The aim of this project is to introduce you to the concepts surrounding visual identity and brand strategy design.

You will be building upon your previous knowledge of logo design while learning more about identity design and brand strategy as well as how to implement and roll out a system across a variety of mediums. Alongside this, you will be learning about how to collaborate and work within a team and with a client in mind.

这个项目的目的是向你介绍视觉识别和品牌战略设计的概念。

你将建立在你之前的标志设计知识的基础上，同时学习更多关于标识设计和品牌战略以及如何在各种媒介中实施和推广一个系统。除此之外，你还将学习如何在团队中协作和工作，并牢记客户。

Based on the last assessment, your company has been hired once again to produce a Visual Identity System alongside with promotional products to aid student recruitment activities for 2021 on behalf of Jinhua Polytechnic Waikato International College. 

Part 1: Due on week 13 - Session 23
Part one of this project is to design and develop a brand strategy document detailing the brand values, purpose, mission, target audience, value proposition statement of your client.

Brand Strategy Technical Requirements:

• Brand values, purpose and mission

• Target audience

• The overarching idea

• A4 document detailing;

Part 2: Due on week 13 - Session 24
Part two of this project is to take your brand strategy document and to begin developing your identity, considering all research and documentation from part 1 of this project.

Part 3: Due on week 14 - Session 25
You will present a pitch to the client. This should include at least the logo, brand assets including colour and typography as well as 2 mock-ups of various collateral that could be used for the recruitment purposes of Jinhua-Wintec International College, these could include brochure, App Prototype or business cards etc. You will receive feedback and will need to reflect on and action this as a group.

Identity Pitch Technical Requirements:

• App Prototype

• Brochure

• Business card etc.

• Logo pack with CMYK, RGB and Spot colour spaces provided (appropriate file types for each)

• 2 Mockups of various collateral including but not limited to;

Part 4: Allocation of duties on week 14 - Session 26 
For this aspect of the project, you will be allocating roles to each member of the group, the roles are as follows; Designers who responsible for Website/App prototype, social media, Promotional Items x 2, brand guidelines and a project manager.

Each group will have one project manager who will lead the group and will be communicating with the client to ensure that key timeline points are met and communicated. You will need to decide as a group who will be taking on what role and how you will split the workload. Communication is an important part of this project so keeping communication clear and concise is key. 

Throughout the course of the project, you will need to document your individual contributions to your group's project workbook. This may be presented in any format (analogue or digitally) you like, some ideas could include a journal, photos with captions, video diary etc…you will also be writing a critical evaluation of your individual contribution to the project.

Alongside this, you will need to document your entire working process including your research, creative direction, sketches, digital concepts, testing, refinements and critiques with in-depth critical reflection and justification for all your design decisions.

Part 5: Groupwork Final Submission on Week 16 - Session 30:
Final VIS and all design output technical Requirements: :

As a group, you will be allocating roles to roll out the chosen identity system. The given roles are as follows; (Note: You may have more than one person per role)

1. Website / App prototype: You will need to do a homepage, about page, programmes and contact page. 

2. Social media(s): You will be creating a series of assets for Tiktok (Promotional videos) and Weibo (Story and promotional written content for promotional purposes). The content of the assets will be decided upon as a group however you will need to insert the branding identity into these media. These will need to be in the appropriate file format required by each platform

3. Promotional items x 2: You will be mocking up suitable promotional items. You will need to take into consideration the strategic document and brand guidelines when designing the package. The packaging should be an experience for the audience

4. Project Manager: You will be tasked with creating timelines, key WIP presentation points and communicating with your group and the client. You may need to fill space where need to be and therefore may need to work across multiple projects. You will oversee emailing, slack messages, presentations and setting up a meeting for your team.

5. Brand Guidelines: You will be tasked with creating the brand guidelines document to include the strategy, brand colours, typefaces, type rules, logo requirements, clear space and use of any brand assets.

Submission: 

• Workbook documenting all your working processes, reflection, research and analysis as well as your individual contribution to the group project. Ensure that it is named correctly, added to the correct team and shared with your tutor(s).

• Group to upload identity and strategy document files uploaded to Moodle - week 13 - Session 23

• Project manager to upload relevant packaged and compressed group files to Moodle - week 16 - Session 30

• Project manager to upload CMS website link to Moodle - week 16 - Session 30

根据上一次的评估，贵公司再次受聘为金华理工学院怀卡托国际学院制作视觉识别系统，同时提供促销产品，以协助2021年的招生活动。

第1部分：第13周-第23课时

本项目的第一部分是设计和开发一份品牌战略文件，详细说明品牌价值、目的、使命、目标受众、客户的价值主张陈述。

品牌战略技术要求：

A4文件详细说明；

品牌价值、宗旨和使命

目标受众

总体思想

第2部分：第13周到期-第24课时

这个项目的第二部分是采取你的品牌战略文件，并开始发展你的身份，考虑所有的研究和文件的第一部分的项目。

第3部分：第14周-第25课时

你要向客户推销。这至少应包括徽标、品牌资产（包括颜色和版式）以及2个可用于金华文泰国际学院招聘目的的各种抵押品的实物模型，包括宣传册，应用程序原型或名片等。你将收到反馈，将需要反思和行动这一组。

标识间距技术要求：

提供带有CMYK、RGB和专色空间的徽标包（每种颜色都有相应的文件类型）

2各种抵押品的实物模型，包括但不限于：；

应用程序原型

小册子

名片等。

第4部分：第14周-第26课时的职责分配

对于项目的这一方面，您将为团队中的每个成员分配角色，角色如下：负责网站/应用程序原型、社交媒体、促销项目x2、品牌指南和项目经理的设计师。

每个小组将有一名项目经理领导小组，并将与客户沟通，以确保关键时间点得到满足和沟通。您需要作为一个团队来决定谁将承担什么角色，以及如何分担工作量。沟通是这个项目的一个重要部分，所以保持沟通的清晰和简洁是关键。

在整个项目过程中，您需要将个人贡献记录到小组的项目工作手册中。你可以用你喜欢的任何格式（模拟或数字）呈现，一些想法可以包括日记、带标题的照片、视频日记等……你还将对你个人对项目的贡献进行批判性评估。

除此之外，你还需要记录你的整个工作过程，包括你的研究、创作方向、草图、数字概念、测试、改进和评论，并对你所有的设计决策进行深入的批判性反思和论证。

第5部分：第16周第30课时集体作业最终提交：

最终VIS和所有设计输出技术要求：

作为一个组，您将分配角色以推出所选的标识系统。给定的角色如下所示；（注意：每个角色可以有多个人员）

网站/应用程序原型：你需要做一个主页，关于网页，程序和联系页。

社交媒体：你将为Tiktok（宣传视频）和微博（用于推广目的的故事和宣传书面内容）创建一系列资产。资产的内容将作为一个组来决定，但是您需要在这些媒体中插入品牌标识。这些文件需要采用每个平台所需的适当文件格式

促销品x2：您将模拟合适的促销品。在设计包装时，您需要考虑战略文件和品牌指南。包装应该是观众的一种体验

项目经理：你的任务是创建时间表，关键的WIP展示点，并与你的团队和客户沟通。您可能需要在需要的地方填充空间，因此可能需要跨多个项目工作。你将监督电子邮件，松弛的信息，演示和为你的团队安排会议。

品牌指南：你将负责创建品牌指南文件，包括策略、品牌颜色、字体、字体规则、徽标要求、空白空间和任何品牌资产的使用。

提交：

记录你所有的工作过程，反思，研究和分析，以及你个人对小组项目的贡献。确保其名称正确，添加到正确的团队中，并与您的导师共享。

小组上传身份和战略文件上传至Moodle-第13周-第23期

项目经理将相关打包和压缩的组文件上传至Moodle-第16周-第30课时

项目经理上传CMS网站链接至Moodle-第16周-第30课时