CREATIVE BRAND STRATEGY TASK 3 : CAMPAIGN BRANDING

10.10.2022 - 02.12.2022 | Week 7 - Week 14

Ng Wai Fern | 0354966

Creative Brand Strategy | Bachelor of Design in Creative Media

Task 3 : Campaign Branding

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LECTURE NOTES

All lecture notes are completed in Task 1 : Case study and campaign proposal

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INSTRUCTIONS :

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Task 3
For this task, we are required to design the applications that are proposed in TASK 2 : IDEATION AND DESIGN DIRECTION

Logo
Before creating the applications, I start working on the logo for the campaign. I start by creating a mind map to list down some keywords to help come up with some idea for the logo. The campaign is called Introvert's Space. 

Fig 1. Keywords for Introvert's Space

After compiling some keywords, I start sketching some ideas for the logo. The campaign is called Introvert's Space so I focused on quiet, closed mouthed, secretive and boundless.

Fig 2. Logo sketches for Introvert's Space #1

Fig 3. Logo sketches for Introvert's Space #2

After that, I started to digitalise and tried to explore them based on the sketches.

Fig 4. Digitalise logo for Introvert's Space

After consulting with Ms. Lilian, she suggested to refine the first option and rationalise the space. I continue to refine the logo and tried different colours on the logo

Fig 5. Digitalise logo for Introvert's Space with colours

After consulting with Ms. Lilian, she suggested to use white outline for the mascot to create a balance of negative space. She also suggested to try different font and weight for the logotype as the current one does not sit well with the mascot design. 

Fig 6. Digitalise logo for Introvert's Space with different font #1

Fig 7. Digitalise logo for Introvert's Space with different font #2

After getting some feedback from Ms. Lilian, she think that the logo with dark blue and san serif font works well with the campaign's message which is we would like to avoid formal/ serious atmosphere as we would like to approach our target audience is a friendly manner.

After refining the kerning of the text, this is final logo that was approved.

Fig 8. Introvert's Space logo final

Website 
As I was behind on the timeline, Ms. Lilian advised to work on my wireframes. I created the wireframe based on the proposed ideas. For the design, I used organic and inorganic shapes. 

Fig 9. website wireframe

After consulting Ms. Lilian, she suggested that I could use only type for the landing page to make it secretive as one of the keywords for Introvert are secretive. It also allows people to be interested to know what is the campaign about. Besides that, she also suggested to create a form for inquire for the contact us section. After refining based on the feedback, I showed Ms. Lilian the updated attempt. She told me to finalise the website with the mockup images. 

Fig 10. landing page (About Us)

Fig 11. About Introvert's Space cafe page (Events)

Fig 12. About Introvert's Space app page (Mobile app)

Fig 13. Contact us page (Contact Us)

Fig 14. Merchandise page (Merchandise)

Introvert's Space app
For the app, I start working on the wireframe so it is easier to create the whole composition. 
The app includes :

• Home page
  
• Brand personality's story
  
• Reflection (tips)
  
• Quotes

Fig 15. Mobile app wireframe

After consulting with Ms. Lilian, I started refining and complete the pages.

Fig 16. quotes page attempt #1

Fig 17. Story page attempt #1

Fig 18. reflection page attempt #1

After consulting with Ms. Lilian on the updated version, she suggested to include a play button on some of the pages to indicated the section is interactable. I have also rework on the quotes page layout as I felt the first attempt felt a bit empty and could be better. Based on the feedback and some attempts, I started refining the final version. I have also mockup the artwork to add into the website and social media.

Fig 19. landing page final 

Fig 20. story page final 

Fig 21. reflection page final 

Fig 22. quotes page final 

Fig 23. Introvert's Space app mockup #1

Fig 24. Introvert's Space app mockup #2

Introvert's Space cafe

For Introvert's Space cafe, I have created an environmental graphic to be used in social media post and website. I created a banner and poster for the environmental graphic. After consulting with Ms. Lilian, she suggested to include the poster in the mockup for the front view of the cafe. After refining based on the feedback, here is the final version.

Fig 25. cafe banner

Fig 26. front of the cafe

Fig 27. cafe poster

Fig 28. poster mockup

Merchandise
Based on the proposal, there are 4 items for the merchandise :

• Posters
• T-shirt
• Mugs 
• Coffee beans packaging

Posters
For the posters, I decided to create 2 posters. For the design, I used circles to represent the public and introverts. I used the circles to tell the stories.

• Things to remember

For this poster is to remind and motivate everyone.

Fig 29. Things to remember poster

• About us, 'quiet people'

For this poster is about us, introverts

Fig 30. About us, 'quiet people'  poster

T-shirts

For the t-shirt, I decided to create 2 designs. For the first design is to promote Introvert's Space cafe and the second one is to promote the campaign, Introvert's Space. After consulting with Ms.Lilian, she suggested to decrease the size of the logo on the t-shirt. After refining the design, I mockup the design on some t-shirt.

Fig 31. t-shirt design #1

Fig 32. t-shirt design #2

Fig 33. t-shirt mockup #1

Fig 34. t-shirt mockup #2

Mugs 
To promote Introvert's Space cafe, mugs and coffee beans are sold. For the design, I created an illustration of the mascot drinking some coffee and enjoy their space which is the objective of the cafe space.

Fig 35. mug design

Fig 36. mug design mockup 

Coffee bean packing

To promote Introvert's Space cafe, a special blend of coffee beans are sold. For the design, I did some attempts. After consulting with Ms. Lilian, I felt that the design could be reworked as the current one does not reflect the campaign art direction.

Fig 37. coffee bean packaging attempt #1 

Fig 38. coffee bean packaging attempt #2

After consulting with Ms. Lilian on the updated version, she suggested to reverse the background for attempt #3 and #4 as both look good and we were having a hard time choosing. After looking at 4 options, we decided to go with attempt #3 as it reflects the campaign the most.

Fig 39. coffee bean packaging attempt #3

Fig 40. coffee bean packaging attempt #4

Fig 41. coffee bean packaging attempt #5

Fig 42. coffee bean packaging attempt #6

After completing the design for merchandise, I finalise it by creating mockup for all the merchandises.

Fig 43. t-shirt mockup #1

Fig 44. t-shirt mockup #2

Fig 45. poster mockup

Fig 46. mug mockup

Fig 47. coffee bean packaging mockup

Social media post

For the social media post, I created a sketch to plan the placement of the post.

Fig 48. social media post layout sketch

 

For my first attempt, I created the first 3 post about the campaign. For the second row, the social media post is about quotes and tips. The first 3 post are about :

• Definition of an introvert
• Introvert's Space story
• What is Introvert's Space about? 

For the third post, I decided to make it as a carousel post as it contain quite a few information. After consulting with Ms. Lilian, she adviced to increase the point size for the font as it is too small.

Fig 49. social media post attempt #1

Fig 50. social media carousel post attempt

Based on the feedback, I refined the design and start working on the last 3 post. For the last 3 post is about :

• To promote Introvert's Space cafe
• To promote Introvert's Space app
• To promote Introvert's Space merchandise
  

After consulting with Ms. Lilian, I felt the last 3 post is not the best version and it could be better as it does not go well with the other post. She agreed and suggested that instead include the image in the post, I could make it into a carousel post. 

Fig 51. merchandise post attempt #1

Fig 52. mobile app post attempt #1

Fig 53. cafe post attempt #1

I start working on the Introvert's Space app however I was not satisfied with the first attempt. After looking at the other post, I start rework on the second attempt.

Fig 54. mobile app post attempt #2

Fig 55. mobile app post attempt #3

I start working on the carousel post for Introvert's Space cafe and merchandise. To make it consistent, for the front cover, I created an illustration of the mascot. For the merchandise, the mascot is shopping for 'bubbles' and for the cafe, the mascot is drinking coffee. I used circles to crop the images to represent space.

Fig 56. cafe post attempt #2

Fig 57. merchandise post attempt #2

After refining and finalise the design, I finalise it by put the design on mockup templates.

Fig 58. social media post final

Fig 59. social media mockup 

Fig 60. cafe post carousel

Fig 61. merchandise post carousel

Fig 62. what is Introvert's Space about carousel post

Promotional video
For the promotional video, the original proposed idea was scraped as it does not suit the art direction. I used circle to represent the brand personality and the proposed idea was to use images. After consulting with Ms. Lilian, she agreed as I mention it is odd if I introduce the brand personality image after using shapes to represent her. I decided to create a motion graphic based on the design of the carousel post, What is Introvert's Space about. 

I created the motion graphic using Adobe After Effect to introduce introvert and to promote what is Introvert's space about. After getting feedback from Ms. Lilian, she suggested to refine the ending as it does not flow well with the other parts. She suggested to not include the mascot as the front part only the circles and text appear and the mascot felt out of place at the end.

Fig 63. promotional video attempt #1

Based on the feedback, I start rework the ending part. I rework and animate the mascot as its own. After finalising the motion graphic, I add music into the motion graphic in Adobe Premiere pro.

Fig 64. promotional video final

FINAL SUBMISSION

Introvert's Space final compilation

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FEEDBACK
Week 8

• Refine option #1 and look into rationlising space when design the logo

Week 10

• Might wan try diff font for logo
  
• Do a few post and start with the wireframe

Week 11

• website - can just use type for the landing page
• website contact us - can create a form at the bottom for inquire
• social media - can increase point size by 1 or 2 pt
• t-shirt front logo - can make it smaller

Week 12 

• mockup merchandise and other application
  
• mockup the poster on the cafe front

Week 13

• video last part with mascot doesn't flow well
• can try doing the text and shape together and mascot pick up shape at the end
  
• carousel post for merch and cafe space
  
• add video play button on app page

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REFLECTION

Experience

At the beginning of task 3, I felt unsure and was a bit lost where to begin. After looking back at the applications and the campaign proposal, I was able to have a clearer direction where to begin. At the beginning, I was behind on my work fortunately, I was able to catch up and complete my task.  I was struggling with designing the application at first as most of the application used the same elements. After looking back at the design direction, I had a better direction when executing the design. 

Observations

From this task, I was struggling when come up with design for the social media as I must make sure the layout look good together. After looking at some example of other brand and brand personality's social media page, I was able to come up with some ideas. Having some references really helped with the designs direction and ideation.

 

Findings

It was a fun process when looking for references as I can get some idea for the applications from other people. From this task, I also enjoy creating the application and tried a different style for me as I always enjoy working in my comfort zone. This task is more on the minimalist style which I usually avoid. This task did push me out of my comfort zone. Besides that, this task was different from brand corporate identity as we need plan well and consider other aspect when designing an identity.