MAJOR PROJECT 1
Valerius Ethan Wirawan / 0372774
Major Project 1 / Creative Media / School of Design
Complete Compilation of Major Project 1
1. Instructions
2. Process Work and Feedback
Project Management Document
This Project Management Document records our feedback, progress, task distribution, and actions taken from Week 1 to Week 14. It also outlines the responsibilities completed by Angie and me throughout the development of MOOXA.
The full document can be accessed through the embedded PDF or the provided Google Docs link .
3. Final Outcome
Week 9 Presentation
Week 14 Presentation
Brand Guideline (On Refinement for Major Project 2)
4. Reflection
Experience
At the beginning of Major Project, I was quite worried about taking this module because I knew it would involve many requirements alongside my other design modules. During the same semester, I was also completing projects for Creative Brand Strategy, Social Media, and an interactive website module. Managing several large projects at the same time was stressful, but Major Project eventually became the module I enjoyed the most.
For this project, I teamed up with my friend Angie to develop MOOXA, a combat sports fightwear and lifestyle brand. Since both of us are passionate about Muay Thai and boxing, we shared the same vision and were personally connected to the project. Although we had similar goals, our design styles were different. Angie’s approach was more expressive, loose, and raw, while mine was cleaner, more structured, and organised.
We had many consultations with Ms. Vitiyaa, especially during the logo development process. She helped us recognise that our different design styles could complement each other. Angie focused on creating expressive and energetic sketches, while I helped digitalise and refine them into a more organised and consistent system. Ms. Vitiyaa also guided us in refining the logo’s baselines, curves, proportions, corners, colours, and overall consistency while ensuring that it retained the raw energy of combat sports. She encouraged us to imagine and test the logo across the gym interior, hand wraps, apparel, equipment, patterns, and other brand applications rather than evaluating it only as a standalone logo.
One of my main responsibilities was planning, conducting, and editing the MOOXA photoshoot. The shoot had to be completed earlier than expected because our coach and friend, who became our models, needed to leave the country. At the same time, I was handling deadlines from my other modules. I still needed to prepare the location survey, shot list, visual references, product arrangements, poses, camera angles, equipment, and overall photography direction.
Although the process was stressful, the photoshoot became one of the most enjoyable parts of the project. It allowed me to combine my interests in combat sports, branding, and photography. After the shoot, I also needed to select and edit the photographs so that their lighting, contrast, colour, and atmosphere were consistent with MOOXA’s identity. This experience taught me that brand photography requires careful preparation because every image must communicate the brand’s values rather than simply display its products.
Angie and I were both experiencing pressure from many of the same modules, but we continued to support each other. Angie contributed significantly to the brand guideline, logo development, merchandise applications, and overall visual identity, while I focused more on digital refinement, photography, image editing, gym interior direction, and presentation development. Sharing the workload and stress helped me understand the importance of teamwork, trust, and communication during a demanding creative project.
Observations
One of my main observations was that there is a genuine gap in the Indonesian and Malaysian combat sports market. Many existing brands focus mainly on selling functional equipment, while younger practitioners increasingly want gear that represents their identity, discipline, values, and lifestyle. This supported our decision to position MOOXA as an identity-driven combat sports brand rather than simply another fightwear brand.
I also observed that the increasing popularity of combat sports events, gyms, athletes, and online communities in Indonesia and Malaysia creates an opportunity for a locally rooted brand. Practitioners are not only purchasing products because they need equipment; they are also searching for brands and communities they feel proud to represent. Therefore, MOOXA was developed around warrior identity, discipline, intentionality, and community.
Another observation was that every part of the brand identity needed to feel connected. The logo, typography, colours, patterns, photography, merchandise, gym interior, and social media content all needed to communicate the same bold, disciplined, and gritty character. Applying the identity across different touchpoints helped us evaluate whether the logo and graphic system were effective in actual use.
During Week 9, Mr. Kanaan advised us to develop Instagram teaser posts that would introduce the products gradually instead of revealing everything immediately. Each post could focus on a different detail, such as the collar, logo placement, fabric, pattern, or back design. These individual posts would provide glimpses of the product while encouraging the audience to remain curious about the complete release. His feedback helped us understand that a teaser should not show the entire outcome at once. Instead, social media content can build anticipation by revealing the brand and its products part by part.
Ms. Noranis also regularly guided us regarding the overall project direction, deliverables, and production timeline. During the early stages, she advised us to make MOOXA itself the main brand project, while the gym, apparel, equipment, and merchandise became supporting applications. She also reminded us to clearly define the reason the brand exists and ensure that its positioning is authentic to our own understanding and background.
Throughout the project, Ms. Noranis emphasised that every task needed to be completed correctly and within the planned timeline. She encouraged us to organise the process carefully through the Gantt chart, including the brand identity, merchandise, social media content, photography, editing, brand guideline, and presentation. This made me realise that time management is not separate from design; it directly affects the quality and completion of a creative project.
Findings
From this project, I learned that strong branding is built through consistency, authenticity, strategy, and community. MOOXA should not only attract customers who need fightwear but also build a tribe that practitioners feel proud to represent. Its strongest quality is that it is being developed by people who understand the combat sports training journey, making the tagline “Warrior Built” feel genuine rather than simply becoming a marketing statement.
I also learned that regular consultation can significantly strengthen a project. Ms. Vitiyaa’s feedback helped us improve small details in the logo without removing its original rawness and energy. Her guidance showed me that details such as baselines, curves, proportions, colour intensity, and application consistency can influence how the entire brand is perceived. It also taught me how to balance feedback with the original design concept rather than immediately replacing the idea.
Mr. Kanaan’s Week 9 feedback helped me understand that social media is not only a place to display completed products. It can also be used to build curiosity and tell a visual story. Presenting the product through a sequence of partial details can make the launch feel more intentional and encourage the audience to follow the brand’s development.
From Ms. Noranis, I learned the importance of connecting the design process with realistic planning. The Gantt chart helped us determine the order of production and recognise which tasks depended on others. For example, the identity needed to be refined before it could be applied to merchandise, while the products and visual direction needed to be prepared before the photoshoot and social media content could be completed.
The project also taught me that teamwork is not only about dividing tasks equally. It involves understanding each person’s strengths, communicating openly, helping one another under pressure, and taking responsibility for the final outcome. Angie’s expressive style gave MOOXA its raw visual energy, while my structured approach helped transform that energy into a consistent identity system.
Overall, the project strengthened my abilities in brand strategy, visual identity, photography planning, directing, image editing, environmental branding, social media planning, presentation design, teamwork, and time management. Even though the semester was stressful, MOOXA became one of my most meaningful projects because it combined my interests while teaching me how to manage a complete creative process, from research and planning to production and final application.
DONEEE!!!!
ReplyDelete