NikoletaHristovaProcessReport

PROCESS
REPORT

As an Art and Technology
student I had the opportunity
to work for the non-profit
organization Eventeers. The
task was to create a new
brand identity for the Ruhr
Expedition – Treasure hunt.

It all started with a meeting with the client who introduced the project.
He provided us with information about the company, their goals
and brand values. As a final solution, we had to deliver three products
– a lookbook, audiovisual and a mobile website. During the briefing, I
made a list of the wishes of the client. The first thing I wrote down was
the target group. The aim of the expedition is to attract young adults between
20 and 35 years.
After a long session of brainstorming I concluded that people from
this target group, willing to participate in this kind of a game should be
adventurous, physically fit and thirsty for knowledge. As the client told
us we had the freedom to use our creativity and redesign the brand
identity and the game as we wish.

I felt very inspired and came up with many ideas but I had to choose
the one that would best fit the task. I made a research about the place and
decided to create a horror game in which you are being followed and you
have to find the exit as fast as possible as your time is limited. The game fits
the target group perfectly and is aimed especially for those who are adventurous,
seeking new challenges and adrenaline.
I was very enthusiastic for the shooting day to come. As soon as we got
to Essen and I saw the place I got very excited and many new ideas came to
my mind. We worked in a team in order to help each other. We got a camera
and started exploring the place. The day went even better than I expected
and by the end of it I had a great number of photos and videos.

After the shooting day, I changed my idea a hundred times. I decided
to keep the horror theme but evolve the concept to make it more attractive.
Apart from escaping, the player learns about the Ruhr area. By entering
the game you receive a piece from a map leading to a special destination.
You have limited time to get there and find the next piece. There are
many obstacles on the way and you are constantly being followed. Using
many effects, we will make sure that you get the feeling that someone is
actually chasing you. For even bigger adrenaline boost as the time passes
you will feel it getting closer and closer, until you feel its breath right behind
you. Finding the last piece from the map will expose your final destination.
A secret way which leads you to a place where you will discover all
the hidden truths behind what you already know about the Ruhr area.

I had the opportunity to send my concept ideas to the client for
evaluation. The feedback I received was rather good. He liked my ideas
and the whole concept for a horror game sounded very appealing to
him. He told me to rethink some parts and gave me very useful advice.
Later when I made the final decision about the concept I started
thinking of a way to change the logo. I spend a few days sketching, trying
out different fonts, frames and symbols. I decided on keeping the
frame of the logo similar to the original one. I thought about the symbols
and the word “hunt” attracted my attention. I made arrows and
placed the letters between them. Choosing the typography was a challenge.
I tried out many different fonts until I found the one I liked the
most. To keep it simple I used white color.

Designing the lookbook was my favorite part of
the project. I edited the photos by making them in
greyscale and simulating fog to create the atmosphere
I wanted. The main colors I chose were black
and red as they represent mystery and danger. To
make it recognizable I used illustrator and drew a
graphic element that has the shape of the famous
building in Zeche Zollverein and used it as a guide
line. The lookbooks’ intention is to enhance the feeling
and bring even more curiosity to the viewer.

With the video I wanted to make the people feel the excitement of the
game and leave them wanting to know more. I chose a scary upbeat song
that rises the feeling of horror and suspense. The scenes change quickly with
the rhythm to enhance the emotion even more. At the end I added a drone
shot which I reversed in order to make look complete.
The biggest struggle I had during my work for the project was creating
the mobile website. Using many tutorials and explanation I managed to
succeed. I wanted to recreate the mysterious feeling from the video and at
the same time keep it simple with clear design. I used black color with a few
shades of gray for the interface. I explained the main concept and included
the photos and the video that I already made. I added a contact form for
those looking for more information about how to join the expedition.

While working on the project I developed very
useful skills and also learned what it is like to work
for someone according to their wishes and preferences.
It was challenging at first as I didn’t have
any experience in that area but once I started I
figured everything rather fast and discovered that
this is something I am very passionate about.

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NIKOLETA HRISTOVA
EAT1B
PROJECT CUSTOMER RULES