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PHD
Company’s Profile Design Report
Four Donuts Design Sdn. Bhd.
(603) 6362 8766(603) 6326 8755
No. 3, Level 2, Block C2 (C2-2-3)Publika Solaris Dutamas, Jalan Dutamas 1,
50480 Kuala Lumpur, Malaysia.
Submitted to — General Manager
Corporate Communications Division
402, Level 4,Tower D Uptown 5
No. 5, Jalan SS21/39Damansara Uptown Petaling Jaya
Selangorn Darul Ehsan 47400Malaysia.
Tel: 603 7651 9888Fax: 603 7665 8818
Email: audrey.chong@phdnetwork.comWebsite: http://www.phdnetwork.com
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Contents
1. Summary 4
2. Aim 5
3. Problem Statement 6
4. Design Objectives 7
5. Technical Approach 8
5.1 Identifying Needs of Customers5.2 Identifying Target Specifications
5.3 Generating Design Concepts
5.4 Selecting Design Concept
7. Inspiration 10
8. Layout 11
9. Design 12
10. Project Management 14
11. Conclusion 16
12. Team’s Credentials 17
13. Brochure Layout 18
14. Resumes 20
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15. Résumés of Team Members 20
8.1 Mohamed Rafique bin Ramlan
8.2 Dashenee Huthama
8.3 Kelvin Chee
8.4 Nashriq Ismail Sabri
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Summary
In overview of the fundamental needs of this project and based on the requirements listed
by PHD, we propose a effective and unique company ’s with the goal of delivering a favouredassociations with the image of the company in the eyes of the public.
This company’s profile, retain the key features such as the company profile, objectives, as
well as products and services. Emphasis will be given to the concept of establishment and
innovation to enhance the company’s image .
A company profile is an essential part of how a company externally communicates with the
customers, investors and the general public. A good company profile should reflect the overall
image of the company. It is important that the content and design of the company profile project
desirables associations with the company. It is not only meant for delivering information
concerning a company and its product or services to the company, but to also make sure the
company’s presence resonates clear in the mind of potential customers and the in vestors. Despite
the advent of communications through online means, a company profile is still a vital tool for a
company to connect with the people, whether they are investors, suppliers, consumers and even
the public.
Although the traditional method of printing out and handing out brochures may not be the
most efficient, considering the low cost and instantaneous nature of online communications, a
company profile has been proven to still be highly effective in fostering a genuine communication
with the people involved in the business. Thus, it is easy to figure out why the business of
designing company profiles is a lucrative one, as there are many big companies that are willing to
invest considerably to a top notch communications with the people that made the business what
it is.
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Aim
The aim of a company’s profile is to produce a literature that not only provides all the
information necessary concerning the company to the public, but to also create desirable
associations about the company in the mind of the clients. This is crucial to instill a strong
company’s image in the eyes of the customers. For example, PHD’s company’s brochure has an
overall background colour of dark blue, and this may create an impression of seriousness and
establishment in the perspective of the clients.
PHD prides itself as a company that has been well established, boasts a top notch service
and being very client oriented. Its mission is to strive to meet the expectation of the clients and
beyond. Of course, in order to achieve this, they believe in sustaining a progressive work
environment in the office and maintaining high work ethics in the company.
Other than that, PHD aims to project an image of cutting edge advancement and
modernity, which should be in correlation with a communication company. PHD believes that with
smart use of modern technological tools, it can provide the clients with the most efficient and
effective method of advertising their business. On top of being highly established, they also
wished to be regarded as a company with an open mind that is willing to push the boundaries that
the clients set for them.
With the right use of design elements and principles, it is possible for PHD to project these
images that it desires to be associated with them to the clients.
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Problem Statement
PHD now has to compete with numerous other communication companies in Malaysia. In
order to compete, it needs to be adaptive to new ways of media and technology to stay on top of
the game. To keep up with its rivals, it needs a more fluid method of doing business.
Thus, this company’s profile is meant to successfully visually communicate its ability to do soto the clients.
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Design Objectives
The objective of this company’s profile is to deliver a favourable image of PHD to the clients
and the public. In order to achieve this objective, the company’s profile must be able to:
1) Recreate the company’s brand image.
2) Attract new clients.
In order to create a new recreating a new brand experience, the design must mirror and
showcase values of the new brand quality, which is about establishment and trustworthiness. The
design of the new company’s profile must showcase the old and new quality of the company. Thiswill allow for a successful reintroduction of the brand name to the clients.
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Technical Approach
The technical approach refers to the plan of action to achieve the desired objectives. It
must consist of detailed work activities that need to be completed. Teams with specific operationswill be established.
The Research Team will be responsible for information gathering and market surveying to
establish a basis for the beginning of the design. The Design Team will take charge of producing
concepts, scamps and overall features to be viewed and confirmed by the client.
The stages to be taken are as follows:
1) Identifying Customer Needs
2) Identifying Target Specifications
3) Generating Design Concepts
4) Selecting Design Concepts
Identifying Customer Needs:
A thorough research will be conducted via surveys, statistics and other information gathering
techniques to identify what the customer preferences and how they really think. Consumer buying
behaviour will be weighed against the power of media persuasion to reveal what they really want.
Identifying Target Specifications:
Taking wing from the first stage, the research will be directed to focus on the specific target
audience demographic. Product brands and popular culture influences will be sampled and tested
to prove and strengthen the research material.
Generating Design Concepts:
Based on the results of the research, the Design Team will then proceed to create concepts
reflective of the objective. Scamps and mood boards will be presented to maintain focus as well as
explore ideas. The main concept will be materialized at this stage.
Selecting Design Concept:
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In the final stage, a board meeting will be held between the Project Advisors and the company
representatives to present the design concepts. The best concepts will be laid down for the client
to choose and as they see fit, request for amendments and changes.
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Inspiration
The company’s main idealism and philosophy serves to be the main source of inspiration that
shapes the design of the company’s profile. As known, the company is a solid, well established institution.
Its many experiences in successful communication ventures have gained unwavering trust of its clients,
new and old. However, it is also a company that believes that the only way to prosper in the future is to be
adaptable to quick changes in this era. It must have the capability to be ‘fluid’ with the way of th eir works,
but also maintain a grounded philosophy that has made it what it is today. The different nature of these
thoughts is believed to be the inspiration for the unique shapes that is placed quite numerously throughout
the company’s profile.
These unique shapes are inspired from the shape of a leaf. However, these shapes are composed of
two types of shapes, that is the organic and the geometric. These shapes illustrate well the company’s
ability to adapt to new changes in terms of communication technology, but at the same time be true to its
own identity. They also convey a message of traditional hard work, but believe that it must be
complemented with innovative thinking and ideas to enable them to deliver what is the best for the clients.
In other words, these shapes represent the whole identity of PHD and what it strives to be. Its
repetitive presence in the pages of the company’s profile ensures that this projection of PHD continues to
resonate strongly in the minds of the clients.
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Layout
The overall layout of this company’s profile is simple and minimalistic. This reflects the company’s
work culture that has no frills, professional and direct. PHD prides itself as a company that does not believe
in confusing its clients with bombardment of useless information. Instead, it focuses on true eloquence,
and only includes content that the customers would need and want to read, and nothing more. The simple
and clean layout also signifies the company’s transparency and integrity while hand ling business with the
clients. After all, the company’s profile is meant to inform the customers, not overwhelm them.
There are also proper balance given to the saturation of the words and visual imagery used in the
company’s profile. Of course, the sub titles are placed slightly right above the text with slightly bigger and
bolder fond so that the reader could differentiate it easily.
The titles or headings in the company profile are large in size, using clear and bold fonts. This is
meant for the ease of the clients who read the company’s profile and avoid any confusion. However, the
positions of the headings are changed from pages to pages. This reflects the company’s philosophy to not
shy away from changes and are able to adapt to changes in the market. It also implies that PHD is able to
think of innovative ways and bend the rules to give the clients the best of what they paid for.
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Design
There are many different aspects of designs in this company’s profile that can be studied. In terms
of the lines, the design of this profile maintains mostly straight lines, from the alignments of the texts and
also the position of the image. This is a pre tty standard style used for most company’s profile. It is the least
confusing and very easy to read. The main purpose of a company’s profile is to get information across to
the reader, thus the simplicity of which the information could be absorbed is crucial. Its simple and
predictable fashion of text aligning throughout the company’s profile creates a sense of unity while a
reader is browsing through the company’s profile.
There are many shapes to be recognized from this profile. One, is the simple, rectangular shapes.
They are repetitively used throughout the company’s profile, such as for the images and borders. These
shape not only make the company’s profile look neater, it is a reflection of the professionalism of the
company. On top of that, shapes that are made of combinations from both organic and geometric elements
are used extensively in the company’s brochure. They are the shapes that as a whole symbolize what the
company really is. Not only they are used, repetitively, there are gradual change of sizes among the shapes
and also come in different hues. They can be seen overlapping each other in a seemingly random manner,
but ultimately creates a unique pattern. This is an indication’s of the company’s emphasis on the diversity
within its organization and yet still be able to integrate the works effectively and deliver results.
In terms of colour, the overall background colours of the company’s profile provide an immense
first impression to the reader of the company’s establishment and professional ism. The blue colour is
synonymous with reliability, responsibility and trustworthiness. However, the shapes are composed of
many bright colours, and they are laid over the blue background. The colours complement with each other.
The bright, youthful colou rs used to fill the shapes resemble the company’s ability to catch up to think
innovatively and act accordingly.
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On both sides of the pages, there are equal amount of text and images to ensure that there is
balance, thus making it easier on the eye. The colourful shapes provide a complementary contrast with the
dark, somber, blue background. However, there is gradient in the blue background, which prevents the
company’s profile from appearing to ‘stiff’. The repetitive of shapes provides a sense of unity in the
company’s profile. The use of ‘Calibri’ font is kept constant throughout also to emphasis a sense of unity.
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Project Management
Client Presentation:There will be several main concepts that will be presented to the client. A prototype of the
company’s profile will be also be presented to the client. This allows them to see the final product
of the concept as well for giving their feedback. In case of significant changes, the deadline might
have to be changed with agreement on part of the clients and the designers.
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Production Fee Grids
Task Type of consultant Fee rateDuration(Days)
Hour/s Estimate Cost
Design Team
Senior Designer RM390 /hr 10 30 RM 11,700.00
Intermediate Designer RM260 /hr 10 30 RM 7,800.00
Junior Designer RM130 /hr 10 30 RM 3,900.00
Illustrator RM156 /hr 10 30 RM 4,680.00
Photo Images
Stock Image - - - -
Photographer RM1500/day 3 12 RM 4,500.00
Copywriter Senior Copywriter RM 180 /hr 6 18 RM 3240.00
Printing: 10,000 Brochures RM 25,950.00
Total* RM 61,770.00
*50% down-payment will be requested upon commencing of the working schedule.
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Conclusion
As a conclusion, it is clear that the many aspects of design must be taken into full consideration
when designing a company’s profile, as it is one of the most effective ways for a company to visually
communicate with the clients. Whether it will be shown online or printed out for handouts, they remain as
one of the vital and rudimentary tool for communicating with the clients.
It is important to have a careful thought process during the designing of the profile, as its purpose
is to convey desirable associations in the minds of the clients. A good design will achieve just that. For
some, it is what the people will base their first impression about the company.
Considering that this company’s profile will be printed and handout in large amounts, it is
considered a major method of educating the clients of the company and the general public. We believe that
this design is an excellent and wholesome way for the company to convey the image which they desire to
the client, which are trustworthy, established, cutting edge, innovative and client oriented.
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Team s’ Credentials
Mohamed Rafique bin Ramlan
He is the managing director. The leader who coordinate work activities, carry out quality
control, keep the team on track and on. He listens and evaluates the team’s ideas and opinions,
and make decisions based on them. He is also in charge of communicating with the clients to
figure out the overall goal that the team needs to achieve.
Dashenee Huthama
She is the copywriter. She is in charge of writing the minutes of any meeting throughout
the design process. She is the one responsible for writing up design report, arranging text layout
and make drafts.
Kelvin Chee
He is the art director, who is in charge of the graphics, images and all the designs elements.
He must ensure that the design in the company’s profile visually communicates with the readers.
Nashriq Ismail Sabri
He is the art director, who is in charge of the graphics, images and all the designs elements.
He must ensure that the design in the company’s profile visually communicates with the readers.
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Brochure Layout
Back Cover Front Cover
Layout Samples
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References
1. PHD_profile.ppt
2. coreteam@PHD.pptx
3. http://www.phdnetwork.com.my
4. http://www.phdww.com/malaysia/home.aspx
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Appendix: Résumés of Team Members
Mohamed Rafique Ramlan:
Head of Division : Managing Director
E-mail : rafiqueramlan@fourdonuts.com
Mobile No : 017-2123435
Awards/Achievements:
i. Special Achievement Award (TomorrowNow- Omnicom Media Group)ii. Special Achievement Award (Tales of Inspiration- Pillars by Malaysia SME)iii. INTI Leadership X-cellence Scholarship Award
Experiences:
i. Project Collaboration with Omnicom Media Group ii. Project Collaboration with Pillars Malaysia SME
Philosophy: KISS.
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Dashenee Huthama:
Head of Division: Copywriter
E-mail: dasheneehuthama@fourdonuts.com
Mobile No: 010-2012144
Achievements/Awards:
i. Special Achievement Award (TomorrowNow- Omnicom Media Group)
ii. Special Achievement Award (Tales of Inspiration- Pillars by Malaysian SME)
iii. The Star Scholarship Fund.
Experiences:
iii. Project Collaboration with Omnicom Media Group iv. Project Collaboration with Pillars Malaysia SME
Philosophy: Keep Calm and Design On.
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Kelvin Chee:
Head of Division: Art Director
E-mail: kelvinchee@fourdonuts.com
Mobile No: 014-6062627
Experiences: i. Web Designii. Illustrationiii. Animation
Philosophy: If you want the rainbow, you have to put up with the rain.
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Nashriq Ismail Sabri:
Head of Division: Art Director
E-mail: nashriqismailsabri@fourdonuts.com
Mobile No: 016-6566188
Experiences:
i. Lead and manage ‘The Jaspers’ ii. Project collaborations with RTM
Philosophy: ROCK ON!