Design consistency

# 1st Iteration

## Mood Board

#### First moodboard:

Jay was the main one in charge of the moodboard. The first moodboard largely followed the color scheme from the original proposal, with the design direction brainstormed by the whole team. This moodboard was presented to the clien in the first pitch.

Good Points:

* Client is quite good with the art style. They are expecting to see the final result

Improvement Points:

* Color palette need to add more shadings variety for each color
* Adjust the pink color into the pink of PHE's uniform (soft pink) (see end-users for reference photos)
* Adjust the blue color into the blue of female worker's uniform (soft blue)
* Redraw the elements in each inspiration photos -> get it clean & neat

#### Second moodboard:

Good Points:

* The color scheme is now better, more modern and eye-catching
* Some of colors meets the requirements
* The art style is now more meticulous

Improvement Points:

* Tone down the blue color, more softly. It looks quite masculine and rough a bit

#### Third moodboard:

This version has all the colors needed:

* Blue for color representation of worker uniform, also blue expresses hope and happy vibe which will be supporting for the modern, happy concept that the client would like to have
* Pink for color representation of women, since the target audience of this project is women. Also, pink is the color of PHE uniform
* Yellow for delivering happy vibe
* Purple for balancing between young and mature age of female audience (target audience aged around 18-30). Also, purple will be used to convey the contrast feeling comparison to others colors when we work on the video narrative. For instance, 3 colors above emphasize happiness, purple does sadness

## Color palette

The general mood and tone of the deliverables are **positive**, **modern**, **feminine** and **energetic**. The four key colors chosen fulfill those expression and therefore are chosen to use throughout all deliverables.
After the final moodboard was confirmed, the hex code of 12 colors is shared to everyone (since each member's device shows slightly different colors):

* **Pink:** ed2970 - ff4c85 - ff92b5

* **Yellow:** f4bb03 - ffcb00 - ffed02

* **Blue:** 00aab2 - 0836bf - 64a0f3

* **Purple:** 71008c - 72008d - 9015ae

## Storyboard

#### First story board:

The first storyboard was drawn by Quyen and Hoang. The storyline was loosely based on the original proposal was re-brainstormed by the whole team. It was presented to the client in the first pitch.

Good Points:

* Client is quite good with the story line. It clearly shows the contraceptives information as well as the the two main characters (female worker and PHE)

Improvement Points:

* The uniform color of female worker and PHE has not meet the reality yet (review **the end user** cite for actual uniform color). Therefore, client would like to change it: Uniform color of female worker - blue; Uniform color of PHE - pink

#### Second story board:

The second storyboard was developed after hearing client's suggestion in the first pitch and was drawn by Hoang.

Good Points:

* The uniform color of PHE matches with the actual ones

Improvement Points:

* For the female worker's uniform, the color need to tone down -> more softly

#### Third story board 3:

This version has all the elements needed:

* The story line clearly shows the contraceptives information as well as the the two main characters (female worker and PHE)
* The uniform color is defined and used properly

## Design direction

Since the skillset of all team members are slightly different and not everyone is comfortable with 3d softwares, 4HER decided to go with this direction:

A fusion between 2D and 3D graphics. The background and unimportant elements will be 2D vector illustration (drawn in Adobe Illustrator and animated in Adobe After Effects), while the main attention will be in 3D graphics (model and animate in Blender 3D).

### Main inspiration

Reference: https://www.pinterest.com/pin/542543086357232327/

### 2D

Human figure is drawn in white lines as vector illustration for easy animating in After Effect. Jay is in charge of vector drawing and the rest members work on keyframe animating.

The main characters in both video are both female workers and/or PHE to form a relatable impression, so the team kept the PHE's uniform and worker's blue uniform as close as possible (see End-users for more reference photos).

The women in the video is portraited as feminine, active and affectionate.

### 3D

Low-poly, blocky 3d models, plain colors (minimizing the use of textures). Hoang, Quyen and Uyen are in charge of modeling and animating 3D figures.

Reference images:

For "**Contraception methods**" training video: portrait them as close to reality as possible

# 2nd Iteration

Since the feed back from client, 4HER team has changed the script also the 2D illustrator to be more relevant to marketing side (more friendly, easier for audience to understand)

## Mood Board:

Final version -> APPROVED

* Client like the this mood board. "It's really friendly!"

In this 4th moodboard, we have some adjustments:

* Adding more shadings for enhancing the aesthetic aspect in the artwork

* Apply flat friendly drawings for characters. Fill color directly into the characters
* Background using monochrome to highlight characters

## Color palette

The general mood and tone of the deliverables are **positive**, **modern**, **feminine** and **energetic**. The four key colors chosen fulfill those expression and therefore are chosen to use throughout all deliverables.
After the final moodboard was confirmed, the hex code of 12 colors is shared to everyone (since each member's device shows slightly different colors):

* **Pink:** ed2970 - ff4c85 - ff92b5 - fdc8dc - ffbbda

* **Yellow:** f4bb03 - ffcb00 - ffed02 - fff88e - ffdd50

* **Blue:** 00aab2 - 0836bf - 64a0f3 - bed5f5 - 62dff4

* **Purple:** 71008c - 72008d - 9015ae - b96dcb - 9d34b7

## Story Board

* **Scene 1 - 3:** Female worker (1) is afraid of knowing that she gets pregnant "again"! She looks at her husband who's holding other 4 kids...

* **Scene 4 - 8:** But actually, it's just a terrible imagination of Female Worker (1). Female Worker (2) comes and crash that bad imagination by a needle then lead Female Worker (1) to "Healthy Training" held by LIFE. At this event, Female worker (1) and other female workers will listen to PHE (Peer Health Educator) about how to prevent unwanted pregnancy situation

* **Scene 9 - 10:** Female Worker (1) is standing with Female Worker (2) & (3). Suddenly, Female Worker (3) ask about "which contraceptives is the cheapest and most convenient". PHE hear that question and start to answer it
* **Scene 11:** PHE shows "**condom**" is the the cheapest and most convenient among all of contraceptives
* **Scene 12:** Female Worker 3 continue ask about "what if while we are having sex and accidentally tear the condom? What do we need to to do?"

* **Scene 13 :** PHE shows "**Emergency Pill**" as the solution in case in any love making, couples break the condom, the women can use "Emergency Pill" immediately for prevent unwanted pregnancy. But "Emergency Pill" contains the low effectiveness of contraception
* **Scene 14:** Then Female Worker (3) continue asking "do we have other contraceptives that is higher effectiveness of contraception?"
* **Scene 15:** PHE shows "**Daily Pill**"
* **Scene 16:** Female Worker says "daily pill is inconvenient since we have to remember to drink it every day. And I'm so busy with works, any other contraceptives?"
* **Scene 17:** PHE shows "**Injectable contraceptives**"
* **Scene 18:** Female Worker (1) is scared of injecting, so she would like to change to other contraceptives

* **Scene 19 - 20:** PHE shows "**Implant**"
* **Scene 21-22:** Suddenly, Female Worker (1)'s husband ask about that what if his family have enough children and would like to ask for contraceptives that is permanent of effectiveness. Then PHE show "**Male sterilization and female sterilization**"

* **Scene 23:** Seems like "Healthy Training" is time up, PHE says "if anyone need further information about modern contraceptives, please talk to me. Then I'll set our private appointment"
* **Scene 24 - 25:** Female Worker (1) and her husband is happy after "Healthy Training". Thanks to it, now they know better some of contraceptives to help them avoid unwanted pregnancy scenario
* **Scene 26:** Video shows **Logo and Slogan of the project**
* **Scene 27:** Video shows **Credit scene**

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

Feedback from Client:

* The story board with simple actual conversation is much better and more commercial. "It reduces the informative feeling of medical topic!"

## Design direction

Since the skillset of all team members are slightly different and not everyone is comfortable with 3d softwares, 4HER decided to go with this direction:

A fusion between 2D and 3D graphics. The background and unimportant elements will be 2D vector illustration (drawn in Adobe Illustrator and animated in Adobe After Effects), while the main attention will be in 3D graphics (model and animate in Blender 3D).

### Main inspiration

Reference: https://www.pinterest.com/pin/542543086357232327/

### 2D

* Human: Art style has adjusted to be more friendly, more like a people (filled colors and shadings)

* Background: Apply monochrome which aims to emphasize the 3D object

### 3D

The same direction with 1st iteration

For "**Contraception methods**" training video: portrait them as close to reality as possible

## Typography

### Font family

Comfortaa
(zip folder of the font family downloaded on Google Font)

This font is chosen for its modern and energetic look. It's clear and simple enough to use for moving content on the training videos and have enough variables for multiple purposes.

### Typography in video

Refer to this Document for the typography rules used in the training videos.

After one of the soft feedbacks, the client commented that the text is not popping enough, so the team decided to highlight keywords in the content with the opposite color (yellow - purple, blue - pink), as well as the thickness and font size of the text.

## Naming & Format convention

Refer to this shared Google document for the naming and format convention used through the process.

It was set up in the second week of the project and was crucial to maintain a steady work pace, as After Effect and Premiere are extremely sensitive to naming files.

* Generally, all name follows the same formula:

#### "Package (CM or NC)"\_ "scene/video/render (what is it)" + "n" (n is the number; number less than 10 has to have 0 before it, for eg. 01 \_ "a/b/c" (optional) \_ "version number (for eg. 02)"

* The format of all renders and exported products is considered by the team to ensure the high quality (sharp graphics, accurate color, smooth animation) while keeping the file size reasonable for easy uploading/ dowloading and distributed by the client to end-users.