Creative Brand Strategy / Task 3: Campaign Branding
Sheryl Pang Pui San / 0349746
Creative Brand Strategy / Bachelor of Design (HONS) in Creative Media
Task 3: Campaign Branding
LECTURES
Lectures compiled in Task 1.
INSTRUCTIONS
Task 3: Campaign Branding
I first started with a few sketches and digitalize the logo in Adobe Illlustrator.
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| Figure 1.1 Digitalization Progress |
Figure 1.4 Packaging Design References
After finding the packaging reference, I try out several layout for the packaging design.
Figure 1.5 Packaging Design Layout Exploration
I decided to go with the 4th layout and adjust a bit as below.
Figure 1.6 Final Packaging Design
I
decided to go with gradient colours to represent
each flavours.
Figure 1.7 Individual Wrappers Design
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Figure 1.4 Packaging Design References After finding the packaging reference, I try out several layout for the packaging design.
Figure 1.7 Individual Wrappers Design |
Website & Newsletter
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Figure 2.1 Website Wireframe
Figure 2.2 Newsletter draft design
Final Website & Newsletter design:
Promotional Video
-Figure 2.3 Promotional Video Outcome
Social Media-
Figure 2.4 Social Media Layout Exploration
Figure 2.5 Final Social Media layout
The posts and details are in the final presentation slide.
Merchandise-
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| Figure 2.1 Website Wireframe |
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| Figure 2.2 Newsletter draft design |
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| Figure 2.4 Social Media Layout Exploration |
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| Figure 2.5 Final Social Media layout The posts and details are in the final presentation slide. |
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| Figure 3.1 Keyring & Sticker Pack Artwork design |
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| Figure 3.2 Sticker Mockup |
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| Figure 3.5 Display Box side view |
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| Figure 3.6 Billboard poster design exploration |
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| Figure 3.7 Wayfinding Design draft to final |
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| Figure 3.8 Poster Design |
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| Figure 3.9 Street Billboard Poster Mockup |
Final Submission
Feedback
Week 6
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Presentation of task 2 is done today
Feedback for presentation: not sure about the typography & graphical elements
Week 7
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Public Holiday
Week 8
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Independent Learning Week
Week 9
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Public Holiday
Week 10
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progress was ok.
Week 11
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Newsletter
- too much candy, looking busy
- can combine both layout, brown background monotonous, can break the bg with diff colours
- sweet might not work might be ok
- contain textbox circle instead of rectangle
Socmed
- kinda plain teaser
- many opportunities to use brand colours
- look back yr research references
- all oranges will look flat
- needs variations
- review post can use sweet as binding box to relate and kore fun
- explore more
Pillar billboard - show diff but same theme of poster
- Can stand out individually but also together
- Adapt mile gradient to other touchpoints
- Nice contrast with photo and illustration, use more extensively
Week 12
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Public Holiday
Week 13
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Billboard poster - candy change to grey shade to be more residing component to
help to carry n direct where to read
Wayfinding logo not recommend, logo should be same throughout
Combine the wayfinding draft
Display boxes can try use same color so can massproduce, flavour is aldy obvious with packaging
Newsletter 1st ver flow is better, 2nd was too busy.
3rd draft, when try out info is too big, try to match that across
Overall use of colours is better
Scrolling should be not confusing, can try with border, always look at the prototyoe screen test test
Text, other things should complements the text.
Socials - focus on brand message, target marget, straight forward but friendly kind of Design.
Website some is so huge, reduce size!! Can add paper brown Colours. Only certain parts hv certain colours
Can hv whites, Color block n brick ui ux a bit of breathing place.
Diff vibe for diff page. Hv some variations.
Adjust pt. size typeface
Pop up now is blended, should be poped up
Promo vid - Emphasis by show sweets is interesting.
Week 14
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solidify all the touchpoints
packaging was ok aldy, pop up with this basic paper bg ok, merchandise will leave it for you to work on it ya, keyring n sticker quite ok? wayfinding ok, juzzzz
billboard- mockup will limit your design, can actually go and take the mockup pic yourself
newsletter n website can ultise white background instead of yellow. header typeface leading, dont use the same way as the logotype, as logo should be always be outstanding.
social media - the teaser post was post twice, does not really add up to the overall texture also, should be ultise wisely for the social media post, should have all post conveying message??
Promovideo, dont add overlap text over the first video footage.
Reflections
Experience
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In Task 3 of the Eudewell project, we needed to create eight touchpoints for our rebranding campaign. Initially, in Task 2, I identified numerous elements for the campaign but did not manage to complete all of them. I realized that I struggled with time management, particularly when trying to balance the development of all eight touchpoints while also dedicating considerable time to finalizing the logo and packaging design.
Observation
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Through my observations, I noted the necessity for a consistent brand campaign and the importance of determining the brand strategy early in the process. Consistency across all touchpoints ensures that the brand message is clear and cohesive, making it easier for customers to connect with and trust the brand.
Findings
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My findings highlighted that successful campaign branding requires much more thought and is not as easy as it might initially seem. A well-thought-out strategy is crucial and plays a significant role in the campaign's success. The strategic planning behind the branding efforts is vital for ensuring all elements work together harmoniously to convey the intended message and achieve the desired impact.
Further reading
https://www.linkedin.com/pulse/why-physical-branding-important-thegrowbit/
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