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CASE STUDY BY HALLEY CHUNG

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CONTENTS

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WHAT IS IT

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COMPETITIVE ANALYSIS

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CREATIVE BRIEF

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OUR PERSONALITY

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CONCEPT AND DEVELOPMENT

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NAMING

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MOODBOARDS LOOK AND FEEL

27 LOGO DEVELOPMENT 39

ADVERTISING CAMPAIGN

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WEBSITE

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PACKAGING

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FINAL THOUGHTS

69 SPECIAL THANKS

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WHAT IS THE GUARDIAN PROJECT? THE GUARDIAN PROJECT is a FUNraising experience that bring patients and parents together at the Children’s Hospital to create unique origami characters. The main goal of this project is to get the children and their parents together to have fun and raise money at the same. By creating the origami characters together, it allows the parents to take a step back from the stress they have to endure everyday and spend some fun and quality time with their children. THE GUARDIAN PROJECT will consists of an entire brand creation, which includes, logo, visual identity, high concept advertising campaign, photo backdrop, website mocks and packaging design.

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WHY THE GUARDIAN PROJECT? Most Children’s Hospital fundraisers we see today are usually a static campaign involving the use of images of sick children and celebrity spokesmen. Which means, it will grab the attention of the viewers momentarily for the viewers to “MAYBE” make a donation, then the viewers will forget about the campaign. But here at THE GUARDIAN PROJECT we want our viewers to be able to interact with the campaign. We want make experience to be a memorable. By getting the viewers to remember their experience with the campaign, hopefully they will spread the words to their friends, making the campaign viral.

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COMPETITIVE ANALYSIS

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BC Children’s Hospital “Jeans Day” A yearly fundraiser campaign for the B.C. Children’s Hospital where everyone are encourage to wear jeans to work.

Strengths - Use local sports stars as spokesmen (Canucks). - Is a yearly event. - Working with local brands. - Selling different color pins to attract people to donate.

Weaknesses - Is mostly business that participates. - One day only event - Those who do not follow hockey might not be interested.

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BC Children’s Hospital “We can’t treat children like adults” A funraiser campaign where they try to raise money for new equipment at the Children’s hospital.

Strengths - Strong images. - Attention grabbing. - Know what organization it is for right away.

Weaknesses - Images might be too graphic for some viewers. - People might turn away; graphic images. - Won’t want to talk about the campaign.

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BC Children’s Hospital “Be a Superhero” A fundraiser for B.C. Children’s Hospital in order for them to build a new hospital.

Strengths - A connection with people (asking them to be a hero). - Has an element of play “superhero”. - Inspiring stories. - Use celebrities as spokesman (Michael Buble)

Weaknesses - Static campaign, no interaction - Mostly web and video based, not everyone will see it.

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CREATIVE BRIEF

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What is THE GUARDIAN PROJECT? THE GUARDIAN PROJECT is a FUNraising experience that bring patients and parents together at the Children’s Hospital to create unique origami characters.

How are we communicating the idea?

We want our audiences to feel a connection with our brand. We want them to be able to interact with our brand and we want their experience with our brand to be a fun and memorable one.

Who is our target? Our primary target audience are children who are 8 - 15 years old in the Children’s Hospital and their parents. Our secondary target audience are those who are living in the local community WHO CARE.

Our message We want our audiences’ experience with our brand to be a Fun, Happy and Interactive one.

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OUR PERSONALITY The brand’s personality is “Fun, Happy and Interactive. We want to create a memorable experience that is Fun, Happy and Interactive for our audiences when they encounter and interact with our brand.

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CONCEPTS AND DEVELOPMENT

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ORIGAMI TESTING

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FIRST CONCEPT The initial idea for the brand was based on an origami character called the “Warai” which means happiness in Japanese. It was a fun and colorful origami character created by a local origami artist name Joseph Wu. It was perfect for the brand, therefore I contact the creator of the “Warai” and he happily granted me permission to use his character. He also gave me the fold diagram and a step by step instructional video on how to fold the character.

The Warais

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THE PROBLEM Even though Mr. Joseph Wu gave me both the fold diagram and a step by step instructional video, the origami “Warai”character was extremely difficult to fold. I tried folding it myself, and after about 10 tries, I still wasn’t able to fold a perfect one. At this point, I was a bit concern on the level of difficulty of this character for my target audiences, which were 8-15 years old children at the Children’s Hospital. However, just in case I was missing a simple step in the instructions, I got three of my classmates to fold the origami characters with me. The results were the same. None of them were able to fold the character successfully. At this point, I knew I had to switch to a different character because with the degree of difficulty of the “Warai” origami character, it might create frustration to the children and their parents.

Fold diagram

Group testing

Instruction video

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CONCEPT TWO The second concept was to create origami animal characters base on the Chinese zodiac. There are a total of 12 animals in the Chinese zodiac and these characters were a lot simpler to fold. Each of the Chinese zodiac characters also possesses a set of different traits and meaning. Therefore depending on which zodiac year the children are born in, they will be able to create their own Chinese zodiac sign,creating a significant meaning to the children. The Chinese zodiac also has a story that can be told. The story will create an other interesting and fun element for the children to interact with. They can also learn about different cultural characteristics as well. Origami testing

Brainstorming

Icons for packaging

Rat, Ox, Tiger, Rabbit, Dragon, Snake, Horse, Sheep, Monkey, Rooster, Dog, Pig

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THE PROBLEM Even though the Chinese zodiac characters were a great idea, there was one major problem with the characters. The problem is that the characters might not be relevant to everyone at the Children’s hospital, especially those who are not familiar with the Chinese culture. Being irrelevant to them, the children and parents at the Children’s Hospital might lose interest and not wanting to participate in the event. It will also bring up the question, “Why Chinese characters and not other characters”? With that said, more brain storming was needed in order to find the perfect characters for this campaign.

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THE SOLUTION Instead of trying to tie the characters into a specific theme or story, I decided to come up with characters that are commonly found in the lower mainland and are known by both male and female children. After looking at the different animals that are common in the lower mainland and what the different animals symbolizes,I decided to pick the following animals, Dolphin, Whale, Bear, Bunny, Butterfly, Eagle, Swallow, Cat and Dog. I decided to pick these animals because each of these animals have a special set of traits that symbolizes hope and strengths. Not only do these animals create a strong significance for the children, they are also well known to children of all ages. However, before using these animals as my final characters, I had to test whether they were foldable and their level of difficulty.

More testing

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ORIGAMI TESTING Before moving on with the project, I had to make sure that the selected characters were foldable and their level of difficulty was minimal. After trying a number of different fold diagrams and watching numerous instructional videos, I was able to find the most simple version of each animal and was able to fold them successfully.

Origami testing

FINISHED CHARACTERS

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NAMING - Meaningful - Strong - Memorable

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THE DIFFERENT NAMES - Want something strong but not over powering. - Want to use the words either “Guardian” or “Protector”. - Something everyone will know, not too complicated. - Happy Guardian - Happy Protector - The Protector Initiative - The Guardian Angel - The Guardian Project

Brain Storming

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FINAL NAME

THE GUARDIAN PROJECT - A fundraiser is a process and project represents a process. - Is a powerful name, but not over powering so people do not understand. - We want our viewers to help the children and become their “Guardians�

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MOODBOARDS - Colorful - Fun - Visually attractive

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DIRECTION ONE Bright and colorful, a color explosion

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DIRECTION TWO Organize with few colors

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FINAL DIRECTION Colorful and clean

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MOODBOARDS (LOGO)

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FIRST DIRECTION - Angel wings incorporated with the letter G - Playing with a shield and wings

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ROUGH SKETCHES

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SECOND DIRECTION Paper logo (using the letter G)

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ROUGH SKETCHES

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FINAL DIRECTION After trying both directions, I decided to go with the letter G and paper direction because it made more sense. The angel inspired logo looked too much like a church logo or is logo related religion. The paper G logo on the other hand has an element of”hand made” to it, which is what our event it about “origami”. However, the paper G logo was still too abstract in order for it to be a logo for a children’s fundraiser logo.

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MORE SKETCHES More testing with the letter G and paper concept. - Tried spelling the whole word out instead of having just one letter

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FIRST REVISION Here is the final logo, however the color was still not right.

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COLOR TESTING

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COLOR TESTING

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THE FINAL LOGO

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HOW IT WAS MADE Here are the different simplified steps on how the final logo was made.

Draw out characters using pen tool

Adding a drop shadow

Apple gradients and shadows

Adding paper texture

Paper texture used

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AD CAMPAIGN - Simple campaign with 3 - 4 posters - Want to show interaction on the posters - Children interacting with the animal guardians - An animal explosion in the children’s’ hands - Playing with the idea of stars - A wanted poster (Wanted Guardians) - Before and after of children after donations

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INITIAL IDEAS

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PUTTING THE IDEA TO TEST

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PUTTING THE IDEA TO TEST

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THE PROBLEM One major problem with the above ideas is that does not get the audiences involve. The main concept of the campaign is to get the audiences involve in the process and get them to become a guardian. However, the ideas I came up with DO NOT convey that message. It is incorporating the children with the guardians, but we do not want the children to be the guardians, we want our audiences to become the children’s guardians.

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THE SOLUTION Instead of having a simple campaign that generalizes the campaign in 3 - 4 posters, I decided to create a high level campaign with 3 different phases. In each phase, more information will be revealed about the campaign. Then at the final phase of the campaign, people will get to interact with the campaign. In the final phase of the campaign, different body parts of the origami guardian animals will be placed on the posters. The idea is to have the audiences pose according to those body parts, giving them that particular guardian’s characteristics. By posing, it gets the audiences to become a part of the campaign and become the guardian on the poster. By getting the audiences involve, it will make the audiences’ experience with the campaign more memorable because they are actually interacting with the campaign and having fun.

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PHASE ONE The idea behind phase one is to give people some information about the campaign and have people be curious about what “The Guardian Project� is.

Poster testing

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PHASE ONE FINAL POSTER By have the information vertically, it is more visually appealing then having it horizontally.

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PHASE TWO In phase two of the campaign, more posters will be release, with more information regarding the campaign. Here are a few test I tried.

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PHASE TWO FINAL POSTERS Like the final phase one poster, the phase two final poster also has an vertical orientation. By having the information vertically, the information is easier to see.

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PHASE THREE The most important phase of the campaign. Each poster was created using different photographed paper textures, gradients and shadows

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PHASE THREE The first versions of the 9 different posters of the animal guardians.

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PHASE THREE (ICONS) Here are the different suggestive pose icons created for the phase three posters. After making the first set, I thought that they were a little too harsh and it doesn’t go well with the brand. As a result, a second set was created with rounder edges, which makes it more cute and friendly.

Set one

Set two

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PHASE THREE (PLACEMENTS) Having all the elements created, putting them all together was an issue. Here are some of the different placement tests I tried before finalizing the placements of the different items on the posters.

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PHASE THREE (PLACEMENT TESTS)

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PHASE THREE (FINAL PLACEMENTS) Final placements of the phase 3 posters. The final placements are more spaced out and visually easier to view.

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WEBSITE - Resembles a pile of paper - Easy to read - Has the latest information - Colorful - Children friendly

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WEBSITE LANDING PAGE (ROUGH) Here are some of the rough website layout. However, most of these, the layout was too messy and there is not enough information on the website.

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WEBSITES (REVISIONS) Here are the revised version of the website. Information are more clear here, but it was too boring, and it wasn’t “FUN” enough

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WEBSITES (FINAL VERSIONS) The final version of the website. The information here are more spaced out and the colors are more attractive and fun.

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PACKAGING - Emphasis on the origami character - Logo should be on the packaging - Clear packaging - Use a plastic or glass display case - Making sure that the origami is clearly visible - A way on how to differentiate them

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INITIAL IDEAS - Use icons on the packaging to differentiate them - Use the same color as the animal

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FINAL ICONS AND LABELS Here are the final icons and labels that will be used on the packaging.

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PACKAGING BOXES Finding the right box for the origami characters was extremely challenging. The boxes needed to be clear and be large enough to fit the origami characters inside. The initial idea was to make something like the boxes below. The character can just sit on the platform. However, it might be too fragile when the characters are shipped

gnolbO ylloD

abihC ynnoJ

]kcm[

moreJ

snikwaH ttaM

emoH ruoY ni edaM

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PACKAGING BOXES Here is one of the box I found at the dollar store. It was clear and was big enough that all of the character fits inside the box. However, the material was too soft and there is no room to put any information on the box.

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PACKAGING BOXES

Here is an other box I found. This was a little bit bigger and has more room for me to design the box.

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PACKAGING BOXES I decided to put a piece of paper that is the same color as the origami character on the bottom of the box. By covering the black, it will direct your attention away from the bottom and onto the origami character. Design wise, I just kept things simple. By keeping it simple, the focus will be on the origami character itself. A thank you card, written by the children who folded the character will also be attached on to the box.

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FINAL PACKAGING Here are the final packaging for the origami characters. I kept the final design simple so the audiences will focus on the origami itself and would not be distracted by the design on the boxes.

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FINAL RESULTS I am happy with the overall results of the brand. I think the brand successfully communicates the idea of FUN, HAPPY and INTERACTIVE to its audiences.

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FINAL THOUGHTS Overall, I am happy with the final results of the brand, as all the elements of the brand fits nicely together. On top of that the goal for the brand was to create a memorable experience for the audiences when they interact with the brand and I believe that I have effectively accomplished that goal.

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SPECIAL THANKS Marten Sims Amber Bezahler Myron Campbell Danny Chan Clarence Lee Karen Tso Karen Poon Michael Meng Salim Hassan Arcelia Ocana Manjarrez

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