CREATIVE BRAND STRATEGY // TASK 02
CREATIVE BRAND STRATEGY // TASK 02
Rebecca Thoo Hui Ying / 0350359
Bachelor of Designs (Hons) in Creative Media
Creative Brand Strategy// Task 02 (A & B)
Bachelor of Designs (Hons) in Creative Media
Creative Brand Strategy// Task 02 (A & B)
INSTRUCTIONS:
LECTURES:
Lecturers completed in Task 01 blog
TASK 02 A: Idea
✧ I've decided to go with the proposed "Travel sustainably with us" as the brand campaign's name.
✧ Once the campaign name is determined, we will have to look into refining communication goals & key messages
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| Fig 1.1 Customer Journey Map from Task 01 |
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| Fig 1.2 Brand Touch Points |
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Offline Activities:
1.
Pop- Up Exhibitions
| Fig 2.2 Pop-Up Exhibitions |
✧ The idea was to include an installation that looks like a train in the pop-up as so to tie it back to the encouraging public to take trains portion.
✧ The original idea was to have these pop-ups inside of the train station, however after giving much thoughts, it will not be effective as that target audiences are people who usually don't take public trains.
✧ The idea was restrategised and is now going to be set up at potential locations such as Central market square or any shopping mall squares that not only attract locals but are able to target foreigners as well.
2.
MRT - Pillars
✧ This is the fastest and most effective method of adverting to urge the public to be aware of the campaign as people are stuck in the jam they will have more time to look at the advertisements displayed on the pillars.
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| Fig 2.3 MRT Pillars |
MRT - Exterior Train Design
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| Fig 2.4 MRT exterior design |
MRT - Interior Train Design
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| Fig 2.5 MRT Interior design |
✧ Include good to know facts like, how we can help reduce co2 emission.
3.
Poster
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| Fig 2.6 Poster |
✧ Text placement will be minimal as shown on the reference pictures.
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Social Media
1.
Website
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| Fig 2.7 Website |
online or offline. The website interface allows visitors to navigate to different pages as if the doors of the train is opening
2.
Instagram - Feed
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| Fig 2.8 IG Feed |
✧ The visual style will be a mix of utilising approachable 2D vectors and photographs to create inspiring visuals.
Instagram - Filter
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| Fig 2.9 IG Filter |
✧ An IG filter will be a nice addition to drive user engagement towards the campaign
3.
Promotional Video
Fig 2.10 Promotional Video Reference - Motion Graphics
Fig 2.11 Promotional Video Reference - Kinetic Typography
✧ Motion graphic paired with kinetic typography would suit the campaign the most as so to better promote the campaign
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Merchandise:
1.
Keychain Train Card
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Fig 2.12 Keychain Train Card |
✧ This is something that has already been done in Taiwan that I think would help to gain extra reach to the public as this is something that has not been introduced in Malaysia before and would peak the public's interest.
2.
Photo Strip
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3.
Tote Bag
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| Fig 2.14 Tote Bag |
✧ It could be something that the public can stand a chance to win.
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TASK 02 B: Design Direction
1.
Moodboard
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2.
Colours
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| Fig 3.2 Colours |
✧ I personally had a bit of a hard time settling down on the colour scheme. I knew I'd like to include green and some sort of yellow in the campaign. (colour scheme progression can be seen in deck progression)
✧ After much debating with all the colour schemes, I've decided on Fig 3.2.
3.
Typefaces
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| Fig 3.4 Typespecimen Sheets |
4.
Logo Style
✧ The campaign's logo style is simple and approachable. The idea is to alter the original typeface and have connected lines to reflect back to the campaign, which is MRT.
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| Fig 3.5 Logo Style |
5.
Graphic Elements
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| Fig 3.6 Graphic Elements |
✧ Similarly with the Poster style, he overall look & feel that I would like to communicate across through design is to have geometrical shapes, mainly long cylinders that looks like trains/ train tracks.
6.
Photography
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| Fig 3.7 Photography |
7.
Tone of Voice
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✧ The campaign hopes to give off a caring and warm persona in an engaging and humble tone whilst using a simple language as to encourage and educate the public about the campaign's cause.
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Deck Progression:
1st Draft TASK 02
✧ (week 04) For the first draft, I jumped into creating a deck to see how the ideas would look like. After the consultation with Ms, I have a clearer idea and went on to refine and insert the missing parts of the task.
Fig 1.2 1st Draft Task 02 Deck
2nd Draft TASK 02
✧ (week 05)
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Final Task 02 Submission (PDF)
FEEDBACK
WEEK 04
Lecturer's Feedback:
✧ Like last semester's module, too many colour options, becareful while using colours
✧ Typography needs more work, same style as last semester's typestyle
✧ Poster & graphic style matches with the brand
✧ Website idea is good as it relates back to the train's opening and closing doors
WEEK 05
Lecturer's Feedback:
Feedback for Task 01 B
✧ Consider brand value, quite focused on the MRT service
✧ SWOT analysis, need to be angled in context to the campaign, consider the SWOT of my campaign
✧ Touch points well considered
Feedback for Task 02
✧ Key message & positioning are straight to point
✧ Communication goals, basically what are the things id like to communicate through the campaign, the information
✧ For the website, Ms suggested i start creating and then only to see if it's time efficient and also on my ability to create figma mockup of the uiux page
WEEK 06
General Feedback:
✧ not to showcase your design direction by showcasing it. instead give and suggest references that is similar to what you want the DD to be.
✧ do not forget to credit the sources in the slides
✧ presentation is done in class is to reflect and to learn about each others outtakes and to look into our own to see if we are accurate
✧ reminder: design journal due next week (today is 9/5/2023)
Lecturer's Feedback:
Logo Exploration Feedback
✧ I've showcased the logo exploration Ai artboard for ms to provide me with some guiders. Ms suggested that I could look more into the 2 stared exploration tries (refer to attached picture above).
✧ The first stared logo exploration was using an italic type, which if paired together with the geometrical 2D shapes that I have planned to execute will break up the very rigid feel and gives it a more dynamic feel.
REFLECTION
Experience
It was the first time we got to create a project as such from scratch, without any client given, it all comes from us. Once I've determined the core of the campaign's purpose, the next crucial step is to craft out the customer journey map and link it to the brand touch points. Through this exercise, it's helped me solidify where and how exactly each touch points will come into contact with the consumer. I also had a slight challenge in determining the art direction and colour schemes. I had the idea in mind, so it was the challenge I faced while researching references that are similar to the idea. After the presentation deck for the campaign was completed, it was nice to see all my ideas flourished.
Observations
Through this project, I've observed that having a strong campaign goal acts as a solid base to build the design thinking on. The ideation for brand touch points is vital to see how consumers would perceive the campaign that is also able to tie back with the vission and mission of the project.
Findings
Different campaigns have different approaches in terms of art direction and its target audience. From the presentation sharing session, everyone of my classmates have got different and unique approaches to their campaign. Which is one take away that informs me that knowing the campaign's goals and purpose helps one to build the campaign.
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