Unit 20: LO2: Evidence of development of first campaign material

Version controls of the Loyalty Card

Draft 1

Draft 2

Overly Busy Background:
Feedback: They felt that the background was too busy and distracting. The mix of colors and bubble tea illustrations made it hard to focus on the main content of the card.
Issue: The intricate and colorful background drew attention away from the important information and stamps area.
Lack of Clarity:
Feedback: The client mentioned that the text and logo did not stand out enough against the busy background. This made the card look cluttered and unprofessional.
Issue: Important elements like the logo and text need to be clear and prominent, which was not the case with this design.
Inconsistent Branding:
Feedback: They felt that the design did not align well with the overall branding of Ktea. The colors and style were not consistent with their other marketing materials.
Issue: Consistency in branding is crucial for creating a cohesive brand identity. This design deviated from their established brand colors and style.
Minimalism Preference:
Feedback: The client preferred a more minimalist design that emphasized simplicity and elegance. They found this design to be too complex.
Issue: The client's vision for the loyalty card was a clean and simple design that effectively communicated the brand's identity without overwhelming the viewer.
Functionality Concerns:
Feedback: They were concerned about the functionality of the card. The busy design could make it difficult for customers to see where to place their loyalty stamps or stickers.
Issue: Practicality is key for a loyalty card. The design should facilitate easy stamping and clear visibility of accumulated points.

Draft

Evidence of creating the draft loyalty card

Setting up photography

Background Setup:
Materials: I used sheets of colored paper to create the background. I chose colors that would complement the drinks and make them stand out.
Mounting: I mounted the sheets vertically and horizontally to create a seamless background. For the vertical sheet, I taped it to a piece of cardboard to ensure it stayed upright and smooth.
Stabilization: To keep the vertical background in place, I used a sewing machine as a support. This helped prevent the background from falling or shifting during the shoot.
Lighting:
Natural Light: I positioned the setup near a window to take advantage of the natural light. This provided soft, even lighting for the drinks, enhancing their appearance without harsh shadows.
Adjusting Shadows: By slightly adjusting the angle of the setup and using additional props if needed, I ensured that any shadows were minimized and did not detract from the main subject.
Shooting Surface:
Base Paper: I placed another sheet of colored paper on the table to serve as the base for the drinks. This created a cohesive look with the background and provided a clean surface for the products.
Flat Surface: I made sure the base paper was flat and smooth, with no wrinkles or creases, to maintain a professional appearance in the photos.
Positioning the Drinks:
Central Placement: I positioned the drinks centrally on the base paper, ensuring they were the main focus of each shot.
Prop Placement: For added interest, I placed relevant props, such as fresh fruits or other ingredients, around the drinks. These were positioned carefully to enhance the composition without overshadowing the main subject.
Camera Setup:
Stable Position: I used a stable surface for my camera or phone to avoid any shaking or movement that could blur the images.
Angles: I experimented with different angles to find the most flattering perspectives for each drink. This included eye-level shots and slightly angled shots to showcase the drink's texture and ingredients.
Editing the social media posts images

Background Smoothing and Color Adjustment:
Before: The background had visible seams and uneven lighting.
After: I smoothed out the background to create a more uniform and seamless appearance, adjusting the color to a more consistent and vibrant orange tone.
Tools Used: I used the Clone Stamp Tool and Healing Brush Tool to smooth out the background. For color adjustment, I used the Color Balance and Hue/Saturation adjustments.
Object Enhancement:
Before: The drink and the mango were visible but lacked vibrancy.
After: I enhanced the colors of the drink and the mango to make them more vibrant and eye-catching.
Tools Used: I used the Vibrance and Saturation adjustments to make the colors pop. Brightness/Contrast adjustments were also applied to improve the overall appearance of the objects.
Lighting and Shadow Adjustments:
Before: The lighting created some distracting shadows.
After: I adjusted the lighting to reduce shadows and make the main subjects stand out better.
Tools Used: I used the Dodge and Burn tools to lighten and darken specific areas, respectively. Levels and Curves adjustments were used to balance the overall lighting.
Edge Smoothing and Cleanup:
Before: There were some rough edges and small imperfections around the objects.
After: I smoothed out the edges and cleaned up any imperfections for a cleaner look.
Tools Used: I used the Spot Healing Brush Tool and the Patch Tool to clean up imperfections and smooth the edges.

Background Smoothing and Color Adjustment:

Before: The background is plain with some shadow effects and uneven lighting.
After: The background has been smoothed out to create a more uniform appearance. The color has been adjusted to a more consistent and warmer tone.
Tools Used: The Clone Stamp Tool or the Healing Brush Tool was likely used to smooth out the background. The Color Balance or Hue/Saturation adjustments were used to change the background color.

Object Enhancement:

Before: The drink and the passion fruit are visible but not emphasized.
After: The colors of the drink and the passion fruit are more vibrant and enhanced, making them stand out more.
Tools Used: The Brightness/Contrast and Vibrance adjustments were used to make the objects pop. Selective Color adjustments might have been used to enhance specific colors in the image.

Lighting and Shadow Adjustments:

Before: The lighting is natural but creates some shadows that might be distracting.
After: The lighting appears more controlled and even, reducing the shadows and highlighting the main subjects better.
Tools Used: The Dodge and Burn tools were likely used to lighten and darken specific areas, respectively. Levels or Curves adjustments could have been used to fine-tune the overall lighting.

Cropping and Composition:

Before: The composition is straightforward with some empty space.
After: The composition remains largely the same, but there might be slight cropping to center the objects better.
Tools Used: The Crop Tool was used for any cropping needed.

Cleaning Up:

Before: There are some small distractions and imperfections.
After: These distractions have been removed for a cleaner look.
Tools Used: The Spot Healing Brush Tool or the Patch Tool was used to clean up any imperfections.

Background Smoothing and Color Adjustment:

Before: The background had visible seams and uneven lighting.
After: I smoothed out the background to create a more uniform and seamless appearance, and I adjusted the color to a more consistent pink tone.
Tools Used: I used the Clone Stamp Tool and Healing Brush Tool to smooth out the background. For color adjustment, I used the Color Balance and Hue/Saturation adjustments.

Object Enhancement:

Before: The drink and the pomegranate seeds were visible but not very vibrant.
After: I enhanced the colors of the drink and the pomegranate seeds to make them more vibrant and eye-catching.
Tools Used: I used the Vibrance and Saturation adjustments to make the colors pop. Brightness/Contrast adjustments were also applied to improve the overall appearance of the objects.

Lighting and Shadow Adjustments:

Before: The lighting created some shadows that were a bit distracting.
After: I adjusted the lighting to reduce shadows and make the main subjects stand out better.
Tools Used: I used the Dodge and Burn tools to lighten and darken specific areas, respectively. Levels and Curves adjustments were used to balance the overall lighting.

Edge Smoothing and Cleanup:

Before: There were some rough edges and small imperfections around the objects.
After: I smoothed out the edges and cleaned up any imperfections for a cleaner look.
Tools Used: I used the Spot Healing Brush Tool and the Patch Tool to clean up imperfections and smooth the edges.

Background Smoothing and Color Adjustment:
- Before: The background had visible seams, shadows, and uneven lighting.
- After: I smoothed out the background to create a more uniform and seamless appearance, adjusting the color to a more consistent and vibrant pink tone.
- Tools Used: I used the Clone Stamp Tool and Healing Brush Tool to smooth out the background. For color adjustment, I used the Color Balance and Hue/Saturation adjustments.
Object Enhancement:
- Before: The drink and the strawberries were visible but lacked vibrancy.
- After: I enhanced the colors of the drink and the strawberries to make them more vibrant and eye-catching.
- Tools Used: I used the Vibrance and Saturation adjustments to make the colors pop. Brightness/Contrast adjustments were also applied to improve the overall appearance of the objects.
Lighting and Shadow Adjustments:
- Before: The lighting created some distracting shadows.
- After: I adjusted the lighting to reduce shadows and make the main subjects stand out better.
- Tools Used: I used the Dodge and Burn tools to lighten and darken specific areas, respectively. Levels and Curves adjustments were used to balance the overall lighting.
Edge Smoothing and Cleanup:
- Before: There were some rough edges and small imperfections around the objects.
- After: I smoothed out the edges and cleaned up any imperfections for a cleaner look.
- Tools Used: I used the Spot Healing Brush Tool and the Patch Tool to clean up imperfections and smooth the edges.

Background Smoothing and Color Adjustment:
- Before: The background had some uneven lighting and visible shadows.
- After: I smoothed out the background to create a more uniform and clean appearance.
- Tools Used: I used the Clone Stamp Tool and the Healing Brush Tool to smooth out the background. Additionally, I used the Color Balance or Hue/Saturation adjustments to even out and enhance the background color.
Object Isolation and Enhancement:
- Before: The milk bottle and the drink were somewhat blended with the background and less prominent.
- After: I made the milk bottle and the drink more prominent by enhancing their colors and slightly isolating them from the background.
- Tools Used: I used the Quick Selection Tool or the Pen Tool to carefully select the objects. Then, I used Brightness/Contrast and Vibrance adjustments to make them stand out more.
Lighting and Shadow Adjustments:
- Before: The lighting created some distracting shadows.
- After: I adjusted the lighting to make it more controlled and even, reducing the shadows.
- Tools Used: I used the Dodge and Burn tools to lighten and darken specific areas. Levels or Curves adjustments were used to fine-tune the overall lighting and balance the shadows.
Bottle Smoothing:
- Before: The milk bottle had some label details and an uneven surface.
- After: I smoothed out the milk bottle, removing the label details to create a cleaner look.
- Tools Used: I used the Clone Stamp Tool and the Spot Healing Brush Tool to remove the label details and smooth the surface of the bottle.
Color and Brightness Enhancement:
- Before: The image colors were a bit muted and less vibrant.
- After: I enhanced the overall color vibrancy and brightness to make the image more appealing.
- Tools Used: I used the Vibrance and Saturation adjustments to enhance the colors, and the Brightness/Contrast adjustments to improve the overall brightness.

Background Smoothing and Color Adjustment:

Before: The background had some visible seams and uneven lighting.
After: I smoothed out the background to create a more uniform and seamless appearance. The color of the background was adjusted to be more consistent.
Tools Used: I used the Clone Stamp Tool and Healing Brush Tool to smooth out the background. For color adjustment, I used the Color Balance and Hue/Saturation adjustments.

Object Enhancement:

Before: The drink and the avocado were visible but not very vibrant.
After: I enhanced the colors of the drink and the avocado to make them more vibrant and eye-catching.
Tools Used: I used the Vibrance and Saturation adjustments to make the colors pop. Brightness/Contrast adjustments were also applied to improve the overall appearance of the objects.

Lighting and Shadow Adjustments:

Before: The lighting created some shadows that were a bit distracting.
After: I adjusted the lighting to reduce shadows and make the main subjects stand out better.
Tools Used: I used the Dodge and Burn tools to lighten and darken specific areas, respectively. Levels and Curves adjustments were used to balance the overall lighting.

Bottle Smoothing:

Before: The milk bottle had some label details and an uneven surface.
After: I smoothed out the milk bottle, removing the label details to create a cleaner look.
Tools Used: I used the Clone Stamp Tool and the Spot Healing Brush Tool to remove the label details and smooth the surface of the bottle.

Edge Smoothing and Cleanup:

Before: There were some rough edges and small imperfections around the objects.
After: I smoothed out the edges and cleaned up any imperfections for a cleaner look.
Tools Used: I used the Spot Healing Brush Tool and the Patch Tool to clean up imperfections and smooth the edges.

Background Smoothing and Color Adjustment:

Before: The background had visible seams and uneven lighting.
After: I smoothed out the background to create a more uniform and seamless appearance, adjusting the color to a more consistent and cleaner look.
Tools Used: I used the Clone Stamp Tool and Healing Brush Tool to smooth out the background. For color adjustment, I used the Color Balance and Hue/Saturation adjustments.

Object Enhancement:

Before: The drink and the milk bottle were visible but not very vibrant.
After: I enhanced the colors of the drink and the milk bottle to make them more vibrant and eye-catching.
Tools Used: I used the Vibrance and Saturation adjustments to make the colors pop. Brightness/Contrast adjustments were also applied to improve the overall appearance of the objects.

Lighting and Shadow Adjustments:

Before: The lighting created some distracting shadows.
After: I adjusted the lighting to reduce shadows and make the main subjects stand out better.
Tools Used: I used the Dodge and Burn tools to lighten and darken specific areas, respectively. Levels and Curves adjustments were used to balance the overall lighting.

Bottle Smoothing:

Before: The milk bottle had some label details and an uneven surface.
After: I smoothed out the milk bottle, removing the label details to create a cleaner look.
Tools Used: I used the Clone Stamp Tool and the Spot Healing Brush Tool to remove the label details and smooth the surface of the bottle.

Edge Smoothing and Cleanup:

Before: There were some rough edges and small imperfections around the objects.
After: I smoothed out the edges and cleaned up any imperfections for a cleaner look.
Tools Used: I used the Spot Healing Brush Tool and the Patch Tool to clean up imperfections and smooth the edges.

Background Smoothing and Color Adjustment:

Before: The background had visible seams and uneven lighting.
After: I smoothed out the background to create a more uniform and seamless appearance, adjusting the color to a more consistent and cleaner look.
Tools Used: I used the Clone Stamp Tool and Healing Brush Tool to smooth out the background. For color adjustment, I used the Color Balance and Hue/Saturation adjustments.

Object Enhancement:

Before: The drink and the milk bottle were visible but not very vibrant.
After: I enhanced the colors of the drink and the milk bottle to make them more vibrant and eye-catching.
Tools Used: I used the Vibrance and Saturation adjustments to make the colors pop. Brightness/Contrast adjustments were also applied to improve the overall appearance of the objects.

Lighting and Shadow Adjustments:

Before: The lighting created some distracting shadows.
After: I adjusted the lighting to reduce shadows and make the main subjects stand out better.
Tools Used: I used the Dodge and Burn tools to lighten and darken specific areas, respectively. Levels and Curves adjustments were used to balance the overall lighting.

Bottle Smoothing:

Before: The milk bottle had some label details and an uneven surface.
After: I smoothed out the milk bottle, removing the label details to create a cleaner look.
Tools Used: I used the Clone Stamp Tool and the Spot Healing Brush Tool to remove the label details and smooth the surface of the bottle.

Edge Smoothing and Cleanup:

Before: There were some rough edges and small imperfections around the objects.
After: I smoothed out the edges and cleaned up any imperfections for a cleaner look.
Tools Used: I used the Spot Healing Brush Tool and the Patch Tool to clean up imperfections and smooth the edges.

Version controls of the social media posts

Draft 1

First Font Style:

Feedback: The client felt the font was too plain and lacked the playful, inviting vibe they wanted for their brand.
Font Used: A simple, rounded font.

Draft 2

Second Font Style:

Feedback: This font was seen as too modern and sleek, not capturing the fun, fruity essence of the drink.
Font Used: A sleek, sans-serif font.

Draft 3

Third Font Style:

Feedback: The client thought this font was too bold and aggressive, which didn’t fit the light and refreshing nature of the strawberry fruit tea.
Font Used: A bold, blocky font.

Draft 4

Fourth Font Style:

Feedback: Although this font was closer to what they wanted, the client felt it was still too formal and didn’t quite capture the playful, casual feel they were aiming for.
Font Used: A clean, minimalist font.

Version controls of the promotional video

Draft 1

Evidence of creating the promotional video