Hazel’s Design Blog
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Task 3 — Concept development
At the outset, our team didn’t rush into design. Instead, we used mind mapping and brainstorming to identify the optimal strategy. Our core objective was clear: How do we attract a younger, trendier audience to Classic Football Shirts (CFS) without alienating the die-hard fans? Initially, we proposed three distinct directions: We created a mood board featuring…
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Task 2 — Understanding the client & context
Since its founding in 2006, this Manchester-based company has positioned itself as the “custodians of football memory.” Their business model is unique: they are not only one of the world’s largest online marketplaces for vintage kits but also act as content creators, while operating immersive physical experience stores in locations like New York. This implies…
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Task 1 — Collaboration in industry
In the advertising and graphic design industries, we sometimes place excessive emphasis on the final visual output—a flawless poster, a seamless UI interface, or an engaging promo video. However, behind these polished works, project success often hinges on the invisible “mechanisms of collaboration.” In this industry, designers are no longer solitary figures; rather, it is…
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Task 3: Animated Social Media Assets
Due to the smaller screen size of mobile devices compared to desktops, I prioritized placing the visual focus on the logo during production. Since rhetorical questions tend to spark more interest, I opted for a literary and classical phrase as the main headline—this effectively captures the hearts and eyes of users who love antique books.…
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Task 2: Full Screen Web-Based Animation
Regarding the storyboard, here is my concept: The opening animation showcases a comprehensive layout of the bookstore, with a special focus on the neatly arranged bookshelves in the background. The second shot zooms in as several books—matching the brand’s color scheme and logo—fly off the shelves. The third sequence features a page-turning animation, accompanied by…
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Task 1: Animated Brand Asset Pack
Brand OverviewThe Inkwell Grove is an independent bookstore dedicated to antique books and curated reading experiences. Visual Style & Color PaletteThe visual identity is defined by a vintage, warm, and textured aesthetic. Typography Design RationaleDuring the initial design phase, “The Inkwell Grove” was selected from a range of options for its sophisticated atmosphere, making it…
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Task 4: Presentation: Findings & Direction
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Task 3: Developing ideas and concepts in Art Direction practice
In this activity, I wanted to focus on fruits and vegetables in my design. Due to the term “five portions,” I quickly thought of a pie chart, which then made me think of pizza. As a high-calorie food, pizza can contrast with the healthy fruits and vegetables. Therefore, I finally decided to use five common…
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Task 2: Responsibilities of an Art Director within contemporary graphic design practice
The creative director is a leader who determines the general creative direction for the brand, coordinates multiple departments, ensures all outputs meet the required objectives, and is responsible for the quality of the work. The client director is in charge of business with clients, acting as a bridge between clients and designers. They translate client…
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Task 1: Art Direction campaign analysis
I chose the activity “Shot with iPhone, drawn on iPad,” which was initiated by Apple as a global creative campaign. The purpose of this activity is to encourage people to use their iPhones for impactful photography or to create art with the iPad. The official will regularly select works for advertising, subtly enhancing the audience’s…
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