Creative Brand Strategy | Task 3

on

5.11.2024 - 17.12.2024 (Week 7 - Week 13)
Caitlin Ong Lynn Dee / 0343801 / Bachelor of Design (Hons) in Creative Media
Creative Brand Strategy
Task 3

CONTENTS

LECTURE

INSTRUCTION


Task 3: Campaign Branding 

This Task is a continuation of Task 1 and Task 2

Logo

I started on creating the logo I had an idea to give a more futuristic look yet retro look I eventually I started to expand my ideas. Until I finally got the look that I wanted.

Fig 1.1 Logo Sketches 

Fig 1.3 Logo Idea 3 Digitalized process

Fig 1.3 Logo Idea 3 Digitalized Refined Ver.

Fig 1.4 Logo Idea 1 Digitalized 


Fig 1.5 Logo Idea 5 Digitalized Process 


Fig 1.6 Logo Idea 5 digitalized Process Refined Ver.


Fig 1.7 Final Logo


Offline Touchpoints Progress

Products 
I wanted to redesign Apollo's wafer, stick wafers, and layer cake I the designs for the packaging itself was tricky because I had no experience on creating the packaging artwork and I don't know how to make it look cheap at the same time modernized the graphic


Fig 2.1 Wafer Packaging Draft 
Fig 2.2 Strawberry Layer Cake Packaging Design 1 Draft 
Fig 2.3 Strawberry Layer Cake Packaging Design 2 Draft


Fig 2.4 Chocolate Stick Wafers Packaging Draft
Fig 2.5 Final Chocolate Wafers Packaging 


 
Fig 2.6 Final Strawberry Layer Cake Packaging 


 
Fig 2.7 Final Chocolate Stick Wafer Packaging 


Fig 2.8 Final Strawberry Layer Cake Packaging Mockup

Fig 2.9 Final Chocolate Stick Wafer Packaging Mockup


Fig 2.10 Final Chocolate Wafer Packaging Mockup


Merchandise
Merchandise is very tricky because I have no idea on how to make all of them diverse designs. And I was to overwhelm on using graphical element Since I propose complex graphical element, I was not sure on how to utilize the graphical element since I find them distracting.

Fig 3.1 Merchandise Sketch


Fig 3.2 Merchandise Sketch Updated 


Fig 3.3 T-shirt Artwork Design 1

Fig 3.4 T-shirt Artwork Design 2

Fig 3.5 Final T-shirt Artwork

Fig 3.6 Final Water Bottle Design 

Fig 3.7 Final Water Bottle Design in a Water Bottle Template

Fig 3.8 Final Tote Bag Artwork

Fig 3.9 Final Tote Bag Design in Tote Bag Template

Fig 3.10 Final Water Bottle Mockup

Fig 3.11 Final Tote Bag Mockup

Fig 3.12 Final T-shirt Mockup


Poster
I initial did some sketches on the poster. After consultation with Ms. Lian I found out the sketches must refer to the Customer Journey Map. So, I created three poster that represent different types of stages in a customer journey map the first one is awareness, the second is purchase and third one is the Retention Stage 

Fig 4.1 Initial Poster Sketches
Fig 4.2 Awareness Poster Process

Fig 4.3 Final Awareness Poster Artwork

Fig 4.4 Final Purchase Poster Artwork


Fig 4.5 Loyalty Card Front Artwork

Fig 4.6 Loyalty Card Back Artwork

Fig 4.7 Final Retention Poster Artwork

Fig 4.8 Final Awareness Poster Mockup

Fig 4.9 Final Retention Poster Mockup

Fig 4.9 Final Retention Poster Mockup
Mobile Pop Store 
Out of all of the touchpoint this one, I find it the most difficult on how the mockup and to create the artwork since I am usually more comfortable on creating design on a flat surface.

Fig 5.1 Initial Mobile Pop Store Sketches

Fig 5.2 Final Mobile Pop Store Artwork


Fig 5.3 Final Mobile Pop Store Mockup



Offline Touchpoints Progress

Social Media
At first, I thought we can create 9 posts for the Instagram Account, but it turns out it is more complicated than that some post required an Instagram carousel. The most difficult part on creating each individual post is the arrangement of the graphical elements and the text

Fig 6.1 Initial Social Media Sketches
Fig 6.2 Social Media Post Artwork Drafts

Fig 6.3 Final Social Media Post Artwork

Fig 6.4 Testimonials Carousell Posts

Fig 6.5 Product Catalog Carousell Posts

Fig 6.6 Merchandise Catalog Carousell Posts
Fig 6.7 Giveaway Carousell Post
Instagram Link:
Caitlin Ong Lynn Dee (@space20032024) • Instagram photos and videos



Website  
For website I have made couple of wireframe draft to determine which format is best suited for the aesthetic of the rebrand. Ms. Lian prefer Draft 2. Overtime I had some difficulty on integrating the graphical elements without being to be distracting at the same time maintaining consistency with the other touchpoints

Fig 7.1 Website Wireframe Drafts


Fig 7.3 Final Website Mockup


Email
One of the trickiest parts of the email is how to make it visually appealing as I struggle to find a good reference on Pinterest.

Fig 8.1 Website Wireframe Draft
Fig 8.2 Website Artwork Draft



Fig 8.3 Final Website Artwork 


Figma Link:
https://www.figma.com/proto/bzTeHqov6DoAlYq8JocKzt/CBS%3A-Task-3-Email-(View-Only)?node-id=4001-118&t=nHHoT7XI9qfEXqfd-1


Fig 8.4 Final Website Mockup
Promo Video
In the Promo something I when I sketch out the idea the hard thing to come up with is the transition for the videos due to the brand aesthetic is complicated, I finally found some video refences on how to create the transitions

Initial Story Board

Fig 9.1 Initial Story Board Part 1 

Fig 9.2 Initial Story Board Part 2


Video Inspiration
Fig 9.3 The Brutalist Trailer

Fig 9.4 Brutalism Book Trailer

Fig 9.5 The Fall Trailer

Fig 9.6 In the mood for love Trailer




Revised Storyboard

Fig 9.7 Revised Story Board Part 1 


Fig 9.8 Revised Story Board Part 2

Fig 9.9 Revised Story Board Part 3



Artboard in Illustrator 

Fig 9.10 Artboard Sequence


Fig 9.11 Final Promo Video



Final Outcome

Final Presentation 

 
Fig 10.1 Final Campaign Branding Presentation

FEEDBACK

Week 6

Logo: 
  • For the logo consider option 3 and 5
  • Option 1: the logo looks standard
  • Option 2: the A looks off
  • Option 4: it looks like some fruit
Touchpoints:
  • Put the mobile pop-up design in a render mockup
  • The packaging design looks too similar to the original
  • Think about what type of content to put in the poster
  • For the collateral refer to graphic element proposed in Task 2
  • Consider what type of format to put on the website is a page-to-page website or a scroll down website


Week 7

Logo: 
  • For Option 3, go with the diverse version 
  • Option 3 diverse Ver: it has potential to give a contract to the visual style of the brand. Use it to play around the brand color scheme 
  • The blocky Ver of Option 3 is acceptable 
Packaging: 
  • Create an artwork for the packaging first both front and back. Then put it into a mockup 
  • Utilise the brand colour scheme 
  • 1st design of layer cake packaging look expensive it might stray away from the original audience  
  • The strawberry illustration doesn't fit the overall look of 1st design of layer cake packaging 
  • In 2nd design of layer cake packaging a lot of design elements are fighting for attention 
  • 2nd design of layer cake packaging has an interesting way of display product flavor 
  • The wafer packaging design is fit the affordable look of the brand 
  • In the wafer packaging design replace the wafer illustration to a bitmap image of the wafer


Week 9 

Overall:
  • Good uses of font 
Packaging Design:
  • Make the packaging design consistent 
  • Utilities other colors as the base color other than white to prevent it from looking clean 
  • Use the box format for the visuals 
  • As the visuals in the wafer packaging remove the color to be consistent with the others 
Website:
  • Draft 2 is better because it utilized the brutalists aesthetic  
  • The other draft look like any other website format
Merch:
  • All of the merchandise looks good 
  • Draft 1 of the T-shirt doesn't represent the aesthetic rebrand  
  • Like the moon texture in Draft 2 of the T-shirt and don't put the outline as it does not present in the logo 


Week 10 

Packaging:
  • Packaging design is good to go
Social Media:
  • Good use of color 
  • Add in a post including the brand tagline 
  • Giveaway post is weak the do a caratal post with one displaying information the next include the giveaway  
  • The Q&A post add a follow up display information about the Q&A Session 
Promo Video:
  • Add in a scene showing the tagline  
  • Show the contact information in the end 


Week 11

Website:
  • Add in description about the campaign in the landing page
  • The Logo looks small
Email:
  • It looks good
  • Consistent with the website UI 
  • Don’t crop out the products in the shop link section
Promo Video:
  • Don’t need to show merchandise
  • Bring back the shot the said “Explore a New Brand of Flavor” and “Venture Toward the Unknown


Week 12

Promo Video:
  • In the Product Reveal section slide it horizontally so that way people can see the whole entire packaging of the product. Don’t crop it
  • Good utilization of the Brand Color
  • Add in Website in the end
Mobile Pop-Up Store:
  • Good Design
Poster:
  • Good but rearrange the logo in the poster
  • Delete the colon in Destination: Andromeda

REFLECTION

Experience
It is a tough experience throughout the task we are supposed to manage ourselves on the creating each of the touchpoints. Majority of the time I was overwhelmed on keeping track on the consistency of the art direction. I felt that I was too overly ambitious in Task 2 that I screw myself a lot into this task. One minute I finally create a good design for one of the touchpoints. but it backfired because it didn't suit the objective and purpose. 

Observation
I notice that certain design elements I use may have work one touchpoint, but it will not work on other touchpoints. Because of that certain design elements that I use needs to be tone down in order to maintain consistency and to suit my abilities. Looking at my friend's work helped me give me an idea how to execute a certain touchpoint that I am stuck with.

Findings
The art direction I was going for brutalism I propose it because it is an aesthetic that appreciated the raw and unrefined and I though it reflects the old legacy of Apollo. Overtime I struggle to use it because this type of style in art design has a lot of freedom to it. On the other hand, branding aesthetic is very restricted. So, I have dilemma on how to incorporate a free flow style to a brand framework.

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