Week 1 -6
23.09.3024 -29.10.2024
Lim Jun Teng / 0362890
Creative
Brand Strategy / Bachelor of Design in Creative Media
Introduction
Lectures
Task 2A - Ideation
1. Conduct further research on the identified brand touchpoints.
2. Find application references that represent the Brand Campaign.
3. Select the most relevant and unique touchpoints.
4. Build a Critical Application List with selected touchpoints.
5. Write a short description for each application.
6. Describe how each touchpoint elevates or achieves the campaign’s
goals.
Once I wrapped up Task 1B, I transitioned to Task 2, focused on building a
Design Brief specifically for my Dairy Charge campaign. Task 2 was
structured into two key sections: Ideation (Task 2A), where I explored
creative concepts, and Design Direction (Task 2B).
After get some feedback from Ms.Lilian I understood for this stage is most
focus on online and offline touchpoints.
Online Touchpoint I will go for:
1.Social Media : Platforms instagram facilitate real-time engagement,
allowing brands to share content and build community.
Fig 1.1
2.Website: A brand's primary digital presence, providing product
information, enabling online purchases, and enhancing user experience.
3.Promo Video: Engaging content that showcases products or brand values,
effective across social media and websites to capture attention quickly.
(since jpeg cant see the video so I put the link)
4.Digital Advertising : Target specific audiences and track campaign
performance
Offline Touchpoint I will go for:
1.Merchandise (yoga mats, exercise bottles): Tangible products that
promote brand awareness and loyalty when used in everyday life.
2.Printed Advertising: Physical materials like billboard that convey brand
messages and promotions in various locations.
3.Promotional Stands: Physical displays in stores or events that showcase
products and encourage impulse buying through engaging signage and
demonstrations.
4.Packaging Design: The visual and functional design of product packaging,
which communicates brand identity and influences purchase decisions.
Task 2B : Design Direction
1. Develop mood boards or a Style scape to articulate the design direction.
2. Include logo style in the mood board or Style scape.
3. Define the visual style for the Brand Campaign.
4. Select and showcase colour palettes.
5. Choose typography that aligns with the brand’s aesthetic.
6. Add graphic elements that support the campaign’s theme.
7. Outline the tone of voice and personality of the brand.
8. Ensure the mood board or Style scape represents the proposed look and
feel of the Brand Campaign.
1.Moodboard
This mood board for Cadbury's Dairy Charge combines
rich, vibrant colours with bold phrases
and dynamic visuals to convey a blend of indulgence and energy. It highlights the product's
quality ingredients and health benefits, positioning Dairy Charge as a
protein-packed, delicious snack that appeals to active, health-conscious
consumers seeking both taste and nutrition.
Fig 2.6
2.Logo Style
This logo style uses
playful typography, focusing on conveying the brand's unique personality through letterforms. With rounded, flowing fonts and bright, soft color
combinations, the overall look feels friendly and welcoming, projecting a positive
vibe. Subtle creative tweaks to the letter shapes add a sense of fun and
make the design more memorable.
Fig 2.7
3.Visual Style
This visual style combines
illustration
with minimal photography, creating a modern and playful design aesthetic. By
blending illustrated elements with real food photography
(such as sushi, cookies, and chocolate), it achieves a mix of realism
and cartoonish charm, enhancing both depth and visual appeal. The use
of bright colors and bold typography highlights each theme, giving the
designs a lively, eye-catching quality that’s well-suited for
contemporary branding and event promotion. This style conveys a sense
of youthfulness and trendiness while making the design’s message clear
and easy for viewers to grasp.
Fig 2.8
4.Colour Pallette
Fig 2.9
5.Typography
This is what the overall look like.
Fig 3.1
6.Brand Voice
Friendly and approachable – Use a warm,
conversational tone to connect with consumers on a personal level.
Healthy and supportive – Encourage healthy lifestyles and support
consumers in making nutritious choices
Feedback:
Week 4
Based on Ms. Lilian's feedback, I need to conduct more in-depth research to strengthen my project. My ideas currently feel hollow. I should investigate market trends, consumer preferences, and successful similar cases to provide a solid foundation for my design concepts and strategies. This research will help ensure my ideas are more substantial and persuasive, enhancing the professionalism and credibility of my project.
Week 5
Based on Ms. Lilian's feedback, I need to provide more detailed explanations for each touchpoint, offering background and specific details to showcase the thought process and reasoning behind my design choices. Additionally, the content needs to be better organised and structured, following a logical sequence to ensure clarity and flow of information. I should also think about how to effectively present these designs across different platforms, such as using unboxing videos on social media to showcase the packaging or Instagram Stories to highlight the design process of promotional stands, enhancing interactivity and engagement. Overall, the presentation should be more thorough, well-organised, and include clear strategies for how it will be displayed.
Reflection :Reflecting on my progress, I realized that my project requires a stronger foundation built on in-depth research into market trends, consumer preferences, and successful campaigns. This will make my design concepts and strategies more substantial and persuasive, adding professionalism and credibility to my work. Additionally, I see the importance of providing detailed explanations for each touchpoint, showcasing the thought process and reasoning behind my design choices. To improve clarity, I will organize the content in a clear, logical sequence, ensuring a smooth flow of information.
Moreover, I plan to thoughtfully consider how to present these designs across different platforms to enhance interactivity and audience engagement. For instance, using unboxing videos on social media can showcase packaging, while Instagram Stories could highlight the design process behind promotional stands. This multi-platform approach will make my presentation thorough, well-organized, and strategically impactful.
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