Presentation Plan

Title:

Cognate by Qeisan

Message & Audience:

I want to dispel the popular myth amongst the general public that learning a new language in adulthood is impossible.

Good Presentations:

Content Order:

1. Explainer Video

2. Banner Ad

3. Infographic

4. Instagram Stories

5. Social Media Post

6. Newsletter

7. Podcast

Analysis

Each piece reflects the style guide of the brand, adhering to a pre-determined colour scheme, fonts, and logos. This creates a sense of unity, collectivity, and cohesion amongst all seven pieces.

Explainer Video

The explainer video starts off by asking ‘what if’ questions that outline the problems the product is made to combat, as well as their ideal situations (what would it be like without the aforementioned problems). This format hooks the viewers by getting ‘straight into the action.’ Once the viewers have a clear idea of what’s going on, I introduce the product’s name, while making sure to do so in the first 30 seconds. Afterwards, I dive into the functions of the product to explain how they can solve each problem. I end off by restating the brand, and reciting the slogan.

Production-wise, the video was simply a screen recording of a powerpoint presentation. Each slide contained imagery related to the script, and only the sections mentioning the product featured original graphic design material.

Banner Ad

The banner ad is designed in the shape of a television set, with the inner frame mimicking a foreign film. Inspired by the online debate of subs vs. dubs (subtitles vs. localised voice acting), the banner ad features subtitles at the bottom that read “Tired of subs? Learn the language with Cognate.” While the text is written in body copy font, the brand name is written in title font for emphasis. The button-like icons on the bottom of the screen include a call to action in the centre, for the viewer to download the product on the app store.

Previously, I submitted this piece before even conceiving the idea of Cognate. At that time I created a banner ad for a food delivery app and got the feedback that I wasn’t clear enough on what the app does. I had the tagline “ready for dessert?” and used an image of dessert. Hence, it created the impression that the app specialised in desserts. To avoid that mix up, even though the image I used this time was from a Korean drama, the text doesn’t specify any language. Such that viewers can interpret that the app can help with multiple languages.

Infographic

Previous feedback I received for this piece were that there was too much white space at the header, and the title wasn’t inline with the contents of why Dutch is an easy language for English speakers to learn. This time, I’ve solved those issues by eliminating the white space and revising the title.

Content remained the same as I tried to include all sorts of statistics and diagrams to easily convey the information. There was also a piece of feedback to match the infographic to the country’s flag (Netherlands). However, I wanted to stay consistent in prioritising representation of Cognate instead. This way as well, the flag can become a point of emphasis, so that even if someone doesn’t read the contents, they’ll see the flag and clogs photo, and immediately know it’s Dutch related.

Instagram Stories

The Instagram story is a two-slide mini quiz that serves to enhance the knowledge of viewers. It’s located in the ‘heritage facts’ bookmarked stories, and makes use of Instagram features such as the yes/no poll and stickers. The first slide features the question, and the second slide reveals the answer. Each slide includes some form of homage to the Cognate brand, such as the speech bubble logo, masked over a Chinese building, and again on the second slide to emphasise the correct answer. While for the first slide the emphasis was more on China, as can be seen from the colour scheme, the second slide emulates the Cognate style guide. With the background being blue, and the ruins all being yellow.

Social Media Post

This social media post contained a lot of information. To convey that load without crowding, the visual aspect of the post contained only the essentials. The first slide introduces the topic; the first in a post series regularly covering linguistic information. At this point, only the topic and featured language is shown. Nothing in-depth is purposefully shown as not to overwhelm viewers off the bat, and to act more as a hook. On the second slide, the more gritty information is shown. But still only the five (rule of odds) main points. The explanation is further delineated in the caption.

For United Nations Day, Cognate has decided to give out free lessons. This is evident from the top of the newsletter that features the United Nations flag standing on its own for emphasis. Each language is categorised by major language families, with a national flag representing each language. There are five rows of three languages each to adhere to the rule of odds. In total, there are a medley of flag colours featured, such that none stand out in particular, more than the United Nations flag. Below the 15 teaser languages is a call to action where the viewer can view the other offered language lessons. Otherwise, contact links are provided even further below.

Podcast

The podcast format included an introduction, content, closing, and teaser for the next episode of the podcast. Everything is strictly spoken, with no background music, as to give a more serious and studious vibe. The album cover is simply the Cognate logo.

Critique Process

Various revisions of all seven portfolio pieces were made before the publishing of this demo reel. Those revisions enhanced the overall result, thanks to the articulated feedback given by instructor Rochelle, colleague Cindy, and relatives; Farah and Qisha. Examples of feedback include when Rochelle suggested to minimise header space on the infographic. The excessive space created a poor balance in the composition.