1. Project Overview

Project Title:
Creative Rebrand & Motion System Launch for a Digital Product

Project Type:
Creative / Design / Motion / Digital Assets Project

Business Context (BAU vs Project):

• BAU: Ongoing design support and social media content

• Project: One-time structured initiative to redesign the brand identity and deliver a scalable motion system

Client / Customer:

• Customer Business: A growing tech startup

• Client Representative: Marketing Manager

• Upper Management / Executive Team: CEO & Head of Product

Project Manager:
Creative Manager (Me – Dina Mostafa)

2. Project Manager Role

As the Project Manager & Creative Manager, my responsibilities included:

• Defining scope and deliverables

• Creating the project charter

• Planning schedule, cost, and resources

• Managing stakeholders

• Monitoring risks, quality, scope, and budget

• Coordinating team members and outsourced resources

• Reporting to the steering committee

• Leading execution and closing activities

3. Project Phases Overview

• Initiation

• Planning

• Execution

• Monitoring & Control

• Closing

INITIATION PHASE 4. Purpose of Initiation

The purpose of initiation was to:

• Define why the project exists

• Align stakeholders

• Establish high-level scope, cost, and schedule

• Identify major risks

• Get formal approval to proceed

5. Project Charter Project Objectives

• Rebrand the product visually

• Create a consistent motion system

• Improve product perception and usability

Benefits

• Stronger brand recognition

• Faster design execution in BAU

• Higher user engagement

Business Case

The current brand lacks consistency and scalability. A structured creative system reduces long-term costs and improves quality.

High-Level Scope

In Scope:

• Brand identity refresh

• Motion guidelines

• UI motion assets

• Marketing motion assets

Out of Scope:

• Website development

• Paid ad campaigns

High-Level Schedule

• Total duration: 12 weeks

High-Level Budget

• Rough Order of Magnitude (ROM): ±30%

Key Risks

• Scope creep

• Resource availability

• Delayed approvals

Project Team Overview

• Creative Manager / PM

• Motion Designers

• Graphic Designers

• External contractor (if needed)

Stakeholders

• Client Marketing Manager

• Product Team

• Executive Sponsor

• Creative Team

Approvers

• Senior Executive

• Senior User

• Senior Supplier

6. Cost Estimation (Initiation) Types of Cost Estimates

• Rough Order of Magnitude

• Three-Point Estimation
  (Optimistic – Most Likely – Pessimistic)

7. Stakeholder Analysis Influence Interest Strategy High High Manage Closely High Low Keep Satisfied Low High Keep Informed Low Low Monitor 8. Risk Management (Initiation) Risk Types

• Cost Risk

• Schedule Risk

• Reputation Risk

• Strategic Risk

• Legal Risk

Risk Responses

• Mitigate

• Avoid

• Transfer

• Accept

• Exploit

Risk Review Steps

• Weekly risk reporting

• Dedicated risk review meetings

• Severity reassessment

• Risk removal when no longer applicable

PLANNING PHASE 9. Purpose of Planning

• Finalize scope

• Build schedule

• Estimate detailed budget

• Assign resources

• Define communication and reporting

• Identify additional risks

10. Project Management Plan

Includes:

• Scope Statement

• Critical Success Factors

• Project Approach

• Constraints

• Deliverables

• Schedule

• Budget (Baseline)

• Quality Plan

• Stakeholder List

• Communication Plan

• Risk Register

11. Work Breakdown Structure (WBS)

1. Discovery & Research

2. Brand Design

3. Motion System Design

4. Asset Production

5. Testing & Review

6. Final Delivery & Handover

12. Scheduling Purpose

• Resource coordination

• Activity coordination

• Implementation dates

• Final costing

Schedule Types

• Milestones

• Timeline Views

• Gantt Chart (used internally)

13. Costing (Planning)

• Time & Material model

• Fixed-price components for outsourced work

• Budget baseline approved after planning

• Project contingency added (10–15%)

14. Quality Planning Quality Methods

• Process controls

• Design reviews

• Final testing

Testing Types Applied

• Functional Testing

• User Acceptance Testing (UAT)

• Production Verification Testing

EXECUTION PHASE 15. Execution Activities

• Task coordination

• Quality control

• Communication

• Procurement

• Issue management

• Schedule & cost monitoring

16. Project Management Tools

• Task coordination (Asana)

• Design collaboration (Figma)

• Communication (Slack)

• Reporting dashboards

17. Scope Management & Change Control

• Small changes → absorbed into scope

• Large changes → formal Change Request

• Unapproved changes → excluded from scope

18. Meetings Types

• Project Team Meetings

• Steering Committee Meetings

Purpose

• Coordinate work

• Resolve issues

• Escalate risks

• Align with management

Documentation

• Meeting minutes

• Action items

• Decisions log

19. Reporting

Includes:

• Overall RAG Status

• Component RAG

• Executive Summary

• Achievements (previous period)

• Upcoming milestones

• Budget update

• Risks & issues

20. Budget Tracking

• Timesheets & hourly rates

• Contractor invoices

• Project accounting codes

• Earned Value & EAC tracking

CLOSING PHASE 21. Project Closure Activities

• Final delivery & handover

• Client acceptance

• Documentation archive

• Contract closure