Minor Project - Final Compilation & Reflection

21/4/2025-Ending Week

FENG SHIWEN  /  0374595

Bachelor of Design in Creative Media   / Minor Project

Taylor's University


INSTRUCTIONS


PRACTICAL

Miro work board :

https://miro.com/app/board/uXjVI78djbo=/?share_link_id=414142761851


Week 1 

Project Introduction

In the first week, we were introduced to the overall structure and expectations of this module. After going through the list of available topics, our group decided to focus on the Wyndham Fraser’s Project. 


Week 2 

Research Directions

This week, we began our research by identifying three main focus areas: Wyndham Hotel, Fraser’s Hill, and Eco-tourism & Culture. I chose to dive into the Wyndham Hotel aspect, focusing on:

  • Visitor profiles & types
  • Tourist feedback
  • Visit timings & travel trends
  • Competitor resorts & branding strategies

Fig 1.0 Contextual research (#member 6)


Week 3–7 

Personas Design

Building on our previous research, our group developed three personas to represent different target users for the Wyndham Fraser’s Project. 

Fig 1.1 Persona 1

Fig 1.2 Persona 2

Fig 1.3 Persona 3



Survey

We have prepared a questionnaire to collect questions related to the research of this project.

Fig 1.4 Survey questions
Google Form :

https://docs.google.com/forms/d/1SLC-baTAEwydRKUziEWAIlZCb04BtK9JXB2S8tuPzco/edit

Fig 1.5 Survey results


Data Analysis

We analyzed the collected data and filled in the obtained conclusions in the following questions.




Fig 1.6-1.9 Insights discovery & HMW



Week 8- 11

Project Focus & Design Development

After weeks of research and user insight gathering, our team officially shaped the direction of our project, now titled Feel The Roots.


Research & Design Objectives

  • Reframe eco-tourism as more than just a green trend — it’s a personal, meaningful journey.
  • Appeal to young solo travelers who seek depth, authenticity, and emotional connections during their trips.
  • Use storytelling and visual design to inspire action, reflection, and community engagement.

Campaign Plan & Outreach Strategy

Our final output was planned as a 6-month social media campaign targeting digital-native eco-travelers. The strategy includes:

  • Instagram & TikTok posts (carousel, video, story format)
  • Micro-influencer collaborations
  • Teaser videos, website banners, countdowns
  • Printed booklet & outdoor ads
  • Interactive IG story templates for sharing UGC

Each month carries a unique theme, progressing from awareness to immersion, and finally to community storytelling.

Art Direction & Visual Identity

To reflect the tone of mindful and nature-connected travel, our design system focuses on warmth, softness, and authenticity.

Fig 1.10 Color Palette


Fig 1.11 Typography


Photography style:

Natural lighting (golden hour, soft shadows)
Story-driven, documentary mood
Close-up textures: hands, soil, steam
Moments of movement and quiet connection


Social media layout style :

1. Instagram Carousels:
Emotional hook → cultural experience → benefit → CTA
2. Color: Sage, beige, and dark green overlays
3. Typography: Clean sans-serif


Reels Covers:

1. Candid forest scenes or artisan workshops
2. Title overlays in serif font with warm sand accent


Stories/Polls:

1. Minimalist eco background
2. “Would you try this?” cultural activity prompts

Fig 1.12 Key Visuals

I was responsible for creating the cover page and introduction page of the Nature Tour.





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