Creative Brand Strategy : Task 2 / Ideation and Design Direction

04.04.2023 - 09.05.2023 (Week 01 - Week 06)

Chung Jia Xuan / 0346630
Creative Brand Strategy / Bachelor of Design in Creative Media
Task 2 / Ideation and Design Direction

LECTURE

Task 2 is a continuous form of Task 1B, we will be will developing a Design Brief for the proposed Brand Campaign. We were told to start with Campaign Name, Communication Goals and Key Message based on the Big Idea. Then, we will have to develop the ideation and design direction.

INSTRUCTIONS

RESEARCH / PROCESS

Task 2A & 2B

I started task 2 by brainstorming a campaign name. As the campaign I proposed is featuring Sakura, I thought of the campaign name Fresh: Discovering the magic of Sakura Blossom. Ms Lilian said it was too long for a campaign name so I shorten it into Fresh: Discovering the magic of Sakura. 

Then, I started on ideation and finding references for my art direction. Initially I wanted to create a campaign with luxury and indulgence as the tone of voice. After searching online for references and ideas, I found out I'm more interested in creating a playful and youthful design for the campaign. 

I then started discovering on different fonts that matches the tone of voice of the campaign. Below are the 4 fonts that I liked the most after looking through many types of different fonts. 

Figure 1.0 Font selection

I also tried playing the fonts with the logo and see which suits the campaign the best. Then I came out with my final decision with using the font Sakura Blossom. I like how it gives a sense of youthful and playful feeling to match the key message of the campaign which is to provide consumers with a vibrant and energetic skincare experience by promoting the natural and nourishing ingredients of Sakura.

Figure 1.1 Campaign Logo

Figure 1.2 Typography

 

Figure 1.3 Tone of Voice

Figure 1.4 Moodboard progression

Figure 1.5 Final Moodboard

FINAL SUBMISSION

Figure 1.6 Final Submission

FEEDBACK

Week 4

I was not feeling well and was absent for the class.

Week 5

Ms Lilian had a look on my progress on Task 2. She mentioned that my tone of voice had to be changed as they are contrasting each other, Soothing & Indulgent and Youthful and Vibrant gives a different tone of voice. I had to rethink the tone of voice that I want to present for my campaign. After doing some research, I chose to design a campaign that is more to the youthful and playful side. 

REFLECTION

Experiences

I enjoyed the process of task 2 a lot as I always liked the ideation process. I have also found a lot of interesting references throughout the research process. I felt that deciding on the tone of voice is a crucial step to create a campaign so that I can be clearer on the design direction in the later parts of the task.

Observation

Throughout the tasks, I realised there were various ways to present the tone of voice and the design direction. I also observed that a good selection of fonts and colour can really emphasise and strengthen the tone of voice of the campaign.

Findings

I found out that to create a successful brand campaign, we have to carefully decide the themes, colours and design direction based on the target audience and the brand values. Establishing a consistent tone of voice across different design elements can help to effectively communicate a brand's personality.

FURTHER READINGS

Figure 1.7 Designing Brand Identity by Alina Wheeler

"Designing Brand Identity" by Alina Wheeler covers various aspects of brand identity design and provide valuable insights and guidance on developing an effective brand identity. 

Some key sections found in the book:

Section 2: Brand Strategy and Customer Experience: This section explores the strategic aspects of brand identity and discusses how to align a brand's values, purpose, and positioning. It emphasizes the importance of defining the brand's tone of voice and personality.

Section 3: Brand Identity Design: In this section, the book talks about the visual aspects of brand identity including logo design, color palettes, typography, and imagery. It provides guidance on how to create a cohesive visual language that aligns with the brand's values and communicates effectively.

Section 4: Implementation and Engagement: This section focuses on the practical aspects of implementing and maintaining a brand identity. It discusses guidelines for brand usage, including the tone of voice, messaging, and storytelling. It also covers brand touchpoints, brand culture, and brand guardianship.