Creative Brand Strategy | Task 2

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22.10.2024 - 29.10.2024 (Week 5 - Week 6)
Caitlin Ong Lynn Dee / 0343801 / Bachelor of Design (Hons) in Creative Media
Creative Brand Strategy
Task 2

CONTENTS

LECTURE

Refer to Task 1:
Creative Brand Strategy | Task 1

INSTRUCTION


Task 2 Ideation & Design Direction

Task 2 is where we are supposed to create a Design Brief for the proposed Rebrand Campaign. The contents of the Design Brief include.

Requirement of Design Brief:

  • Campaign Name
  • Communication Goals 
  • Key Message

This is where we develop the Ideation & Design Direction, the main goal is to generate solutions that will bring value to the brand. 

Task 2A: Ideation: is where we have to refer the touchpoints in Campaign Proposal of Task 1B. From there we have to pick the touch point that best suited the brand campaign and include the appropriate references and short description for each touch point. That is where we build on the Critical Application List.

Task 2B: Design Direction: is where we develop a set of mood boards for logo style, visual style, color palettes, typography, graphic elements, we also have to give a to tone of voice/ personality for the brand. 


Draft 1

Throughout the process of creating a design brief I was frustrated on how to make a snack brand meaningful, because the product itself is created for a straightforward reason which is to indulge in it. I was also frustrated on with the touch point written out on the customer journey map in Task 1B. Because I don't know how to create a memorable experience for the customer.

Since the brand name is Apollo and their official website has astronaut. I think it would be better for the brand to have a space theme. I decide to use the brutalism because, the art movement is about compositing of raw materials and turn it into something new.  

Anything old will always decayed over time, showing off its raw materials but that decayed nature displays human imperfections and that what people are drawn to show appreciation for it.

The purpose of the rebrand is to turn Apollo's old image to adapt to modern times so the brutalism aesthetic helps me to visualized on how to upgrade the brand's image maintain the brand's original root.

Fig 1.1 Task 2A Ideation Draft 1 

Fig 1.2 Task 2B Design Direction Mood Board Draft 1 

Draft 2

From the feedback given from Ms. Lian, I found out there are some touchpoints that are required such as Promotional Video, Packaging and collaterals, so I need to reconsider some of the touch points that I original laced out on the customer journey man in the campaign proposal in Task 1B.
 

 
Fig 2.1 Task 2A Ideation Draft 2

Fig 2.2 Task 2B Design Direction Mood Board Draft 2

Final Outcome

Fig 3.1 Final Ideation & Design Direction Presentation

FEEDBACK


Week 4

    • The initial idea the Miro board is mainly eye candy
    • The packaging can be picture based
    • Looking forward toward on expanding the space theme

    Week 5

    Task 2A:

        • Flesh out the 9 Instagram post
        • Use the consumer journey map for Instagram post
        • Plan on different content of the website in each page
        • Include a promotion video
        • Create and design merch
        • Include packing as physical touch point
        Task 2B:
        • Shortlist the type of products to design the packaging
        • Do a mood board before designing my ideation
        Week 7

        • Well considered ideation with detail planning for each touchpoint. Could include screen grab/visual to help illustrate the promotional video idea but links provided are definitely welcomed. Do start establishing the design direction with a/several moodboard(s). Consider including notes to help explain the visual references for design direction to make idea clearer. For example, the visual style can be described as two tone, high contrast, bitmap images of relevant (space themed) visuals to reflect theme/concept of design. Otherwise, the overall strategy is well reflected in the design ideas presented.

        REFLECTION

        Experience
        The most difficult part of the whole entire task is writing details to all of the touch points. There are certain touch points like social media and websites I felt stuck on writing about it because the purpose on those touch points pretty straightforward. And since the campaign is supposed to create a memorable the target audience, I also felt a little stuck with the touch points that I have established back from the customer journey map as it felt potential of those touch points are limiting

        Observation
        After feedback gained from Ms. Lian, I soon found out that some I have overlooked touchpoints are required. which helps me narrow down the touchpoints which I was frustrated on. I also look into my friend's touchpoints to give me inspiration on how to make each touch point approachable.

        Findings
        For Task 2B Art Direction, I use Pinterest as my main source of inspiration it provides good visual references to give me a clear idea on what kind of image does Apollo's rebrand should look like. 

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