Major Project
10.04.2024 - 09.08.2024 (Week 1 - Week 16)
Bachelor of Design (Hons) Creative Media
Adeline Wong Chyn Nee / 0344017
INSTRUCTIONS
WEEK 02
In week two, Mr. Asrizal tasked us with coming up with a few ideas for our major project, which we would then propose to him the following week. I wanted to ensure that whatever I chose was something I was genuinely passionate about so that it could be sustainable in the long run. At the same time, I wanted to challenge myself by exploring something I had never tried before on my own. With those two criteria in mind, I worked hard throughout the week to brainstorm and refine my ideas, ultimately landing on three distinct concepts:
WEEK 03
In week 3, I dived deeper into my understanding of the second-hand fashion industry locally by analyzing competitors and identifying what makes them successful. I focused on strategies like incorporating Reels, maintaining a consistent posting schedule, and building a strong brand identity. These insights will be key as I shape Thrift.ed's direction!
WEEK 04
This week, I developed the brand strategy, using a mind map to explore different directions for Thrift.ed. This helped me refine the brand identity and brainstorm potential names that align with the brand's vision. I outlined six content themes and created a content calendar, planning for 3-4 posts per week. This structure will help maintain a steady flow of content and keep the audience engaged. I also began identifying potential collaboration partners who share similar values and can help expand Thrift.ed’s reach. Overall, this week was focused on solidifying the brand's foundation. The process of ideation and planning felt rewarding, though it required a lot of mental energy. I’m looking forward to seeing how these plans take shape :)
WEEK 05
On week 5, I studied similar pages that focus on content creation rather than product sales, such as @FASHINFIDELITY and @KLFoodie. This research helped me decide on a content style that mixes storytelling and voiceovers with a free-spirited approach, which will be accessible for beginners.
As for the brand overview, I finalised key elements from the mindmaps, including the brand story, positioning statement, and tone of voice. I also created a mood board to visually represent the brand’s identity, setting the foundation for the design process next week.
WEEK 06
I sketched 37 logo ideas and digitized them in Illustrator, experimenting with different elements that reflect the brand’s themes. After feedback, I refined the designs and proposed a colour palette, ultimately settling on one that fits Thrift.ed. As advised by Mr. Asrizal, I created variations of the logo for the favicon and finalised the brand’s colours, type, and logo specifications. This was a meticulous process, ensuring every detail aligned with the brand's vision.
Overall, the focus this week was on design execution. It was intensive, but seeing the visual elements come to life was motivating. The feedback process helped refine the ideas, and it got approved so fast, so I’m satisfied with the final results!
WEEK 07-08
Week 7 and 8 marked the official start of the 16-week posting schedule. I created and posted various content pieces, including a coming soon post, teaser reel, brand introduction, and more. The focus was on establishing Thrift.ed's presence and building momentum. I also began planning a showcase booth, which will be an opportunity to present the brand in a physical space and engage directly with the community.
I feel that starting the posting schedule was hectic but exciting. It was a relief to finally begin sharing the work that’s been in progress. The challenge now is maintaining consistency and ensuring each post aligns with the brand's identity.
WEEK 09-10
During week 9, we had a feedback session with Mr. Aszrizal. I was advised to summarize responses in two to three sentences, which made me realize I need to be more concise. It’s a bit frustrating to know that I need to work on this, but I’m hopeful that I can improve. I also need to ensure that I include captions in the progression slides to maintain clarity and engagement throughout the post.
WEEK 11-12
On week 11 and 12, I created and posted the first reel from my second-hand store visit, focusing on real-life recommendations for the audience. This content is crucial for establishing credibility and providing practical value to the community. On week 11, I planned and filmed the first one at 2nd Street @ Bandar Utama. Then on week 12, I filmed the very next one at Thrift Milf, a curated thrift store at REXKL.
As for the main event that week, we had a panelist presentation where I received feedback on incorporating humour and personality into the posts to make them more relatable and less intimidating (for the topic). I also implemented a strategy for engaging with stories to increase reach. I'd have to be honest, the work is demanding, but I’m seeing the brand take shape in a way that feels authentic. The feedback has been super helpful in guiding the content direction, and I’m gaining confidence in managing the brand’s online presence. It is intense, but the results are motivating.
During these two weeks, I focused on planning the script for two major contents. An interview reel with Najah Onn from FASHINFIDELITY and the filming script for "REFASH's Second-hand Store Visit" reel. The interview with Najah was eye-opening, pushing me to rethink my personal perspective and the direction of Thrift.ed, her words really woke me up like a reminder that this topic should always be dealt with mindfully. I’m aiming to make the page more mindful and understanding, reflecting the deeper values of the second-hand fashion community in the future.
These weeks were particularly challenging as I had to juggle these tasks with the added pressure of upcoming exams in other modules. The workload was intense, and balancing everything was a struggle. Despite this, I managed to keep up with the planning and scripting, making steady progress.
PROGRESS OVERVIEW
I’ve created a slide that compiles my overall progress so far. It covers the development of Thrift.ed’s visual identity, the content postings, and the merchandise planning.
FINAL SUBMISSION
Week 2
Overall Feedback:
Idea 01 (Community-Based Food Delivery Service):
I was advised to dig deeper into why neighbours aren’t communicating with each other. It’s frustrating because while I want to help people connect, I realize not everyone will be open to that, which makes it challenging. The idea feels quite loose and lacks the solid foundation I was hoping for.
Idea 02 (Second Hand Shopper’s Guide Book):
I was disappointed to hear that my idea for a guidebook might not be the best approach, and I was advised to shift my focus to creating social media content instead. I realize now that I’m juggling too many variables, and it’s clear that streamlining my efforts into content creation is the way to go. I’m starting to feel more hopeful as I think about defining the pillars and themes for my content. The main project output should be the social media content itself, with advertising and promotion playing key roles. There’s potential here, and I’m willing to explore this idea further.
Idea 03 (Colour Analysis Kit):
I need to clearly define the direction I’m taking, but the lack of clarity and structure in this idea is disappointing. It’s frustrating to feel stuck, and I know I need to solidify my approach to move forward.
Week 3
Social Media Posts Feedback:
I was encouraged to create themes for my content, such as Educational, Informative, Engagement, Celebration, Quote, Collaboration, Lifestyle, and Event. Mr. Asrizal also advised me to adapt the ANP strategy, focusing on collaboration. While I felt a bit overwhelmed at first, I’m starting to feel hopeful about the direction of my brand. I understand the importance of showing visuals and examples of my brand style, and I’m eager to create a brand ideation that aligns with these themes.
Week 4
Brand Messaging Feedback:
I was advised to ensure that my audience buys into the idea of the cause; otherwise, all my efforts might be in vain, which is a bit disheartening. I need to focus on using keywords like "subscribe" as a call-to-action (CTA). I also understand that reaching out to Key Opinion Leaders (KOL) is just one part of my content creation strategy, and while it feels like a lot to manage, I’m hopeful that this approach will help build momentum.
Campaign Strategy:
In stage one, I should focus on reaching out to KOLs to create visibility and awareness. It’s exciting to think about the possibilities, but I also feel the pressure of ensuring this strategy works. The funnel should guide followers to engage, with the ultimate goal of increasing the number of people who thrift. I need to establish metrics to quantify the success of my campaigns, like tracking the number of hashtags, engagement rates, and overall effectiveness, which feels both daunting and motivating.
Week 5
Brand Communication Feedback:
I was advised not to focus on values when conveying my brand’s message to the target audience, which was initially disappointing because I thought values would resonate more. However, I was encouraged to emphasize the success and benefits I can bring, addressing their immediate concerns. I was also given a contact, khairunnisa@geonet.co.jp, to connect with 2nd Street and get their permission for collaboration. I’m hopeful that this connection could lead to something meaningful. I thought about posting content at 7:30 pm for optimal engagement, feeling a bit anxious but excited to see how it performs.
Week 6
Brand Identity Feedback:
I was advised to experiment with various elements that reflect the brand's themes, which led me to sketch 37 logo ideas and digitize them in Illustrator. This was initially challenging, as I had to refine my ideas multiple times to ensure they aligned with Thrift.ed's vision. Mr. Asrizal recommended that I focus on creating a favicon-friendly logo, which I hadn’t considered initially. This advice helped me narrow down my designs and refine the colour palette. The process of iterating based on feedback was intensive but ultimately rewarding, and I’m glad to have achieved a result that fits the brand.
Week 7-8
Posting Feedback:
During Week 7 and 8, I started the official 16-week posting schedule, which was a big milestone. I was advised to maintain consistency in the content’s visual style, especially regarding brand colours and design elements. Initially, I wanted to experiment with a different style for the "coming soon" post, but I was advised to stick to the brand’s established colour palette for consistency. This advice was valuable as it ensured a cohesive brand identity across all posts. I was also reminded to consider the audience's perspective when crafting posts, focusing on clarity and engagement, which led me to refine the messaging in each post.
Week 9
Logo Size Feedback:
I was encouraged to enlarge the logo slightly and fix its position to one corner for a consistent layout across all posts. This adjustment was crucial in maintaining a uniform look. The Quote post I showed Mr. Asrizal received approval, and I proceeded to post it later that evening. This validation boosted my confidence in my content creation process, emphasizing the importance of adhering to brand guidelines while being open to necessary tweaks.
Week 10
Interview Post Feedback:
I was advised to summarize responses in two to three sentences, which made me realize I need to be more concise. It’s a bit frustrating to know that I need to work on this, but I’m hopeful that I can improve. I also need to ensure that I include captions in the progression slides to maintain clarity and engagement throughout the post.
Week 11
Panelist Feedback:
After I finished my panelist presentation, I was encouraged by Mr. Kannan to incorporate humour and personality into my posts, which initially felt challenging because I wanted to maintain a more professional tone. However, the feedback made me realize that adding a bit of relatability could make the content more engaging and less intimidating for the audience. I was also advised by Mr. Zeon to implement a strategy for engaging with stories to increase reach, which I hadn’t fully considered before. This feedback was valuable, pushing me to think beyond just the main feed posts and explore different ways to connect with the audience. The panelist presentation was intense, but the constructive criticism has been incredibly helpful in shaping the brand’s direction.
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