Creative Brand Strategy / Task 3
01/10/2023 - 24/11/2023 / Week 5 - Week 13
Anna Ong Su Kuan / 0353775
Creative Brand Strategy / Bachelor of Creative Media / Taylor's
University
Task 3
cover pic
CONTENTS
- Lectures
- Final Submission
- Feedback
- Reflections
- Further Reading
INSTRUCTIONS
Using what we've done in Task 1 & Task 2, we are to develop a presentation deck for the campaign. Using information gained through the previous tasks, we need to execute the visual identity & design applications for the proposed campaign.
Task 3
As this task contains a lot of different components, I've decided to compile & show progress for each touchpoints in the pdf below.
The tote bags & postcards were extra touchpoints that I decided to add on as I felt like they would be suitable for my campaign, as well as adding to the number of touchpoints I have since I realized there were only 4 at the moment. Since I have already done all of my other touchpoints, there wasn't much progression done as it was easier for me to design them using the existing layout & styles seen on the other designs.
Final Submission
Below are the final compilation slides that consist of all Tasks 1,2, & 3.
FEEDBACK
Week 6
Specific Feedback
- Potential idea is 4 & 5; the letter O can be looked at graphically,
potential to expand (looks like sunglasses); the face idea can indicate to
come explore the city (can put things inside)
- Idea 4 the “cup” is too big & distracting, lines are overall too thin
& need to be similar
- Negative space should increase
- Use black & white first, then only include colors when the form is
confirmed
- Brand logo color should remain 1-2 choices, doesn’t needa be the same as
brand campaign color palette
Specific Feedback
- Number 5, 6, maybe 13 (lose the mouth, since no character should be there)
- Explore number 1, cause it’s towards the simplistic vibe (playing around
with the design inside the eyes)
- Ensure it's not too characterized
- The stylized version of the buildings is nice but need to update them
according to the finalized logo; and ensure I keep the style throughout the
campaign design
Week 9
Specific Feedback
- The second one looks more balanced (for logo progress on Illustrator),
needa reduce the size of the circle for the other O cause it looks too heavy
looking (the tech looking one)
- The first option for the color logo looks the best
- The icons style looks nice, can be used for other touchpoints as well
- The art style for the other touchpoints needs to looks the same/coherent
as the icons to make it look like one style
- The current experiments for the city guide look too much in terms of color
& patterns
- The Y inspired pattern needs to be updated according to the logo update
Specific Feedback
- The photography isn’t working at all, so I shouldn’t use it since my
illustrations are way stronger
- The logo sits very well on the website but again, I should use my
illustrations more
- Maybe for the toto discovery word on the website I should use the brand
font instead of the logo font (it’s a maybe for now)
- The addition of the gray-white looks like a nice choice as it sits well
with the other colors (especially the website)
Specific Feedback
- Mock-up for the digital map being physical & digital (printed, phone,
etc)
- IG Improvements: could finish with logo depending on layout flow; the logo
should be bigger and placed at a different place (for the first post)
- Website Improvements: the texts don’t needa align to the purple bar, it
can play around with the negative spaces; the body text can move away from
the bar while keeping the sub-title text in the same position
Specific Feedback
- The Instagram has too much info; looks too much in general, needa reduce
but make it interesting still (more spacing)
- The “Top 5” IG post should expand to 1 each
- The digital maps needa maintain the text size
- Change the categories (website) to be similar to the IG (highlights)
Specific Feedback
- The “more” button doesn’t look like it matches with the rest of the
website; maybe can remove the colored block at the back & add the
patterns to hang from the bottom of the line
- If there’s time then try to add “easy to design” touchpoints (tote bags,
pouches, art prints, etc)
REFLECTIONS
Experience
Week 6-7 : Sketching logos wasn't something new to me, but for a campaign & for my art direction maybe it was a new experience. I'm more familiar with the mascot logo & abstract mark since previously my assignments/experience were related to that.
Week 8-10 : Designing so many touchpoints in a relatively short time frame seemed a bit of an impossible task at first glance, but it was manageable with constant work. Brainstorming layouts that work for different platforms was not something new, but took a lot of thought to ensure they worked with the campaign.
Week 11-13 : Despite having done many assignments in the past, this module gave me a whole new experience of a time crunch with my designing speed & skills.
Observations
Week 6-7 : Originally the concept of having an icon or trying to implement it inside of the lettermark so that it looks like a creature to represent Toronto was not working too well. So I started to explore how to possibly utilize the letters to create a logo from it. Despite taking a longer time than I would like to in order to get a better direction for my logo, I'm glad I kept on brainstorming & sketching as much as I could since I was able to generate better ideas & get a good idea at the end.
Week 8-10 : I had a lot of issues at the beginning stages of my touchpoint designs as I couldn't find a good art direction that worked well throughout everything. Many trials & errors were made hence a very slow start that cost me to be able to use my weeks as efficiently as I hoped to. The icons were the easiest since I found an art style for them at the start which was approved by the lecturer, but it was very time-consuming since there were at least 20 of them.
Week 11-13 : It was only during this time that I slowly set a consistency of an art direction & layout that works for the entire campaign, however, each touchpoint required a lot of time. A lot of late nights were included in order to ensure I deliver my works on time. Usually, I'm not one to delay my work to be done at the last minute, but this task definitely tested my creativity & skills to create something I won't usually do.
Findings
Week 6-7 : Pinterest & other design-related platforms were a lot of help in brainstorming more concepts/ideas. Feedback from my lecturer was a big help to me in developing my ideas to get a better direction to create better designs that suit my campaign.
Week 8-10 : Being able to receive feedback from my lecturer helped me to ensure my ideas were actually working with the campaign, or even providing ideas to improve upon the existing designs. Most of the time it was due to constant attempts of re-designing the layouts that helped me to achieve possible good ideas.
Week 11-13 : During this time, I had to ensure myself to remain calm & not stress out since the deadline was getting closer each day. A lot of short breaks were taken since I was doing this work back to back which can be very exhausting both mentally & physically.
FURTHER READING
Visual Marketing : 99 Proven Ways for Small Businesses to Market with Images and Design
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| Fig 1.1 Cover 1, (26/11/2023) |
I felt like this book could provide some interesting/helpful tips that can help me think about how my campaign can work well if it were to be done physically. Below are some points that got my interest:
- capitalizing a unique name to create a memorable character with the inclusion of added friendliness & lighthearted humor in the marketing can be a great success
- when publicizing a large event, creating a series of posters with different imagery can help strengthen the message with multiple exposures to convey to as many attendees as possible
- creating a logo that emphasizes heritage while appealing to current culture helps to convey the best of both worlds
- branding will most likely work differently according to different countries, which is why adaptation is important for a brand to be globally successful
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