In this exercise, I made two short promotional videos for Eco future, which were designed for social media platforms such as instagram reels. The purpose of these videos is to clearly convey the brand values in a limited time, while maintaining a strong visual consistency with the established brand identity. The first video focuses on brand awareness and emotional connection. Through a brief introduction, the video establishes a person’s existence and builds trust with the audience. Natural imagery and calm visual rhythm are used to strengthen the sustainability information of the ecological future. The addition of logo, green palette and clear call to action ensures brand recognition and encourages user participation. The second video uses a more functional approach, highlighting the practical benefits of the ecological future through short, readable text and simple visual conversion. The format is designed to quickly attract attention and effectively convey key messages, which is essential for social media advertising. From the perspective of UI and UX, clarity, readability and rhythm are given priority in both videos. Use concise information, consistent layout and clear action requirements to ensure that users can easily understand the purpose of the brand and encourage users to take the next step.
These banners are designed to promote the ecological future in a clear, consistent and attractive way in different digital advertising formats. By using the same palette, typography and information, banners maintain strong brand identity while adapting to different screen sizes. From the perspective of UI, the layout gives priority to clarity and hierarchy. The eco future logo and title are prominently placed to ensure immediate brand recognition, while the call to action button is clearly visible to encourage interaction. The green color scheme runs through the whole process to strengthen the environmental value of the brand and create a calm and trustworthy visual tone. From the perspective of user experience, the design of each banner considers its specific format. 300 × 50 mobile banners focus only on the most important information to avoid overwhelming users on the small screen. 160 × 600 skyscraper banners allow more vertical stories, while 300 × 250 rectangles balance images and text to support fast scanning. In general, this approach is beneficial to the target audience of eco future, because it presents sustainability as accessible and simple, and encourages users to participate in the brand without feeling stressed or confused.
Initial wireframes exploring layout structure and content hierarchy. Focused on overall structure rather than colour or visual detail.
Stage 2：Rough Digital Layout
A low-fidelity digital wireframe created in Figma to translate the paper sketches into a structured layout. This stage focuses on layout, spacing, and content placement.
Stage 3: Final Design
A refined high-fidelity layout for the Eco Future homepage. The design applies consistent typography, spacing, and visual hierarchy, preparing the layout for future branding and content development.
This final page design takes eco future’s environmental protection concept as the core, and the goal is to provide a clear, friendly and action oriented digital interface for young users and home users who are concerned about sustainable lifestyles. In terms of target users, this design is mainly for ordinary users who are interested in environmental protection, energy conservation and green life, but do not necessarily have professional background. Therefore, the overall visual language remains simple and intuitive, avoids information overload, and helps users quickly understand the core values and service contents of the brand through a clear hierarchical structure. From the perspective of UI (user interface) design, the page adopts a clear modular layout, including the top brand identification area, hero image area, about/mission information area and service display area. The unified green main tone strengthens the environmental protection attribute of the brand. At the same time, it is combined with natural theme pictures to enhance visual consistency and brand recognition. The font selection is clear and easy to read, ensuring good readability in different screen sizes.
This exercise focuses on the development of the logo concept for the ecological future of the selected brand, which is directly based on the visual research and artistic direction identified in exercise 01.
The goal of this stage is to explore a variety of logo solutions and show how different visual methods can convey the sustainability, growth and long-term environmental responsibility value of the brand.
Following industry standard design practices, three different logo concepts were developed. Explore each concept through initial hand-painted sketches before using adobe illustrator for digital refinement.
To demonstrate versatility and practical application, each logo concept is presented in two formats: digital version (RGB) and printed version (CMYK).
Section 1：Sketches
Before entering digital production, a series of hand-painted sketches were created to explore various ideas quickly and intuitively.
These sketches focus on the experimental icon form, layout level, and the layout relationship between symbols and text marks.
Key areas to explore when sketching include:
Organic shapes that represent nature and sustainability, such as leaves, soil, and circles
Different positions of typesetting (icon above text, icon next to text, independent icon)
Test whether the logo can be recognized under small size (such as application icon or favicon)
This sketch phase allows for rapid conception and helps to determine the strongest direction to improve digitization.
Section 2：Logo Concept A
Concept A adopts a more symbolic and minimal approach, using a circular form to represent planets, continuity and future oriented thinking.
Section 3：Logo Concept B
Concept B is based on the concept of growth emerging from the earth. The icon features young plants growing from the soil, symbolizing sustainability, renewal and long-term environmental protection.
Visual language is organic and illustrative, which strengthens the connection between ecological future and nature.
Section 4：Logo Concept C
Concept C focuses on simplicity and scalability, combining leaf form with circle.
This method gives priority to clarity and identifiability, making the logo particularly effective as an icon or badge.
This exercise explores the initial artistic direction and visual research of three fictional design abstracts in the web design environment. The purpose of this stage is to analyze the existing visual language, determine industry practices, and develop an informed creative direction that can be extended in future design output. In this process, three brands were explored: Eco future, an organization that pays attention to the environment; Cab-E Online， A digital first taxi service; And influence hull, a professional business consulting firm. By creating a research mood board, analyze comparable brands and competitors to understand the common methods of color, typography, image and user interface design. After this research stage, eco future was selected as a brand to promote subsequent practice, because it is closely combined with sustainability oriented digital story telling and long-term visual consistency across web platforms.
Eco Future – Research Mood Board
Eco future’s research sentiment committee focuses on analyzing sustainable development driven brands such as IKEA, Patagonia, and allbirds. These competitors usually use clean and minimal layout and provide a large amount of blank space to make the content open and breathable. Color palettes are usually soft and natural, ranging from green, earthy neutral, and soft tones that reinforce environmental responsibility. The fonts of these brands are often simple and easy to read. They usually use modern serif or sans serif fonts to express trust, credibility and clarity. The image is dominated by photography and characterized by natural landscape, renewable energy and daily sustainable behavior, which helps to position sustainability as accessibility rather than abstraction. User interface elements are low-key and functional, relying on clear hierarchy, modular card layout and constraint button style. This visual language supports easy navigation and strengthens the role of ecological future as a calm, informative, future oriented digital existence.
Cab-E Online – Research Mood Board
Cab-E Online research emotional Board focuses on analyzing digital first taxi and mobile platforms, such as Uber, bolt and free now. These competitors give priority to clarity, speed and availability in visual language, reflecting the fast pace and functionality of services. Color palettes are typically high contrast, often combining dark backgrounds with bright accent colors to highlight the call to action and improve visibility in mobile environments. Bold, modern and legible font design ensures that information can be quickly scanned during the movement. Images are usually secondary to interface clarity, with emphasis on maps, icons, and functional UI components. The navigation system is simple and task-based, supporting booking, tracking and payment with minimal friction. This study emphasizes the importance of efficiency driven design for the potential digital presence of cab-e online.
Influence Hull – Research Mood Board
The research mood board for influence hull will study the visual methods used by professional consulting and business strategy companies such as Deloitte, McKinsey, and Accenture. These brands usually use a restrained and polished visual system to convey authority, expertise and trust.
The use of color is usually minimal, relying on a neutral palette and subtle accent colors to maintain professional tones. Typesetting plays a central role, usually using fine serif or clean sans serif fonts to strengthen reputation and enterprise confidence.
Images are low-key and abstract, often using personnel photography, data visualization or conceptual graphics in a professional environment, rather than text product images. The user interface design is structured, content oriented, and the grid based layout gives priority to clarity, hierarchy and long format reading. This visual language supports the positioning of influence hull as a serious strategic consulting brand.
Chosen Brand: Eco Future
Eco future was selected as a brand for further development because it has a strong conceptual consistency with contemporary web-based sustainable communication. Unlike other introductions, eco future provides greater flexibility for visual storytelling across multiple digital environments, including editing style layout, data-guided content and educational user experience. The brand’s focus on environmental impact allows a deliberate and calm visual approach, and design choices can support trust, transparency and long-term participation. This makes eco future particularly suitable for continuing to develop brands, interface design and sports based digital content in future exercises.
Eco future’s focus style board refined the initial research into a coherent visual direction. The natural green palette is used to convey sustainability, growth and environmental responsibility, supported by neutral tones that maintain clarity and balance. Typesetting is chosen for readability and credibility, and to strengthen trust and professionalism across digital platforms. The image gives priority to the sustainability of the real world and is characterized by the natural environment, renewable energy and human participation in ecological consciousness. UI elements are clean and modular, with clear hierarchy and constrained interaction style. This approach ensures that the interface remains accessible and easy to navigate, and supports the role of eco future as an information rich and trusted digital brand.
Brand Strategy – Eco Future
User Persona
Primary User Persona:
Name: Alex Age: 24–35
Occupation: student/early career/creative or technology related roles
Location: urban environment
Digital behavior: a large number of mobile and network users adapt to modern digital platform
Requirements and objectives:
Alex hopes to make the choice of being responsible for the environment, but prefers simple, transparent solutions that are easy to integrate into daily life. Sustainability is important, but it must be realistic and accessible, not extreme or exclusive.
Pain point:
Green brands often feel confused, too technical or preaching
Without clear communication, it is difficult to believe the sustainability proposition
Over designed or disorganized websites reduce credibility
Use Scenarios:
Alex visited eco future’s website:
Understanding sustainable products or services
Clear and rapid understanding of environmental impacts
Determine if the brand meets its values
Design Implication:
The interface must feel calm, honest and easy to navigate, and use clear hierarchy and visual clarity to build trust and reduce cognitive load.
Brand Prism (Kapferer)
Physique (Visual Identity):
The natural palette, minimal layout, soft images and clean layout reflect environmental responsibility and calm confidence.
Personality:
Calm, trustworthy, thoughtful, calm and optimistic.
Culture:
Rooted in sustainability, responsibility and long-term thinking. The brand promotes the balance between human needs and environmental protection.
Relationship:
Eco future positions itself as a supportive mentor rather than an authority figure, encouraging better choices without judgment.
Reflection (target user image):
Individuals with strong environmental awareness, modern and thoughtful values clarity and honesty rather than trends.
Self image:
Users will feel responsible, informed and concerned about the future when using eco future.
Brand Personality
co Future’s brand personality can be described using the following traits:
Trustworthy – Clear communication and transparent visual language
Calm – Soft colours, minimal design, and balanced layouts
Responsible – Reflecting ethical and sustainable values
Approachable – Friendly tone without being overly casual
Future-focused – Emphasising long-term impact rather than short-term trends
Tone of Voice: Professional but warm, informative without being overwhelming, and optimistic without exaggeration.
Brand Matrix
Brand Positioning
Eco Future is positioned in the Practical + Minimal quadrant.
The brand focuses on clarity, usability and realistic sustainability, rather than emotional or overly idealistic information. Its visual language is restrained and calm, allowing users to participate in environmental content in a clear and accessible way.
Many brands that focus on sustainable development tend to be idealistic+expressive space, using bold colors and emotional stories. On the contrary, the Eco Future gives priority to trust, transparency and daily availability, positioning itself as a grounded and credible alternative.
This positioning will help the Eco Future stand out, make sustainable sexuality possible, and integrate it into daily digital experience, rather than overwhelming or symbolic. This simple and practical approach supports long-term trust and availability across web platforms.
