Creative Brand Strategy - Project 2

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Creative Brand Strategy - Project 2




29.04.2021 - 27.05.2021  (Week 5 - Week 9)
Wong Kai Yi (0340236)
Creative Brand Strategy
Project 2

2. INSTRUCTIONS



29.04.2021 (Week 5) - 27.05.2021 (Week 9)

Progress

All references and progress are placed in the Miro board

Brand positioning statement & Brand pillars




References:




Brand Touchpoints:
Selecting suitable touchpoints for my campaign


Several touchpoints selected for the campaign



The post-event touchpoints resonate with the brand values of zero waste by having zero waste products.

Google sheets for User Journey Map:

Color palette
I had a few options for colors which are:

1. Bright colors



Retro Modern colors:





Earthy / soothing colors:



My color palette choice is as below:



Instagram references
Profile page:






Illustration references:
I wasn't quite sure on what illustration to go with, so I included a wide range of illustration styles to be chosen from.




Logo progress:
Adding leaf elements to the letter K



Several patterns derived from the logo:





Choosing the typeface for the logo & choosing the secondary typeface:






Trying out color combinations and different typefaces:




Final chosen typeface and logo:

Final Project Presentation:



3. FEEDBACK

29.04.2021 (Week 5) 

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06.05.2021 (Week 6)

General Feedback: -

Specific Feedback: 
The goal of the campaign is to bring people together and connect them with organizations. The campaign should be a rewarding and shareable experience. The challenge and task for this campaign: How do I make a tedious activity exciting? (interactive and connecting people)
Applications: What we need to do to fulfill the objective of the campaign

13.05.2021 (Week 7)

General Feedback: 
Check out IG accounts for reference on posting. @theslowfactory @climatelockdown @hellorexkl

Specific Feedback: 
Suggest that I can use tape (wayfinding) and stamp (souvenirs). I also should include relatable infographics in graphic elements. Look into the ambience, objects related to the event. Other than the aesthetics, I should also have a visualization of what the campaign will look like as well. Prepare well the educational contents.

20.05.2021 (Week 8)

General Feedback: -

Specific Feedback: 
Brand touchpoints are ok. However, due to my color palette choice, which is not conventional for the topic, it is suggested that I include imagery - photography and not only have abstract illustrations in order to communicate well with the target audience. Hence, I have to look into photography.

27.05.2021 (Week 9)

Project 2:
The touchpoints’ strategy is clearly resonating the campaign USP (though some visual references, esp. in slide 13, does not explain the idea very well, may try own sketches), ideas are relatively memorable. Typography direction is not clear, lack of hierarchy setting. Illustration style can be further explore. (please delete from slide 25 onward, it was a bit confusing)

4. REFLECTION

Due to the fact that the campaign that I have chosen is a self-thought idea, it requires planning on the campaign as well as fixing the art direction. In the beginning I was very lost in both aspects, campaign and art direction, because I did not know what to focus on. I had multiple goals for the campaign, so Ms Low helped me to fix on the main goal and work on from there. I was also unsure of the post event touchpoints (merchandise) as it has to match the brand values of the campaign. After some research, I managed to find suitable touchpoints to match the brand values. For the art direction, in the initial stage, I focused too much on having illustrations as graphic elements and it was quite difficult for me to continue designing as it is difficult for my graphic elements to bring out the message. However, Ms Low suggested that I use photography as the main graphic element and it worked. The final art direction was fixed and I was able to start designing the touchpoints.

5. FURTHER READING

03.06.2021 (Week 10) - 01.07.2021 (Week 14)



What is a Brand Touchpoint?
A brand touchpoint is any bit of interaction or communication made between a brand and its customers.

Brand touchpoints are normally crafted and constructed by the brand in order to engage their customers, giving them the best brand experience they could possibly have.

The touchpoints should be designed in a way to be consistent with the rest of your brand.

How do you generate leads? How do your competitors generate leads?
4 types of leads

  1. Cold Leads – with no awareness of your brand, product, or service
  2. Warm Leads – aware of your brand, but need more convincing
  3. Hot Leads – almost ready to buy, but still considering other options
  4. New Customers – new customers now have a relationship with your brand, and that needs nurturing and growing

Types of touchpoints
  1. Website
  2. Blogs - content marketing
  3. Social media (a viral post can make or break a brand)
  4. In-store experience
  5. Advertising
  6. Digital presence - email campaigns & newsletters
  7. Branded merchandise
  8. Providing resources (through newsletter)
  9. Graphics
  10. Paperwork
  11. Promotional materials - magazines, catalogues, flyers, brochures (review tone of voice, amplified to strengthen brand identity

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