Creative Brand Strategy Project 2

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6.9.2021 - 20.9.2021/ Week 3 - Week 5
Lee Sean / 0337001
Creative Brand Strategy / Bachelor of Design(Hons) in Creative Media

Project 2


Instruction





Lecture

6-9-2021/ Week 3 

This week we presented our progress for the campaign proposal to our lecturer. We were also brief on the specific topic Creative Brief. 

6-9-2021/ Week 4

We met the facilitators of SLAE as individual groups and also presented our progress to them. We also had a lecture on Touch Points.

20-9-2021/ Week 5

This is the last week to present our project 2 for consultation.

Project 2

Project 2A - Ideation

From the Brand Touch Points identified in the Campaign
Proposal (1B), continue to research for application references
that represent or symbolize your Personal Brand. Select only the
MOST relevant (unique and portrays the subject in every
context) touch points to build your Critical Application List, and
include a short description for each application. Consider how
each touch point would help or elevate to achieve the overall
Personal Branding of ambassador. As this will be a social media
campaign, touch points must fulfill the criteria of the brand brief
requirements.



Project 2B - Design Direction

You are to articulate the design direction by developing a set of
mood boards or Stylescape, comprised with color palettes,
typography, graphic element, photography & etc. Again, be
sensitive to the existing brand identity and select ideas that best
reflect your ambassador’s angle while not compromising on the
brand’s image.

Ideation Process

We first started out having a meeting with our influencer to work on this together. I try to have the influencer involve with the process as much as possible because I didn't want to just disappear for a few weeks then show her the final result. If that happens she will be extremely worried and not trust us as much so I want her to be in the process and have meeting every week so she felt safer to trust us. Even when we did not have any meeting I'll make sure to give her an update of what is going on and what will happen next.

Posting schedule

After finish planning our content, we started creating a spread and organize the timeline and contents so we know what to do and when to do it. It definitely help our group to be more organize and finish our work on time.


Fig 1
Miro board

Each member in the group then create a mood board for the art direction themselves, we then had a meeting and discuss about them with our influencer and in the end we chose 1 concept together.


Final Pdf Submission




FEEDBACK

Week 2

General Feedback
  • Make sure you include the sources and reference into the slides
Specific Feedback
  • Remember to paraphrase your words, do not copy it completely
  • Add more visuals and platform, social media wasn't as well developed during that time like now so how did the brand interact with their target audience

Week 3

Specific Feedback
  • Slides were visually descriptive and in tune with campaign
  • Try to research the campaign in a more wider perspective, think outside of the box
  • The overall research on influencers are pretty well done
  • Try to expand on the brand positioning and also the user journey map

Week 4

Specific Feedback
  • include your research and interview questions and everything in proposal
  • Design slides do reflect the persona
  • The customer journey map can be further improved in terms of content

Week 5

Blog Feedback
  • Make sure the reflections section is separated in experience, observation and findings.
  • Make sure you add all the raw data, research process and discussion into the slides when you submit it

Week 6

Project 2 Feedback
  • The design brief still have room for improvement
  • Overall everything should be more visible in the final presentation
  • Make sure you include every single research and data into the final submission
  • Show more example, don't be too general
  • Make sure you have a body typeface as well

REFLECTION

Experience

It went pretty well, I think we have some very good research and data so we are doing pretty well. The main concern now is that whether if we can execute it well with the current research we have. Our group are very organized with our work distribution and timeline. We also try to get things done early and we'll always take our time out to have meeting and discuss about things.

Observation

I observed that even though you have great research, at the end of the day it all still comes down to the execution. If you did not do well on the final output, all the research previously just go to waste. So we need to spend time planning all the content with intentions and not just have content that doesn't do much for us. 

Finding

After the research process and talking to our influencer. Everything especially the design direction and mood board became very easy because we know what the problem is and have a goal to aim towards. It's very important to have a good relationship with our influencer because we need her to trust us and we also have to trust her as well. We try to be open to listening to each others thoughts and opinions while always try to always communicate with them giving updates of what is happening so she does not feel worried.


Further Reading



This video is a discussion of what is the difference between branding and marketing by The Futur. 

I realize I was quite confuse and was not sure on the difference between branding and marketing, also how do they work together. So I needed to look it up to make myself clear on these topics and I'm sure it will also help me more on my project later on.

From my understanding, branding is where you create the story of the brand. While for marketing, it's more like you are telling the stories. You can't tell the stories, if you don't even have a story to talk about which is the branding. For branding, it's more of a gut feeling of what people feel about your brand, like the quote that was said by Marty Neumeier "your brand is not what you say it is, it's what they say it is." While for marketing, you are telling your own story yourself. Both of them are just equally important to really get message out to the audience.

Here's an interesting definition of marketing that was also found in the video description;

“Here’s the simplest, most jargon-free, definition of marketing you’re ever likely to come across: If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales. And if you planned the whole thing, that’s marketing.” from Allan Dib's 1 Page Marketing Plan.






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