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Art Direction: Project 1_Art Guide

22 September 2025 - 23 December 2025

CHONG CHENG TAO (0371072)
Art Direction | Bachelor of Design in Creative Media | Taylor's University

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LECTURES

Week 1

Mr. Kamal briefed us about the definition of art direction and the module structure. We will focus on learning how to analyze a client brief and target market, at the same time implementing the art direction strategy in creating an art project. 

Week 2

This week, Mr. Kamal introduced us the first exercise. We will need to analyze art direction practices in creative company. By studying the industry, pipelines and the role of art direction. We can learn more about the importance of art direction in different aspects. 

Week  3

Design is always started with the problem, a design is aim to give impact to the community, make the world a better place. Creative and innovative is the key of a society evoluted over time. 

Week  4 & 5

Waterfall model is a design process that is useful to estimate the duration and processes. Wheather its a big or small project, pre-production, production and post-production process is still essential. 

Mr. Kamal introduced us the way to do project management document. It is a good way to keep track of the project progress. 


Week  7

We will need to refine our idea for final project:
  • Art Guide
  • Branding (e.g. name, logo, tagline, color palette...)
  • Social media
  • Poster
  • Trailer
*Consistency is the key when come to develop a art project.

INSTRUCTIONS

This is the Module Information Booklet for this module: 

Project 1: Art Direction Ideation

This project aims to develop a strategic and creative art direction concept that responds to a real-world community problem aligned with one or more United Nations Sustainable Development Goals (SDGs). Students will collaborate across disciplines (UI/UX, Graphic Design, Digital Animation, Entertainment Design, Immersive Design) to explore how art direction and visual storytelling can create social, cultural, or environmental impact.

We have the idea of continue with the theme from my Game Development Module, which is reagrding nuclear pollution. 

Proposal from Game Development (1st idea):

Fig 1.1 Game Development Proposal

From the ideas, we develop a game development document (GDD), which including the basic gameplay, mechanics, art direction and more. 

Fig 1.2 Game Development Document

On the other hand, the proposal include more research of the justification of the topic selection and the relationhip with the SDG goal.


*The reference is documented in the last page of proposal.

Fig 1.4 Reference

Project 2: Project Management Document

Fig 2.1 Gnatt Chart


Final Project: Art Guide Developoment

For the Final Project, we will need to develops a set of individual Art Direction Guides, one per focus area, that form a complete product launch system. 

Since we have 3 members, we will be focus on this 3: 

  1. Branding and Merchandizing Art Guide (me)
  2. UI/UX and interaction Art Guide (Riyan)
  3. Game Concept Art Guide (Nabil)
My part is regarding branding and merchandizing, including the aspects of:
  • Logo System
  • Typography
  • Color palette
  • Art Style
  • Poster
  • Social Media

Logo System

I use a 8x8 grid map to maximize the clarity across digital and physical platforms. Both version: colored version and monotone version.
Fig 3.1 Phyto logo

Typography

2 typefaces are primarily used in Phyto.:
  • Pixelify Sans (English)
  • Boutique Bitmap 9x9 (Mandarin)
Fig 3.2 Typefaces

Fig 3.3 Text Styles

Color Palette

In Phyto. 2 sets of color palette are used purposely:
  • Soft Colors: Represent nature and growth, used for unpolluted environment/area. 
Fig 3.4 Soft colors
  • Represent danger and tension, used for radioactive elements. 
Fig 3.5 Harsh colors

Art Style

The aesthetic is defined by these simplification of forms:

Fig 3.6 Geometry & Forms


Fig 3.7 Character 3D models

Fig 3.8 Shadings & Lightings



Fig 3.9 Shadings & Lightings preview

Poster

The primary promotional merchandize would be poster. It must serves the purpose of:
  • Capturing eyes with charming aesthetics.
  • Enhance public’s interest to the game.
  • Showcase the backstory of the game.
The poster art must be prepared in the following industry-standard formats to cover all digital storefronts, physical print and press usage.

Fig 3.10 Poster Size

Here are some examples for the poster:

Fig 3.11 Poster examples

Social Media

The launching and marketing of Phyto. will mainly go though social media such as, Instagram and Twitter. It must serves the purpose of:
  • Remind people of the release date.
  • Give strong first impression to potential players.
  • Sustain interest by explaining the game details, story, and selling the merch.
The social media posts are structured into 3 main part:
  • Row 1: Countdown
  • Row 2: Launch Day
  • Row 3: Sustain Interest
Fig 3.12 Social media posts

We do our design in Figma Buzz.

Fig 3.1 Art Guide Design



FEEDBACK

Week 7

  • Everything good, progress on art guide.

Week 8

  • Develop the contents of each art guide.
  • Mr Kamal recommended us to do art guide for Branding & Merchandizing, Concept Art and User Interaction 

Week 9 (No feedback)

Week 10

  • Keep progress on Art Guide

Week 11

  • Keep progress on Art Guide

REFLECTIONS

Overall this is a great module in enhancing the skillsets as a designer. Choosing our existing product (Phyto) as the practical application certainly made things easier, as it spared us the need to start from scratch with all creative outputs.

At the same time, this project gave me another perspective to reconsider some decision I do in Game Development project, which I think make the game better. Examples include the color scheme and the design of legible typography. Seems like documenting/writing down thing is a good method in clarifying ideas.

All in all, I really appreciate Mr. Kamal's lecture, it is really enjoyable and stress-free, which allow our team to proceed in our project at a comfortable pace.

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