Minor Project

WEEK 01 - WEEK 15 (22/04/2025 - 1/08/2025)

Shao Han / 0369187

Advanced Animation / Bachelor of Design (Honours) in Creative Media / Taylors University

Minor Project

CONCENT

• INTRODUCTION
• MINOR PROJECT
• REFLECTION

INTRODUCTION

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MINOR PROJECT

Project Introduction

This Minor Project challenged us to work in a multidisciplinary group to create a design solution related to the United Nations Sustainable Development Goals (UNSDG). We were required to combine 4IR (Fourth Industrial Revolution) technology with design thinking to solve a real-world problem and present a proof-of-concept prototype.

Our group decided to focus on Wyndham Shahzan Inn, a long-standing hotel located in Fraser’s Hill, and we aimed to rebrand it as a nature-based wellness getaway. The final brand campaign we created was called “Touch of Nature” — designed to encourage modern city dwellers to reconnect with nature through immersive experiences.

We proposed a wellness brand direction that includes sound-based therapy (ASMR), eco-tourism, sustainable travel, and interactive social content, supported by the 4IR technologies such as immersive media and digital promotion tools.

Research and Conceptual Development

In the early stage, we used Miro to brainstorm as a group. We worked together to define the problems, create empathy maps and user personas, and analyze the gap between current hotel marketing and what modern travelers really want.

We found that many nature resorts in Malaysia still rely on conventional and outdated visuals. People nowadays don’t just want to "stay in a hotel" — they are seeking experiences that help them escape stress, slow down, and feel emotionally connected.

We also watched references such as nature ASMR therapy clips, sustainable tourism case studies, and nature branding campaigns. These helped us decide to position “Touch of Nature” as an emotional escape experience, not just a hotel rebrand.

Ideation and Group Collaboration

Our group split tasks based on each person’s strength. In the early stages, I participated in the discussions and proposals for various projects. I was assigned to design the visual posters and, after Wang Yifan's video editing was completed, added letters and background music based on the video content.

Together, we explored:

• Brand naming & storytelling direction

• 4IR technology integration (ASMR / immersive visuals / social interaction)

• Visual identity (fonts, colors, logo direction)

• Proposed campaign flow and social media content

Throughout the process, we used Figma, Canva, and Google Drive for collaboration. Everyone contributed in discussions, shared feedback, and we kept improving with each round of consultation.

Poster design and editing

Each of us researched and discussed the group's theme plan and recorded the progress of the discussion on the electronic whiteboard.

• Miro Link

In addition to the content on the electronic whiteboard, Yifan and I drafted the initial version of the questionnaire.

• Draft Survey Link

I was responsible for designing a series of 5 promotional posters. 

The goals：

1. Feel- nature, peace, serene and quite
2. Images or picture- lush green forest, emphasizing the "nature" aspect
3. Color tone- warm and nature tone, impression of harmonious, earthy, and inviting.
4. Font- modern sans serif and serif font (increase legibility and visual hierarchy )

Design Process

Fig1.1 Color Reference

I tried to summarize the style of the poster provided by the team leader.

Fig1.2 Style Reference

Common visual styles:

• Natural environment as the core background

All three posters feature forests, greenery, or natural landscapes as their backdrops, embodying a strong ecological and green theme.

• Green as the primary color palette

All posters use green as the primary color, creating a natural, refreshing, and environmentally friendly visual atmosphere.

• Photography as the primary visual element, supplemented by design

The posters primarily utilize photography as the primary visual element, supplemented by design elements (such as frames, icons, and silhouettes) to enhance the message and visual appeal.

Common features of the typography:

• The title is prominent and the information hierarchy is clear.

All titles are placed prominently at the top or center of the page, serving as the primary visual guide.

Subtitles, time, and descriptions are placed in smaller fonts at the edges or bottom of the page, ensuring a clear hierarchy of information.

• Simple and easy-to-read fonts are used.

Modern, minimalist sans-serif or handwritten fonts enhance accessibility and readability, in line with the visual language of environmental protection and tourism.

• Clear color contrast is achieved.

White or dark fonts are often used to create a strong contrast against the green background, ensuring that the text does not become "swallowed" by the background.

Appropriate white space is maintained in all posters to avoid excessive or crowded text, enhancing a sense of space and visual comfort.

I designed the first version of the poster based on my observations and the needs of the team leader.

Fig1.3 Poster Design

Further feedback from the team leader revealed some issues with my image selection, suggesting they didn't highlight the forest and greenery enough, so I changed some of the images. 

The team leader also provided us with new ideas for the title. 

However, for the poster, I needed an image with a transparent background, which would be easier to design and more aesthetically pleasing. So, I imported the image into Photoshop and edited it.

Fig1.4 Logo Design

Fig1.5 Poster Design

During further revisions, we discussed with our instructor and realized that Yifan and I didn't align our poster designs. 

For the hotel's promotional posters, we needed a series of aesthetically pleasing posters that clearly expressed our needs. 

With the help of our team leader, I made the final revisions to my poster design.

As the production of dynamic posters could not achieve the desired effect, the team leader and I decided to skip it.

Fig1.6 Final Poster Design

Fig1.7 Final Poster Design

Visual expression and background music

I needed to create and add text based on Wang Yifan's video.

The challenge was making the text coherent and complete given the length of the video. Based on this, I decided to use a first-person narrative, expressing my feelings about being in nature from my perspective.

When designing the subtitles for the video, I followed the same guiding principle as the visuals: minimal, calm, and immersive. I intentionally avoided bold or overly stylized fonts—instead, I used a clean sans-serif typeface in off-white with soft drop shadows for readability against the green-toned footage. The placement stays low and central, but never intrudes on the visuals, ensuring the viewer’s focus remains on the scenery while still catching key messages.

I also used short, simple language, drawing from our brand’s nature-healing messaging, like “Feel the forest breathe,” “Let nature slow you down,” or “Take a mindful step.” These act less like narration and more like gentle cues—almost like internal thoughts guiding the viewer deeper into the forest.

Fig1.8 Edit

In order to ensure the integrity and publicity effect of the video, I added a hotel logo animation at the end of the video.

Fig1.9 Edit

For this forest-only visual, I selected a serene and gentle piece of music that echoes the calm and healing atmosphere of nature. Instead of relying on heavy instrumentation or rhythm, the track flows softly—like a stream running beneath the forest canopy—enhancing the immersive experience without drawing attention to itself.

The instrumentation is light—mainly consisting of soft piano tones. The sound blend seamlessly with the green visuals, helping the viewer to relax, slow down, and feel emotionally anchored in the forest.

Rather than trying to mimic nature sounds directly, the music works emotionally—creating space for the imagination. It evokes the feeling of breathing in cool forest air or standing still beneath a canopy of trees, allowing the viewer to mentally step away from daily noise.

At the end of the video, the music gently tapers off, slowing to near silence. This fade-out reinforces the idea of stillness and gives space for the logo to appear naturally.

• Video Link

REFLECTION

Experiences

This small project gave me a great chance to work with a team of people from different backgrounds. I was able to use my skills in visual design and editing after production.

By developing the hotel's brand identity, I learned how to mix design and technology to create valuable brand experiences. I mainly made the posters, added subtitles to the videos, and chose the background music.

While working on this, I faced a lot of technical and creative difficulties, like choosing images, timing the text, and keeping everything looking similar. By working together and giving feedback, the team helped me keep improving the design. In the end, I created something that fit better with what the team wanted to achieve.

We worked together using tools like Miro, Canva, Figma, and Google Drive to make the project easier and improve it step by step. Working as a team helped me improve as a designer and made my communication and teamwork skills a lot better.

Observations

During this project, I noticed a big difference between old travel brands and what today's people really feel and want.  

Many eco-resorts still use old design styles that don't really connect with people's feelings.  Today’s travelers want more than just a nice place to stay.  They are looking for ways to feel better emotionally, enjoy new experiences, and have deeper connections.  

I also learned that keeping pictures the same and having a good rhythm in sound are very important in multimedia projects.  The fonts, colors, sounds, and how things move all affect how people feel about what they see.  

Also, I found out that "minimalist" design doesn't always mean it's rough or very simple.  In nature-themed content, using simple language can make the emotions feel stronger.

Findings

This project helped me learn how to incorporate emotion into visual art.

I learned how to use design not just to share information, but to guide viewers' emotions, allowing them to slow down and enjoy a calming and joyful experience.

I gained a deeper understanding of how to organize visuals, create fluid movement in text, and coordinate sound.

I also learned the importance of regular feedback and teamwork for the final result.

I discovered that using soothing emotional and sensory elements, such as soft images and gentle music, can effectively convey brand concepts without the need for additional text or complex effects.

This knowledge will be very helpful for future projects tackling similar environmental themes.