Creative Brand Strategy - Task 3
04/04/2023 - //2023 | Week 07 - Week 12
Loh Shu Huan / 0349621
Loh Shu Huan / 0349621
Bachelor of Design in Creative Media
Creative Brand Strategy / Task 3
INSTRUCTIONS
PROGRESSIONS
Task 3 - Campaign Branding
For this task, we were required to execute the visual identity and design applications for the proposed campaign.
To start this work, I think it is important to first define the logo of the campaign, because the entire identity of the campaign will revolve around the logo.
Campaign Logo Design
As what I proposed in Task2, the logo style of the campaign will be either monogram or wordmark logo. So I tried out with the monogram with the use of letter "N" and "M" which derived from NewMe. After that, I explored more with the ideas and tried out the word marl logo as well. The idea with a mirrored "E" of the final logo is inspired by the reflection of the mirror that we should see things from different way.
Fig 1.0 Logo Design Development
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| Fig 1.1 Final Logo - Grid |
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| Fig 1.2 Final Logo - Black & White |
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| Fig 1.3 Final Logo - Black & White (reversed) |
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| Fig 1.4 Final Logo - Colour |
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| Fig 1.5 Final Logo - Colour (reversed) |
Merchandise
1. Poster
For this campaign, I planned to create 2 to 3 event posters and 3 physical activity posters (posting activity, sources sustainability activity, online voting poster).
Week 08 - ILW
This week I've created 5 posters in total (2 event main poster, 1 event teaser poster & 2 activity posters). Besides, I've also tried to mock my poster into the display banner to see how it works. At this stage, I was thinking that maybe not all the posters need to introduce the graphic elements, but after the consultation with Ms.Lilian, I realised that it would be better to do that to make sure all the touchpoints are consistence.
Week 09
This week, I adjusted the counter of the 0 in the teaser poster but the result doesn't really works. And then I tried to apply the elements into it, but I felt a bit weird, it doesn't match with my imagination. So instead of having a teaser poster, I decided to create a poster to introduce the tagline of the campaign. From the feedback I got last week, I kept the headline of the recycle poster and tried with different arrangement with the body text. For the recycle poster, I tried to implement the graphic elements into it as well as replaced the graphical bottles.
Week 10
Based on the feedback last week, I changed the design from diagonal to circle to avoid introduce new shape. Besides, I arranged the poster into a symmetrical design, and used the graphic elements as the background. For the recycle poster, I tried to use a thinner and sharper arrow to avoid too graphical looking and apply the elements in a different way. Lastly, I also designed a poster for the QR code for the online voting activity.
Week 11
I slightly adjusted the graphic elements in the recycle logo to make the arrow in the middle clearer. And until here, all the posters were completed and finalised.
Fig 2.0 Poster Design Development
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| Fig 2.1 Final Event Poster - Logo |
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| Fig 2.2 Final Event Poster - Information |
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| Fig 2.3 Final Event Poster - Tagline & Information |
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| Fig 2.4 Final Poster of Posting Activity |
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| Fig 2.5 Final Poster of Recycle Activity |
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| Fig 2.6 Final Poster of Online Voting Activity |
2. Billboard
At first, I planned to create a few billboards with different photograph to promote the campaign. But after few weeks of progress, I decided to only keep two, one is a teaser billboard with the campaign name only, and the other one is with full information and tagline.
Week 08 - ILW
I started the design with adapt back the elements from event poster and added the tagline and information. After that I tried to connect it with the photographs but the results didn't turned out very well, so I kept exploring with different arrangement and photographs.
Week 09
After the consultation, I agreed with Ms.Lilian's feedback, the third design style looks a bit off with the poster design even though all the typography are consistence. I need to find another way to combine the photographs and the graphic elements. Hence, I tried out with a few arrangements and introduce the elements and the rounded corner again. Ms.Lilian agreed with me and said the one with grey background has potential, I should try it with the photograph and see how it turns out.
Week 10
Based on the feedback, I tried to combine the one was selected with a photograph. To make it looks more harmonious in term of the colour, I crop out the model and did some colour correction. Besides, I used back the same flower elements into the other design and added the information, tagline and quote.
Week 11
I created two mockups with different sizes.
Fig 3.0 Billboard Design Development
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| Fig 3.2 Final Billboard Design 2 |
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| Fig 3.3 Billboard Mockup |
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| Fig 3.4 Billboard Mockup |
3. Gift Card & Thank You Card
Gift card and thank you card are two of the merchandise that will be given as a free gift along with the paper bag. The gift card, obviously, is for customers to gift along with the perfume to their friends or family. While the thank you card is a medium to encourage and thank customers for stepping out their comfort zone and discover their new selves with Zara New Me, customers will receive it as a return of participate in this campaign.
Week 08 - ILW
As what I've proposed in Task 2, the idea of gift card was inspired by the word finding game, there is a few greeting words at the front for people to circle and gift to others while the back is the space for people to write.
For the thank you card, at first I tried to play with the typography for the front design, and then I introduced the graphic elements as well. At the back, there is a quote to encourage and thank the customer. Not only the landscape design, I also tried with vertical design with a white border instead of black.
Week 09
As Ms.Lilian suggested, I explore with different arrangements such as diagonal, top and bottom with the elements as the background.
For the second attempt of thank you card, I kept trying to play around with the letters, but the result was not better than the attempt last week.
Fig 4.0 Gift Card & Thank You Card Design Development
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| Fig 4.1 Final Gift Card |
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| Fig 4.2 Final Thank You Card |
4. Discount Voucher
Discount voucher will be gave as a return while people participate in the sources sustainability activity, people can redeem it by recycle empty perfume glass bottle at the physical booth. They may use it for their next purchase.
Week 08 - ILW
I've created three design for the voucher. The first one was a simpler version as only the title at the front, but I forgot about to add the information at the back. The second design was a continuous design, the title and followed by the "30% discount" info and connect to the back design with all black. The third one was the centred design as well, but include more information at the front, it also introduced the rounded corner frame both side.
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| Fig 5.0 Discount Voucher - Attempt 1 |
Week 09
From the consultation, Ms.Lilian suggested me to explore more with first design and try to include the information at the back. I adde some elements as the background to reduce the empty space at the front. The first back design was emphasised the "30% Discount" while the second one was not. Lastly, Ms.Lilian suggested me to go with the second version.
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| Fig 5.1 Discount Voucher - Attempt 2 |
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| Fig 5.2 Final Discount Voucher - Front |
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| Fig 5.3 Final Discount Voucher - Back |
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| Fig 5.4 Final Discount Voucher - Mockup |
5. Drawstring Pouch
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| Fig 6.0 Final Drawstring Pouch - Mockup |
6. Paper Bag
Week 11
The paper bag was designed in two different colour (inner and outer). At the back, there is a sentence to encourage customer to recycle the bag after usage. I tried out three different arrangements as well.
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| Fig 7.0 Paper Bag - Front |
Fig 7.1 Paper Bag - Back
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| Fig 7.2 Final Paper Bag - Front |
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| Fig 7.3 Final Paper Bag - Back |
7. Blotter Strip
Week 10
The idea of the design at the middle of the strip is when customer try a scent and they like it, they are able to fold it and put inside their bag or use as a bookmark for their book. Ms.Lilian agreed with the second design which applied the rounded corner.
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| Fig 8.0 Perfume Blotter Strip - Attempt 1 |
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| Fig 8.1 Final Perfume Blotter Strip |
8. Email Invitation
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| Fig 9.0 Email Invitation - Attempt 1 |
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| Fig 9.1 Final Email Invitation |
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| Fig 9.2 Final Email Invitation - Phone Mockup |
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9. Even Backdrop
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| Fig 10.0 Event Backdrop Design |
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| Fig 10.1 Event Backdrop Design - Mockup |
Social Media
Fig 11.0 Social Media Development
Fig 11.1 Vision & Mission - Carousel
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| Fig 11.2 Campaign Information |
Fig 11.3 Sources Sustainability Activity - Carousel
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| Fig 11.4 Campaign Quote |
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| Fig 11.5 Campaign Logo with Elements |
Fig 11.6 Brand Values - Carousel
Fig 11.7 Tagline - Carousel
Fig 11.8 Products - Carousel
Fig 11.9 Tagline - Carousel
Website
Week 10
In the navigation bar, there is HOME, ABOUT and SHOP. When users click on HOME it will be the top of the landing page, when users click on ABOUT it will scroll down to the brand story part automatically, when users click on SHOP it will scroll down to the product part for users to shop automatically as well.
The first part of the website is an auto carousel, by clicking the learn more would be direct to the particular pages.
Week 11
I reduced the size of the navigation to avoid clumsy looking in actual size.
Week 12
I added the Zara brand logo at the footer.
Fig 12.0 Website Development
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| Fig 12.1 Final Landing Page |
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| Fig 12.3 Sources Sustainability Activity Page |
Promotional Video
Week 10
My initial thought was to combine a few video of a walking man and woman but due to the different style of each video the outcome look super weird.
The elements that I wanted to include in the promotional video are nature and human, to bring out the ingredients of natural and the important of self. Hence, I was looking for the footage that I wanted. As what I proposed in Task 2, the promotional video will only have footages and text, simple and direct.
Fig 13.0 Promotional Video - Attempt 1
Week 11
Based on the feedback from Ms.Lilian, I tried to include the graphic elements into the video. But the result turns out not very well as the footages look complex and there's no contrast between the elements and the video. Besides, I also tone down the colour to make it more matching to my campaign design strategy.
Fig 13.1 Promotional Video - Attempt 2
But to keep the elements in the video, I decided to put it only at the end of the video where the logo shows up.
Fig 13.2 Promotional Video - Attempt 3
Week 12
I added the brand logo of Zara at the end of the video.
Fig 13.3 Promotional Video - Attempt 4
FINAL PRESENTATION SLIDES
Fig 14.0 Final Task 3 - Campaign Branding
Fig 15.0 Final Task 3 - Compilation Slides
FEEDBACKS
Week 07
Task 2
The key message as well as the tagline is good. Well-considered and consistence throughout, good look at the brand touchpoint, and customer experience. I did a very good job in this tasks.
Task 3 - Progress 1 (week 6)
Very good exploration. It shows that I’m exploring and being creative and have a very good sense of direction of what I trying to do.
The first version of monogram is interesting even though sometimes monograms need to establish themselves but there is a very good vibe there. It gives a feeling of the letters is changing, can spots different letters by looking at the monogram. The idea here is quite nice and strong, which it helps to deliver the concept of the campaign too. But the monogram itself is not readable :( Monogram is abstract but it’s interesting. The other version is predictable, not so much surprise.
The flipped version is quite interesting too, some vertical strokes are hidden but it is still readable, there is also a movement from the logo. It’s a clever way to do this.
It gives edge and there are lot of connecting components and reflection. There also a movement and a flow while reading it. It implies a lot more than the rest.
Overall very good exploration, and I’m close to finalising my campaign logo already. I can play around it a little bit more and solidify it and apply it to see.
Do remember credit the source when using stock pictures and footage.
Week 09
The gap in the logo can be derived from the thickness of the stroke. The distance between the letter “M” and “E” can be slightly bigger.
Poster
- The first two posters are really close to what I’ve considered as the way I would like to actually put the whole strategy together visually.
- Whereas the poster with “2023” typography is a bit off, since it designed without the main graphic elements and the logo inside the “0” is distorted due to the counter of the number. Suggest to use another “0” with a rounder counter to avoid distortion. The flora elements are very strong visually, maybe it could be introduced suttly inside somewhere, so it ties in together.
- Because the first two posters give a sense of elegant while the other just looks like a typography poster.
- The recycle poster looks a bit off. The arrow should be something more organic maybe it’s like a plant, I can kind of montage them in a way that it looks like a recycle icon. The bottles are a little bit off as it too graphic compare with what I’m trying to do.
- The headline of the second posting poster is quite well but the placement of the components are confused. The arrangement of the first one works better. The instruction that introduced in the poster looks like infographic. I can explore with the headline and the arrangement more.
- Good progress.
Billboard
- Both design’s typography is consistence but how do I link them together as one is with more graphic elements while the other one is more with typography. The components that have been used in two design is a bit too fa apart. They feel like two different campaign. I can try to adapt some elements into the second design. Maybe the photography can have a rounded frame just like what I did with my poster. Even though it still looks interesting but it needs to be consistent as we design the whole strategy.
Thankyou Card
- The second horizontal version is more straight forward withe the same botanical elements and the campaign logo was introduced at the back.
- The vertical version looks good too. Maybe I can try the white frame with the rounded corner too. So I can have both white and black border alternative. We have to keep in view first but the idea is there, definitely better I focus the graphic element on the front and the campaign logo would be the back, it makes more sense in this way.
- The horizontal version works better as it fits the identity of the campaign and more consistence.
Gift Card
- It still goes well without “To” and “From” , because it’s already understood there is an empty space for people to fill up.
- The campaign logo is centred although sometimes I want to be adventured, I try to place in the counter of letter. Suggest to experiment on put it at one of the corners and the information can be somewhere in diagonal as a contrast.
- There is more I can explore in terms of the layout.
- The idea with the letter is good. It’s simple, clear and clean because it typographically consistence it goes very well.
Drawstring Pouch
- Very simple and consistence.
Discount Voucher
- The design we have to keep in view first.
- The two with more information are more potential.
- The last one is more consistent to what I’ve been doing so far. The way I place the information looks good and clear.
- The second one is quite interesting too.
- The first one looks nice also, maybe the “30%” information could at the back.
Social Media
- The logo with black background is a bit off.
- Can explore more on that.
- It’s good that I’ve the experiment of how the social media is planned.
Overall, good job and good progress, very consistent that I know exactly what I’m trying to do, just to need time to explore. “I can see the thing taking shape already.” In terms of the style and art direction is very consistent with it through out all the things.
Do start with the video, because it takes a lot of time.
Look for the perfume sample mockup.
Week 10
- The poster with “2023” with rounder inner counter looks not too bad. The logo with circle that inside the oval counter seems lot of competing, it’s quite distracting visually. The way of placing the graphic elements into the poster maybe need more control to maintain the visual balance.
- Instead of introduce another shape (diagonal), it would be better either keep it horizontal or circle.
- Suggest to make the visual and text of the poster in a symmetrical placement.
- The recycler poster is better, good improvement, but in can still be improved by maybe using a thinner or organic arrow, because right now it still looks a bit too graphical.
- Suggest to go with the billboard design with one graphic element, and try with the photography.
- The last voucher design is good to go.
- Both thank you card and gift card are also selected and good to go.
Week 11
- The recycle logo can try to minimise the overlapping, to make the arrows clearer. Because the arrows now looks kind of lost in between my graphic elements. Keep some negative space.
- The voting poster looks good, very consistence.
- The billboard looks good, the photography, graphic elements and typography is working quite well together. Can start to mock them up in the actual environment.
- The hierarchy of the email invitation is applied. Overall is good.
- Find a way for viewer to demonstrate the website.
- Mockup the voting poster in a physical booth.
- Reduce the size of navigation bar in the website, the footer looks fine.
- The strip with the rounded corner will be better.
- Add video credit at the end of the video. The video is okay, says what it need to say. Suggest to try to introduce the graphic elements in the video, but not sure it will work or not. Can tone the colour down a bit to match with the overall look and feel of the campaign. But content wise (footage and text) is fine.
Week 12
- The social media - suggest to introduce the logo at the second page of the New Scent and New Self page.
- Suggest to add one more page to the product post and activity post to direct viewer to the website (other touchpoint) to learn more information. Other than the social media is fine.
- Bring back Zara’s logo to the website footer.
- The contrast and the combination of the video and the website is good.
- The video with the frame might looks ?.
- Suggest to add Zara’s logo at the end.
- The work is very consistence (and I worked very hard on it!).
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