DESIGN DOCUMENTATION

ALMA KAREN KNÚTSDÓTTIRALBERT LARS OLIVIER EDOUARD LJUNGDAHL

OLIVIA NATALIE DJERNÆSPAULINE JOELLE MARGUERITE ROUSSEAU

TABLE OF CONTENTSDESIGN BRIEF....................................................................................................................................

DESIGN PROCESS........................................................................................................................

DESIGN PROGRAM....................................................................................................................

FLOWCHART & WIREFRAMES.....................................................................................

MOCK-UP PAGES........................................................................................................................

VIDEO & STORYBOARD.......................................................................................................

BERT-TEST.............................................................................................................................................

DESIGN MANUAL.........................................................................................................................

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DESIGN BRIEFDESCRIPTION OF PROJECT YFU wishes to reach out to young adults at the age of 15-25 and help them learn more about themselves and the world. So far, YFU has had the most success with reaching the 15-18 y/o teenagers but have been struggling with the age from 18 and up. This problem sets the basic foundation and reasoning for this project. The idea is to compose a creative digital campaign reaching the target through different Social Media platforms. The goal of the project is to strengthen YFU’s brand awareness mainly amongst the young adults between 18-25.

OVERALL STYLE All though this project revolves around designing a completely new campaign site, YFU already has an existing visual identity and this will be the fundament of the overall style of the campaign.

In the style of the campaign YFUs logo, their purple colour and their circular shapes are kept. These design elements are used in order to keep a tone of voice that is inviting, supportive, reassuring and helpful which is corresponding to YFU’s brand identity.

COMPETITION INVIRONMENTBesides YFU there are many other like-minded organizations providing very similar experiences and having similar objectives and goals. Keeping the competition environment in mind, this project will try to distinguish YFU from its competitors regarding tone of voice, visual identity and communication approach towards their target audience.

BUSINESS OUTCOME AND SCOPEThe project is expected to help YFU strengthen their brand identity and attract more customers at the age of 18-25. The project includes creating the campaign site itself and creating promotional elements in suggested marketing strategies. TARGET AUDIENCE Ideally, the target discovers the campaign while finishing their last year of Gymnasium. Due to the fact that it is a big trend among newly grads in Denmark to go abroad, this is where the main focus of attracting potential customers is. The campaign and the promotion will be addressing the target audience with the awareness of, that they’re at a point in their lives where big decisions have to be made. This will be used as a method of reaching out and catching their attention.

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DESIGN PROCESS

MOODBOARD CONCEPT SKETCHES

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DESIGN PROGRAM

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FLOWCHART & WIREFRAMESThe idea for the website campaign was to make one long scrollable page, keeping everything gathered and easy to follow.

The wireframes were used to test the concept of the website campaign and how to display it. The users were to judge how they liked the overall idea and also how the hero-image of the campaign is best presented and displayed.

The test results showed that the users prefered being confronted with one specific thing, rather than having to choose between two options, when visiting the hero-image of the website. These results were used for adjustment in the flowchart and later on in the final prototype.

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MOCK-UP PAGESThe world map works like the ‘fifth element’ of the campaign. On the campaign website it will be displayed in various ways, both as a still image when first entering the website but also as an interactive map, where the user can see other travellers on their journey around the world.

Cirular shapes are used in order to correspond to YFU’s curvey brand elements and text. They are, more specifically, used for the questions in the campaign test.

The colors selected for the campaign are already part of YFU’s brand identity. The colors are picked in relation to what they represent according to YFU’s lines of business and the campaign purpose. Therefore the three colors teal, red and yellow were chosen along with purple, their main brand color.

Opacity is used to have several layers of the colors in order to create more depth in the design. This is used both in the test and for the interative map.

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VIDEO & STORYBOARD

https://www.youtube.com/watch?v=FxYf1NgcGLs&feature=youtu.be

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BERT-TEST The bert-test was used to find out which design matched the wanted impression and style for the website campaign.

Before starting the test, a graph macthing ‘our expectations’ for the impression and style was made in order for us to compare with the test results.

The users filled out the survey for each style tile. Each style-tile was made as a mock-up of different hero-images of the campaign website.

The test-results were used to make graphs for each style tile in order to see, which of them matched the original graph the most. The style-tile with the closest match was used as the overall style and design with colours, font and images through-out the rest of the design of the website campaign.

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BERT-TEST TEST-RESULTS

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DESIGN MANUAL FIFTH ELEMENT AND OPACITYThe map is always colored #642869 with either full opacity or 25% opacity, with either a white background or a 5% opacity background.

When displaying only one country at a time, there is the possibility to use only outlines with no filling. This cannot be done with the whole world map at once. The map cannot be stretched or compresed, but needs to stay within an image ratio of 16:9.

COLORS The campaign is using three of YFU’s brandcolors corresponding with the line of businesses the campaign evolves around. The chosen colors are therefore teal, red and yellow along with purple, their main brand color.

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DESIGN MANUAL LOGOYFU’s logo is used in the campaign but mainly without any text attached. It’s always displayed in #642869 and full opacity with the hand-written YFU being transparent.

TYPOGRAPHY The chosen typography for the campaign is a sans-serif font called Pier Sans, which was used on the design chosen after the BERT-test.

The choice to use a sans-serif was originally made to stay in line with YFU’s brand sans-serif font.

Additionally, this font was created with the intention to look good and be legible both big or small, lowercase or uppercase. That fits well with the campaign as only one font is being used.

Moreover, the counter in letters such as O and Q are echoing YFU’s logo with their circular aspect. It’s off-geometric design brings a more modern look to the overall campaign created for a young target.

Pier SansabcdefghijklmnopgrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1 2 3 4 5 6 7 8 9UPPERCASE & LIGHTlowercase & light

FIGURATIVE MARK