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Creative Brand Strategy : Task 3 / Campaign Branding

 09.05.2023 - 25.07.2023 (Week 06 - Week 12)

Chung Jia Xuan / 0346630
Creative Brand Strategy / Bachelor of Design in Creative Media
Task 3 / Campaign Branding

LECTURE

For task 3, we will be using the information from Task 1 & 2 to develop a presentation deck for the campaign. The design process begins by developing substantial key visual and further adopting it to design application. 

We were to ideate, create and execute a brand campaign applied across at least four touch points (website, social media and introduction video are compulsory).

INSTRUCTIONS


RESEARCH / PROCESS

Task 3

I started task 2 by developing the key visuals for the campaign. Initially I spent a lot of time on the packaging design but luckily Ms Lilian reminded me that I was not on the correct path. I should focus more on the campaign itself instead of trying too hard on the packaging design which I have no clue how to make the design unique and related to the campaign. So I started  develop the mood and style that could represent the campaign, something that when people look at it they will immediately relates to the campaign.

I started with some sakura graphics and modified them into different forms. 
 
Figure 1.0 Sakura transformation

I also tried using after effects to better explain the transformation of the sakura graphic. It was created from 5 identical sakura petals and combined to form a sakura flower. Then, I added the eyes to add a sense of liveliness and to create engagement with the audience.
Figure 1.1 Sakura transformation (2)


Figure 1.2 Formation of sakura 

I made use of the brand campaign theme colours to design the logotype. After coming out with my final decision with using the font Sakura Blossom to add a sense of youthful and playful feeling to the logo, I tried switching the theme colours to see which combination of colour looks the best. I chose the white font with blue background with a hint of pink in the word 'sakura' to emphasise the title-role of the campaign. I was satisfied with the final outcome as it conveys the tone of voice of the campaign which is vibrant and youthful.

Figure 1.3 Logo progression(1)

Figure 1.4 Logo progression(2)

After developing the key visuals for the campaign, I started to sketch a storyboard for the campaign promotional video. I was thinking to show the benefits of sakura oil and combine with the blooming sakura footages. After getting feedback from Ms Lilian, we both agreed that mixing the two elements alternately would create a more interesting outcome. After searching for the most suitable sakura blossoms footages to be included in the video, I have tried many different attempts to tryout the video.

Figure 1.5 Storyboard sketches

Figure 1.6 Video progression

At the same time, I started a little bit with my instagram content. I started by deciding the key themes for the content which includes visuals, benefits of sakura oil, product show cases, informative content and exclusives. I also decided some parts of the content layout.

Figure 1.7 Instagram content

Figure 1.8 Instagram layout progression

For my website and email marketing, I have also started by adding different forms of the key visuals to make it look more lively and appealing.

Figure 1.9 Website and email progression (1)

Figure 2.0 Website and email progression (2)

After completing website and email marketing design, I edited them into video for a better view of the mock up. 

The navigation buttons of the website will follow wherever the page is scrolled to so the viewer can go to other sections of the page without needing to scroll all over to the top.

Figure 2.1 Website mockup progression

Figure 2.2 Website mockup

For the packaging design, I started all over again because I felt like the previous ones doesn't really relates to the campaign. This time, I incorporated all the visuals and elements into the packaging design and starting to see the result I wanted to achieve.

Figure 2.3 Packaging design progression


FINAL SUBMISSION

PRESENTATION SLIDES:

1. Instagram Content
To have a better overview of the instagram layout and the carousell, I made an instagram page for the content.

Figure 2.4 Ig Content 1

Figure 2.5 Ig Content 2(2)

Figure 2.6 Ig Content 2(2)

Figure 2.7 Ig Content 2(3)

Figure 2.8 Ig Content 3

Figure 2.9 Ig Content 4

Figure 3.0 Ig Content 5

Figure 3.1 Ig Content 6

Figure 3.2 Ig Content 7

Figure 3.3 Ig Content 8

Figure 3.4 Ig Content 9

Figure 3.5 Ig Content 10

Figure 3.6 Ig Content 11(1)


Figure 3.7 Ig Content 11(2)

Figure 3.8 Ig Content 11(3)

Figure 3.9 Ig Content 12

Figure 4.0 Ig Content 13

Figure 4.1 Ig Content 14

Figure 4.2 Ig Content 15

Figure 4.3 Final Mockup


2. Website
*Couldn't embed PDF file, it says the file is too large.

Figure 4.4 Website Design

Figure 4.5 Website Mock Up


3. Email Marketing
*Couldn't embed PDF file, it says the file is too large.

Figure 4.6 Email Marketing Design

Figure 4.7 Email Mockup

4. Packaging 

a. Products Mockup

Figure 4.8 Cleanser

Figure 4.9 Serum

Figure 5.0 Moisturiser

Figure 5.1 Essence

Figure 5.2 Toner


b. Box Packaging

Figure 5.3 Box packaging Mockup

Figure 5.4 Box Design

c. Gift Set

Figure 5.5 Gift Set Design

Figure 5.6 Gift Set Mockup


d. Exclusives

Figure 5.7 Exclusives Candle Cup Mockup

Figure 5.8 Exclusives Mirror Mockup


e. Trial Packs
Figure 5.9 Trial pack Mockup


5. Promotional Video

Figure 6.0 Promotional Video Mockup - Youtube Ads

FEEDBACK

Week 7
My wireframe for website and email marketing looks fine. I can continue with the design. The themes for instagram content was also ok and I can start on the design. For my promotional video, Ms. Lilian said I should not just show all the information for the benefits of sakura oil all at once as the audience would feel dull for getting too much information at one time. So I came up with mixing the text information and the sakura footages alternately to create a more interesting outcome.

Week 8
For my campaign logo, I should make the brand name smaller as the main focused should be on the campaign name. The promotional video overall concept is okay, I can continue on the details of each scenes. Remember to put references for the video footages. 

Week 9
I was on the wrong path as I focused too much on the packaging design instead of the overall campaign. When Ms. Lilian asked why did I designed the packaging like this, I couldn't think of any reason. I had to rethink the overall campaign and come out with key visuals that relates to the campaign and can be used in different touchpoint to create a consistent design for the campaign.

Week 10
Ms Lilian said she can see I started to get in the right path as I'm not just focusing on the product packaging now but design based on the overall campaign. The key visuals I came out with could be incorporated in my website, email marketing, instagram content, packaging and promotional video.

Week 11
Ms Lilian said it is good that my colour and visuals are consistent now. The texts are way toooo huge to be shown on my website and email marketing. I should be designing as if I were the viewing the website and bear in mind of the texts and images sizes. I should also include some information of sakura in my website as it is the main subject-role of the campaign.There are also some minor changes to be done on my promotional video as well.

Week 12
Different from the previous weeks, this week we had group consultation. We were group based on the campaign subject. We get to see what other people's work and improve ourselves. I think it was a really good session as Ms Lilian also told us to give comments on other people's work and to learn from the feedbacks they gave us. After getting feedbacks from Ms Lilian and my classmates, I know which part of my work need to be amended and looking through others work I learn that there are some parts where I could improve mine.

REFLECTION

Experiences
I enjoyed the process of task 3 as much as task 2 as I really had lots of fun throughout the task especially when I was developing the key visuals. After implementing the key visuals into each touchpoints and seeing the outcome, I have felt great satisfaction. When I came out with all the mockups, I was really happy to see the outcomes reflected exactly what I wanted them to be at the design stage.

Observation
Throughout the tasks, I realised that it was really important to keep in mind that the colours, key visuals and elements are really important to create a consistent campaign image. Consistent use of design elements can reinforce the campaign identity and increase the campaign recognition and these are the essentials to define if a campaign is successful not.

Findings
I found out that to create a successful brand campaign, I have to develop attractive and memorable key visuals that can be used on the touchpoint. The key visuals can be modified into different forms to be used in different touchpoint as long as it communicates the same identity of the campaign.

FURTHER READINGS

Article: John Spencer:"Let's get over our obsession with branding"

https://www.designweek.co.uk/issues/15-21-july-2019/john-spencer-brand-design/


The article provides a critical perspectives on the the design industry's obsession with brand and branding, noting there are varying interpretations and definitions of what brand actually means. The author challenges the notion of designing brands directly, emphasises the rolee of people's perceptions in shaping brands and questions the significance of brand loyalty. He emphasises the need for designers to show up, do their work and let the results speak for themselves and mentioned that designers should have a focus on the true value of design in adding meaning and transformation.


The author then quotes Wally Olins, who described how brands were once associated with consistency and reliability. However, the author argues that the concept of brand has evolved and is now defined by perceptions, thoughts and beliefs people have about an organization and its offerings.


The author also quotes Marty Neumeier's statement that a brand is not what a company says it is, but what people say it is. This highlights the importance of the public's perception and the role they play in shaping a brand. He then quoted the creative director Dave Trott, emphasising the public forms their own opinion of a brand based on the products behaviour and performance. The author mentioned that the public cannot be dictated to or underestimated in their understanding of a brand.


The article then address the claim of designing brands, suggesting that it is an unrealistic notion. This is because the brand exist solely in people's minds and cannot be directly designed. Instead, the designers focused on creating logos, identities and other visual elements that contribute to the overall brand experience. The author acknowledges the the role of strategists in shaping a brand, but emphasises that the impact of design on people's perception is uncertain due to the emotional and irrational nature of individuals. 


The author argues that in the real world, people are not overly attached to brands and brand loyalty is often driven by habit and convenience. In contrast to the obsession with brand, the article advocates for recognising the true value of design. At the end of the article, the author quotes the legendary graphic designer Paul Rand, who described design as adding value, meaning and transformation. The author encourages designers to focus on creating eye-popping, thought-provoking work that contributes to people's lives, rather than getting caught up In the distraction of brand. 


"To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry” - Paul Rand






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