brochure design proposal report - phd

7/29/2019 Brochure Design Proposal Report - PHD

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PHD

Company’s Profile Design Report

Four Donuts Design Sdn. Bhd.

(603) 6362 8766(603) 6326 8755

No. 3, Level 2, Block C2 (C2-2-3)Publika Solaris Dutamas, Jalan Dutamas 1,

50480 Kuala Lumpur, Malaysia.

Submitted to — General Manager

Corporate Communications Division

402, Level 4,Tower D Uptown 5

No. 5, Jalan SS21/39Damansara Uptown Petaling Jaya

Selangorn Darul Ehsan 47400Malaysia.

Tel: 603 7651 9888Fax: 603 7665 8818

Email: [email protected]: http://www.phdnetwork.com

mailto:[email protected]

mailto:[email protected]



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Contents

1. Summary 4

2. Aim 5

3. Problem Statement 6

4. Design Objectives 7

5. Technical Approach 8

5.1 Identifying Needs of Customers5.2 Identifying Target Specifications

5.3 Generating Design Concepts

5.4 Selecting Design Concept

7. Inspiration 10

8. Layout 11

9. Design 12

10. Project Management 14

11. Conclusion 16

12. Team’s Credentials 17

13. Brochure Layout 18

14. Resumes 20



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15. Résumés of Team Members 20

8.1 Mohamed Rafique bin Ramlan

8.2 Dashenee Huthama

8.3 Kelvin Chee

8.4 Nashriq Ismail Sabri



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Summary

In overview of the fundamental needs of this project and based on the requirements listed

by PHD, we propose a effective and unique company ’s with the goal of delivering a favouredassociations with the image of the company in the eyes of the public.

This company’s profile, retain the key features such as the company profile, objectives, as

well as products and services. Emphasis will be given to the concept of establishment and

innovation to enhance the company’s image .

A company profile is an essential part of how a company externally communicates with the

customers, investors and the general public. A good company profile should reflect the overall

image of the company. It is important that the content and design of the company profile project

desirables associations with the company. It is not only meant for delivering information

concerning a company and its product or services to the company, but to also make sure the

company’s presence resonates clear in the mind of potential customers and the in vestors. Despite

the advent of communications through online means, a company profile is still a vital tool for a

company to connect with the people, whether they are investors, suppliers, consumers and even

the public.

Although the traditional method of printing out and handing out brochures may not be the

most efficient, considering the low cost and instantaneous nature of online communications, a

company profile has been proven to still be highly effective in fostering a genuine communication

with the people involved in the business. Thus, it is easy to figure out why the business of

designing company profiles is a lucrative one, as there are many big companies that are willing to

invest considerably to a top notch communications with the people that made the business what

it is.



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Aim

The aim of a company’s profile is to produce a literature that not only provides all the

information necessary concerning the company to the public, but to also create desirable

associations about the company in the mind of the clients. This is crucial to instill a strong

company’s image in the eyes of the customers. For example, PHD’s company’s brochure has an

overall background colour of dark blue, and this may create an impression of seriousness and

establishment in the perspective of the clients.

PHD prides itself as a company that has been well established, boasts a top notch service

and being very client oriented. Its mission is to strive to meet the expectation of the clients and

beyond. Of course, in order to achieve this, they believe in sustaining a progressive work

environment in the office and maintaining high work ethics in the company.

Other than that, PHD aims to project an image of cutting edge advancement and

modernity, which should be in correlation with a communication company. PHD believes that with

smart use of modern technological tools, it can provide the clients with the most efficient and

effective method of advertising their business. On top of being highly established, they also

wished to be regarded as a company with an open mind that is willing to push the boundaries that

the clients set for them.

With the right use of design elements and principles, it is possible for PHD to project these

images that it desires to be associated with them to the clients.



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Problem Statement

PHD now has to compete with numerous other communication companies in Malaysia. In

order to compete, it needs to be adaptive to new ways of media and technology to stay on top of

the game. To keep up with its rivals, it needs a more fluid method of doing business.

Thus, this company’s profile is meant to successfully visually communicate its ability to do soto the clients.



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Design Objectives

The objective of this company’s profile is to deliver a favourable image of PHD to the clients

and the public. In order to achieve this objective, the company’s profile must be able to:

1) Recreate the company’s brand image.

2) Attract new clients.

In order to create a new recreating a new brand experience, the design must mirror and

showcase values of the new brand quality, which is about establishment and trustworthiness. The

design of the new company’s profile must showcase the old and new quality of the company. Thiswill allow for a successful reintroduction of the brand name to the clients.



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Technical Approach

The technical approach refers to the plan of action to achieve the desired objectives. It

must consist of detailed work activities that need to be completed. Teams with specific operationswill be established.

The Research Team will be responsible for information gathering and market surveying to

establish a basis for the beginning of the design. The Design Team will take charge of producing

concepts, scamps and overall features to be viewed and confirmed by the client.

The stages to be taken are as follows:

1) Identifying Customer Needs

2) Identifying Target Specifications

3) Generating Design Concepts

4) Selecting Design Concepts

Identifying Customer Needs:

A thorough research will be conducted via surveys, statistics and other information gathering

techniques to identify what the customer preferences and how they really think. Consumer buying

behaviour will be weighed against the power of media persuasion to reveal what they really want.

Identifying Target Specifications:

Taking wing from the first stage, the research will be directed to focus on the specific target

audience demographic. Product brands and popular culture influences will be sampled and tested

to prove and strengthen the research material.

Generating Design Concepts:

Based on the results of the research, the Design Team will then proceed to create concepts

reflective of the objective. Scamps and mood boards will be presented to maintain focus as well as

explore ideas. The main concept will be materialized at this stage.

Selecting Design Concept:



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In the final stage, a board meeting will be held between the Project Advisors and the company

representatives to present the design concepts. The best concepts will be laid down for the client

to choose and as they see fit, request for amendments and changes.



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Inspiration

The company’s main idealism and philosophy serves to be the main source of inspiration that

shapes the design of the company’s profile. As known, the company is a solid, well established institution.

Its many experiences in successful communication ventures have gained unwavering trust of its clients,

new and old. However, it is also a company that believes that the only way to prosper in the future is to be

adaptable to quick changes in this era. It must have the capability to be ‘fluid’ with the way of th eir works,

but also maintain a grounded philosophy that has made it what it is today. The different nature of these

thoughts is believed to be the inspiration for the unique shapes that is placed quite numerously throughout

the company’s profile.

These unique shapes are inspired from the shape of a leaf. However, these shapes are composed of

two types of shapes, that is the organic and the geometric. These shapes illustrate well the company’s

ability to adapt to new changes in terms of communication technology, but at the same time be true to its

own identity. They also convey a message of traditional hard work, but believe that it must be

complemented with innovative thinking and ideas to enable them to deliver what is the best for the clients.

In other words, these shapes represent the whole identity of PHD and what it strives to be. Its

repetitive presence in the pages of the company’s profile ensures that this projection of PHD continues to

resonate strongly in the minds of the clients.



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Layout

The overall layout of this company’s profile is simple and minimalistic. This reflects the company’s

work culture that has no frills, professional and direct. PHD prides itself as a company that does not believe

in confusing its clients with bombardment of useless information. Instead, it focuses on true eloquence,

and only includes content that the customers would need and want to read, and nothing more. The simple

and clean layout also signifies the company’s transparency and integrity while hand ling business with the

clients. After all, the company’s profile is meant to inform the customers, not overwhelm them.

There are also proper balance given to the saturation of the words and visual imagery used in the

company’s profile. Of course, the sub titles are placed slightly right above the text with slightly bigger and

bolder fond so that the reader could differentiate it easily.

The titles or headings in the company profile are large in size, using clear and bold fonts. This is

meant for the ease of the clients who read the company’s profile and avoid any confusion. However, the

positions of the headings are changed from pages to pages. This reflects the company’s philosophy to not

shy away from changes and are able to adapt to changes in the market. It also implies that PHD is able to

think of innovative ways and bend the rules to give the clients the best of what they paid for.



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Design

There are many different aspects of designs in this company’s profile that can be studied. In terms

of the lines, the design of this profile maintains mostly straight lines, from the alignments of the texts and

also the position of the image. This is a pre tty standard style used for most company’s profile. It is the least

confusing and very easy to read. The main purpose of a company’s profile is to get information across to

the reader, thus the simplicity of which the information could be absorbed is crucial. Its simple and

predictable fashion of text aligning throughout the company’s profile creates a sense of unity while a

reader is browsing through the company’s profile.

There are many shapes to be recognized from this profile. One, is the simple, rectangular shapes.

They are repetitively used throughout the company’s profile, such as for the images and borders. These

shape not only make the company’s profile look neater, it is a reflection of the professionalism of the

company. On top of that, shapes that are made of combinations from both organic and geometric elements

are used extensively in the company’s brochure. They are the shapes that as a whole symbolize what the

company really is. Not only they are used, repetitively, there are gradual change of sizes among the shapes

and also come in different hues. They can be seen overlapping each other in a seemingly random manner,

but ultimately creates a unique pattern. This is an indication’s of the company’s emphasis on the diversity

within its organization and yet still be able to integrate the works effectively and deliver results.

In terms of colour, the overall background colours of the company’s profile provide an immense

first impression to the reader of the company’s establishment and professional ism. The blue colour is

synonymous with reliability, responsibility and trustworthiness. However, the shapes are composed of

many bright colours, and they are laid over the blue background. The colours complement with each other.

The bright, youthful colou rs used to fill the shapes resemble the company’s ability to catch up to think

innovatively and act accordingly.



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On both sides of the pages, there are equal amount of text and images to ensure that there is

balance, thus making it easier on the eye. The colourful shapes provide a complementary contrast with the

dark, somber, blue background. However, there is gradient in the blue background, which prevents the

company’s profile from appearing to ‘stiff’. The repetitive of shapes provides a sense of unity in the

company’s profile. The use of ‘Calibri’ font is kept constant throughout also to emphasis a sense of unity.



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Project Management

Client Presentation:There will be several main concepts that will be presented to the client. A prototype of the

company’s profile will be also be presented to the client. This allows them to see the final product

of the concept as well for giving their feedback. In case of significant changes, the deadline might

have to be changed with agreement on part of the clients and the designers.



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Production Fee Grids

Task Type of consultant Fee rateDuration(Days)

Hour/s Estimate Cost

Design Team

Senior Designer RM390 /hr 10 30 RM 11,700.00

Intermediate Designer RM260 /hr 10 30 RM 7,800.00

Junior Designer RM130 /hr 10 30 RM 3,900.00

Illustrator RM156 /hr 10 30 RM 4,680.00

Photo Images

Stock Image - - - -

Photographer RM1500/day 3 12 RM 4,500.00

Copywriter Senior Copywriter RM 180 /hr 6 18 RM 3240.00

Printing: 10,000 Brochures RM 25,950.00

Total* RM 61,770.00

*50% down-payment will be requested upon commencing of the working schedule.



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Conclusion

As a conclusion, it is clear that the many aspects of design must be taken into full consideration

when designing a company’s profile, as it is one of the most effective ways for a company to visually

communicate with the clients. Whether it will be shown online or printed out for handouts, they remain as

one of the vital and rudimentary tool for communicating with the clients.

It is important to have a careful thought process during the designing of the profile, as its purpose

is to convey desirable associations in the minds of the clients. A good design will achieve just that. For

some, it is what the people will base their first impression about the company.

Considering that this company’s profile will be printed and handout in large amounts, it is

considered a major method of educating the clients of the company and the general public. We believe that

this design is an excellent and wholesome way for the company to convey the image which they desire to

the client, which are trustworthy, established, cutting edge, innovative and client oriented.



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Team s’ Credentials

Mohamed Rafique bin Ramlan

He is the managing director. The leader who coordinate work activities, carry out quality

control, keep the team on track and on. He listens and evaluates the team’s ideas and opinions,

and make decisions based on them. He is also in charge of communicating with the clients to

figure out the overall goal that the team needs to achieve.

Dashenee Huthama

She is the copywriter. She is in charge of writing the minutes of any meeting throughout

the design process. She is the one responsible for writing up design report, arranging text layout

and make drafts.

Kelvin Chee

He is the art director, who is in charge of the graphics, images and all the designs elements.

He must ensure that the design in the company’s profile visually communicates with the readers.

Nashriq Ismail Sabri

He is the art director, who is in charge of the graphics, images and all the designs elements.

He must ensure that the design in the company’s profile visually communicates with the readers.



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Brochure Layout

Back Cover Front Cover

Layout Samples



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References

1. PHD_profile.ppt

2. [email protected]

3. http://www.phdnetwork.com.my

4. http://www.phdww.com/malaysia/home.aspx

http://www.phdnetwork.com.my/


http://www.phdww.com/malaysia/home.aspx






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Appendix: Résumés of Team Members

Mohamed Rafique Ramlan:

Head of Division : Managing Director

E-mail : [email protected]

Mobile No : 017-2123435

Awards/Achievements:

i. Special Achievement Award (TomorrowNow- Omnicom Media Group)ii. Special Achievement Award (Tales of Inspiration- Pillars by Malaysia SME)iii. INTI Leadership X-cellence Scholarship Award

Experiences:

i. Project Collaboration with Omnicom Media Group ii. Project Collaboration with Pillars Malaysia SME

Philosophy: KISS.



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Dashenee Huthama:

Head of Division: Copywriter

E-mail: [email protected]

Mobile No: 010-2012144

Achievements/Awards:

i. Special Achievement Award (TomorrowNow- Omnicom Media Group)

ii. Special Achievement Award (Tales of Inspiration- Pillars by Malaysian SME)

iii. The Star Scholarship Fund.

Experiences:

iii. Project Collaboration with Omnicom Media Group iv. Project Collaboration with Pillars Malaysia SME

Philosophy: Keep Calm and Design On.



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Kelvin Chee:

Head of Division: Art Director


Mobile No: 014-6062627

Experiences: i. Web Designii. Illustrationiii. Animation

Philosophy: If you want the rainbow, you have to put up with the rain.



Nashriq Ismail Sabri:

Head of Division: Art Director


Mobile No: 016-6566188

Experiences:

i. Lead and manage ‘The Jaspers’ ii. Project collaborations with RTM

Philosophy: ROCK ON!

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