The idea behind MachiAsobi Tokyo was to build an engaging and impactful brand campaign that promotes tourism on a peculiar side of Tokyo. This was a solo and the final project at Red Academy.
The main features:
- Introducing hand-picked places that the users can enjoy where the locals go at reasonable prices.
- Simple Japanese phrases are included.
- The users can browse the locations on Google map by simply tapping the coordinates given.
- Useful travel tips which attract people who plan to go somewhere.
Project: Tourism Campaign
Tools: Hand-drawings, Photoshop, Illustrator, Sketch, Adobe XD, Principle, InVision, and Google Slides
Timeline: 18 days
Research - Find a key
I started by researching other tourism campaigns and focused on following key points:
- Distribution channels
- How they promote
- How their campaigns advertised
- What kind of information they provide
- What kind of content they use
- Identifying the best website with the best UI and UX
After completing market research, I focused on adapting the best features used by the best website and focused on how I could improve it further and create a competitive advantage through superior UX and unique UI. I also conducted a simple user research to find out pain points.
- Tokyo is too big to specify areas to visit especially for the first time visitors. The suggestions can inspire the users where to explore.
- There is a language barrier for non-Japanese speakers. It’s quite difficult for them to explore the town without Japanese language knowledge.
- The typical idea of Tokyo for tourists is that everything is expensive.
Ideation - Unlock
The user research showed potential users want to know more practical and useful information than just a promotion as a tourism campaign. I thought that the more useful and fun information provided, the more tourists would be inspired to choose Tokyo, and as a result, the campaign would likely be successful.
I decided to provide some attractive information with the following adjectives:
From a UI perspective, I decided to go with “a vending machine” like interface as Japan is full of vending machines and I thought it would be fun.
The colour palette had three primary colours: charcoal grey, red, and sky blue.
In this phase, I started to figure out about the features to solve the pain points. I wanted to create not only informative, but also attractive, fun, and simple outcome.
Design - Cast a spell
Once I was clear on what needed to include, I started creating the campaign logo and style guide. I also created wireframes of low and mid fidelity to validate my ideas.
To be consistent in the brand style, I always referred to the style guide when I designed the high fidelity prototypes for desktop and mobile.
Social Media and Display Ads/Examples showing the application of the visual brand identity were also a part of the requirements.
- Two initial art directions, pursing one of them for the final presentation
- The style guide in terms of:
1. Logo Guidelines
4. Imagery/ Photography
- Social Media and Display Ads (minimum of 4): consistent design and include clear CTAs
- Examples showing the application of the visual brand identity in the form of something of my choice (minimum of 2)
3. Tenugui — is a high quality woven cotton Japanese hand towel. Typically, it’s about 35 by 90 centimetres in size, and almost always dyed with some pattern.
- Conceptual key web design pages mocked up for mobile and desktop: a total minimum of 8 screens (4 for mobile, 4 for desktop)
- 1 logo
- A 10-minute presentation
- A design case study
Iteration - Tweak
Tweaks and a challenge to be done:
- Revise the colour palette and font colours to improve the legibility.
- Create video prototypes for both desktop and mobile.
- Develop real websites.