PROJECT 3A: BRANDING STRATEGIES

Tiffany Kezia Joe [0333043]
Branding Strategies
Project 3A: Cause/Campaign/Event Branding

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INSTRUCTIONS

The Brief
Cause/Campaign/Event Branding

Duration of Assignment
Week 7 – 13

Deadline
Week 11: E-Brand Book and Applications
Week 12: Brand promotional video


Description
Based on Project 2, you are required to create an e-brand book for your
cause/campaign/event branding. Additionally, you are to apply your branding to at least three
(3) applications (creativity and relevancy is crucial) as well as produce at least three (3)
impression artworks of how your brand will be applied (think customer journey and
engagement). Last but not least, create a brand promotional video that is at least 30 second
but no longer than 1 minute.
Requirements / Submission
1. E-Brand Book
2. Application: at least 3 physical and 3 impression artworks.
3. Brand promotional video (30 ~ 60 seconds video)

Objective
To learn how to deliver brand story and brand message

SUBMISSIONS

E-Brand Book

E-Book (Non-Interactive)

Applications

Posters

Campaign Poster

Postcards

Postcards design back and front

T-Shirts

T-shirt Design 1 (Front and Back)

T-shirt Design 2 (Front and Back)

T-shirt Design 3 and 4 (Back)

Tote Bag

Tote Bag Design 1

Tote Bag Design 2

Social Media Campaign Post (Instagram)

Instagram Profile Feeds

Instagram Post

Instagram Mockup 1

Instagram Mockup 2

Promotional Video

FEEDBACK

Week 7

I already started making the e-brandbook up until the brand story. Ms. Lilian told me that I was playing too safe by only making variations in colors. She told me to finish my brandbook sketch first so I can see the flow better. Need to be more daring and get out from my comfort zone. As for the applications, I will be making poster and postcards but I also need to think the other 2 as mockup applications. Explore more on poster's idea.

Week 8

Continued my e-brand book until typography part. Ms. Lilian told me to refer again to my positioning slides when I got stuck for the e-brand book layout. I showed other ideas for my posters, Ms. Lilian told me to not use the one with too much illustration because it will not portray the brand message well. Need to finish digitizing the visuals.  

Week 9

The layout for the e-brand book is approved by Ms. Lilian. However I still got confused about the color usage in my brandbook. She suggested to make each chapter/part got its own color. Also don't forget to put the minimum size and clear space. For the application, I already finished the visuals. But Ms. Lilian said that the poster layout is still too stiff and seems too centered. 

Week 10

I showed more posters options but she said that I'm still playing too safe with layout and the colors. She told me that the visual do not have to be like the real color of the food itself (the sauce do not have to be red, can be pink or the plate do not have to be black, etc), I need to make it more vibrant and be more "scream at your face". I also need to limit the colors that I will be using so I would not get too confused. For the promotional video I showed Ms. Lilian the storyboard sketch and she said it's good idea to use mainly typography and facts based.

Week 11

For the posters, settle with the first option, need to include logo and information such as visit to website/social media. The t-shirt also settle with first idea; the logo at the front and illustration at the backside. Don't forget to design the back side of the postcard. The totebag looks better with using only the typography. F0r the e-brandbook consider changing the color to circle shape instead of square because it will suit the brand better and add home button to navigate. I showed the first draft of the promotional video to Ms. Lilian and she said it's okay to keep going.

Week 12

I printed out my posters in actual size to get better look and presented it to Ms. Lilian. She told me to increase the size of the logo to 3 cm because it seems too small and might not be seen clearly from far. For the information text also need to increase the point size and the leading since it's too tight. As for the postcard back side design, she said the one with illustration is better yet I need to remove some of the lines because it's a bit too much. Promotional video all ok, need to finish it. 

REFLECTIONS

Experience
This module is the one that I truly enjoyed this semester. Although there were some periods that I felt like I wanted to give up, but at last I finally managed to get it to the finish line. Frankly, in the beginning I almost wanted to change my campaign idea because I feel like this is something that is not fun to do since others are doing like festivals or events. But since I already started, what more can I do? Even after I already proposed the positioning I was also afraid that I might not be able to deliver the identity well. This concept itself is something that is completely new and different from my usual style but I decided to give it a try because I wanted to challenge myself. 

Observation
When deciding the positioning, I was doing pretty well and Ms. Lilian said that my brand identity has such a strong concept. However, when it comes to executing the idea I tend to lost focus from the brand identity. When I get stuck, I only explore existing ideas in my comfort zone and keep getting stuck. I should have more courage to ask opinion and perspective from my classmates and friends. 

Findings