22/4/2025--4/8/2025 (W1-W16)
LIU YITONG (0370907)
Wdynham Fraser's Project G4 / Minor Project / Bachelor of Design (Hons) in Creative Media / Taylor's University
Final Compilation & Reflection
INSTEUCTION
PROJECT
In this project, we have been instructed to work as a team to present an
innovative concept that introduces a unique solution related to the United
Nations Sustainable Development Goals (UN SDGs). The project proposal should
include an executive summary to provide an overview of the project, a brief
historical background of similar projects, resources required, a solution to
the problem definition, a budget, and a timeline for project completion.
Week 1
In the first week, we were first briefed about what this module is all about
and what was required of us for this whole semester. That aside, we were also
introduced to the lists of topics/projects we can choose to take on for this
module.
We were divided into groups based on our own interests to select the projects.
Our group chose Wdynham Fraser's Project as our project.
Week 2
This week, we will conduct searches and investigations on the Wyndham Hotel
and Fraser's Hill. We have divided the investigation into three parts:
Wyndham Hotel, Fraser's Hill, and Eco-tourism and Culture.
I was responsible for the Fraser's Hill section. For this part, I conducted
the following searches: Fraser’s Hill
- Past and current businesses/event
- The community/local
- Local product demand (honey/flower/crafts), other similar products
- Facilities like road condition/transport/network etc.
Fig.1.0 Fraser's Hill's research (Miro Board)
After the data collection stage, our group started work with the user
persona.And Shiwen and I were responsible for creating User Persona 1 - Eco-Tourists & Nature Enthusiasts.
Fig.1.1 User Persona 1
Fig.1.2 User Persona 2
Fig.1.3 User Persona 3
Fig.1.4 User Persona Reference
Week 3 - Week 7
After that, we created a Google form to conduct a questionnaire survey.
Fig.1.5 Google form
After collecting all the data, we began to analyze the results as a team. Then,
we moved on to the problem statement and HMW stages.
Fig.1.6 HMW
Week 8 - Week 14
We have confirmed the objectives:
·Introduce eco-travel as a meaningful lifestyle choice and educate audienceon
sustainable tourism in a non-preachy, emotionally driven way.
·Encourage bookings, inquiries, and trip planning through soft CTAs.
·Highlight user stories and amplify their voices to build a community
thatshares common values (sustainability, authenticity, or emotional growth.
Then we decided that the contents of the Channels we designed included: 1.
Social Media Posts & Ads
High-quality images or videos showcasing eco-travel experience in real-life
contexts(e.g, cultural workshops, scenic hikes, local stays, quiet moments
in nature).
2. Influencer Collaborations
Authentic content that alians with the influencer's personal brand, showina
them enaaginoin immersive travel moments such as exploring nature,
participating in local traditions, or enjoying peaceful eco-stays.
Fig.1.7 Color palette
Fig.1.8 Typography
In week 9, our group focused on preparing presentation slides. We compiled
our research findings, user personas, key themes and insight statements
into a structured and visually appealing slide deck to present our ideas
clearly and effectively.
Social Media Campaign Proposal - Feel the Roots
We realized that our group had not yet completed the development of User
Personas in depth. Although we had preliminary interview data and ideas
about user types, we had not systematically organized them into
specific, concrete, and concrete user personas that we could complete
according to our teacher's feedback.
Figure 1.9 User Personas
Figure 1.10 User Personas
I was responsible for creating the content for Month 1 and Month 3, the
micro influencer review section, and some mock-ups. And the "Nature Tour"
section of the booklet, covering five pages.
User Journey Mapping :
In the middle of the project, our team began to plan content
strategies and output visual content around User Journey Map. We
divide the user's overall experience process into several stages such
as "inspiration → consideration → participation → recall", and design
the corresponding visual content and communication forms according to
each stage.
Month 1 Social media post:
Month 1: Arouse interest (Teaser & Emotional Connection)
Content production:
Social Media Post (social media publicity picture)
The theme revolves around nature, forest, quiet and escape from the
city.
Emphasize green ecology and visual healing, and attract the target
people who yearn for nature.
Figure 2.23 Month 1 Social media post
Teaser Video:
Teaser Video (Teaser Video)
It's called "Feel the Roots", which guides users to "return to
nature" through clip footage and soft narration.
Put it on Instagram Reels + Weibo short video platform for the
first time
Use poetic text & wooden texture Logo to enhance the brand
image
Effect Goal: Make the audience interested in Fraser's Hill
and remember the keyword of "ecology × tranquility"
Figure 2.24 teaser video
Month 2 Social media post (ADS):
Content production:
Social Media Paid Ads (Social Media Advertising)
Promote with the themes of exquisite images with "light luxury
natural vacation" and "short-distance escape experience"
The goal is to attract clicks to the official website or
reservation page.
Website Teaser Banner (official website banner)
Show the main selling points of Wyndham Fraser's Hill: history
and culture, ecological activities, comfortable
accommodation
Join the countdown tip: "The healing journey is about to
begin"
Out-of-Home Ads (Outdoor Advertising)
The concept poster will be released around subway
stations/universitys in major cities in Malaysia (such as
KL).
Forest style using "visual decompression" + poetic short sentence
copy to attract attention
Figure 2.25 Month 2 Social media post (ADS)
Figure 2.26 Website Teaser Banner
Figure 2.27 Out-of-Home Ads
Ideal Atmosphere Display
Figure 2.27 Ideal Atmosphere Display
We created promotional graphics/visual concepts for the hotel to better visualise our vision for the future direction of the Wyndham Hotel. These images combined the natural environment, English architecture and healing atmosphere to help us visually enhance the overall appeal of the proposal.
Production content and purpose:
Social Media Post (Social Media News)
Content direction:
Share the real experience photos of tourists in Wyndham Fraser's
Hill
Themes such as "the moment of check-in", "daily breakfast in the
mountains and forests", "the moment of meeting rare birds", etc.
Convey gentle feelings with gentle copywriting, such as: "So this is
how the forest breathes."
Functional objectives:
Trigger forwarding, collection and UGC (user-generated content)
Improve the reputational weight of brands on social media
platforms
Figure 2.28 Social media post
Figure 2.29 Social media post
Figure 2.30 Micro-influencer Reviews
Figure 2.31 Website Teaser Banner
Micro-influencer Reviews (Continuation of Small KOL Experience
Evaluation)
Strategic direction:
Invite the content creators who cooperated with last month to release
the second dynamic (such as vlog or travel summary)
Show the process of using tourist handbooks, sticker punching,
cultural activities (such as honey workshop, flower art
experience)
Highlight practice:
Encourage them to join "A Sentence to Fraser's Hill" or "Three Most
Recommended Things"
Interact with brand accounts to improve the sense of community
Functional objectives:
Strengthen trust dissemination (peer-to-peer recommendation)
Close the emotional distance between brands and consumers, and raise
the temperature of brand people.
Month 3 Stage Core Values:
Focus on the true story
Speak in the voice of a visitor
Let "nature, culture and healing" be transformed from brand concept
to actual experience sharing
Bury the second visit & recommend seeds
Month 4 Social media post:
Social Media Post
Theme: "Roots & Routes" Drop
Focusing on "The Roots of Travel × The Road of Exploration", a set
of reflective content will be released to let the audience visually
review the journey, while triggering the inner perception of
ecological culture.
Content form:
Carousel graphic post: presents the behind-the-scenes perspective
(BTS) of the local host/guide, conveying humanity and
professionalism
Social-minded Ads: Sharing local community participation and
environmental protection actions (such as honey sustainable
cultivation, small ecological handicraft workshops)
Goal: Guide users to raise "experience" to "emotional
identity" and form brand memory points.
Out-of-Home Ads (outdoor advertising)
Visual direction: Quoting tourists' reflection quotes + Fraser's
Hill real-life background map
Suggested exhibition location: urban transportation hub (let urban
people "see far away")
Copywriting example: "What did you bring back when you came back
from the mountains?"
The style emphasizes environmental protection, leaving white space
and thinking space.
Goal: Make the brand value visible and impress potential
visitors who "have not yet started".
Figure 2.32 Social media post
Figure 2.33 social media Ads
Figure 2.34 out of home Ads
A Reflective Visitor Companion：
Entering the final stage of the journey, our team focuses on
providing tourists with precipitation experience and brand memory
extension, so that they can still connect with nature, culture and
locality after leaving Fraser's Hill. The content of this stage not
only emphasizes "reflection", but also undertakes the core of the
brand: "slow × ecological × immersion".
Selected Experience Manual: "A Reflective Visitor Companion"
In order to further extend the depth and memory of the journey,
our team specially planned and designed an ecological
notebook-style experience book - A Reflective Visitor Companion.
This notebook not only provides guided information, but more
importantly, it encourages tourists to slow down, record as they
walk, and establish a real connection between travelers and
nature, culture and community.
Figure 2.35 A reflective visitor companion
Plate I: Nature Tour Page
Theme keywords: ecology × forest × breathing × slow life
Figure 2.36 Plate I: Nature Tour Page
Figure 2.37 Plate I: Nature Tour Page
Figure 2.38 Plate I: Nature Tour Page
Plate II: Historical Tour History Guide Page:
In this part, Guan Yu and I jointly planned the "History Guide"
module. We don't just want to provide historical information, but we
want travelers to have a dialogue with time while walking. We use warm
narrative + free recording to make the notebook a part of the journey,
not an external description.
Figure 2.39 Historical Tour History Guide Page
Plate Three: Cuisine Tour Food Guide Page：
Theme keywords: mountain taste × handmade × food memory
Figure 2.40 Cuisine Tour Food Guide Page
This notebook is ultimately not only a tool for tourists to record
their journeys, but also becomes a medium for in-depth interaction
with Fraser's Hill in nature, history and humanities. We enjoy the
planning and creative process in this module, and we also hope that
every visitor can write their own clips and emotions through it.
Figure 2.41 Social media post
Figure 2.42 booking confirmation Email
After the tourists completed their ecological experience at Wyndham
Fraser's Hill, our team specially planned the fifth phase of the
"Community Interaction Continuation Program" to encourage them through
a set of Instagram community activity templates with a strong sense of
design and low participation threshold. Visitors continue to have an
emotional connection with the brand after the journey.
Activity Objective: #FeelTheRoots Community Diffusion
Our goal is to transform the individual memories of tourists into
community content (UGC), form a real and credible brand voice, and
further enhance the cultural identity of Wyndham Fraser's Hill in the
field of ecotourism.
Figure 2.43 Social media post
Figure 2.44 IG Story Template
Figure 2.45 IG Story Template
We have designed community sharing content and interactive templates to
encourage visitors to share their stories through #FeelTheRoots after
the journey. The visual style adopts forest green, reflecting the
ecological theme. The template provides guidance questions and free
filling space to guide users to express and connect with nature, and at
the same time improve the participation and resonance of the brand in
the post-travel stage.
Month 6 - Community Giving Back Stage:
Theme: Echo of Growth | Growth You Can Feel
After the end of the journey, we hope to continue to maintain the
emotional connection with the visitors. Through social media content,
we invite tourists to share their memories and growth, emphasizing
that the journey brings not only scenery, but also an internal
transformation.
Figure 2.46 Social media post
Figure 2.47 thanks you-note
Instagram Thank-You Card
We designed a thank-you card-style post to express our sincere
gratitude to the visitors who participated in the activity and shared,
and attached a discount code to return their support to strengthen
user stickiness.
Week 15
In the 15th week, we received the teacher's detailed feedback on the
content and presentation structure of our proposal. According to these
suggestions, our group carefully modified and optimized the PPT, further
improving the visual presentation and logical clarity. After completing
the revision and obtaining confirmation, we officially made the final
report speech.
It showed the ecological tourism integration proposal we created for
Wyndham Fraser's Hill, and successfully completed the whole process of
this group project.
The Final Presentation
FEEDBACK
The overall presentation of the project is logical, with a directional
analysis of the Fraser's Hill Wyndham Hotel, and the content is in line
with the UN Sustainable Development Goals (SDGs), particularly the
consideration of ecological conservation and cultural heritage.
The use of user profiles, empathy maps and user journey maps was very
good, showing the importance of user experience. However, the teacher also
pointed out that we lacked uniformity in the User Personas section and
needed to be consistent in font, colour and graphic presentation to
reflect professionalism.
The visual hierarchy of the slide layout could be strengthened, such as
more eye-catching titles and more prominent data. In addition, some of the
charts are too dense with information and it is recommended that the
content be appropriately simplified.
The resulting promotional charts are visually appealing, and the teacher
encourages us to continue to explore the use of AI technology in visual
communication
REFLECTION
Experiences
This project has been a meaningful journey of teamwork and creativity throughout the semester. From the very beginning—choosing our topic and forming the team—to finalizing the proposal and presenting it, every stage required strong communication and collaboration. I was involved in several key aspects of the project, including researching Fraser’s Hill, developing user personas, designing social media content, creating micro-influencer reviews, and working on the handbook content.
One of the most memorable experiences for me was designing the Reflective Visitor Companion. It wasn’t just about making a booklet—it was about creating something that could truly accompany a traveler on their journey. We wanted to help people slow down, reflect, and build a deeper connection with nature and culture. That process taught me that design isn't just about looking good—it’s about creating emotional and meaningful experiences.
Observations
Throughout the project, I realized how crucial it is to design with the user in mind. In the early stages, our user personas weren’t detailed enough, and it was only after receiving feedback that we understood the importance of digging deeper into user needs, motivations, and behaviors. Only then could we create content and strategies that truly resonated with our audience.
Another thing I observed was how important it is to keep the overall direction clear. Midway through the project, our ideas became a bit scattered, but by going back to the core goals and user journey, we were able to realign and make the concept more cohesive. This showed me how essential it is to balance creativity with structure in group projects.
Findings
Ecotourism is more than just sightseeing—it’s about participation and immersion. We tried to make travelers feel like part of the story, whether through workshops, nature tours, or reflective experiences.
Emotional storytelling is powerful. Instead of simply telling people why sustainability matters, we used gentle imagery, personal stories, and calming tones to build a deeper emotional connection.
Less is more. Especially in visual communication, too much information can overwhelm the audience. After simplifying our charts and visuals based on feedback, we noticed that the messages became clearer and more impactful.
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