into somewhere more convenient. The main problem that causes it is the branding! Branding plays an important role in business. The current identity is not prominent as other cineplexes. With all due respect, Eng Wah have qualities and with an interesting background and history, The recent outcome is not much up to standard by far.


Current industry survey The WE Cinemas brand is about embracing originality, creativity and vibrancy.

D

esigned by THE IMMORTAL Design agency based in Singapore. A job well done in comparison with Eng Wah’s previous identity. However, there is still room for improvement. Kommunik8 had been investigating since then. Stick with us, we’ll explain why.


Rebranded

April 19th 2011


Unique Selling Point Corporate services & Gift ideas

W

E Cinemas has great potential on promotions and attractive gift ideas but what we really think the most unique selling point is, the corporate services. The only Cinema in Singapore which offers such services. Emphasizing on this unique selling point via advertising might give a better identity to the audiences.


Online Survey

T

he common factors which included in our online survey. 57.1% would prefer WE Cinemas to be located around town area and 85.7% could not be bothered with the brand. This matter is crucial. However, we also found out that the 80.1% of the public would suggest to work on the current location.

ONLINE CONDUCTED SURVEY. FROM TEENAGERS TO WORKING ADULTS AT THE AGE OF 18 - 25. 208 RESPONSES, 2011.

AREA PREFERENCES

57.1 42.9 0

Town Neighborhood Tourist Hotspot FIRST IMPRESSION

1.3 85.7 10

No idea where Dont care Prefer other cinemas PUBLIC SUGGESTIONS

18.7 Service 80.1 Location 1.2 Upgrade visual systems


Your most unhappy customers are your greatest source of learning. - Bill Gates


competitor


Shaw In May 2011

A

fter a seven-month and S$20 million “reimagining”, Shaw’s iconic Lido Theatres will reopen its doors to the public with brand new offerings: a total of 11 halls including one featuring Singapore’s first and only IMAX’s Digital Theatre System.


Different Outcomes

B

oth EngWah and Shaw has recently revamp its new identity. Certainly, Shaw has successful rise again in the cinema industry in Singapore. Unfortunately for Engwah,It is still a problem especially lacking of exposure and quite doubtful to last with the new identity.


Statement of Problem

1 2 3 Current identity concept is still not familiar. Advertising Mediums rarely to be seen. A substitute movie venue for lazy people.


Project goals

T

he project goal for Eng Wah is to revamp its branding. From layouts to logos and its art direction needs to be change into at upmost minimal, fun yet vibrant. To attract wide range of audiences and provide brilliant, comfortable and experience a whole new level of service. Prior to this goal, Website, membership card, advertising posters featuring the attractive part with copywriting of eng wah cinema needs to be revamped and redesign respectively.

Fun minimal vibrant


creative strategy


Identifying Target Specifications DEMOGRAPHICS & LIFESTYLE

The lifestyle of target audience is ranging from 18 years old and above.

PSYCHOGRAPHICS

Young adults and adults in general love new things. Perhaps some might love something vintage and some modern look. A retrospective approach is most likely much attractive and appealing. Infusing both direction into one look will draw better attention.


Target Audiences

Teenagers and Working Adults


Identifying Customer Needs

C

ustomers mostly need to feel the “WOW� factor; being pampered, indulged and enjoyable. Customers stepped in and we have to bring satisfaction and enjoyment to them through service, environment and facilities. As a customer, they need to feel that they are being served, being pleased. Everything is within their reach. Yes and most of all, customers is always right. They deserve an absolute comfort for a whole new experience.


Overview of design needs REDESIGN / ADDITIONAL

PROPOSE SUGGESTIONS

Corporate Identity

Relocate WE Cinemas

Tickets

Special Movie Seats

Posters Mobile Application Membership Card

HOW DO WE FEEL IN SHORT? Attracting more customers with promotions via new media such as the mobile application, and to keep up with competitors.


DESIGN DIRECTION

minimal

futuristic

fun


Technical approach OBTAIN THE OBJECTIVES Re designing the logo, add in more compliments like creating the Premium card, redesign tickets and doing advertisements and banners and revamping the website to promote Eng wah. GENERATING DESIGN CONCEPTS Modern yet retrospective approach. WHY THIS CONCEPT? The audience we are targeting are mostly youngsters. Most of the youngsters nowadays are living in a trendy lifestyle. Being modern and contemporary is a must have concept. Being contemporary which can be much appealing to a wide range of audiences. It can be replaced with minimal colour and a simple typeface will give a big difference.


NEW PROPOSED LOGO

NEW PROPOSED LOGO


Logo variation

Primary

Secondary

On Black

Application

Other variation


Design Same Concept, Different Style. Creative Vibrant Fun Futuristic Minimal


Mobile Application. Free on itunes app store. Notified promotions on the go. Instant Online Booking, And More!


Stationary Lorem Islum Djaken abela asuudd alrjahd asdasdnan djka #11-22 islem isaa sonauh iaofa asbitcahd asdasccggg

Lorem Islum Djaken abela asuudd alrjahd asdasdnan djka #11-22 islem isaa sonauh iaofa asbitcahd asdasccggg


Ads


Movie Tickets

WE CINEMAS

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WE

WE WE CINEMASCINEM AS IN S EMAS WEMC A E CIN

4444


Membership Card


Glashaus @ Marina Bay Sands


Glashaus ‘Glass house’ Architectural Direction 60% Made of Glass To be the first futuristic Cineplex ever exist on a floating platform


Dynamic

CHAIR Featuring Stereo Speakers Aroma Scent Neck Air Blast Butt Ticklers Back Ticklers


Motion Tilt

Stereo Speakers Neck Air Blast Motion Sway

Aroma Scent

Back Ticklers

Butt Ticklers


project


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Implementation process DESIRED OUTCOMES The goal is to ensure that the featured design will look visually appealing to attract massive audience despite of their age group, an ideal to expose and to compete with other competitors.

CREATIVE BRIEF With reference from ‘WE Cinemas’ recent ravamp design, we decided to amend the colours and type technically. Implementing the whole branding into high class approach to give it a modern and contemporary art to serve as a cinema. Minimal, where less is more.


DEFINE SCOPE OF WORK

Engage: Architectural Agency To propose a suggestion regarding current location beimplemented at Marina Bay Sands. To Consult on Architectural Concept, The ‘Glashaus’. Manufacturer: Printing Shop. Management Tasks Teams/Designers to; Research :

On specific cultural location to build Eng Wah cineplex. Desired art direction and style for design collaterals and branding

Graphic :

Exploration on art direction, Conceptualize design that would appeal to both young and mature audiences.

Team Requirements Pairing and split jobs for research and execution. To gather as much relevant information and subtract the best ones for execution. If may, execute with current designers employed without engaging or hiring designers.


Budget TOTAL BUDGET

SGD 6920

Branding and Stationaries SGD 2000 Lighted Fluorescent Logo SGD 1500 Conceptual development and Artwork SGD 1200 Advertising Mediums Mobile Application SGD 1000 Vertical and Horizontal Poster Prints SGD 800 Visual Test Prints SGD 120 Transportation SGD 200

*Proposed Architectural Development and Design excluded.


Business is more exciting than any game. - Lord Beaverbrook


Schedule STAGE ONE

THE IDEAS

Brainstorm. Week 1 : Research. Development from theories to conceptual sketches STAGE TWO

DESIGN

Execution Week 2 : Possible sketch for the final outcome. (2days) Finalize detail sketches (3days) Week 3 : Digital Imaging work (4days) STAGE THREE

FA

Finishing Artwork Week 4 : Finalize final design (3days) Submission


‘WE’ Cinemas by Engwa

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Stage 1

Stage 2

The Ideas

week 1

Stage 1 The Ideas . Research . Ideas and concept . Stage 2 The Illustration . Possible sketch for the final outcome . Mock ups . Digital Imaging work . Stage 3 The Final Cover Design . Finalize the final design . Submit the design to the client .

week 2

Stage 3

Design

week 3

Finish Artwork

week 4


SAIFUDDIN

Art Director SIN YEN

Conceptualize in depth regarding information and details whilst assisting other department roles and overall layout amendments.

Digital desktop artist assistant. Visualizing mock up artworks, manipulations and colours and typefaces.

Project Manager

Visualizer

Administration. Scheduling of datelines and to notify client regarding time amendments and other necessary updates.

Design executor.

SHAILI

HAIKAL

team

Creative Director


Communicate OBJECTIVES

W

e are responsible to answer to every question from clients with regards of this project. We are more than happier to build relationship on and off from peak hours. Of course, clients have the right to witness the process of this project.


‘WE’ Cinemas by Engwah

Appendix A 5.2 Timeframe

TIMELINE Stage 1

Stage 2

The Ideas

week 1

week 2

Stage 3

Graphics

week 3

Finish Artwork

week 4

Meeting to discuss the project . Sign the contract . Stage 1 The Ideas . Develop the main ideas based from the research . Show the first ideas to the client . Approval from the client for the Stage 1 . Stage 2 Design . Show the first visual of ideas and concept . Amendment from the visual . Execute the Design according the amendment . Show the client the final illustration with applied DI . Approval & Feedback session from the client for the Stage 2 . Stage 3 Finish Artwork . Show the client the final Finish Artwork . Approval & Feedback session from the client for the Stage 3 .

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Where we first shake our hands. Project discussion and agreement. To sign the contract.


STAGE ONE Week 1 : STAGE TWO

IDEAS Conceptualizing ideas based on research. Ideas to be finalize by end of the week. Approval from client for stage 1. GRAPHICS

Week 2 : Show a detail visual with a rough colour by mid-week. Do necessary amendments Start executing according to amendments starting by end of the week. Week 3 : STAGE THREE Week 4 :

The first day of the week, Show the client the artwork with finalize imagery, colour and overall layout of the design. Approval and final session for feedbacks for stage 2. FA By the end of the week, Show the client final artwork with their respective design collaterals and other relevant copies. Approval and final session with client for stage 3.


Deliverables What we do and only do for this project

RESEARCH An essay consist of case studies and necessary information. CONCEPTUALIZE 3 Conceptual sketches of different approach at beginning of the phase.

PRINTS Corporate Identity Vertical and Horizontal Posters Movie Tickets Membership Card / Credit Card Mobile Application


Monitor We rarely have any problems but every good thing has a silver lining isn’t it? Not to worry, we are glad to let you monitor us througout the process.

WORK FLOW Ensure all roles involve is on the right track according to timeline weekly. Critics each other for improvements. PROBLEMS Technical problems in terms of skills. Look up into software tutorials online

PROGRESS Set goals on a daily basis so as it wouldn’t pile up at the end of the week.

ACCEPTANCE Clients to be relief and convinced after every meetings by receiving good and positive outcomes during presentation of work progress.

SATISFACTION To pleased clients of our progressive work on every meetings. By presenting as much evidence base on deliverables stated. COMPLETION Having the client to have a final run. Pointing out mistakes or any amendments of final artwork and test prints before claiming achievement.


Conclusion T

his was a major re-branding project which involves a full brand investigation, which Eng wah is being produced with a new identity with redesign collaterals. We are trying to emphasize more on advertising its branding rather than movies. Engwah has great potential and promotions but have certainly lack of exposure. With a new revamped branding Eng wah, we identified the demographics and psychographics of our target audiences, having minimal colours and simple typeface to attract wide range of customers.


‘ The trick is in what one emphasizes. We either make ourselves miserable, or we make ourselves strong. The amount of work is the same.’ - Carlos Castaneda.


Biblography Minimal http://www.desktopbackgroundsfree.net/ bonus-musback-widescreen-monitor-minimalatoms-bestanden-800x600.htm WE Cinemas images http://www.wecinemas.com.sg http://reviews-all.blogspot.com/2011/08/ eng-wah-cinema.html http://ilovemycreditcard.com/eng-wahwecinemas-movie-discounts-with-yourmaybank-cards/ http://picasaweb.google.com/sliceintime http://shengeraldine.blogspot. com/2011/06/budget-stress-kit.html http://www.vikispot.com/spot/1643996/engwah-suntec http://ilovemycreditcard.com/eng-wahwecinemas-movie-discounts-with-yourmaybank-cards/

Location http://t1.ftcdn.net/ jpg/00/36/09/06/400_F_36090601_ pq1vdq17qb76jA4p2I9L3aThLsTlfiCL.jpg Metallic location Icon http://dribbble.com/system/users/16371/ screenshots/122020/shot_1299037620. png?1309031148 Happy people http://centrefiare.files.wordpress. com/2011/01/happy_people.gif Target Audience Janka husta http://www.flickr.com/photos/dpdl/

Shaw Lido IMAX Images http://www.revision365.com/home/2011/05/ lido-imax-review-its-finally-great-towatch-movies/ Marina Bay Sands Images http://www.marina-bay-sands-casino.com/ skypark-at-mbs-casino-rocks.htm http://johanlo.deviantart.com/art/MarinaBay-Sands-Hotel-185226513



Rebranding Eng Wah Cinema