Halftime
Social Enterprise for Public Good
Halftime is a social enterprise project I developed, aiming to address holistic health in Aotearoa. Inspired by the Māori framework "whare tapa whā," which encompasses mental, spiritual, physical, and family health, the project aimed to strengthen overall well-being akin to the support pillars of a house.
The project involved creating a visual brand and identity, devising a comprehensive Creative Media Strategy, generating social media content, and designing advertising collateral. An intriguing aspect was the integration of AI image generation with Midjourney to visualize potential event scenarios for this speculative endeavour. This combination of digital design expertise and innovative technology enabled me to convey the project's concept effectively through compelling visualizations.
The Process
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Logo Concept & Ideation
Here are some initial logo variations I've developed. The objective was to explore a wide range of concepts to capture diverse possibilities. Iterating through numerous designs is a crucial aspect of my process to refine and achieve the final product.
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Logo Refinement
Once I have a rough idea of the direction and aesthetic for the logo, I proceed with digital iterations to refine the design further. This iterative digital process allows for greater precision and exploration of variations to achieve the desired outcome.
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Brand Guidelines
When building a brand identity from the ground up, it's essential to grasp the utilization and timing of various elements. Therefore, I prioritize establishing comprehensive brand guidelines to provide clear direction throughout the project's lifecycle. These guidelines serve as a reference point, ensuring consistency in the application of brand elements across diverse mediums and contexts.
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AI Image Generation
For this project, I had the chance to explore MidJourney. My approach involved training the AI program with images reflecting the desired vibe and style for the project. Subsequently, I utilized prompts to articulate the specific scenarios required, enabling the generation of tailored visual content.
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3D Asset Creation
Another facet I delved into during this project was the creation of 3D elements for use as assets. This involved the conversion of vector files into 3D meshes, as well as the application of lighting and colouring techniques to enhance backgrounds.
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Web Design Process
Another facet I delved into during this project was the creation of 3D elements for use as assets. This involved the conversion of vector files into 3D meshes, as well as the application of lighting and colouring techniques to enhance backgrounds.
