Creative Brand Strategy: Task 3 - Campaign Branding

MKT62504 Creative Brand Strategy 10.10.22 - 2.12.22  (Week 8-Week 14)

Wendy Seto / 0348805
Bachelor of Design (Hons) in Creative Media / Taylor's University

Task 3: Campaign Branding

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LECTURES

Please refer to these pages:
Week 1 - Week 4

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INSTRUCTIONS

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PRACTICAL

#1 Logo

Continuing based on the logo draft I proposed in task 2, here is the colour exploration.

fig 1.1 logo sketches 2/10/22

fig 1.2 logo development 9/10/22

fig 1.3 logo colour exploration *AI messed up with the gamma 24/10/22

fig 1.4 final logo.png

#2 Podcast Cover Art

My first attempt is basically a part of my logo exploration which I think is pretty interesting.

fig 2.1 podcast cover art 1st attempt 24/10/22

fig 2.2 podcast cover art 2nd attempt progress 30/10/22

Miss Lilian told me to remove all the browns I have been using because there are already too many colours.

fig 2.3 podcast cover art 2nd attempt finalised 14/11/22

#3 Poster

I did not do much exploration for the workshop poster, only did one attempt and I think it is good to go.

fig 3.1 workshop poster.jpg 14/11/22

fig 3.2 workshop poster mock up.jpg 14/11/22

#4 Merchandises

I started off with creating patterns for the washi tape. It is just basically playing around with the elements I created for the logo exploration.

fig 4.1 washi tape pattern sketch 24/10/22

fig 4.2 washi tape patterns progress *AI messed up with the gamma 6/11/22

fig 4.3 washi tape mock up attempt 6/11/22

fig 4.4 washi tape pattern 1 finalised 14/11/22

fig 4.5 washi tape pattern 2 finalised 14/11/22

 I love both designs so instead of choosing one I decided to use both.

fig 4.6 washi tapes final mock up 14/11/22

Next on, I illustrate the elements I want to put on the sticker sheet, which most of these I end up applying a lot in my other designs as well.

fig 4.7 illustrations draft for the sticker 6/11/22

After having all the illustrations, I re-arrange them in Adobe Illustrator and work on the cutting lines in Silhouette Studio.

fig 4.8 making the cutting lines progress 14/11/22

fig 4.9 making the cutting lines progress 14/11/22

fig 4.10 cutting lines preview 14/11/22

fig 4.11 finalised sticker sheet.jpg 14/11/22

fig 4.12 sticker sheet mock up.jpg 14/11/22

The last merchandise is the journal, I actually started finalizing the spreads first then the cover last. I did not have enough time to make more spreads but I really wish I did:(

fig 4.13 cover sketch 24/10/22

fig 4.14 mood tracker spread sketch (not end up executing it hahahah) 24/10/22

fig 4.15 finalised habit tracker spread.jpg 27/11/22

fig 4.16 finalised weekly spread.jpg 27/11/22

fig 4.17 finalised braindump spread.jpg 27/11/22

fig 4.18 cover draft.jpg 27/11/22

fig 4.19 finalised cover.jpg 1/12/22

fig 4.20 journal: cover mock up draft 1/12/22

fig 4.21 journal: cover mock up 1/12/22

fig 4.22 journal: inside pages mock up 27/11/22

#5 Social Media

This touchpoint is the most crucial one in my opinion because it will be very obvious if say the artworks are not consistent. I also have to maintain the visual weight of each post to not war with each other. The collaterals also play a big part so it has to be executed accurately in order for it to perform well in the feed.

fig 5.1 weekly affirmation post 1st attempt 6/11/22

fig 5.2 weekly affirmation post 2nd attempt 6/11/22

fig 5.3 weekly affirmation post 2nd attempt 6/11/22

fig 5.4 merchandise post 1st attempt 6/11/22

fig 5.5 merchandise post 2nd attempt 6/11/22

fig 5.6 merchandise post 3rd attempt 14/11/22

fig 5.7 merchandise post 4th attempt 14/11/22

fig 5.8 feed draft 6/11/22

fig 5.9 finalised 1st post: campaign's vision & mission (1/2) 14/11/22

fig 5.10 finalised 1st post: campaign's vision & mission (2/2) 1/12/22

fig 5.11 finalised 2nd post: the brand story (1/3) 14/11/22

fig 5.12 finalised 2nd post: the brand story (2/3) 1/12/22

fig 5.13 finalised 2nd post: the brand story (3/3) 1/12/22

fig 5.14 finalised 3rd post: washi tape merchandise 14/11/22

fig 5.15 finalised 4th post: sticker sheet merchandise 14/11/22

fig 5.16 finalised 5th post: podcast update 14/11/22

fig 5.17 finalised 6th post: podcast illustration 14/11/22

fig 5.18 finalised 7th post: workshop poster 14/11/22

fig 5.19 finalised 8th post: weekly affirmation 14/11/22

fig 5.20 finalised 9th post: self-journal merchandise 27/11/22

fig 5.21 final social media (instagram) feed.jpg 1/12/22

fig 5.22 social media mock up.jpg 1/12/22

#6 Website

I thought if I am done with the rest (merchandises and social media) it will be easier to work on the website but I was wrong. I work the longest on the website just because I kept on experiencing a design-block in between the process. 

fig 6.1 website layout sketch 24/10/22

fig 6.2 website (landing page) progress *AI messed up with the gamma 27/11/22

 

fig 6.2 website (shop) progress 1/12/22

fig 6.3 finalised website (landing page).jpg 1/12/22

fig 6.4 finalised website (about).jpg 1/12/22

fig 6.5 finalised website (shop).jpg 1/12/22

fig 6.6 website mock up 1/12/22

#7 Introduction Video

For the video, I did a simple animation using Procreate. This took so much time as well since I have to draw layer by layer which has quickly made me regret proposing the idea. However, I think the outcome is not too bad. Thank you Lene for willing to record her voice very last minute. The entire thing lasts for almost 2 minutes actually but I just realized there is actually a time limit stated on the MIB so I have to trim both the frames and voiceover in the end.

fig 7.1 animation storyboard 27/11/22

fig 7.2 animated frames 30/11/22

fig 7.3 animation compilation progress 1/12/22

fig 7.3 introduction video.mp4 1/12/22

#8 Virtual Meeting Background

The virtual meeting background is probably the easiest and most effortless one since I don't actually have to design something new.

fig 8.1 virtual meeting background.jpg 1/12/22

fig 9.1 task 3: campaign branding deck 2/12/22

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FEEDBACK

Week 8: 

Independent Learning Week

Week 9: 

Can try bringing the one step @ a time icons to the step or combine the step with the checkered pattern. Also do try to adapt other typefaces as current choice is rather too childish and not too aesthetically exciting to see.

Week 10: 

Public Holiday

Week 11: 

I can see that you are struggling here, there is so much things going on. Reduce the colour you are using, maybe choose only one or two from your proposed colour palette as the background. You can also use different style of paper; ruled, dots to make some variations. I suggest to not use the brown anymore and just proceed with black.

Week 12: 

Some posts from the feed still have the potential to be expanded as carousels as they can contain more information on the campaign itself. You can introduce the brand story, state the brand value/mission & vision etc. More progress are needed as only merchandises are done for now.

Week 13: 

Election Holiday

Week 14: 

The overall social media posts and merchandises looks quite nice, it shows consistency in the elements you are using. Although there are multiple handwritten typefaces applied here and there, it still work which is great. For the website, it seemed easy but it doesn't, isn't it? But since you are done with the rest, you will figure it out.

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REFLECTION

Experiences: I started off very lost in the beginning of this task, not sure how exactly am I going to execute this and quickly regretted the art direction I'm proposing which I am sure Miss Lilian can see that. However,  I am actually impressed with the final outcome, everything just look so well blended together. The fact that I was not feeling like it but still able to overcome the struggle to the point that I love it gives me a mixed feelings towards the overall experience of working on this project.

Observations: Just like branding a business, there are also a lot of things to consider when it comes to branding a campaign. This task has really opened my eyes about how I percieve branding in general and I think it is a great exercise before we step in to the industry.

Findings: Sometimes we can't follow exactly what we had in mind just because our ideas keep on evolving and some things simply don't add up as how we wanted it to, which is okay. What I learned from this task is that the real challenge here is to figure it out, figure out what works and what doesn't, figure out how to keep going when you are not feeling like it and more. In fact, it is important to establish a very clear direction from the start to avoid confusion and art block in the process of execution.