Creative Brand Strategy/Task 2

20/09/2023 ~ 04/10/2023 (Week 04 ~ Week 06)

Henry Lim Chin Xin

0349490

Bachelor of Design in Creative Media

Crative Brand Strategy/Task 2-Ideation & Design Direction

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Lectures:

Lectures can be seen here.

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Instructions:

Fig 1.1 Module Information Booklet

In this project, we are to develop a Design Brief for the proposed Brand Campaign. Start with its contents such as Campaign Name, Communication Goals and Key Message based on the Big Idea.

From there we are to develop the Ideation & Design Direction. The objective is to generate well-founded opportunities that have a good prospect of creating value to the end-market, which matches the brand’s strength and strategy. It is a process that helps us to ask the right questions, get obvious solutions out of our head, discover unexpected innovative areas, create volume/variation of design possibilities.

2A: Ideation

From the Brand Touch Points identified in the Campaign Proposal (1B), continue to research for application references that represent or symbolize our Brand Campaign. Select only the MOST relevant (unique and portrays the subject in every context) touch points to build your Critical Application List, and include a short description for each application. Consider how each touch point would help to elevate or achieve the overall Brand Campaign.

2B: Design Direction

We are to articulate the design direction by developing a set of mood boards or Stylescape, comprised with logo style, visual style, colour palettes, typography, graphic elements, tone of voice/ personality & etc. This will be the proposed look and feel of your Brand Campaign.

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Research:

All references and images taken from Pinterest.

Fonts from Google Fonts.

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Process:

Brand Touchpoints:

Website

Social Media

Promotional Video

Sticker

Poster

Passport (stamps collect purpose)

Stamps

Week 4

First, I started to make out the campaign name, which is 'Find My Seoul'. Also, I created a tagline, 'Let's find it out!' and been declined later. And for the key messages, I created 'Unlock the Soul of Seoul: Immerse Yourself in Korean Culture, One Adventure at a time!'

For the ideation part, I have take some references on Website, Poster and Social Media

Fig 2.1 ~ 2.4 Poster Idea

Fig 2.5 ~ 2.8 Website Ideas

Fig 2.9 Social Media Ideas

Week 5

This week, I changed my tagline to 'Discover the hidden treasure of Seoul" and add some communication goals:

1. Educate about Korean Culture and Heritage

2. Raise awareness and generate excitement

And this week, I added some of the design direction. For the colours, I used the official colours from Soeul Goverment and same as the font.

Fig 3.1 Official Colours of Seoul

Fig 3.2 Seoul Hangang Font (One of the Official Seoul fonts)

For ideation, I added more stuff. Added some idea for website, social media, promotional video, stamps and stickers.

Fig 3.3, 3.4 Website Ideas

Fig 3.5 Social Media Idea

Fig 3.6 Promotional Idea

Fig 3.7 Stamps Idea

Fig 3.8 Sticker Idea

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Final Submission:

Fig 4.1 Task 2 PDDF