Art Direction
22 September 2025
CHONG CHENG TAO (0371072)
Art Direction | Bachelor of Design in Creative Media | Taylor's
University
List
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:
- Exercise 1: Analyzing Art Direction Practices in Creative Company
- Project 1: Art Direction Ideation
- Project 2: Project Management Document
- Final Project: Art Guide Development
Exercise 1
The company we select is Shephard Maldives, a creative agency based on Maldives. We gain valuable insights by having a conversation with the executive creative director, Mo and videographer, Lau.
Fig 1.1 Interveiw with Shephard Maldives
Interveiw questions:
Fig 1.2 Interveiw questions
Fig 1.3 Exercise writing
Fig 1.4 Art Direction Exercise Slides
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 2.1 Game Development Proposal
From the ideas, we develop a game development document (GDD), which including the basic gameplay, mechanics, art direction and more.
Fig 2.2 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 2.4 Reference
Project 2: Project Management Document
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:
- Branding and Merchandizing Art Guide (me)
- UI/UX and interaction Art Guide (Riyan)
- 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
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
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