Creative Brand Strategy // Task 3

on


4/10/2023- 25/11/2023 / Week 6 - Week 13

Trinity Wong Ka Yi / 0348778
Creative Brand Strategy / Bachelor of Design in Creative Media / Taylor's University
Task 3 - Campaign Branding

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LECTURES

All lectures can be found in Task 1.

INSTRUCTIONS

TASKS

[Final] CBS Task 2 Taiping by trinceratops dino

For Task 3, we had to finally get started with actually designing the whole campaign. Our final outcome included our logo promotional video and other touchpoints. Above is my proposed design direction from Task 2.

Touchpoints
  1. Website
  2. Social Media
  3. Promotional Video
  4. Signages
  5. Brochures
  6. Posters
  7. Merchandise
LOGO

Week 6

For the first week, I didn't really have much to show for logo sketches so I continued sketching and making more variants.

Week 7

This week, I managed to get a lot of ideas out of my head and made variants of each concept. When presented in class, everyone liked concept J the most, with majority votes on J8 and J9. Hence, I went ahead with that logo and added a workmark.

Week 8 / Week 9


Note: Top and bottom are the same, just shown in alternate colours.
I picked out 5-6 fonts in total and played around with different capitalizations (all caps, all lowercase, first letter caps). The all caps versions were disliked because most people felt like it was screaming at them which makes sense. In the end, the final pick came down to 5 and 6 because both gave off somewhat calm vibes but I went with 6 in the end because it looked a bit more clean to me which would match the campaign. Below are two versions of the final logo:


TOUCHPOINTS

1. Social Media

Week 10
Initially, I was struggling a bit for social media because my direction was not solidified yet and I was unsure what content I should present as posts. Hence, these were my first tries:

Week 11
After exploring a little more, I thought of highlighting the words but still keeping it two-toned. I also tried incorporating both the highlighting and gradients together to see what it could possibly do. 

When I was struggling to make the text more legible on the darker photos, I remembered about my proposed highlight colour that was not used much yet in my touchpoints. And after trying it on a few other posts, I decided that highlighting was a nice graphic element(?) to include in all my touchpoints. I also did a lot more research on the hidden places in Taiping where one can relax to form content for Instagram posts. Below are highlight versions of the posts and a (questionable) gradient arrow that did not make it to the final cut:



2. Website

Week 9
Week 10

Week 11
Week 12


3. Billboard/Advertisement

Week 9






Week 10

Week 10





4. Signages








5. Brochure



6. Promotional Video

Week 10


Week 13



7. Merchandise








FINAL OUTCOME

Final Compilation Slides.

FEEDBACK

Week 7:
  • wordmark is not really suitable, J is best suited
  • J8 and J9 are highest voted
  • J8 looks more balanced
  • explore the name, tagline and colour
  • can maybe try all caps
  • try other fonts than brand typeface
  • remember to introduce your highlight colour in the touchpoints
  • website might look a little formal
Week 9:
  • not uppercase, too loud, look like housing development/chinese restaurant
  • try another typeface for the headers
  • current one looks old school or cheap
  • NO LINES, no need for it
  • explore more layouts for the poster, it’s too safe
  • and remember to edit the photos
  • start on promotional video because it’s the least directional
  • the environmental sign is nice, simple and nice body copy

Week 10:
  • go with the cream blendy blendy style and implement it in the website and other stuff too
  • green comes off too heavy
  • the green blend looks like Nirvana HAHA

Week 11:
  • for website, go for half solid half blendy with green
  • try to bring in something graphically in the website so it can be applied in the signages to look less flat
  • expand more on soc med
  • finish promotional video
  • finish signs and see how it comes tgt with the rest because it’s quite flat

Week 12:
  • Use the lines in the logo to create the icons for the signs, 30 mins
  • More layout variants for signs 30 mins
  • Can also use the lines from the logo as a way to implement the elements 30 min
  • The highlight works, can keep it

Week 13:
  • map looks fine
video:
  • for vid, after city scene, rearrange a bit
  • maybe not the bamboo resort first cuz looks like promoting bamboo resort
  • text over the video maybe not working
  • maybe blank screen with text, followed by footage
  • music feels tired, not really relaxing
  • maybe can use the highlights too
  • try to make it more calm
  • show more of the concept
  • for the first footage, maybe can use bukit bintang that looks more busy
  • maybe end with blank page with website to learn more
signs:
  • switch to the new icons

REFLECTION



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