Amelia Intan Cahyani/ 0355211
Major Project 02 Bachelor of Design (Hons) in Creative Media
Instruction
Week 01
In Week 1, the project began with initial ideation and proposal
development, focusing on defining a strong core concept for the LOCO
(Accessories Customization Kit). Feedback highlighted the need to refine
the main objective, strengthen the problem statement, and ensure the
concept is both clear and compelling to users. There was also an
emphasis on conducting deeper research into DIY culture and
personalization trends, as well as identifying gaps in the accessories
market. Based on this, actions were taken to refine the project
direction, develop clearer objectives, explore multiple product series,
and begin establishing a consistent brand identity alongside early logo
exploration.
Week 02
In Week 2, the project direction shifted significantly following feedback to
move away from the advent calendar format toward a more flexible and scalable
concept. A seasonal subscription-based model was introduced, inspired by
curated product experiences, allowing users to receive personalized accessory
kits tied to different occasions. This required redefining the overall
concept, aligning the problem statement and objectives with the new direction,
and exploring seasonal themes such as cultural and festive events. Efforts
were focused on building a stronger personalization system and repositioning
the brand to emphasize emotional connection and recurring engagement.
Week 03
In Week 3, the focus moved into brand development and concept refinement.
Logo exploration was pushed further, particularly with the square-based
direction, while ensuring it aligns with the playful yet structured
identity of LOCO. The brand positioning was strengthened to emphasize
accessories as a form of self-expression rather than simple decoration.
The seasonal concept was further justified by connecting it to cultural
diversity and identity, while maintaining an element of randomness.
Additionally, a structured color strategy was developed, separating core
brand colors from seasonal variations, and the project expanded to include
development of at least one fully realized seasonal concept.
fig 1
Week 05
In Week 5, the project reached a more stable stage in terms of visual
identity, with confirmation that the logo, typefaces, and color palette
were suitable to proceed. This marked a transition from exploration to
execution. The focus shifted toward refining design consistency,
particularly in typography alignment, and finalizing the logo. Efforts
were also directed at polishing and completing design outputs in
preparation for the final outcome, ensuring cohesiveness across all brand
applications.
Week 06
This period was dedicated to independent progress and production. This
phase involved continuing the refinement of design elements, finalizing
deliverables, and ensuring all components aligned with the established
brand direction and concept and also printing.
fig 2
Week 07
In Week 7, the project progressed to the presentation stage, where
outcomes were compiled and presented for evaluation. Although detailed
feedback was not recorded, this milestone marked the culmination of
prior development work. The focus during this week was on preparing
presentation materials and showcasing the overall concept, branding, and
design execution of LOCO.
fig 3 printing outcome
Final Submission
Final Proposal:
Final PPT
Brand Guidelines:
Feedback
Reflection
LOCO is kind of like my first child not in a dramatic way, but in the sense that I’ve spent an unreasonable amount of time thinking about it, stressing over it, and figuring it out as I go. It started off full of excitement, ideas, and possibilities, but quickly became more challenging than I expected. I went through multiple directions, from playful concepts like games and DIY kits to the advent calendar idea, thinking I had something strong, only to realize it wasn’t sustainable or flexible enough. Letting go of that idea was tough, especially since I had already invested so much into it, but it pushed me to rethink what LOCO really stands for.
The process itself was messy and rushed due to the short semester, and there were many moments where I felt stuck and unsure if my direction even made sense. Balancing a loud, expressive concept with a clean and cohesive brand system was especially challenging. But through feedback and constant refinement, things slowly started to click the direction became clearer, the system felt more structured, and LOCO began to feel like an actual brand instead of scattered ideas.
It’s not perfect, but it feels considered. More importantly, it reflects the process the trial and error, the adjustments, and the amount of thought behind every decision. In the end, LOCO became more than just a project; it became a reflection of how I learned to adapt, let go, and trust the process, even when everything felt uncertain.
Thank you to my friends (especially Sorcha) for helping me emotionally throughout the way <3
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