CREATIVE BRAND STRATEGY//TASK 2
26.09.2022-10.10.2022 (Week 4-Week 6)
Chaw Zhi Ting (0347344)Bachelor of Design (Hons) Creative Media
Creative Brand Strategy// Task 2 Ideation & Design Direction
INSTRUCTION
I decided to go with Wandaful as my campaign name and refine the key message and brand touch points that I have proposed earlier.
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Then I started to draft a customer journey map to visualise how the brand and campaign interact and show the public. We have to consider different stages of the event, from advertising and providing the service to the customers.
Figure 1.1 customer journey map, 3rd Oct 2022
Application List
1. Social media
Wandaful's social media will post a series of posts related to the brand, information on mental health topics, and positive quotes to the audience with exciting visuals.
Figure 2.0 Social media reference, 3rd Oct 2022
2. Website
Wandaful website is a tool to promote the brand by sharing the stories behind it and showing testimonials. The website allows visitors to write about their concerns and connect with Wanda. Moreover, visitors can listen to the podcast and purchase merchandise of the brand.
Figure 3.0 Social media reference, 3rd Oct 2022
3. Video
A teaser video of Wanda and her upcoming campaign 'Wandaful". This video will be presented in motion graphic and kinetic typography, with the brand typeface, colours, key elements and exciting background music to grab the audience's attention and invite them to be part of the event.
Figure 4.0 Typography video reference, 3rd Oct 2022
4. Offline event (signages)
Signages will be designed according to the brand key visuals to reflect the brand image. This is to guide the visitors to venue of Wandaful workshops.
Figure 5.0 Environmental graphic and Signages reference, 3rd Oct 2022
Task 2B: Design direction
Week 4: this week my progress is quite slow because I spent a lot of time on figuring out the campaign name and details. After I have done the ideation, then I tried to visualise the look and feel of Wandaful.
Figure 6.0 Week 4 design direction progress, 19th Sept 2022
Figure 6.1 Week 5 design direction progress, 26th Sept 2022
Moodboard
I began to search more visual references from Pinterest and I have came out 2 version of moodboard. The first one is more character
Figure 7.0 Moodboard 1, 26th Oct 2022
Figure 7.1 Moodboard 2, 26th Sept 2022
Colour
Figure 7.2 colour palettes 1 and 2, 26th Sept 2022
Figure 7.3 Final moodboard and colour, 26th Oct 2022
Figure 8.0 Greycliff, 3rd Oct 2022
Figure 8.1 Obviously, 3rd Oct 2022
Figure 8.3 Chinese typography, 3rd Oct 2022
Graphic Elements
Organic rounded shape and curvy pattern that gives a friendly approach and represent 'flow of mind' of the Mental Health campaign.
Figure 9.0 Graphic elements references, 3rd Oct 2022
Photography
Reflect happiness and positivity of the brand. Photography used for social media and website (about us, testimonial).
Figure 10.0 Photography reference, 3rd Oct 2022
Submission:
Task 2: Wandaful Ideation & Design Direction (pdf), 10th Oct 2022
FEEDBACK:
Week 4
The campaign name looks interesting; the logo and art direction look fine. Brand touchpoints need to think more in-depth about how these touchpoints work and how it looks. I may need more references and justify the choice. Other components and key ideas need to be narrowed. Tone down photography, think about how to fit with style, explain the content planning (why is it a mixture of photographs and illustration), and work on the other brand visual references such as typography.
Week 5
Specific feedback
Week 6
Specific Feedback
Specific feedback
Task 2A: well thought of the campaign direction. Communication goals is related to brand touch points. Planning where to post the video is also something that can thought of, after introducing the brand only, shows the teaser. Website, need to find reference on designing the notification/ email template. Moodboard 1 has more character and more iconic, it stands out well than Moodboard 2 that is more generic. However, need to consider the brand purpose. The colour are almost similar for both moodbaord, can consider introducing the pastel purple and beige as secondary colour. The graphic elements (twisting effect) are okay, if gives a friendly tone.
Merchandise all good, typography 2 is better than typography 1 as it is more friendly approach. Typography one is too load, or stylised, not so friendly. Can consider another different typeface that
Logo and campaign illustration style need to be differentiate, logo can consider a more simplified shape or illustration, whereas website and other application can be more detail. The cate can be incorporate the hairstyle of Wanda. Sketches (need more asian style).
Specific Feedback
Ideation and art direction looks fine. For colour palette, blue is not so suitable, purple is too light, yellow reflects the brand image more. Combine a final moodboard.
REFLECTION:
Experience
Planning the touchpoints and customer journey map is fun yet challenging, as this is the first time I've been exposed to this. It was hard at first, but once the idea is confirmed, it helped us better to search for the visuals for the design direction. I enjoyed researching the visuals and application ideas. However, determining the right design direction is always challenging for me. It requires a lot of time to search for the desired visual references and produce a mood board that fits the purpose and values of the campaign. Overall, it was great to see the campaign slowly build up.
Observation
I observed that the ideation part is essential to determine how people perceive the brand and the campaign's effectiveness in reaching the target audience. Designing a design brief is not easy. At this stage, it is all about exploring, finding a suitable design direction, and identifying brand touchpoints that will help achieve the vision and mission within the campaign period.
Findings
Looking at different references helped me to learn from them and spark new ideas. I realized every brand approach very differently depending on its target audience. Therefore it is crucial to understand the project brief and the campaign's purpose.
FURTHER READING:
Figure 11.0 Customer journey map, 3rd Oct 2022
A customer journey map is a diagram that shows the stages customers go through when interacting with a brand, a service or a product, from viewing the advertising to buying products online and accessing customer service on social media. A visual representation of the customer journey can provide valuable insights into customers' thoughts. To create an effective visual map, it must be rooted in data-driven research. It must visually represent the different phases customers experience based on various dimensions, including customer sentiment, goals and touchpoints.
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