CREATIVE BRAND STRATEGY // TASK 03
CREATIVE BRAND STRATEGY // TASK 03
Rebecca Thoo Hui Ying / 0350359
Bachelor of Designs (Hons) in Creative Media
Creative Brand Strategy// Task 03
Bachelor of Designs (Hons) in Creative Media
Creative Brand Strategy// Task 03
INSTRUCTIONS:
LECTURES:
Lecturers completed in Task 01 blog
TASK 02 A: Idea
Logo Ideations
✧ The project started off with the most important aspect, which was the identity of the campaign - the logo.
✧ I had the idea of creating a wordmark logo that represents movement hence the idea in fig 1.1 was born.
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| Fig 1.1 Logo Exploration #1 |
✧ In exploration #2, I've narrow down to two typefaces and the ones with the stared ones were the ones I've decided to expand on
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| Fig 1.3 Logo Exploration #3 |
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| Fig 1.4 Logo Exploration #4 |
✧ Fig 1.4 's number 3 logo was the final short listed logo.
Final Logo
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| Fig 1.5 Final Logo in colour |
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| Fig 1.6 Final Logo Clearspace |
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| Fig 1.7 Final Clearspace #2 |
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| Fig 1.8 Final Logo space rationalisation |
Graphical Elements
✧ The idea was to have solid and geometrical shapes that reflects and has a connection with the MRT
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| Fig 2.1 Graphical Elements Exploration #1 |
✧ I've explored with putting together the final logo & the graphical elements to see how it will look like
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| Fig 2.2 Rough Logo + Graphical Elements Exploration |
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Fig 2.3 Graphical Exploration #2 Final Graphical Elements ✧ The elements evolved from solid colours to gradients to match with the elements needed for the promotional video. ✧ As shown in the explorations, the idea of using the 4 circles and having a star at the centre was established very early on. The meaning behind this element is "movement". The circles signifies the wheels while the square signifies connectivity.  Fig 2.4 Final Graphical Exploration |
Poster
** Kindly ignore the words attached in the images, the formation of exploration numbers were named incorrectly **
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| Fig 3.1 Poster Exploration #1 |
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Fig 3.2 Rough Logo + Graphical Elements Exploration
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Final Poster
✧ The final 5 posters are a series, but it can also be split into 2 sections: 1) Event campaign poster 2) Normal Posters
Fig 3.5 Event Campaign Poster
Fig 3.6 & 3.7 Posters #1 & #2
Fig 3.8 & 3.9 Posters #3 & #4
Fig 3.10 Posters in PDF
✧ With the final selection of posters set, it was then branched out into 3 other items:
Poster Kiosk
✧ To showcase the posters
Fig 3.11 Poster Kiosk
Billboard Advertisement
✧ Targeting drivers and passengers while they are stuck in the traffic jam
Pillar Advertisement
Social Media
✧ I first planned out what shall the instagram feed include as shown in Fig 4.1
Fig 4.1 Social Media planning
Final Instagram Filter
Fig 4.2 Social Media Exploration #1
Fig 4.3 Social Media Exploration Artboard in Ai
Final Social Media
Fig 4.4 Social Media mockup + full deck
Fig 4.5 & 4.6 Social Media carousel mockup of feed #6 & #12
Fig 4.7 Social Media carousel mockup of feed #10
Fig 4.8 - 4.13 Social Media posts
Instagram Filter
✧ This was the first item I've thought of to add to the campaign other than the required deliverables
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| Fig 5.1 Filter Design Exploration #1 |
✧ Prior to this project, I have zero knowledge on how to create a filter, but with the help of Youtube I managed to create it!
Fig 5.5 Makeup filter tutorial
Fig 5.6 Frame and head thingy tutorial #1
Fig 5.7 Frame and head thingy tutorial #2
Fig 5.8 Spark Ar Artboard
Fig 5.9 IG Filter Final
Final Website
Fig 6.1 Landing Page
Fig 6.2 Pop Up Events Page
Fig 6.3 Merchandise Page
Fig 6.4 Our Socials Page
Fig 6.5 Full Website in PDF
Fig 6.6 Full Website showcase video
Promotional Video
✧ For the promotional video, the first idea that appeared in my mind was to have the train come out from a dark place into a light filled place. Signifying that with saving the Earth by travelling sustainably it will make the world brighter!
Fig 7.1 Storyboard elements exploration #1
MRT Designs: Exterior Design & Platform Design
Fig 10.2 MRT Platform Image
Fig 7.2 Storyboard elements exploration #2
Fig 7.3 After Effects artboard #1
Fig 7.4 After Effects artboard #2
Final Promotional Video
Fig 7.5 Final Promotional Video
Pop Up Event
Fig 8.1 Sketch of Pop Up Event
Final Pop Up Event
Fig 8.2 Final Pop Up Event
Fig 8.3 Photobooth machine
Photo Strip
✧ The photo strip evolved from the normal 4 collumn photostrip to one that reflects a train~
Fig 9.1 Photo strip Exploration #1
Fig 9.2 Photo strip Exploration #2
Fig 9.3 Photo strip Exploration #3
Fig 9.4 Photo strip Exploration #4
Final Photo Strip
Fig 9.5 Final Photo strip (empty)
Fig 9.6 Final Photo strip (with humans)
Fig 9.6 Final Photo strip mock with hands holding it
✧ Images of the MRT train & platform were taken by me
Fig 10.1 MRT Exterior Image
Final MRT Designs
Fig 10.3 MRT Exterior Design
Fig 10.4 MRT Platform Design
Merchandise
✧ Keychain Train Card's purpose is to replace the touch and go card, and have it as a keychain so passengers are less likely to loose it~ The QR code behind the keychain acts as a barcode for it to be swiped when entering the MRT station
Fig 11.1 Keychain front & back design
Fig 11.2 Keychain packaging front & back
Fig 11.3 Tote Bag Front & Back Design
✧ Sticker Pack
Fig 11.4 Sticker Pack
Fig 11.5 Full Merchandise Deck + Photo strip
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Final Compilation Submission
Fig 12.1 Final Compilation PDF
Fig 12.2 Final Compilation canva (link here)
FEEDBACK
WEEK 07
Lecturer's Feedback:
Task 02 Overall Feedback
✧ conceptually well considered and put together
✧ touch points were relevant to the customer's experience
✧ touch points that demonstrates creativity
✧ well considered website idea with the train opening detail
Lecturer's Feedback:
✧ Campaign Logo: spacing of the logotype needs to be readjust, as shown in fig 1.1.
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| Fig 1.1 Campaign Logo Amendments Needed |
✧ The dot on the "with" side can be aligned with the T, the T's line can be wider, will need to check with the alignment and the grids
| Fig 1.2 Graphical elements |
✧ Graphical Elements: the idea of wheels and connectivity is nice, vs the right bottom elements does not really suit the campaign
✧ Exploration shows the visibly the potential for the art direction, and it works very well and speaks the campaign.
✧ Storyboard + vectorised elements: I suggested to introduced the dotted texture and ms supports the idea that it could add texture to the elements
✧ The idea of introducing the graphical elements into the flowers is a good idea. Ms mentioned that if put together as a poster with the original colours, it will look nice!
✧ Ms mentioned the colour scheme chosen is well balanced, and the possibility is endless! Adding an orange tone is okay, as it is not as if i am introducing a new colour palette, as the orange draws from the yellow tone.
✧ Good progression for the last week ~
WEEK 08
Independent learning week
WEEK 09
Lecturer's Feedback:
✧ Logo is so much better after amendments
✧ For all elements go with the gradient (both flat colours and gradients can work) as the idea is quiet solid
✧ Presented to Ms the work I've explored for Merch #1: Keychain Train Card, after showcasing it ms suggested we go full out gradient to keep it consistent
✧ For the flower element, the gradient will need to be toned down
✧ Showcased iG filter ideation, more exploration is needed, but at least ideas are coming up
✧ Website: the arrows and how the pages shift is quite confusing. It is better to keep everything in this: everything shift towards left and everything towards right. Everything opens in one direction and then flip the other way. It is also visually easier to see it.
✧ The footer is better in dark colour so to differentiate the current background which is in beige
✧ Final comments from Ms! Lots of refinement on visuals, starting on website, tidying up identity and trying out social media planning and instagram filter
WEEK 10
Lecturer's Feedback:
✧ Poster: the poster with the mrt feels a bit overdone, the one with more negative space is not bad, as it is straightforward with the MRT corp logo attached below.
✧ The campaign logo can be smaller and can switch the colours with the tagline. Visual hierarchy~
| Fig2.1 Poster |
✧ 3 posters done can be a series (the beige ones) as shown in fig 2.1.
✧ The globe with mrt train doesn't have to be over done
✧ Need to work on storyboard of Promotional Video
✧ IG filter: even without curving the train it works
✧ Photostrip: suggest change of colour, maybe replace the green with beige. Can try switching logo and background colours
✧ Website: add campaign logo on the header
✧ Tote Bag: the whole bag front can be filed with the graphical elements, the behind can be the message + brand logo
✧ MRT station exterior & station platform: Visuals are starting to take shape.
✧ MRT exterior: train wrapped around with advertisements are more interesting, it would be like the idea showcased to ms
WEEK 11
Lecturer's Feedback:
✧ Photostrip: Ms mentioned that i could try a long rectangular shape for the photostrip so it looks like a train!
✧ Promotional Video: Frame 1 - could try to add the spinning element so it will look more like wheels
✧ Frame 2 - using back the original graphical elements thing would look nice as well, but the existing line moving cylinder works as well
✧ Storyboard: storyboard is nice, connects back to saving the earth by showing the greenery
✧ Tote bag: Could try both designs, the 1st design looks nice.
WEEK 12
Lecturer's Feedback:
✧ Today's consultation is a little different, I was split into groups with my classmates. I was slotted into the "Causes" group as we are all working towards a "goal".
✧ Showcased my work in progress to my group mates and I've received feedbacks~
✧ Photostrip: Personally i liked the normal 4 squarish layout, however my groupmates and Ms's opinion are the opposite to mine. The long photostrip does indeed looks like a train which can help tie in with the whole campaign even more. After some consideration, I've came to the conclusion of going with the long photostrip!
✧ Promotional Video: Showcased a wip version of the video and the feedbacks were what I've expected as it was also an element I was iffy about. They've commented on the light flares and how it looks weird, which i totally agree. Taking it off completely was a better choice, which I've think is best too
REFLECTION
Experience
Going into this project, I've already know that I either set a trap for myself or I can leapt over the bar of my own expectations. I had loads of fun brainstorming for the customer journey map. Towards the last week of progression, it was indeed a bit rushed as there's a lacking of progression as I was too focused on the promotional video. However (!) now on 25/6/2023 I managed to complete all items! And with satisfaction.
Observations
Consistency is key. Like any other design projects, the 3 words seem so simple but it is really crucial. I think this was kind of drilled in by Mr Vinod in previous semesters. Consistency + a straight clear direction is really what that matters, and having the end goal in mind really is important! I find myself constantly checking on this factor which I remembered Ms Lilian's comments of seeing my idea all coming together very early on in this task 3's progression.
Findings
Customer journey map is such a crucial thing in any campaigns/ brands. It is what that we can come back to refer to when we get lost in the project. A strong one at that is what that I realised can help me with the design and creative process. Because I've spent so much time branching out and thinking of possible ways of promoting this awareness campaign, I have maybe twice as much workload as compared to my other classmates, BUT it is all worth it as it is what I wish to convey though the customer journey map and make the campaign look as "real" as possible.
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