CREATIVE BRAND STRATEGY - TASK 02

CREATIVE BRAND STRATEGY - TASK 02

24.09.2024 - 29.10.2024 (Week 1 - Week 6)

Chen Nan/ 0363533

Creative Brand Strategy / Bachelor of Design in Creative Media / Taylor's University

Task 02: Ideation & Design Direction

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INSTRUCTION

LECTURES

Lectures 01 - 04 in task 1

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Task 2A&B: Ideation & Design Direction

I started working on the Ideation proposal, which was a very brief, just a few ideas that I had thought about in class. The content of the proposal was not precise, and I didn't know what the proposal needed to do at this time.

Fig 1 Ideation PDF

I scrambled around on Pinterest and looked for some moodboard images to show the designs I wanted to make.

Fig 2 Moodboard PDF

After listening to Ms. Li's feedback, I quickly found the direction. I sorted out the previous proposal and Moodboard and merged them. But I still had few ideas in this slide, and I didn't play my brand concept in terms of touchpoints. There was no characteristics, and I needed more ideas to complete this task.

Fig 3 slides PDF

I thought carefully about Ms's feedback. I focused my focus on touchpoint. Then explained my Direction part.

FINAL SUBMISSION

Fig 4 Task 2A & 2B Final Slide

Feedback

WEEK 4

FEEDBACK

• The product features and sometimes core functions need to be clearly communicated through the new brand image, packaging, and advertising.

• The brand strategy needs to be expanded, and the two key messages of "replacing smoking and unhealthy nuts" should not be abandoned.

• The promotional video is the same as the digital advertising, maybe I will use Promotional Videos better and add an online touchpoint such as email.

• Determine the fonts to use, which is the main body and which is the title.

• The whole slide needs to be more detailed.

WEEK 5

FEEDBACK

• You need to construct your ideas. Think about why you are doing these things?

• You must think about what these posts, videos and everything else do during the event.

• Choose a clear visual system that must express what you want to do.

• The main color is recommended to be yellow.

• The fonts should be contrasted to express more clearly.

• You should explore the brand as a person, explore the characteristics, qualities, and personality of this person?

Reflection

Experience

I didn’t do well with this task. Although it was only in the conception stage of the brand, when I was working on task 2, I had to consider the continuity of task 3. Many of the design touch points made me anxious. After completing task 2, I needed to seriously rethink how to proceed with task 3.

Observation
From task 2, I found that touchpoints are important for brand promotion, which directly connects with consumers, and it is very important to keep consistency in all touchpoints when rebranding. The unity of the brand is crucial to the brand identity after the rebranding. Therefore, I need to think about the brand visual direction I want to express in each design element or touchpoint I develop later.

Finding

In completing this assignment, I learned a relatively complete approach to rebranding. During the assignment, I still didn't grasp some details. I still didn't do well with the brand goals, and I need to understand the meaning of rebranding more accurately.