13/9/2023- 27/9/2023 / Week 3 - Week 5
Trinity Wong Ka Yi / 0348778
Creative Brand Strategy / Bachelor of Design in Creative Media / Taylor's University
Task 2 - Ideation and Design Direction
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LECTURES
All lectures can be found in Task 1.
INSTRUCTIONS
TASKS
TASK 2A: Ideation
WEEK 4
For this next part, we had to think of our campaign name, tagline, key message, and communication goals first.
From Task 1B, I had Timeless Taiping, and I really liked how it rhymed so I kept it for my campaign name. I did try to think of using other words that rhymed with 'tai' but none seemed to be relevant. For my tagline, i thought of 2 options after using Bard to generate some ideas, but they seemed too generic to me, and did not seem to speak as much. But then right when I was in class, I suddenly thought of "Where Less is More", which seemed very fitting since my concept was simplicity and emphasizing on how serenity is bliss. For key message and communication goals, I had them on the top of my head so I just wrote down what I knew from my campaign proposal.
Moving on to ideation, we had to think of what touchpoints we wanted and roughly how we wanted it to be like, showing some references. There were already compulsory ones like the website, social media and promotional video. But since mine would be heavily based in nature and all, I thought that having environmental graphics would be essential as it would help direct people around the locations. Adding to that, a map and brochure would go along with it so people had a portable guide to keep with them. Posters would also be useful in promoting the brand campaign across the country.
Touchpoints
- Website
- Social Media
- Promotional Video
- Environmental Graphics
- Maps
- Brochures
- Posters
After deciding the touchpoints, I went ahead and started a Pinterest moodboard for the campaign (found in Google Docs PDF). I also had a rough idea for my logo style and colour palette which I included in there too, but I wasn't sure about them yet.
Ideation and rough Design Direction in Google Docs (PDF)
WEEK 5
After having feedback from the previous class, Ms Lilian suggested combining the map and brochure together, which made sense and I agreed with. Other than that, the ideation was settled, and I went along with the Design Direction, picking some references from my moodboard.
TASK 2B: Design Direction
For design direction, we had to include:
- Moodboard
- Logo style
- Visual Style
- Colour Palette
- Typography
- Graphic elements
- Brand voice/personality
After gathering a lot of references in my moodboard, I started to shortlist and pick a few references for each section of my design direction.
After my feedback, I managed to solidify my direction and amended my slides accordingly.
FINAL OUTCOME
FEEDBACK
Week 4:
Might want to reconsider the campaign name as it does not relate that much to the zen and serene direction. Either tagline 2 or 3, “Where less is more” hits differently. Think about whether website will be a microsite. IG page must have 9 posts with videos. Research some of Taiping’s signs for environmental graphics. Can also make a downloadable map besides physical map. Can combine maps and brochures as they are similar. Overall, just tidy up the plans, some can be combined some can be expanded. References point to slightly different directions. If art direction doesn't have graphic elements, then it's not necessary. Put in more references, especially for promotional videos. Complete the rest.
Week 5:
Tangping in Taiping is approved. For promotional video, Sunway Flora looks quite suitable as reference, but can also consider using a storyline like Ohio’s video. For visual style, best not to crop the photos, use the full spread with typo for impact. For colour palette, first might be too boring, second and third is more interesting. Second is more exciting because of the pop of colour, but have to figure out how to go about that and the zen style. Third is also calm but not boring, incorporating the stone colours would be quite suitable for the minimalist style. Third is quite safe.For typography, Courgette looks very suitable for title because it has the flow by vibe and looks calm. Kitsch Display looks more cultural and doesn’t suit Taiping as much. For body copy, DM Sans looks better but can explore a different style. For graphic elements, can keep it minimal and subtle.
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