PROFESSIONAL PRACTICE PORTFOLIO

RESEARCH

Chosen Field and Skills Required

I've always been unsure about my professional path, and I must admit that it may be a daunting decision, especially when you don't know where to start. I used to believe that I always wanted to be an interaction designer. However, after conducting extensive research, I realised I had completely misunderstood myself. I've always enjoyed doing other digital projects and Arduino projects and assumed they were part of my professional responsibilities as an interaction designer. I enjoy working on interactive digital projects and enhance the user's interactive experience on the project. Unfortunately, the responsibilities of an interaction designer varies somewhat. Interaction designers focus on how user interact with products and apply excellent communication principles to produce desirable user experiences. (Babich, 2019) Interaction design and UX design have a lot in common, but they aren't the same thing.

I have then assured that I enjoyed developing projects that incorporate movement and sound, such as videos, interactive components, animations, and so on. I knew that my basic drawing skills were lacking in comparison to many others, hence I always enjoyed transforming and combining my graphic design skills with technology to create apps, interactive pages, advertising, animation, 2d and 3d modelling and websites to make them more immersive and interesting. And this is what a digital designer does. Another reason I opted to be a digital designer is because there has been a tremendous shift from traditional media to online platforms, particularly after the outbreak of the Covid-19 pandemic, and almost every business now has a web presence, and they utilise online even more than print. Since there is so much brand and product rivalry online, it is more vital for a company to stand out via content and user experiences created through digital design. Digital design is the forefront of the digital revolution and is therefore extremely important to have.

As a digital designer, if you don’t have web skills nowadays, it will make it increasingly difficult to find an ongoing and stable job as the required skill set has stretched well beyond traditional graphic design. Other than technical skills, designers should never underestimate the value of soft skills in their employment. One of the very important one is communication. Collaboration is a two-way street that necessitates effective communication skills. Designers who are new to teamwork should practise expressing and accepting constructive feedback. Designers must communicate with their employers, clients, management, and other team members in order to obtain effective results and complete projects on schedule. (Fleck, 2020) In addition, time management skills are essential for delivering tasks on time as a digital designer. Whether you work as a freelance designer or for a specialty design agency, the ability to produce professional graphics to the demands of your clients is critical to your career growth. Being creative all of the time, especially when working with visual materials in front of a bright screen, may be exhausting and tedious. Designers must thus be able to manage their time in such a manner that they complete their task while being open to new ideas and future modifications in the project. Because, let's face it, objectives and requirements frequently change. (Polak, 2021)

Job Responsibilities and Career Path

As a digital designer, we can handle variety of tasks, create on-brand creative solutions ranging from logo design, branding, websites, product graphics, email templates, social media graphics, brand campaigns, and photography. Furthermore, we can design digital assets for both multimedia and graphics projects such as websites, mobile applications, advertising, animation, video games, and interactive displays to make it more interesting. Digital Designers boasts a broad skill set across a number of platforms including Photoshop, Dreamweaver, Illustrator, Muse, Premier Pro, After Effects, and InDesign. (Celarity, 2021) Digital Designers with this broad range of design skills may choose from a variety of employment in the Digital Design industry. With so many different roles to select from, we are not bound to a single, linear professional path. We may adapt our existing skills to a different sector of the digital design industry and see where it takes us. 

What was it like kick-starting your career in the new normal?

Unexpected incidents or shocks disrupt us out of our routines, jolt us out of our comfort zones, and challenge us to face critical issues about what matters and what is worthwhile to achieve. It's no surprise, though, that many people are reconsidering their jobs amid the current pandemic. When you don't know what the future holds, or when the path you thought you were on takes an unexpected turn, it's better to pursue a varied portfolio of alternatives than relying just on one. Even in happier times, changing careers is seldom a smooth transition. It's an unavoidably messy road of discovery, and to achieve it well, you must explore with, test, and learn about a wide range of possibilities.

So to begin my career in this new normal, I would first look for and research on any companies or roles that are relevant to what I am interested in. I wish to have the opportunity to gain additional experience that will allow me to sharpen my skills. Thus, I wish to work in a design studio that work with variety projects of different categories. This may aid me in my future career path. Now, most companies may have altered owing to features of day-to-day job as a result of the pandemic. (FutureLearn, 2021) Some companies' operational practices may change from what they were previously. For example,working from home. WFH may become a permanent reality for some in the future as more organisations learn that remote working is feasible and social distance rules stay in place even after lockdown is lifted. Employers have encouraged their employees to come in shifts and groups when lockdown restrictions are easing so that social distancing may still be practised. As WFH becomes more common and people learn to overcome its hurdles, many designers will need to find solutions to work without a commute, with roommates or children, or needing to handle work-life balance on an hourly basis. (Addams, 2020)

Most sectors of the economy had a disastrous year in 2020. However, the design industry has survived the worst, and some designers have even ended up better off at the end of the year than they were at the beginning. That makes sense, because with society shifting to the online for the majority of its operations, every business has become a digital corporation, and the need for outstanding design to differentiate a brand has never been more crucial. While we expect continued growth in demand for designers through 2021, this does not mean that the benefits will be spread evenly. Only those with the right skills and expertise will be able to get ahead of this trend. Furthermore, it is important to think thoroughly what I want to accomplish or where I want to be in the following five years. Thus, I can better organise my career path and achieve my goals step by step. Finally, as everything has gone online, it is critical to have a strong resume that represents my abilities and skills in order to find a job in this era.

Plan for career preparation

As a digital designer who prefers working in a studio, I believe it is critical for me to have an online presence through which I can demonstrate my skills and works. An online presence can be described by how easily a client can discover the business when looking for relevant keywords online, or by how many virtual touchpoints a client can interact with while understanding more about your brand, products, and services. (Experian UK, 2021) With a strong online presence, you will be highly visible on the internet and social media, making you significantly more discoverable to potential new clients. It is critical to develop unique strategies to boost your online presence. The traditional method of personally addressing potential clients will not work, at least not in current crisis. Thus, we must choose the best online platform to display our work and details. A good platform is also crucial since it will assist you to expose yourself to potential employers. They are one of the most cost-effective methods of communication with thousands of individuals and disseminate information to them. (Velocity Consultancy, 2020) Online profiles will provide you with greater exposure, increasing your chances of landing a better job and boosting your career. This is why an up-to-date profile is necessary; potential employers will want to learn more about your current information. A profile that is out of date will give employers the impression that you are not ready. 

They are a handful of the largest professional networking platforms in the globe. It's also one of the most influential social media networks, with millions of users and a variety of potential relationships. People use the site to connect and interact with business partners, clients, and coworkers. However, it can do so much more, such as boosting one's profile, increasing brand recognition, and assisting employers in hiring the appropriate personnel. 

Self-branding as Designer

1. Who are you...

A graduate of bachelor in Digital Media. Passionate and enthusiastic in exploring several interactive digital design projects. I hope to develop meaningful connections between brands and people via exceptional graphics and digital design services. Always believe that patience is the ideal remedy to every issues and excited to develop my creative skill set further.

2. Mission...

To provide high quality creative services in all design & communication fields with professionalism, enthusiasm and dedication

3. Vision...

Inspiring people through art, making great things together

4. Core Values...

C.O.N.N.E.C.T

C  - Creativity is problem solving, and always believe in solving the impossible

O  - Opportunities, believe that possibilities are endless

N  - New implementations to keep enhancing and improving skills

N  - Never satisfied, believe deeply in perfection and continually strive to be better

E  - Experimental and keep trying to stand out through the work 

C  - Curiosity, unending desire to learn and improve

T  - Trust me and I will not let you down

References

FutureLearn. 2021. How to Get a Job in the New Normal - Tips and Advice - FutureLearn. [online] Available at: <https://www.futurelearn.com/info/blog/how-to-get-a-job-in-the-new-normal> [Accessed 2 October 2021].

Babich, N. 2019. Interaction Design vs UX: What's the Difference? | Adobe XD Ideas. [online] Ideas. Available at: <https://xd.adobe.com/ideas/principles/human-computer-interaction/what-is-interaction-design/> [Accessed 9 October 2021].

Celarity. 2021. Digital Designer. [online] Available at: <https://www.celarity.com/job-description/digital-designer/> [Accessed 6 November 2021].

Fleck, R., 2020. 5 soft skills every graphic designer needs for a successful career. [online] Dribble. Available at: <https://dribbble.com/stories/2020/08/25/graphic-designer-soft-skills> [Accessed 6 November 2021].

Polak, P., 2021. Designers' Must Have Skills That You Need For Your Team - INVO Blog. [online] INVO Blog. Available at: <https://invotech.co/blog/designers-must-have-skills-that-you-need-for-your-team/> [Accessed 6 November 2021].

Ibarra, H., 2020. Reinventing Your Career in the Time of Coronavirus. [online] Harvard Business Review. Available at: <https://hbr.org/2020/04/reinventing-your-career-in-the-time-of-coronavirus> [Accessed 6 November 2021].

Addams, R., 2020. 10 Ways Coronavirus Changed Lives of Graphic Designers. [online] ZD Blog. Available at: <https://www.zilliondesigns.com/blog/ways-coronavirus-changed-lives-graphic-designers-2020/> [Accessed 6 November 2021].

Velocity Consultancy. 2020. Importance of Online Presence for Businesses. [online] Available at: <https://www.velocityconsultancy.com/importance-of-online-presence-for-businesses/> [Accessed 6 November 2021].

Experian UK. 2021. 6 ways to strengthen your online presence to benefit your business. [online] Available at: <https://www.experian.co.uk/blogs/latest-thinking/small-business/6-benefits-to-an-online-presence/> [Accessed 6 November 2021].

Mindtools.com. 2021. How to Use LinkedIn Effectively: Getting the Best from the World's Biggest Networking Site. [online] Available at: <https://www.mindtools.com/pages/article/linkedin.htm> [Accessed 6 November 2021].

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BRAND IDENTITY CONCEPT

Logo Design : 

Previously, in another module, Professional Experience, I created for myself a personal brand identity. However, I am not satisfied with the entire design and colour palette. A logo is much more than simply an image; it is a point of recognition for clients and a crucial basis for your branding. A great logo makes us stand out and can make us look more professional, established, and skilled than we are. (Invoice Ninja. 2021) It is a simple approach to show potential clients that our services are professional, trustworthy, and of high quality. Hence, I decided to experiment with several logo designs and drew some sketches for it.

Logo Design Sketches

Fig 1 Logo Sketches

Logo Design

After I complete brainstorming and sketching, I digitally implement the design. After illustrating it, I experimented with different colours. Instead of bright and bold colours, I like darker hues to keep things minimal yet classy. Dark Tones are frequently linked with power, elegance, and formality. (Chapman, 2021) 

Fig 2 Logo Design

However, after trying out colours on these logos, I felt the first design is a little too complex. Only the diagonal lines are visible when seen from a distance. The letter 'N' is not easily noticeable. The bottom logo, on the other hand, seems unnecessarily plain. As a result, I reasoned that I could repurpose my prior logo by simply changing the colours. Instead of the former bright blue and beige colour palette, I should use the current colour palette. It has the potential to alter the overall appearance and feel of my logo.

Final Logo Design

My branding's final logo and art direction are shown here. I chose greyish-blue and white as my brand identity colour palette. Blue is a serene and peaceful hue that symbolises intelligence and responsibility. Dark blue can represent depth and power. When it comes to business logos, it is the most preferred colour in the world. It's the colour of choice for reputable business organisations, and it's frequently used in conjunction with a mature grey. (Lundberg, 2019) White, on the other hand, may serve to portray cleanliness and simplicity and is commonly used in minimalist designs which fits in to my idea well. (Chapman, 2021) 

Final Logo by LEE SUE ANN on Scribd

Name Card Design :

After done with logo design, I explored on the name card reference that I desired before beginning on the name card design. Name card is important as it not only conveys essential personal contact information such as name, title, email, website, address, and phone number, but it is also frequently the first exposure to the overall image of the business. The business logo is clearly displayed for brand identity. (Preston-Loeb, 2017) Hence, listed below are some of the references that I consider relevant to my interests.

Name Card Reference

Fig 3 Name Card Reference

Fig 4 Name Card Reference

Name Card Layout Design

After reviewing on several references, I created some alternate layout ideas for the name card, which are shown below. I try to keep my name card design simple and minimal so that the information on it is easy to read. It is critical to be precise about the information on your business card. The effective use of white space, including content on only one side, helps clients to easily retain information. Furthermore, an eye-catching business card captures the attention of clients and allows you to network more successfully. (Gregory, 2019)

Fig 5 Name Card Design

The final version of my name card is as below, which I have applied my branding colour to both layout. 

Fig 6 Name Card Final Design

Resume Design :

In today's employment market, the resume is the most requested criterion by potential employers. Before taking the time to interview you, an employer wants to know you — on paper.. (Roguecc,  2021} How you present your resume to that employer may and will make all the difference. A resume is an overview of your qualifications, skills, and accomplishments. It demonstrates to a potential employer what you have done in the past, describes your skills and abilities, education and job experiences, and, most significantly, your achievements with former employers. Resume is kind of an advertising. It promotes you, your unique talents and qualifications, and the benefits you can offer. The resume is what gets you the interview. Hence, before I begin my design, I did some research on how to build a decent resume.

Resume Reference

Fig 7 Resume Reference

Resume Draft

Resume Draft by LEE SUE ANN on Scribd

Resume Layout Design

This is the initial version of my resume design. After some feedback from my lecturer, I realised that I forgot about the resume's background colour. It is not recommended to use a dark colour for the background of a resume. This is to guarantee that the reader does not find it difficult to read. Furthermore, the margins and padding in my layout appear to be a little too packed, which makes everything look cluttered. Moreover, it is recommended that we specify our exact profession in the profile so that readers are not left hanging after reviewing your resume. My resume, likewise, lacks a hierarchical structure. The largest font used is on the 'Let's Work Together' wording. Instead, it should be applied to my name so that the employer remembers me after reading a large number of resumes.

Fig 8 Resume Design

Here's how I improved the resume design. I've changed the background of my resume to white and increased the margins to make it seem cleaner and simpler to read. In addition, I made some changes to my profile so that it explicitly indicated my profession. Since the resume only utilises one colour, the font size has been changed based on the importance of the information. This is to help  the reader to notice larger elements more readily.

Fig 9 Resume Final Design

References

Invoice Ninja. 2021. The Importance of a Good Business Logo for Freelancers | Invoice Ninja. [online] Available at: <https://www.invoiceninja.com/the-importance-of-a-good-business-logo-for-freelancers/#:~:text=A%20great%20logo%20makes%20your,type%20of%20clients%20you%20attract.> [Accessed 16 October 2021].

Chapman, C., 2021. Color Theory for Designers, Part 1: The Meaning of Color — Smashing Magazine. [online] Smashing Magazine. Available at: <https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/#:~:text=Black%20%23,evil%2C%20death%2C%20and%20mystery.&text=Black%20can%20make%20it%20easier,and%20mystery%20in%20a%20design.> [Accessed 16 October 2021].

Lundberg, A., 2019. Color Meanings and the Art of Using Color Symbolism. [online] 99designs. Available at: <https://99designs.com/blog/tips/color-meanings/> [Accessed 16 October 2021].

Preston-Loeb, K., 2017. The Importance of Carrying a Business Card. [online] Furia Rubel Communications, Inc. Available at: <https://www.furiarubel.com/news-resources/importance-carrying-business-card/> [Accessed 16 October 2021].

Gregory, A., 2019. 7 Rules of an Effective Business Card. [online] The Balance Small Business. Available at: <https://www.thebalancesmb.com/effective-business-card-2951735> [Accessed 27 August 2021].

Roguecc.edu. 2021. Why you need a Resume. [online] Available at: <https://www.roguecc.edu/emp/Resources/resume.asp> [Accessed 3 September 2021].

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PORTFOLIO WEBSITE

Portfolio websites are essential for graduates in the digital era. While some can distribute business cards to potential clients and others such as photographers, can provide physical portfolios, a portfolio website allows design graduates in the new norm to reach for more clients on a global scale. It is used by working professionals, companies, and students to present a selection of their greatest work as well as their accomplishments, skills, and growth. It also allows us to be creative with the information and precise details about ourselves and the job that we provide. Each piece of work is a genuine reflection of our learning and is intended to showcase our current knowledge and skills. Portfolios, as opposed to resumes, provide examples of work that we have created on our own. Dr. Greg Williams, the Director of the University of Maryland, states that "an individual with a well-designed and well-developed portfolio would stand out while competing for a profession." (Snow, 2017) When it comes to portfolio websites, minimalism is definitely the way to go. We are trying to attract new clients with our work, hence, it is important to choose a design that draws attention to our portfolio and any information included regarding our service, instead of away from it.

Portfolio Website Reference

Fig 10 Portfolio Website Reference

Portfolio Website Content Draft

Before creating the portfolio website, I planned and categorized the works that I wanted to publish. It is crucial to pick your work wisely, displaying your finest work, as this may influence the employer's hiring decision. As a result, I made a list of what needed to be included on my portfolio website.

Home - main page to access menu bar

Creation (list of works)

    1. Breakthrough (illustration)
    2. Unleash with H'ana (transmedia project)

    3. Musa (brand identity)

    4. Anne's Fried Rice (motion graphic)
    5. Good Day, Good Start, Good World (advertising)

    6. Time Machine (arduino project)
    7. No More Jelly Day (arduino project, advertising)

    8. Ikii Collab (illustration)

    9. Clickjoy (UI/UX design)

    10. Vans Collab (photography)

    11. Om Nom (interactive project)

Showreel 

Designer - resume, contact

Portfolio Website Layout

After drafting, I proceeded to layout design with Adobe Illustrator in order to have a clearer vision of my website. I tried some of my past works on both a dark and a light background to see which looked better. In addition, I developed a couple layouts for the artwork page to ensure that it appears nice and clear in order to display my work adequately.

Portfolio Website Layout by LEE SUE ANN on Scribd

Portfolio Website Progress

For my Home, Designer, and Showreel sites, I used a dark background. However, on pages with artwork, I choose a light backdrop. This is to enable contrast for my artwork, which is mostly colourful, so that it can attract the eye of the client at first glance. For the artwork layout page, I went with a one-page view design rather than a scrolling view. This is to make it easier for the client to see the work in a single view rather than scrolling.

Fig 11 Portfolio Website Progress

Fig 12 Portfolio Website Progress

Fig 13 Portfolio Website Progress

Fig 14 Portfolio Website Progress

Fig 15 Portfolio Website Progress

Fig 16 Portfolio Website Progress

Fig 17 Portfolio Website Progress

I started executing my design on Wix and show my progress to lecturer. However, there are few issues that I faced during progression and lecturer provided some remarks and suggestions. First, on the Home page, the font size of my name may be increased to emphasise it as the headline. Next, for the Designer page, it is advised that the white outline of the image be removed so that it fits the tone of the Home page. Third, the overall composition and proportion of the Creation page appear to be overly large. The same goes for the individual artwork pages. This is due to the fact that varying screen sizes cause some areas to disappear from view. As a result, certain modifications needed to be done to improve the user experience on my portfolio website.

Portfolio Website Progress

This is the link to my Portfolio Website

Here are some preview of the final design of my portfolio website:

Fig 18 Portfolio Website Home Page

Fig 19 Portfolio Website Showreel Page

Fig 20 Portfolio Website Designer Page

Fig 21 Portfolio Website Creation Page

Fig 22 Portfolio Website Creation Page

Fig 23 Portfolio Website Artwork Page

Fig 24 Portfolio Website Artwork Page

References
Snow, S. 2017. What Is the Purpose of a Portfolio? Career Trend. Available at: <careertrend.com/what-is-the-purpose-of-a-portfolio-13638150.html> [Accessed 2 October 2021].

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SHOWREEL

Showreel serves just as our resume. It is the video where every ounce of our best work should be put in to illustrate not just what we have created, but also the diversity of our editing and ability to show different styles. It must demonstrate our most inventive ideas in order to persuade a potential client to a reason to hire. (Estrada, 2017) So, there are a few things to keep in mind. First of all, a showreel should be maintained to a decent length and tempo, ideally between 1-3 minutes. It is important to ensure that each clip does not take up too much time in the showreel and that they are not repeated. This is to ensure that the showreel is fast paced enough to show a variety of works and footages without overwhelming the viewer. It must immediately capture people's interest and maintain it for the duration of the video since it is a reflection of us and our work. Furthermore, it is necessary to maintain consistency. Make sure it's one whole composition with the same music, cutting tempo, and concept. Everything must be kept in line with the goals and objectives, and have a plan ahead. (The Crewing Company., 2016.)

Showreel Design Reference

Before beginning the showreel, I discovered several references on how others look and have a general idea of the art direction for my showreel. In addition, I did some research on how the portfolio transition may be made. Here are some references:

1. Buff Motion, 2021. Buff Showreel 2021. [video] Available at:   

    <https://www.behance.net/gallery/126641885/Buff-Showreel-2021> [Accessed 23 October 2021].

2. Wong, D., 2020. Showreel 2020. [video] Available at: 

   <https://www.behance.net/gallery/96211357/SHOWREEL-2020> [Accessed 23 October 2021].

3. Buff Motion, 2020. Buff Showreel 2020. [image] Available at: <https://www.behance.net/gallery/103677967/Buff-Showreel-2020> [Accessed 23 October 2021].

Fig 25 Showreel Reference

Showreel Content Draft

1. Branding
2. Musa
3. Unleash with H'ana
4. Ikii Collab
5. Breakthrough
6. Clickjoy
7. Anne's Fried Rice
8. Om Nom
9. Good Day, Good Start, Good World

I've done some storyboarding for my showreel so that I can visualise how each scene's transition would appear. Here's how the storyboard looks before I begin making it into animation with Adobe After Effects.

Fig 26 Showreel Storyboard

Fig 27 Showreel Storyboard

Showreel Progress

For my showreel's background music, I decided to choose the music that I felt is more fitting to the idea of my showreel, which is faster and more energetic, and has stronger rhythms to mesh well with my transition. I first rearranged some graphics in Illustrator and Photoshop especially for website and app elements. This is intended to make the entire process run faster in After Effects. 

Fig 28 Showreel Progress (Breakthrough)

Fig 29 Showreel Progress (Unleash with H'ana)

Fig 30 Showreel Progress (Clickjoy)

Fig 31 Showreel Progress (Musa)

Fig 32 Showreel Progress (Unleash with Hana Apps)

The following is an initial draft of my showreel:

Following are the weekly progress updates with lecturer on my development of animating the showreel in Adobe After Effects:

Fig 33 Showreel Progress

Here's the second draft of my showreel:

The last scene, which focuses on one of the project's merchandise, appears to be repetitive. To minimise confusion, changes have to be made to the content. Additionally, the music may need to be changed to fade away towards the end rather than ending abruptly. As a result, several revisions were necessary.

Link to showreel 

References

Estrada, J., 2017. The Importance of a Showreel. [online] Medium. Available at: <https://medium.com/@JackdMedia/the-importance-of-a-showreel-6e16c03f04a3> [Accessed 23 October 2021].

Freelance Video Production | The Crewing Company. 2016. Our top tips for creating your Showreel. [online] Available at: <https://thecrewingcompany.com/our-top-tips-for-creating-your-showreel/> [Accessed 23 October 2021].