Creative Brand Strategy - Task 2

04/04/2023 - //2023 | Week 04 - Week 06

Loh Shu Huan / 0349621

Bachelor of Design in Creative Media

Creative Brand Strategy / Task 1 A & B

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LECTURES

Week3: The Creative Brief

Brand Positioning Statement - For target customer, ambassador is the market definition that delivers brand promise because only ambassador is the reason to believe.

Our offering is the only category, frame of reference that benefits.

The brands that a brand competes with are determined by the competitive frame of reference, and as a result, those brands should be the focus of analysis and study.

Fig 1.1 Frame of Reference example

Big Idea - The overall message that informs all of a campaign's components and must be understood by the target audience is called the big idea. For maximum effect and relevance, the big idea must be based on a sharp insight and connected to the campaign's goals. Because it signifies the change from strategy to execution, the big idea and "experience idea" can be used interchangeably in this context.

Acknowledge that building a brand in a digital and connected world is about guiding, influencing, and being not telling.

Big idea emerge in the process of narrowing the focus.

Fig 1.2 Difference between Non-Integrated and Full Integrated set of Executions

Fig 1.3 The process of identify the big idea

2. During the stage of clarifying (Clarifying Strategy), all of the research and analysis's lessons are distilled into one overarching concept. Target markets, competitive advantage, brand core values, brand traits, and project goals are all firmly established.

3. Positioning, which needs to develop a positioning platform. Development and improvement of a positioning strategy come after information gathering and analysis. Perceptual mapping (aka. Frame of Reference) is a technique that is frequently used to brandstorm a positioning strategy.

4. To uncover the Brand Essence, there is a set of question we need to clarify and this is an important driver in this phase.

• What does a brand do that is best in world?
•  Why is it chosen over its competition? Competitive Advantage 
• What are the three adjectives that summarize how this brand wants to be perceived? Core Values 
• What are its strengths and weaknesses? SWOT Analysis

5. Usually, the big idea may be expressed in a single sentence, which then serves as the tagline/slogan. The big idea must be clear and easily communicated. It must carry enough ambiguity to accommodate unforeseen developments in the future.

A brand becomes stronger when you narrow the focus.

If you want to build a brand. you must focus your branding efforts on owning a word in the prospect's mind.

Week4: Touchpoints

The interactions and exposures a consumer may have with a brand are known as brand touchpoints. From a website to a retail location, direct mail to a product, every connection a consumer has with your business is essentially a touchpoint. These interactions all contribute to the entire customer experience and the final perception of the brand.

A cohesive Visual Identity & Brand Experience includes both physical and virtual touchpoints.

Moodboard is a valuable tool for inspiration, affirmation, guidance, and communication.

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INSTRUCTIONS

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PROGRESSIONS

Week 03

Task 2A - Ideation

For this task, we were required to identify our campaign name, key message, communication goal, all the applications.

After I defined my campaign name and key message, I listed down all the brand touchpoint of the campaign.

Fig 2.1Brand Touchpoints - Draft 1

Online ApplicationSocial Media - Instagram

The visuals of this campaign focuses on product photography, portrait, and typography as this campaign is mainly about perfume and self.  Through social media, consumers can gain a better understanding of this campaign from the style and feel.

Fig 2.2 Social Media Reference

Website

Zara New Me website will be used as a tool to promote the fragrance and share the concept of the campaign. It allows visitors to explore different self with different scent.

Video

The promotional video will be used in website and social media with the human footage and typography to gives a hint of the campaign concept.

Email - Announcement 

Zara members will receive the campaign announcement via email and the button in the email can direct them to the campaign website. The idea of the email is to send out as an invitation to the members, and the content will be time, location, and activity of the campaign.

Offline Application

Event Backdrop

The event backdrop is used for physical event set up, which will identify the style and theme of the campaign. 

Event Posters / Signages

The event poster and signages with brand key visuals are used to promote the campaign and as a guide for visitors in terms of the time and location. 

Merchandise

Task 2B - Design Direction

Design direction such as colour palette, typography, logo style, photograph,  moodboard and tone of voice.

For the art direction of the campaign, I decided to go with a neutral, clean and simple style in terms of the colour palette, photograph, graphic elements and etc.

Fig 2.3 Colour Palette

Fig 2.4 Moodboard

Fig 2.5 Progression for week 4

Week 04

For this week, I adjusted my brand touchpoints. The recycle activity will be a minor idea in this campaign. I'm gonna introduce it in all the touchpoints as well.

Fig 3.1Brand Touchpoints - Final

I created a customer experience timeline to clarify what the audience will do during pre-event, attending event and post-event.

Fig 3.2 Customer Experience Timeline 

For the promotional video, to convey the concept which is about scent and self, I decided to go with this kind go short video, which is mainly consists of human footage and typography.

Fig 3.3 Promotional Video Reference

Besides, I added some references for my application and merchandise.

Fig 3.4 Progression for week 5

Week 05

With the feedback of Ms.Lilian, I added some description for all the applications and references. Besides, I also changed my the ways of communication to the communication goals, which is raising the awareness of Zara perfume's line and inspire audiences to try out both different scents and selves.

Fig 4.1 Final Task 2A & 2B Presentation Slides (Due on Week 6)

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FEEDBACKS

Week 04

Wording the campaign name properly in the first slide. (How does the name Zara New Me relate to the campaign?) 

The key message is appropriate. 

In terms of communication goals, it’s basically whatever that I communicate through the campaign, what I plan to achieve. 

All the touchpoint are to achieve this goal. 

CJM

Have something about the campaign for consumers even after the campaign (paper bag, free packs).

The social media (theme) looks clean.

Identify the timeline, think how customer would experience these.

Make sure to put the sources for stock pic.

The botanical montages collages can be my graphic element.

"How do we visualise scent."

The moodboard has a right look and feel, in terms of the colour, typeface and the graphic elements.

Find more references for the applications design.

Week 05

Task 1B:

Even though I didn’t provide the background for the main brand, but it can be seen that the way that I describe the campaign and the way that I’ve crafted all the copies are being supported by the main brand. The way of how I completed it is actually quite good, even though I didn’t focus on the main brand, I put that very much in context to what I want to do. Well-considered, reflects critical analytical abilities. However, there is a room for expansion in the SWOT analysis, because there is only one point for everything. More opportunity for graphic design can be included in the touchpoint of the customer journey map such as, merchandise, packaging, event environmental graphics, and etc.

Task 2:

The posters can be used for social media, website and event.

Do both gift card and thank you card.

The Zara logo can use back as the support. Monogram might be more abstract, I can use wordmark as a support.

The tone of voice is appropriate.

It will be better that I include some notes or description for my references to give a better understanding of how I planning to do.

Graphic elements can be explored more a bit.