project brief

1. 1
SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
Research Unit for Modern Architecture Studies in Southeast Asia Foundation of Natural Build Environment (FNBE)
Creative Thinking Skills [FDES0213/ ARC30104]
Prerequisite: None
Lecturers: Ms Delliya & Ms Anna Kamelia
Final Project: Re-branding of a Daily Object
20% Individual + 20 % Group Work
Part A- Individual - (A4 booklet + New Packaging - Submission ONLY): Week 12
Part B- Group (Advertisement Video + Poster + Verbal Promotional Presentation): Week 17
Introduction
There is a lot of math and science in marketing, but just how important is creativity in marketing? Regardless what you may believe, creativity still holds much emphasis in successful marketing. If you look around the huge marketing arena of the Internet, you can see products and services illustrated in a million different ways.
Nowadays companies believe that simply being listed at the top of a search engine result is all that matters. It matters, a lot, but without giving people something to rave about once they find your company or product, and converting them into customers, fans, or something other than a ten second click, it is worthless. It is a great challenge; however the diligent application of the creative process and thought would facilitate to come up with the best solution.
In this Final Project students are required to explore their creativity and critical thinking skills in basic marketing for a basic daily object. More specifically in the area of rebranding, packaging, promoting and advertising a boring daily object.
Objectives of Project
The objectives of this project:
1. To understand the modes of thinking commonly associated with critical thinking (left-brain), creative thinking (right brain) as well as holistic (whole brain) thinking.
2. To implement divergent and convergent thinking methods in researching, developing and presenting ideas and conclusions in the form of tangible statements.
Learning Outcomes of this Project
On successful completion of this subject, students will be able to demonstrate the following:
1. Recognize the characteristics of critical and creative thinking and their applications in students’ personal and working lives
2. Identify the importance of expressing personal opinions as part of academic development and the systematic journey(s) taken to evolve these statements

2. 2
Tasks - Methodology
1. INTRODUCTION
This project is divided into two parts: Part A (Individual) and Part B (Group). In Part A, individually students are required to prepare a proposal to rebrand and repackage the given object. As a group in Part B, students are required to produce an advertisement video, a poster and a sale and demonstration presentation. In groups students will be given the following object randomly and they must use these items as shown in the picture. Any change of colour or type students MUST consult Ms Delliya.
A – duct tape
B - straw
C - peeler
D – sewing measuring tape
E – parcel string
F – cotton buds
G – safety pins
H – tooth brush
I – dishwashing sponge
2. PART A – INDIVIDUAL
Individually students are required to come up with the followings items for the given object and present their final idea proposal and idea process in an A4 report. Students are required to produce;
i. a new name
ii. a new logo
iii. a new caption / tag line
iv. a new physical packaging –not just a drawing
* DO NOT CHANGE THE CONDITION OR PHYSICAL OF THE OBJECT. IT MAY HAVE A NEW PURPOSE YET THIS PROJECT WILL FOCUS ON THE 4 ITEM STATED ABOVE ONLY.
A4 INDIVIDUAL IDEA PROCESS AND PROPOSAL REPORT - To be able to produce the items above, students are required to go through a creative development process such as – mind mapping, brainstorming, doodling, experimenting, research etc. Students are required to record systematically the process of how they come up with ideas and develop their ideas before arriving to the final product. All the process and explanation will be inserted in the A4 INDIVIDUAL IDEA PROCESS AND PROPOSAL REPORT. This individual report template will be provided as a guide on TIMES; however students may choose to amend the structure and style according to their own understanding.
The final proposal of the object name, logo, caption/tagline, simple ideas process and packaging design must be efficiently and skilfully presented as the first few pages of the A4 report. The cover must creatively include the illustration of the product. For submission students are required to produce the physical packaging for the object with the object inside for submission. Students are not required to present therefore the proposal, packaging and illustration in the report must be able to speak by itself. Only selected student will be called to present their work if necessary.

3. 3
3. PART B – Group
In groups lecturers will select the best suitable rebranding and packaging proposal from Part A to be further developed. In this Part B, students are required to produce the following for the selected product;
i. a 30-45 second advertisement video
ii. an A3 size poster – digital and one hard copy
iii. a 5 minute product presentation to promote the product like a sales person (in class)
ADVERTISEMENT VIDEO – Students are required to produce a video advertisement for the selected product. To be able to produce a good advertisement video students are required to do some investigation on what makes a good advertisement video.
PRODUCT PRESENTATION – Students are required to pretend that they are sales person and promoter just like those promoters who set booth to promote their products at shopping malls. Therefore they need to wear the same uniform, set up their tables and to include other initiatives to promote their product (such as posters, banner, name tags, business cards etc). Students are required to verbally sells their product and demonstrate how to use their product.
Submission Requirement
PART A – INDIVIDUAL – Submission Week 12 – 25th June 2014 – In class at 8:30AM
A4 INDIVIDUAL IDEA PROCESS AND PROPOSAL REPORT
- Please use the template given as a “guideline” and must include all required content
- The cover must include student’s details, the project title, the object name and illustration
- The first few pages should start with the final proposal - name, logo, caption, and packaging illustration. Then followed by the process of how you came up with the idea.
- The idea process should be hand written and may add some photos or digital illustration
- The final process may be digitally produce or hand drawn. If using water colour please use appropriate paper.
- Students are reminded to scan the idea report and take a picture of the physical packaging before submitting it. Do upload it to the e-portfolio.
PRODUCT PACKAGING
- The packaging should not be bigger than an A4 size and the product must be inside the packaging.
- The packaging should include the name of the product, logo, instructions, barcode, caption, etc. It can be digitally produced.
- Please insert the final design packaging in a clear A4 size plastic sleeve and label it properly with your
name and details digitally.
PART B – INDIVIDUAL– Submission & Presentation Week 17 – 6th August 2014 – In class at 8:30AM
ADVERTISEMENT VIDEO
-The video should be 30-45 second only to be uploaded to youtube.com on the 5th of August 2014.
-To submit a CD of the video in a hard plastic casing with proper designed cover with the group’s detail.
-To submit the video link to the provided online form that will be provided later.
A3 POSTER
- Student may produce this digitally or handmade.
PRODUCT PRESENTATION
- Students are given 5 minutes to verbally sell and demonstrate their product as if they are promoters.
- Students are required to plan, prepare and present as if they have a promotional booth. They are
required to provide items to support their demonstration and promotion.

4. 4
Assessment criteria
The assessment for this assignment will be based on:
 demonstrated understanding of brief
 appropriateness, originality, creativity of the proposal/ promoting/advertising
 depth and quality of idea process and idea elaboration - individual documentation
 team collaboration - during the process and during presentation
Marking criteria
Marks shall be distributed as follows:
Work will be assessed based on:
TGC Acquired
Assessment Criteria
Marks % PART A: Individual Component
Demonstrated understanding and meeting the brief requirements
10 %
Appropriateness, originality and creativity of the proposal and packaging
50%
Individual documentation - Idea process + Packaging (The depth and quality of the idea process and idea elaboration)
40%
(Will be calculated as 20%)TOTAL
100% PART B: Group Component
Demonstrated understanding and meeting the brief requirements
10 %
Appropriateness, originality and creativity
(the production of the advertisement video)
30%
Appropriateness, originality and creativity
(the product promotion and demonstration)
30%
Appropriateness, originality and creativity
(the poster and any other supporting documentation)
20%
Team collaboration – during the process and during presentation
10%
(Will be calculated as 20%)TOTAL
100%
NOTE: PLEASE BE INFORMED THAT INVIDUAL COMPONENTS IN GROUP WORKS IS EVALUATED BASED ON PEER EVALUATION AND INSTRUCTUR’S EVALUATION ON INDIVIDUAL PERFORMANCE OF A GROUP MEMBER. Suggested References
1. de Bono, Edward, 1994, De Bono’s Thinking Course, BBC Books
2. Igor Byttebier, Ramon Vullings, G. Spaas, 2009, Creativity Today,