INTERNSHIP REPORT SEVEN PILLARS GROUP SDN BHD NO 79, JALAN PUTERI 5/3, BANDAR PUTERI, 47100 PUCHONG, SELANGOR 17 JULY 2023 – 06 OCTOBER 2023 NURHARRISA HASHYRA BINTI HUSAINY BACHELOR OF DESIGN (INDUSTRIAL DESIGN) WITH HONORS SESSION III 2022/2023 INTERNSHIP COORDINATOR TS. SHAHRUL AZMAN SHAHBUDIN UNIVERSITI PUTRA MALAYSIA FACULTY OF DESIGN AND ARCHITECTURE DEPARTMENT OF INDUSTRIAL DESIGN 2023
CONTENTS PAGES 1.0 ACKNOWLEDGMENT 1 2.0 INTRODUCTION 2.1 Objectives 2.2 Company Background 2.2.1 Company Business Framework and Philosophies 2.2.2 Company Products 2.2.3 Organization Chart 2.2.4 Operation Flow 2.2.5 Company Environment 2 2 2-3 3-8 8 9 10-12 3.0 DESCRIPTION OF THE INTERNSHIP 3.0.1 Position in Internship 3.1 Project Overview 3.1.1 Existing Project 3.1.1.1 Project 1 - Air Asia New Merchandise Pitching Deck 3.1.2 New Project 3.1.2.1 Project 1 - Touch ‘n Go NFC School Bus Charm 3.1.3 Internal Project 3.1.3.1 Project 1 – Sevengifts Website Revamp 13 13 14-17 18-20 21-23 3.0 REFLECTION ON THE INTERNSHIP 24 4.0 CONCLUSION 25 5.0 APPENDICES 26-29
1.0 ACKNOWLEDGEMENT I would like to express my heartfelt gratitude to several individuals and organizations who have played a pivotal role in the successful completion of my internship and the subsequent preparation of this report. First and foremost, I would like to extend my sincere thanks to my Internship Coordinator, TS. Shahrul Azman Shahbudin, for his unwavering support, guidance, and mentorship throughout my internship journey. His valuable insights and encouragement have been instrumental in enhancing my learning experience. I am also immensely grateful to Seven Pillars Group Sdn Bhd for providing me with the opportunity to be a part of their esteemed organization. The exposure and hands-on experience gained during my internship at Seven Pillars Group have been invaluable in shaping my professional growth. I would like to acknowledge the contributions of my supervisor, Pooi Li Wei, who has been an exceptional mentor. Her expertise and dedication to my learning have been truly inspiring. Her guidance and feedback have enriched my understanding of the industry and have been instrumental in shaping my career aspirations. I extend my gratitude to my colleagues in the Design Department, who welcomed me into their team and provided a collaborative and nurturing environment. Working with this talented and passionate group of individuals has been an enriching experience, and I am grateful for the knowledge and skills I have gained through our collective efforts. To all the individuals mentioned and many others who have supported me during my internship, I express my sincere appreciation for your guidance, patience, and encouragement. Your contributions have been invaluable, and I am truly thankful for the opportunities and experiences you have provided. Finally, I would like to thank my family and friends for their unwavering support and encouragement throughout this journey. Your belief in me has been a constant source of motivation. Thank you all for being a part of my internship experience, and for helping me grow both personally and professionally. 1
2.0 INTRODUCTION 2.1 Objective The objectives of carry out industrial training are as following: ● To immerse students in a genuine work environment, providing them with insights into the actual conditions and expectations of being an employee. ● To help students learn and get better at Industrial Design and improve their professional skills and how they work with others in a professional setting. ● To introduce students to potential career pathways within specific professions and industries, offering a glimpse into future professional opportunities. 2.2 Company Background 2.2.1 Company Business Framework and Philosophies Seven Pillars Group is a team of enthusiastic young individuals with a deep passion for offering the finest and most exquisite gift solutions. Officially established in 2017, they have quickly expanded and now have a team of employees and partners with an impressive collective experience of over 20 years. The company has earned its place among the top 10 premier gift suppliers in Malaysia. In recognition of the importance of connecting with a wider audience in the digital age, they have taken the initiative to create an online platform, www.sevengifts.com.my, which serves as an effective communication tool. At present, the website's search engine optimization (SEO) ranks it among the top 5 websites for premium gift supplies in Malaysia. In essence, Seven Pillars Group is a dynamic and experienced team dedicated to delivering premium gifts of the highest quality to clients, and they have achieved recognition as one of the leading players in the industry. Their commitment to excellence is reflected in their strong online presence and their ability to connect with customers through the website. 2
Vision Becoming the premier provider of premium gifts, setting new industry standards in innovation, quality, and customer satisfaction. Striving to enhance lives through thoughtful gifting experiences and inspiring meaningful connections on a global scale. Mission ● Effective A successful customer relationship begins with effective communication. Swift responses and consistent contact with customers ensure that all your needs are met. ● Innovative Constant exploration of new trends and methods in design and production leads to the presentation of fresh and innovative ideas for our valued customers periodically. ● Competitive Customer satisfaction stands as the top priority. Dedication to delivering the most professional service, the highest quality, a wide range of product choices, and an utterly hassle-free experience at the most affordable price. 2.2.2 Company Product Seven Pillar Group Sdn Bhd offer 6 main services which are; 1. Research & Strategy ● Market Analysis: In-depth market analysis conducted to identify trends, preferences, and emerging opportunities in premium gifting. ● Strategic Planning: Collaboration with clients to create strategic gifting plans that align with their objectives and maximize the impact of their gifts. ● Competitive Insights: Providing insights into the competitive landscape, allowing clients to differentiate their gifts and offerings effectively. ● Budget Optimization: A strategic approach that ensures your gifting budget is optimized to achieve the desired outcomes efficiently. 3
2. Global Sourcing ● Diverse Product Selection: Benefit from access to a diverse range of premium gift options from various global sources, ensuring a wide array of choices. ● Unique and Innovative Finds: Global sourcing expertise allows you to discover unique and innovative gifts that set your offerings apart from the competition. ● Supplier Network: Established relationships with a network of trusted suppliers around the world, ensuring reliable and consistent access to premium gifts. ● Cultural Sensitivity: Navigating cultural nuances and preferences to provide gifts that resonate with diverse audiences, promoting inclusivity and appreciation. 3. Premium Gift Consultation ● Personalized Guidance: Tailored advice to understand your needs and preferences, ensuring the selection of gifts that resonate with your recipients. ● Budget-Friendly Recommendations: Recommendations that work within your budget constraints to recommend premium gifts that make a lasting impression without breaking the bank. ● Thematic and Occasion Alignment: Align gift choices with the theme and occasion, adding a thoughtful touch that enhances the impact of your gifts. ● Client-Centric Approach: Focusing on creating a tailored premium gift experience that reflects your unique requirements, with satisfaction as the priority. 4. Custom Design Solutions ● Creative Ideation: Collaboration with design experts to generate creative ideas and concepts that align with your brand and message. ● Brand Integration: Seamless integration of your brand identity and values into the design, ensuring a cohesive and memorable representation. ● Prototyping and Testing: Provision of prototype development and testing to ensure the final product meets your standards and expectations. ● Scalable Production: Flexibility in meeting your production needs, from small batches to large-scale production. 4
5. Swift Delivery and Fulfillment ● Timely Delivery: Prioritization of prompt delivery to ensure your gifts reach their intended recipients within the agreed-upon time frame. ● Hassle-Free Logistics: Management of the entire fulfillment process, from packaging to distribution, saving you time and effort. ● Nationwide and Global Reach: A delivery network that extends nationally and internationally, ensuring that your gifts are delivered wherever you need them. ● Real-Time Tracking: Stay informed with real-time tracking, allowing you to monitor the status of your deliveries and make any necessary adjustments. 6. Quality Assurance ● Stringent Quality Control: Maintenance of rigorous quality control measures at every stage of the production process to guarantee that all items meet industry and client standards. ● Product Testing: Inclusion of product testing in the quality assurance process, ensuring that your premium gifts are free from defects and of the highest quality. ● Warranty and Support: Standing by the quality of products and offering comprehensive warranty and support services to address any issues or concerns. ● Continuous Improvement: Evaluation and enhancement of quality assurance procedures to adapt to changing industry standards and client expectations. 5
The provided images and portfolio showcase a range of projects undertaken by Seven Pillars Sdn Bhd, spanning across various industries. 6
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Seven Pillars Group Sdn Bhd has collaborated with both large corporations and innovative startups, including Fortune 100 companies. 2.2.3 Organization Charts 8
2.2.4 Operation Flow Seven Pillars Group Sdn Bhd applies four primary phases in its operations. Phase 1: Client Consultation ● In the initial phase, we engage in detailed discussions with our clients to understand their specific gifting needs and objectives. ● We work closely with the client to identify budget constraints, themes, and any unique preferences. Phase 2: Design and Coordination with Suppliers ● Our design experts create custom design concepts and collaborate with suppliers to source premium gift options based on the client's requirements. ● We present design mockups for approval and gather feedback for any necessary adjustments. Phase 3: Simple Production and Quality Assurance ● Once designs are approved, we coordinate with suppliers to initiate production, which may include simple production tasks like packaging or assembly. ● All products undergo rigorous quality testing to meet industry standards and client expectations. Phase 4: Delivery and Feedback ● We manage the hassle-free delivery and fulfillment process, with real-time tracking for clients. ● After the delivery, we gather client feedback to ensure their satisfaction and continuously improve our services. 9
2.2.5 Company Environment At Seven Pillars Group, our workspace is divided into two offices. One office is reserved for our sales team, and the other is designated for our design and logistics teams. Within the design department's office, designers have their own individual workspaces, and we also have a designated area resembling a mini studio, which greatly facilitates our product photography needs. This mini studio is primarily designed for capturing lifestyle photos of products, where we create settings that showcase how the products can be used in real-life situations. This is another mini studio, but it is specifically tailored for capturing individual product photos with a strong focus on showcasing each product's unique features and details. 10
. Workspace for designers. This is our pantry area, where we also offer a variety of food and snacks. 11
This is the storage area for our logistics team, where all items are sorted in and out. They also conduct item inspections here before sending them out to our clients. Here is our small machine, and among them is a laser cutting machine that enables us to create customized designs on both leather and acrylic materials. 12
3.0 DESCRIPTION OF THE INTERNSHIP ACTIVITY 3.0.1 Position of Internship During my internship at Seven Pillars Group Sdn Bhd, I held the position of a junior graphic designer, primarily focusing on meeting client design requirements. I also provided support in preparing pitch deck proposals, assisted with simple production tasks, and handled website-related responsibilities. Weekly feedback and evaluations from both the senior designer and my supervisor provided me with valuable insights. Throughout my internship, I successfully completed one internal project and made substantial contributions to the two most significant client projects, despite working on more than six. 3.1 Project Overview The best project I completed during my internship is the private and confidential project. I have included it in this report solely for private and confidential viewing as proof, with the hope that it will not be disclosed elsewhere. Existing Client Project Project 1 : Air Asia ( New Merchandise Pitching Deck ) New Client Project Project 2 : Touch ‘n Go ( NFC School Bus Charm ) Internal Projects Project 3 : Sevengifts Website 13
3.1.1 EXISTING PROJECT 3.1.1.1 Project 1 Company/Client Name: Air Asia Brief: AirAsia, one of Malaysia's leading airlines, is embarking on an exciting project to expand its in-flight merchandise offerings. Following the remarkable success of our company's products currently available on their planes, AirAsia has chosen to collaborate with us once again to create new and innovative merchandise to be sold onboard. In addition to the ongoing project, my specific role entails the design of a unique representation of Malaysian national food to be featured on AirAsia's merchandise. This creative endeavor aims to captivate passengers and celebrate the rich culinary culture of Malaysia. Moreover, I actively contribute by superimposing designs on new sourcing products, enhancing their visual appeal for client presentations. These tasks collectively reflect my commitment to infuse creativity and innovation into AirAsia's in-flight merchandise, fostering a delightful passenger experience and highlighting our company's exceptional design expertise. Design Language/ Statement: - Fun, unique Target Market: - Air Asia passengers, onboard Challenges: The primary challenge in this project is to create designs that are both unique and distinct from existing representations of national dishes, such as "nasi lemak," "ais batu campur," and "teh ais." It's crucial to ensure that while the designs are fresh and innovative, they still retain the unmistakable essence that people instantly recognize as these beloved Malaysian favorites. 14
Process and task completed for the project: After several iterations of idea dismissal, we've reached the final sketch for representing four iconic Malaysian national dishes. 15
Here is the approved final design for the Malaysian national dishes, including nasi lemak, durian, ABC, and teh 3 layers. This design incorporates unique and playful elements while retaining the unmistakable essence of each dish. I meticulously crafted each detail by tracing back the design using Illustrator. 16
Here are examples of items that have been selected for presentation to the client. While we have sourced and considered numerous items, I've included just a few here to provide a glimpse of how we typically convey the final appearance to the client. 17
3.1.2 NEW CLIENT PROJECT 3.1.2.1 Project 1 Company/Client Name: Touch’n Go Brief: Touch 'n Go is widely recognized as a prominent contactless smart card system extensively used for electronic payments across Malaysia. My assignment involved the creation of intricate 3D models designed for the new NFC school bus charms within this innovative payment system. These models play a pivotal role in facilitating the development of mockups and promotional materials. This, in turn, greatly simplifies the process of showcasing and marketing the charms to the intended audience, underscoring their significance in the Touch 'n Go ecosystem. Design Language/ Statement: - Tribute Target Market: - Malaysian citizens, Touch’n Go user Challenges: The primary challenge in this project was that I had to explore a new software, SketchUp, which had been assigned to the project, despite having no prior experience with the software. 18
I was tasked with creating a 3D model that precisely matched the provided image, relying on only a limited number of samples as my references. 19
After several rounds of refinement, I'll be attaching pictures for every view of the 3D model. Here is the final outcome for the upcoming Touch 'n Go charms. 20
3.1.3 INTERNAL PROJECT 3.1.3.1 Project 1 Company/Client Name: Seven Pillars Sdn Bhd - (Website Revamp) Brief: Seven Pillars Sdn Bhd is embarking on a project to revamp their website, aiming to enhance the overall user experience. The project includes updating product images, descriptions, and the addition of an imprint option. My role in this project is to completely overhaul the website, ensuring it features new lifestyle product images, multiple product color options for customer selection, and accurate descriptions and pricing. The objective is to create a more engaging and user-friendly online platform that effectively showcases their products while providing customers with more choices and accurate information. Design Language/ Statement: - Lifestyle, minimalist. Target Market: - Diverse Lifestyle Shoppers. Challenges: The challenge in this project was coordinating with our photographer, sourcing and preparing sample products for smooth photo sessions, and working within a tight deadline. 21
First and foremost, I needed to explore our sample room to locate the exact products featured on our website. Once I had gathered all the items, I had to ensure that each product was photographed in two styles: lifestyle shots and white background single product photos. If the item already had an original printed logo, there was no need to impose an additional logo. However, for items without a logo, I had to incorporate the company's logo onto the product. 22
After completing the photo sessions, my next task was to update all the details within the WordPress platform. I meticulously ensured that all information, including descriptions, prices, colors, imprint options, and pictures, were accurate and aligned with the products. Feel free to explore the newly updated website at sevengifts.com.my. 23
4.0 REFLECTION OF THE INTERNSHIP During my role as a junior graphic designer at Seven Pillars, I was tasked with a wide range of responsibilities. I had the privilege to work on projects for renowned companies such as AirAsia and Touch 'n Go, which required me to maintain a high level of quality and creativity in my design work. My responsibilities included designing promotional materials, creating graphics for marketing campaigns, and producing artwork for merchandise and products. This role allowed me to utilize my creative skills and design expertise to craft visually appealing and effective materials for our clients. One notable aspect of my internship was the need to adapt to new software, often by self-exploration. This required me to quickly learn and become proficient in software tools like SketchUp. This adaptability and the ability to independently explore new software and techniques were essential to my role as a junior graphic designer. It reinforced my belief that as a designer, being able to adapt to challenges and embrace continuous learning is crucial for personal and professional growth. In this dynamic and creative environment, I understood that being receptive to feedback and open to critique and rejections were vital. It allowed me to iterate and improve upon my designs, ensuring that the final outcomes met the client's expectations and our company's standards. This mindset of embracing feedback and seeing it as an opportunity for improvement became an essential aspect of my role. In summary, my job as a junior graphic designer at Seven Pillars was diverse and dynamic, involving design work for prestigious clients, adapting to new software, and embracing feedback to continually enhance the quality of my work. It was a valuable and enriching experience that not only enhanced my design skills but also instilled in me the importance of adaptability and a willingness to learn from critiques and rejections. 24
5.0 CONCLUSION My internship journey at Seven Pillars has been a transformative experience, where I not only honed my design skills but also learned valuable life lessons. One of the most significant takeaways was the opportunity to connect and network with a diverse group of colleagues, even though I was the only Malay among a predominantly Chinese team. It was a testament to the power of inclusion and collaboration. Throughout my time at the company, I gained precious experience in the design field, which greatly contributed to my personal and professional growth. I had the privilege of working with prestigious clients like AirAsia and Touch 'n Go, which allowed me to refine my design abilities and push the boundaries of creativity. In conclusion, my internship journey was more than just a professional experience. It was a lesson in diversity, adaptability, and personal growth. I leave with not only new design skills but also a strong sense of accomplishment and pride, knowing that I've contributed positively to Seven Pillars and represented my university, maintaining its reputation. The advice and guidance from my supervisor were instrumental in my development as a designer. I embraced feedback and critique, always seeking opportunities to improve. The dedication and effort I put into my work ultimately paid off when I secured a job position at Seven Pillars. It was not only a testament to my hard work but also a reflection of the value I brought to the team. 25
6.0 APPENDICES Figure 1 : Lanyard design for REES Figure 2 : Lanyard design for VCI GLOBAL 26
Figure 3 : T-shirt design for Global Digital Figure 4 : Social Media Poster 27
Figure 5 : Handling laser cut machine Figure 6 : Customize acrylic keychain 28
Figure 7 : Stick barcode to product sample Figure 8 : Company Trip 29