design report for a collaboration project on retail brand experience. Project is done by students Chow Tim Shing, Leung Man Ho, Mangus Kwan, Kwong Wing Yan and Mak Chi Ching of HD in Visual Communication, Hong Kong Design Institute

1. Design Proposal
1

2. 2 Content
Design Proposal
01. Introduction
02. Research and Analysis
- Marketing Mix
- SWOT
- Open Question
- On site visit
- DNA Workshop
- Questionnaire
- Comparison with other brand
- Position Map
03. Project Insights
- Brand attributes
- Tagline
- Mood Board
04. Deisgn Application
- Design Method
05. Scenario
06. References
07. Reflection

3. Introduction 3
Design Proposal
This was a collaboration project initiated by i.d. Stores. This project aimed
to revitalize the brand of i.d. for new era of market needs, and differentiate it with
emerging competing retail brands. This was our Project for the Brand Design. It
demonstrated the knowledge and various skills of brand design acquired in this
course. This report documented the project development of our project, from
initial research and analysis stage, to idea generation and concept execution. By
understanding the problems and opportunities faced by i.d., insights were identified
and relevant solutions were suggested accordingly. It was expected that this report
could serve as a proposal for further development and execution for the benefit of
increasing popularity for i.d. .

4. 4
Research and Analysis
Marketing Mix
Design Proposal
Product Promotion
- High quality, well design, functionality products
that enhance customers lives and homes - Poster to promote the products and brands
- Product type including floormat, furniture, home
appliance, kitchen wares, table wares, barware, - Offer discount to customers
decorative accessories, bedding, home fragrances
- Magazine and newspaper ( Eat & Travel, Elle,
- Offer 1000 products in the shop, and 40 brands Home Jounal, Time Out, Ming Pao Weekly ...)
e.g. Alessi, Bellara, Baobab, Jia, Chilewich, Egizia,
neri&hu, Ritzenhoff and La Mediterraner, etc.
- More than 90% products import from foreign
Place
Price
- Two stores in Tsim Sha Tusi, Kowloon
- Provide a discount to customers
and Prince’s Building, Central
- Credit cards accepted
- One showroom in Tai Po, N.T.
- High Class

5. 5
Design Proposal
- Competitor:
JUSCO,SOGO,Yata,Marks &
Threats Spencer

6. 6
Research and Analysis
Open Question
Management Interview & Workshops:
Design Proposal
1. Marketing Opportunities
Any evolvement / change of business model over the years?
Any projection on future business development in 3 years?
Do you have any other new business want to develop in the future?
Do you have any crossover project with other brand(s) in the future?
Ans: - No yet to change the business, as i.d. has just start its business for 4 years
- Import more now product and different brand periodically
- Develop Hong Kong and China market
2. Competitive Environment
Who are your major competitors, in the region and in the world?
What is the Key Business Challenges?
How is the competition affecting your company in the ways of doing business?
What does your brand stand for in the customers’ mind?
Could you analysis the prospects and situation of current market?
Ans: - Major competitors is Lane Crawford, Aluminum
- How differenct product go together under one identity
- Limited budget for advertising
- Lan Crawford has a long history than i.d., consumers have
more confidence on Lan Crawford
3. Brand Positioning
Differentiation from the competition -
What your company brand needs to be perceived in order to succeed
What makes your company brand unique?
Other issues important in making the your company brand a success
What is the unique selling point of the product/service?
Ans: - Closer relationship with consumers
- Different product go together under one identity
- Develop a long- term promotion strategy
- Diversified product
- Unique products designed by different designers
- Good design product with high quality

7. Research and Analysis 7
Open Question
4. Brand values
Design Proposal
Core attributes best describe and identify the value of the your company brand
3-5 most important values/aspects of the your company brand
What criteria affect your purchasing decision of product?
Ans: - Core attributes: brand experience: “identify”
- Important values/aspects: European, modern, innovative, aspirational,
“look at me now”, “design yourself”
- Criterias affect your purchasing decision of product: who designed
the product, quality, multifunction
5. Differentiation (SWOT)
Strength (U.S.P. of product / service, market strategy…)
Weakness (Rising rents, appreciation of the RMB, export restrictions…)
Opportunities (Individual travelers in China, open new market,
routine customers, people’s interest in the products…)
Threats (main competitors…)
Ans: - Strength: products of brands distributed by the company are favored e.g. Chilewich floormat
- Weakness: no further promote strategies, seldom to promote the shop itself
- Opportunities: exclusive distributed brands
- Threats: main competitor: Lane Crawford (high-end, high quality and very innovative)
6. Future vision
Do you have any planning to expand your company in the future? Why? How to take action?
Ans: - Expand business in Hong Kong and China
7. Target Audiences
Internal/External
How to promote your band to target audience? Which methods?
How to retain your existing target audience?
Which kind of target audience you would like to expand to in the future?
Ans: - Both: 30-50 year old men and women, middle to upper income,
have graduate and / or post graduate degrees,yearn for modern, European lifestyle
- Internal: locals who work in office e.g. office ladies
- External: foreigners who are interested in Chinese brands
- Ways to promote the band to target audiences: magazine advertisement, press release
- Way to retain the target audiences: frequent review the brands
and import new brands to keep the freshness of visiting the shop
- Kind of target audiences would like to expand to in the future: Chinese in Mainland China

8. 8
Research and Analysis
Open Question
8. Key brand communications channels
Design Proposal
Company leaflets, Website, Short promotional video, Uniform, Price list,
Company logo, Advertisement (e.g. TV, magazine, web ads), Groupon, Youtube...
Ans: - Magazine and newspaper
( Eat & Travel, Elle, Home Jounal, Time Out, Ming Pao Weekly ...)
- Consider the budget and cost
- Website is still making now
9.Other Questions:
How to coordinate different brands or type of product / service in your shop?
How would you describe your company culture?
How would you describe the personality of the company?
Would you describe your brand as contemporary, classical or others?
Does your company have any after-sales service for customers?
How do you find your partners to cooperate?( e.g. Alessi)
Ans: - The personality of the company:
1. Modern 6. Western lifestyle
2. Up market 7. Innovation
3. Ease of use 8. Pleasing to the Eye
4. Functionality 9. Quality
5. Non-traditional 10. Must have in order to up image
- Ways to find partners to cooperate:
1. Use media to find ( internet, magazine...)
2. Go to different manufacture to find
3. Buyer search the suitable products around the world, for example, Paris and Milan

9. Research and Analysis 9
On site visit
Design Proposal
i.d. stores has great services on different aspects:
Sales Window display
Sales in i.d. stores are always friendly with smiling. Window display will change regularly by theme
They provide one-on-one services for customers and New arrived Product.
and know product ’s information very well,
including product’s background, story, function,
design…
Environment Others
Here is free product delivers service for customer
Products inside i.d. stores will change the way of who buy more than $3000. If not, customer can
display every month. Also, information (catalogs) pay $250 for one product delivers service.
were put near some products.
Influence factors of i.d. stores
Experience
Condition
Floor mat on the ground, clock on the wall and For the Ground floor. It was a food court before.
air purifier inside the i.d. stores help to persuade But now it is built into a lifestyle shopping mall.
customers to buy the product. As they can try the Book Shop next to i.d. , The Commercial Press,
products before buying. brings more customers to i.d. Also there is no
competitor on same products inside the mall.

10. 10
Research and Analysis
On site visit
Design Proposal

11. Research and Analysis 11
On site visit
Observation of the on-site visit Interview with Sales
Design Proposal
(1) Staff play a music in the store e.g. Avril Q: What is the different from local and
Lavigne, Lady gaga foreign customer in choosing products?
(2) Window Display shows some discount A: Major considerations of local customer
offer product, with a view to attracting are price and function, foreign customers
people. more pay attention on their home
decoration, so they concentrate on the
(3) Interior Design is not very well, quality and material of the product.
because sense of space is not enough
Q: What is the customer different between
(4) Placing the product is very crowded Tsim shi Tsui and Central?
(5) Sales may talk about the material, A: There has much young people to
designer, function of product, when they purchase in Tsim shi Tsui, because those
introduce to customer store is at plaza. In Central, the range of
customers are between 20 – 45 cause
(6) Many lifestyle store in the same level those customers has higher consumption
and their design sense are better than the
(7) Customers are full of design sense other.
(8) Customers are high consumption Q: What is the theme of the interior design?
(9) Lot of non-local costumers A: The interior design doesn’t follow any
theme. But the display will change every
month because every month will has
some main product to promote.

12. 12
Research and Analysis
DNA Workshop
Purpose
Design Proposal
DNA Workshop aim to know more i.d. stores from choosing different image card.It is easy to
show what style of i.d. stores form the image card. During the workshop,we use 3 sets of image
cards to ask i.d. stores staff, we also understand what the feeling and style of i.d. stores is during
the disscussion.
1. Material
List:
Diamond
Golden
Pottery
Glass
Stone
Bamboo

13. Research and Analysis 13
DNA Workshop
Result
Design Proposal
Diamond and Golden:
It is very expensive ,Premium and Valuable
Pottery and Glass:
It looks like product of i.d. stores
Stone:
It is not valuable,you can get it everywhere.
Marisa also said that you can see the face
value from the stone,because of color and
appearance of the stone can reflect people's
feeling and psychology status as well as show
their unique personalities.
2.Artistic
Result
It is so hard to choose some image card
represent i.d. stores
* Marisa and Tiffany used to choose the white
flowers,but products of i.d. stores are not very
pure,because there also have some grand
,elegant and unidue style products

14. 14
Research and Analysis
DNA Workshop
3.Pattern
Design Proposal
Result
Home Graphic:
It can represent selling product in
i.d. stores.
It can match with diversification.
and colorful product can also be
elegant and high class.
Many colorful products in Tsim Sha
Tsui stores:many black and white
products in Central stores.

15. Research and Analysis 15
DNA Workshop
Design Proposal
4.Other Questions
Q1: What newspaper headline do you expect after 5 years?
They never think of it and no headline in the magazine reports of i.d. stores ,what they hope is to readers
have to get the feelings by themselves ,because a lot of high class advertising also don't have headline or
much words.
Q2: What the image/feeling is i.d. stores looking for?
Base on marketing,customers hope get more fresh,so they always find surprise, innovative product in i.d. stores.
Window Display
They will change the window display twice a month and updata a theme (or story ) to match with i.d. stores.
For example, they would put a lot of gifts when chrismas is comming soon.It is so flexible and the feeling of
grand and colourful are combined together.

16. 16
Research and Analysis
DNA Workshop
Design Proposal

17. Research and Analysis 17
Questionnaire(Central)
Result of questionnaire:
Design Proposal
i.d. stores (Central)
This result is combining the first and second questionnaire, there are 37 respondents done the
questionnaire when they buy the products in i.d. stores.
Q.1 How do you know about i.d. stores?
Ans.: (a) Relatives & Friends (1 respondents)
(b) Magazines & Newspaper (3 respondents)
(c) Pass-by (35 respondents)
(d) Other (0 respondent )
Analysis:
Many customers know about
i.d. stores when they pass by
Advertisement can attract
poetical customers
Q.2 How often do you visit i.d. stores?
(a) Less than once in a few months (13 respondents)
(b) Once in a few month (14 respondents)
(c) Once in a month (7 respondents)
(d) A few times in a month (3 respondents)
(e) A few times in a week or above (0 respondent)
Analysis:
Many customers visit i.d.
stores in a few month or less
than few months, infrequently

18. 18
Research and Analysis
Questionnaire(Central)
Q3. What is your average expense in i.d. stores? Analysis:
(a) <HK $1001 (23 respondents)
Design Proposal
(b) HK$1001-4999 (13 respondents) The range of expenses
(c) HK$5000-10001 (0 respondent) around $1000 to $5000
(d) HK$10001 (0 respondent)
Q.4 What is your impression towards i.d. stores? Analysis:
(a) Fashionable (25)
(b) Elegant (7) The shop and products
(c) Stylish (14) make customers feel i.d.
(d) Simple (12) stores is fashionable,
(e) Cool (3) stylish and tasteful

19. Research and Analysis 19
Questionnaire(Central)
Q.5 How do you satisfy with the services provided by i.d. stores? Analysis:
Design Proposal
Ans.: (a) Very Satisfied (27 respondents)
(b) Satisfied (10 respondents) Excellent sales establish a good
(c) Unsatisfied (0 respondent) image to customers
(d) Very unsatisfied (0 respondent)
To provide a good service to
customers
Q. 6 Which of the following media do you often use? Analysis:
(a) Facebook (17)
(b) Blog (6) i.d. stores can use different media
(c) Website (24) to promote the products, expect
(d) Television (20) newspaper and magazines
(e) Newspaper/Magazines (26)
(f) Others (0) Website and facebook is a good
platform for promotion, as low
cost have great effectiveness

20. 20
Research and Analysis
Questionnaire(TST)
Result of questionnaire:
Design Proposal
i.d. stores ( TST)
This result is combining the first and second questionnaire, there are 65 respondents done the
questionnaire when they buy the products in i.d. stores.
Q.1 How do you know about i.d. stores? Analysis:
(a) Relatives & Friends (1 respondent)
- Many customers
(b) Magazines & Newspaper (2 respondents) know about i.d. stores
(c) Pass-by (61 respondents) when they pass by
(d) Other (1 respondent ) - Advertisement can
attract poentical
customers
Q.2 How often do you visit i.d. stores? Analysis:
(a) Less than once in a few months (38 respondents) - Many customers
(b) Once in a few month (14 respondents) visit i.d. stores in a
(c) Once in a month (9 respondents) few months or less
(d) A few times in a month (1 respondent) than few months,
(e) A few times in a week or above (2 respondents) infrequently

21. Research and Analysis 21
Questionnaire(TST)
Q3. What is your average expense in i.d. stores? Analysis:
Design Proposal
(a) <HK $1001 (47 respondents)
- T h e ra n g e o f ex p e n s e s
(b) HK$1001-4999 (16 respondents) around $1000 to $5000
(c) HK$5000-10001 (0 respondent)
(d) HK$10001 (1 respondent)
Q.4 What is your impression towards i.d. stores? Analysis:
(a) Fashionable (31)
- The shop and products make
(b) Elegant (15) customers feel i.d. stores is
(c) Stylish (27) fashionable, fresh ,stylish and
(d) Simple (11) tasteful.
(e) Cool (14)
(f) Diversified (13)

22. 22
Research and Analysis
Questionnaire(TST)
Q.5 How do you satisfy with the services provided by i.d. stores?
(a) Very Satisfied (39 respondents)
Design Proposal
(b) Satisfied (25 respondents)
(c) Unsatisfied (0 respondent)
(d) Very unsatisfied (0 respondent)
Analysis:
-Excellent sales
establish a good image
to customers
- To provide a good
service to customers
Q. 6 Which of the following media do you often use?
(a) Facebook (43)
(b) Blog (14)
(c) Website (33)
(d) Television (34)
(e) Newspaper/Magazines (38)
(f) Others (0)
Analysis:
- i.d. stores can use
d i ffe re nt m e d i a to
promote the products,
expect newspaper and
magazines
- Website and
facebook is a
good platform for
p ro m o t i o n , a s l o w
cost have great
effectiveness

23. Research and Analysis 23
Position Map
Design Proposal

24. 24
Insight
Brand Attributes
Design Proposal
DNA Workshop
Image card:
Material Other Question:
Pattern Window Display
Artistic
Innovative
Fresh
Unique
Attributes
Homey
Modern
Innovative

25. Research and Analysis 25
Brand Attributes
Design Proposal
Homey Modern Innovative
Relating to or having the Modern, in its broadest definition, The term innovation derives from
meanings of a family. Making is modern thought, character, or the Latin word innovatus, which
people feel warm just like being practice. Modern was a revolt is the noun form of innovare "to
in a family / home. against the conservative values of renew or change," stemming
realism. from in-"into" + novus-"new".
Although the term is broadly
used, innovation generally
refers to the creation of better
or more effective products,
processes, technologies, or ideas
that are accepted by markets,
governments, and society.

26. 26
Insight
Tagline
Design Proposal
DNA Workshop
Image card:
Material Other Question:
Pattern Window Display
Artistic
Innovative
Fresh
Unique
Attributes Tagline:
Homey
Modern be more Innovative
Innovative

27. Insight 27
Mood Board
Modern & Lifestyle
Design Proposal

28. 28
Insight
MoodBoard
Homey & Warm
Design Proposal

29. Insight 29
Mood Board
Design Proposal

30. 30
Design Application
Design Methods
Design Proposal
Design Proposal
Aim: Be more innovative
Design
Methods
Short Middle Long
Term Term Term
To promote i.d. Create a Create more
by innovative social shopping
accessories platform experience

31. Design Application 31
Guideline
Design Proposal
Short Term Middle Term Long Term
Poster QR Code Interactive Screen
Greeting Card Apps i.d. mobile Online Store
New Packaging i.decorate
i.dec.

32. 32
Design Application
Short Term
1. Poster
Design Proposal
Idea
From different angles,
you can have different
experience. As i.d. stores,
it means Flesh, Innovative
no matter product or
service. That is what we
want to strengthen about
i.d. brand.
Application
Magazine
Network Promotion
Inside the Store

33. Design Application 33
Short Term
Design Proposal
2. Greeting Card
Function
- Apply QR code
QR code
Using mobile phone to scan the QR code and
connect to i.d. store's website to promote i.d.

34. 34
Design Application
Short Term
Design Proposal
Case Study
DIY Pop Card
By Goldfish Creative
14.8cm x 21cm
Introduction
DIY Pop Cardfeatures 200 removable dots on the
front cover of the card. They can be popped out to
create different patterns from the instruction sheet
or by own self. It has considerable sales in Hong Kong,
Japan, Australia, UK and other countries, andwas one
of Neenah Paper Paperworks Contest Winners in 2007.
DIY Pop Card: thepros
Various patterns can be created
Very creative and fun for senders to customize
patterns for receivers
Good looking
DIY Pop Card: thecons
Not eco-friendly
Not suitable for senders who want to send cards
quickly after bought
Littering when popping out the dots

35. Design Application 35
Short Term
Design Proposal
3.New Packaging
Concept:
A more innovative packaging
Create your own image
Eyes-catching

36. 36
Design Application
Short Term
Design Proposal
Case Study

37. Design Application 37
Middle Term
Design Proposal
1. QR Code
Concept
Function
- Preview i.d. stores information
- Rating i.d. stores
- Check the comments of i.d. stores
- Connect to i.d. stores website
Preview i.d stores
Preview information about i.d. stores, such as
history, brand, location, etc.
Rating i.d. stores
Customers can rate about i.d. stores and some
consumers may attracted by high rating.
Check the comments of i.d.
stores
Consumer can leave and preview comment
about i.d. stores.
Connect to i.d. stores website
Consumers can connect to i.d. stores website
easily by using their mobile phone.
it is really work,try it!

38. 38
Design Application
Middle Term
Design Proposal
Case Study
This Australian franchise organization included a QR code as part of a contest in its catalogue—
entering the contest via QR code made participants eligible to win a laptop.
Twenty-five percent of householders entering the contest did so via the QR code, and 60% of
those took the time to download the QR code scanner (the contest included information on how
to get one). According to one report, this suggests that not already having a scanner—and the
time and trouble required to download one—isn’t a barrier (one of the arguments Frommeer
made).

39. Design Application 39
Middle Term
Design Proposal
2. Apps i.d. mobile
Name: i.d. Mobile
Price: Free
Function
- Receive Latest News
- New products & Discount Notification
- Products Preview
- Leave Comment
- Bookmark Products
New products & Discount Notification
If there are some new products arrive or discount offering of the brand, it will
present as a small logo next to the brand's name.
Product Preview
User can preview all the products in i.d. stores and it provides all the basic
information about the product, such as designer, price, story, etc.
Leave Comment
Allow user yo share their opinions about the product.
Bookmark Product
User can check the products which are bookmarked before easily.

40. 40
Design Application
Middle Term
Design Proposal
Case Study
IKEA iPhone App 2010
Catalogue: The Cons
No interactivity
Lack of features or value adds
Can’t download unless you’re on wi-fi
No store locator
Can’t bookmark favourite items
Doesn’t allow sharing
I guess to wrap up, it’s great they’ve actually
put it into an iPhone app, it’s fantastic they
included the entire catalogue and not some
cut down mobile version, but customers will
be disappointed with the experience and lack
of functionality for what is their entire 2010
cataglogue.
It desperately needs an individual product view
so you can click on items for more info. While I
think it’s critical to include share functionality,
as people tend to share from their mobile
like they are text messaging their loved ones! Therefore, our app should be:
And to not have a store locator seems almost
criminal to me?! Using nice interior photo to show the product
I guess it all comes down to budget, which Thumbnail Preview
this probably didn’t have much of, but it really Including all the product
feels like a massive missed opportunity and Interactive user interface
something that I wouldn’t have expected from Bookmark function
IKEA! Including basic information of i.d
Communicate with other users, comments, rating, etc
Allow Sharing to social network, facebook, twitter,
google+, etc

41. Design Application 41
Middle Term
Design Proposal
3. i.decorate
Concept
Name: i.decorate
Function
- Interior simulator
- Share to social network
- Products Preview
- Designers' Recommandation
- Shopping List
- Online Store(Long Term)
Interior Similator Designers' Recommendation
You can upload one of your house photo(In right Some of the designer may invited and display
angle), then you can put the produce into the their interior design and provide some tips for
photo and figure out the initial image. the users.
Share to social network Shopping List
While you finished decorating by the similator Automatically create a list about the products
you can share the rendering to socail which are dragged in to the photo and also
network(facebook, twitter, etc). User can receive calculating the sum of the products.
comment from their friends.
Products Preview Online Store(Long Term)
User can preview all the products in i.d. stores Can buy all the product from the shopping list
and it provides all the basic information about through the internet.
the products, such as designer, price, story, etc.

42. 42
Design Application
Middle Term
Design Proposal

43. Design Application 43
Long Term
Design Proposal
1. Interactive Screen
Issue
- Not enough space
- Too many products
Idea
- Interactive Display Screen
Aim
- Increase interspace
- Increase the Curiosity of consumer
- Consumers can get the product information
by themselves

44. 44
Design Application
Long Term
Design Proposal
Case Study
Interactive Screen
Introduction
A holographic screen is a display technology
that uses coated glass media for the projection
surface of a video projector. "Holographic"
refers to the coating that bundles light using
formed micro lenses. The lens design and
attributes match the holographic area. The
lenses may appear similar to the Fresnel lenses
used in overhead projectors. The resulting
effect is that of a free-space display, because
the image carrier appears very transparent.
Additionally, the beam manipulation by the
lenses can be used to make the image appear
to be floating in front of or behind the glass,
rather than directly on it. However, this display
is only two-dimensional and not true three-
dimensional.
The display design can use either front or The display design can use either front or rear
rear projection, in which one or more video projection, in which one or more video projectors
projectors are directed at the glass plate. Each are directed at the glass plate. Each projector's
projector's beam widens as it approaches beam widens as it approaches the surface and then
the surface and then is bundled again by the is bundled again by the lenses' arrangement on the
lenses' arrangement on the glass. This forms a glass. This forms a virtual point of origin, so that
virtual point of origin, so that the image source the image source appears to be an imaginary object
appears to be an imaginary object somewhere somewhere close to the glass. In rear projection (the
close to the glass. In rear projection (the common use case), the light passes through the glass;
common use case), the light passes through in front projection it is reflected.
the glass; in front projection it is reflected.

45. Design Application 45
Long Term
Design Proposal
2. Online Stores
Function
You can buy all the products from the shopping list on the internet.

46. 46
Design Application
Long Term
Design Proposal
Case Study
IKEA Home
Planning Tools
Introduction
IKEA provides 4 planning tools: Planner BESTÅ,
Planner BILLY, Planner PAX and Kitchen Planner
for helping customers to customize storage
combinations, for example, wardrobes and
cupboards. Customers can start customizing
from the existing templates or completely new.
Instruction videos are given when entering to the
main screen of the planning tools. Measurements
can be checked at any time by clicking the measuring
tape.
Products can be added to the combination are
shown on the upper left corner of the screen, while
tools of the planner are shown on the upper right
corner. Products are easily to be added to, modified
or removed from the combination, and price is
updated after every change. Plans can be saved,
opened and printed for purchasing.
Product list can be viewed for details and prices of
the products from the combination.

47. Design Proposal
47
Scenario

48. 48 References
http://www.ikea.com/ms/en_HK/rooms_ideas/planner.html
Design Proposal
(IKEA Home Planning Tools)
http://malar-avan.blogspot.com/2010/07/blog-post_4918.html
(Interior Design Picture References)
http://www.digitalbuzzblog.com/ikea-iphone-app-the-2010-catalogue/
(IKEA iPhone App 2010 Catalogu)
http://blog.insqribe.com/2009/09/27/qr-code-campaign-successful-australian-case-study/
(QR code Casestudy,Letterboxes)
http://www.lanecrawford.com/
(Lanecrawford)
http://www.altfield.com.hk/
(Altfield Gallery)
http://www.indigo-living.com/?gclid=COzjo83whqwCFaWL4godv1Qi-Q
(Indigo)
http://www.papyrusonline.com/
(Papyrus)

49. Reflection 49
Design Proposal
I am so glad that I can attend this design experience. During the training of module, I deeply know
the importance of marketing in design ,it is not only focus on design template or layout, but also the
marketing ,customer behavior and so on. It is a very valuable experience for us to directly understand
how to manage a brand .I also thank for i.d. , because they provide a learning platform for us ,moreover,
they are willing to give some suggestion.Besides, what I should learn is collect the file systematic, when I
make a process book, it is very confused, because the filename and location is not clear.
Overall, I also have a lot of improvement and I will enjoy my project .
Chow Tim Shing,Eric
This is the greatest chance to apply our design knowledge in brand design. During the process, we know
more about the procedure of building up or improving the brand such as what kind of marketing tools
are suitable to Find out and describe about the idea. Also, we had a good communication between each
group member. In additional, I think that to build up a website for i.d. stores as soon as possible is most
important because internet is conveniences to let more people know about i.d. stores and preview the
information. Finally, this is a great experience for us, thank you!
Leung Man Ho, Dell
Before studying brand design, I thought it is simply designing a logo for the client. However, now I know
that brand design is much more complicated than I thought after attending courses. A lot of complex
activities are needed to do in the beginning in order to know the situation of the client. In addition,
needs and wants of the client have to be made certain. The process of design comes way behind the
process of knowing the client. The steps of knowing the client, designing and even the promotions are
heavily related to marketing, which is new to us and we may not do the job very well due to lacking
previous experience. However we would like to thank i.d. Stores and HKDI give us a chance for applying
our skills and gain experience for further works.
MANGUS KWAN

50. 50 Reflection
Through visiting i.d. stores and doing research and analysis on it, I find that it is very interested to build
Design Proposal
a brand by knowing i.d. first. Difference character will be found which is very important to identify i.d.
store. For example, the friendly service of sales, innovative and functional products … Everything inside i.d.
stores tell people an unique story and help building a special brand for it.
This brand building experience inspired me to observe and analysis more. As those are important
elements to give insight for more development.
Moreover, this is the most enjoyable project I have be done, as we have a great communication between
group mates and we will listen and modify other idea and have a good development with common
consensus. Good communication is important for doing a group work.
Kwong Wing Yan
In this module, an objective of this project is to create a brand building exercise for i.d. stores.
Before the branding building for this retail shores, we learnt some basic marketing theory and
knowledge, such as marketing mix, swot analysis, position map, etc. I think these skills is very useful, we
can apply various skills to our project.
i.d. stores only used magazine and newspaper for promotion, as it is quite different to obtain second
hand research in internet, so it is very important to obtain information and research in on-site visit,
DNA workshop, and client meeting. After our first hand research, we analysis some points for further
development.
Base on the research, our group written a tagline for i.d. stores, we had many ideas on design
opportunities, but most opportunities were not relate to “Homely” tagline, we always confuse about it.
Then, we change the frame to “Be more innovation”.
In discussion, we all have many different points of view. Everyone has tried to express their own opinions
and suggestions, we didn’t have any argue. I think our communication were very well.
For develop the brand experience for customers, we set a short, medium, long term goal for i.d. stores.
For supporting our tagline “Be more innovative”, I redesign the packaging bag and suggest design a
website for decorate the home. The client said two ideas are very interesting. I got a great sense of
satisfaction.
No doubt, this project benefit to me, we do enjoy it so much when doing research, analysis, and
discussion to group members and feel satisfied with the final outcome and proposal.
Mak Chi Ching