Creative Brand Strategy// Task 3 Campaign Branding

 

10.10.2022 -28.11.2022 (Week 7-Week 14)

Chaw Zhi Ting (0347344) 

Bachelor of Design (Hons) Creative Media

Creative Brand Strategy// Task 3 Campaign Branding

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INSTRUCTION:

Brand Identity

Logo 

I first started on the logo for Wanda's personal branding. I did a few sketches before I proceeded to digitise them. I tried exploring the logo by illustrating Wanda, and her cat and type. This process took quite some time, and I decided to use this friendly-looking character as my logomark. Then I started to explore the different logo typefaces. Some types are too edgy or too bold. Finally, I decided to go with this cursive writing-looking type.

Figure 1. 0 Logo Design Development

Figure 1.1 Final logo design

Figure 1.2 Logo variations

Graphic Element

When I was working on the logo refinement, I also started coming out with some characters related to the brand using simple geometric shapes. The first attempt was too sharp, so I added some rounded shape characters to give a more approachable feel to the brand.

Figure 2.0 Draft graphic elements

Figure 2.1 Final graphic elements

Instead of using too many photographs that might not match the current brand direction, I decided to illustrate some human figures to represent Wanda and her audience. The service Wandaful involves human factors, and some might feel uncomfortable using their pictures on social media. So, these characters will help protect their privacy and make them more comfortable sharing their story without worrying about being judged by others.

Figure 2.1 Final human illustrations

Touchpoints

1. Social media

The social media is planned out based on the customer journey map. It creates awareness at the beginning, showcasing and informing what is Wandaful to the audience by slowly reviewing the graphical elements, logo and who's behind, vision and mission. Moving on to the consideration stage, Wandaful will showcase our service and how to contact us, and a promotion video will come together. Once the customer reaches our Wandaful social media to ask for help, we will deliver the services. Some quotes will be shared throughout social media to remind the followers that Wandaful is here for them constantly. There will also be a physical event 'ARTtheraphy' workshop, to increase the audience's engagement with Wanda and make them feel more comfortable sharing while having fun painting. We also sell merchandise such as mood diary, motivational stickers pack, graphic tee and tote bag. Lastly is the loyalty stage, where we showcased the customers' feedback so that more people would trust us, and hopefully, they will return and continue to support us.

Figure 3.0 Social Media Design Development

Figure 3.1 Current issue

Figure 3.2 About wandaful

Figure 3.3 Wanda's story behind Carousel

Figure 3.4 Vision & Mission Carousel

Figure 3.5 Logo

Figure 3.6 Service Carousel

Figure 3.7 Video thumnail

Figure 3.8 Event

Figure 3.9 Graphic Tee Carousel

Figure 3.10 Mood diary

Figure 3.11 Quotes 

Figure 3.12 Call to action

Figure 3.13 Stickers pack

Figure 3.14 Tote bags

Figure 3.15 Feedback Carousel

2. Website

Moving on is the website. I tried my best to make it look interesting while maintaining art direction consistency. I started the website with a simple wireframe, then added some content and aesthetics. The footer and layout have improved after consulting with Ms Lilian. 

Figure 4.0 Website Design Development

Figure 4.1 Final Website Design

Figure 4.2 Final Website Walkthrough (link)

3. Promotional Video

For promotional video, the concept mainly introduces the brand's character and delivers the message of what Wandaful offers.

Figure 5.0 Promo video draft 1 (link)

Figure 5.1 Final Promo Video (link)

4. Merchandise

4.1 mood diary

Figure 6.0 mood diary cover design development

Figure 6.1 Final mood diary design (green)

Figure 6.2 Final mood diary design (black)

Figure 6.3 Final memo page

Figure 6.4 Final mood tracker page

Figure 6.5 Black & green cover mock diary

Figure 6.6 Diary mock up cover and inside pages

4.2  Motivational stickers pack 

Figure 7.0 Sticker design process

Figure 7.1 Coloured stickers pack,14th Nov 2022 

Figure 7.2 Black pink stickers pack, 14th Nov 2022

Figure 7.2 Sticker design mock, 14th Nov 2022

Figure 7.3 Sticker design mock on book, 2nd Dec 2022

4.3 graphic tee

Figure 8.0 Graphic tee designs, 26th Nov 2022

4.4 tote bag

Figure 9.0 Tote bag designs, 26th Nov 2022

4.5 self care gift set

This self-care gift box will include one graphic tee shirt, a tote bag, stickers and a mood diary, which is perfect for a gift to friends and family.

Figure 10.0 gift box design, 28th Nov 2022

Figure 10.1 Mock up gift box,  28th Nov 2022

5. Event 

Figure 11.0 Draft event poster

Figure 11.1 Draft event banner

Figure 11.2 Final event poster, 28th Nov 2022

Figure 11.3 bus stop mock,  28th Nov 2022

Figure 11.4 square poster,  28th Nov 2022

Figure 11.5 event venue mock, 2nd Dec 2022

Figure 11.6 event banner and venue mock, 2nd Dec 2022

Figure 11.7 event signages, 2nd Dec 2022

Wandaful Flat lay

Figure 12.0 Wandaful flat lay, 2nd Dec 2022

Final Submission

Figure 13.0 Task 3 Campaign Branding Presentation, 3rd Dec 2022

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REFLECTION:

Week 7 -public holiday

Week 8 -independent learning week

Week 9- Deepavali holiday

Week 10

-logo: the typeface looks much more suitable, tweak the W a little to make it continuous. 

-brand typeface: try previous proposed typeface as the heading of social media (Lozange), tone down the decorative elements 

-social media: start to put down the details of the content to help you 

-website: Tone down the design

*Need Content planning & start to plan draft video as well

Week 11

-social media: 

    1. Overall -looking good with the colour and illustrative figure, 

    2. Body point size -needs to be bigger (legibility)

    3. Breathing post are good, not too busy. 

    4. Letter box & chat with us- instead of using box background, use wiggly line

    5. Event poster: version 1 lack of flow, version 2: negative space is divided more balance, the hierarchy of information is more clearer. 

    6. Graphic Tee: can put cover page with 2 designs, 

    7. Mood diary: cover

    8. Stickers: finalise, come out few versions

    9. Testimony: can have a cover as well

-merchandise: almost done, just have to 

-website: existing footer looks like a decorative element, can improve the design by adding social media links and sub contents.

-video: good, information is there, try execute them, some parts of the character can be repeated to show the characters

Week 12

-social media: feedback change to yellow, more balance

-website: introduce character in every page, add one icon to link to event page, header, FONT size for body text, bleed of SWIGGLY line, add phone mock to video

-video: ‘Dont worry” and last part ‘here for you’

-No Chinese words.

-merch: all good, can do inside a journal.

-sticker: good to go, make 2 version, pink and black and white

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REFLECTION:

Experience

Initially, it took a lot of work to identify the design direction for Wandaful. I searched so many references and colour palettes to bring out the concept. Through consultation and discussions with friends, I slowly avoid some patterns or colours that brought me to the final art direction. Once the art direction was confirmed, things became slightly easier to apply on the other touchpoints. However, creating variations that could bring a more stronger visual impact is challenging.

Observation

Customer journey map plays an important role in reverse thinking. It emphasises how users interact with a particular event or brand. I realised that I must keep reminding myself to visualise each stage from what the customer intended to perceive. However, following what had been planned in the beginning stage took time as new ideas popped out when the time went precisely. It is okay to make adjustments to the customer journey map as long as it brings an impact to the brand or campaign. However, we need to be aware of the timeline for real-life projects.

Findings

Personal branding its more complicated than I thought. It is a program of activities designed to elevate a person’s visibility and improve their reputation. As they become better known and respected, these individuals grow eminence and earning power. Therefore, a personal campaign must act as a medium to bring awareness to the target audience.

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FURTHER READING:

Figure 14 How Spotify’s Wrapped campaign for 2022 came together

This article from It's Nice That explained how Spotify Wrapped became globally the most widely shared marketing campaign. The design team uses a strong visual identity that grabs the world's attention. Spotify Wrapped is a yearly overview of user habits on the audio streaming platform, allowing subscribers to share their favorites on social media engagingly. This article also shared how the designer uses monograms to translate “Self-expression and Play” for this year's theme.