Creative Brand Strategy - Task 1A & B

Week 01 - Week 04
Tai Tong En / 0363164 
Information Design / Bachelor of Design (Hons) In Creative Media
Creative Brand Strategy - Task 1

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INSTRUCTION

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Lectures
Week 01
1. Introduction to the Module
This module focuses on how to build strong, meaningful brand identities through visual strategies. It emphasizes creating brand experiences that go beyond design to engage the senses and emotions, forming long-lasting relationships with audiences. The skills developed here will build on previous identity design experience and guide students toward designing impactful brand experiences.

2. Understanding Branding
Branding is more than a logo or visual identity—it’s about defining the value, character, and authenticity of a product, service, or organization. Effective branding helps a business stand out from its competitors and is essential in today’s digital marketplace where even small brands can compete through smart brand strategies.

3. What is a Brand Strategy?
A brand strategy is a set of guidelines that determines how a brand communicates with its audience. It outlines the what, where, when, how, and to whom a brand speaks. A strong brand strategy ensures consistency and builds emotional trust, ultimately improving brand equity and reputation.

4. Why Brand Strategy Matters
A clear brand strategy helps define competitive positioning and meet customer expectations. It supports marketing efforts, builds recognition, and increases credibility. In the long run, a solid brand strategy can lead to better business performance and customer loyalty.

5. Module Outline & Project Tasks
The module is divided into three main tasks:
Task 1 (Weeks 1–4): Case Study & Campaign Proposal
Task 2 (Weeks 1–6): Ideation & Design Direction
Task 3 (Weeks 6–13): Campaign Branding
All projects will be documented in an e Portfolio, where students are expected to blog their process and compile their final outcomes.

6. Assessment Breakdown

• Continuous Assessment: 60%
• Final Assessment: 40%

7. Design Journal & E Portfolio

These are essential tools for documenting your creative journey. The design journal is used to reflect on ideas and decisions, while the e Portfolio presents your research, development, feedback, and final designs in an organized, visual format.

8. E Portfolio Expectations
Your e Portfolio should be:

• Comprehensive and clear
• Well-organized and visually engaging
• Inclusive of research, lecture content, feedback, process work, and self-reflections You’re encouraged to experiment with digital media to present your ideas creatively.

Week 02

1. Brand Experience

The collective responses (emotions, interactions, sensations, thoughts) that individuals or groups have with a brand. It shapes lasting impressions and influences customer feelings and behavior.
Why It’s Important:

• Builds positive associations, recognition, and awareness.
• Defines brand perception and reputation.
• Strengthens customer loyalty by aligning with shared values.
• Poor brand experience drives customers to competitors.

Elements of a Good Brand Experience:

• Direct Marketing: Website design, ads, logos, and communications should reflect brand identity and evoke positive emotions.
• Indirect Marketing: Employee engagement (brand ambassadors) and online interactions (social media, website UX) shape perceptions.
• Personalization: Using customer data to create tailored experiences fosters deeper connections.

2. Creative Strategy
Key Aspects:

• Defines the brand’s voice, messaging, and visual identity.
• Aligns campaigns with business goals and audience preferences.
• Ensures consistency across all brand touchpoints.

3. Campaign Visual Identity

• Logo & Color Palette – Creates instant recognition.
• Typography & Imagery – Reinforces brand personality.
• Design Consistency – Ensures cohesion across ads, social media, and packaging.

Purpose:

• Strengthens brand recall.
• Communicates brand values visually.
• Enhances professionalism and trust.

How does creative process work?

Week 03

1. What is a SWOT Analysis?
A SWOT Analysis is a strategic planning tool used to evaluate:
Internal Factors (Strengths & Weaknesses)
External Factors (Opportunities & Threats)

2. Components of SWOT Analysis
1. Strengths (S) - Internal Advantages

• Positive internal attributes that give a competitive edge
• Examples: Strong brand reputation, skilled workforce, unique technology, loyal customer base

2. Weaknesses (W) - Internal Limitations

Negative internal factors that hinder performance

3. Opportunities (O) - External Growth Factors

• Favorable external conditions a business can leverage
• Examples: Emerging markets, industry trends, partnerships, technological advancements

4. Threats (T) - External Risks

• Potential external challenges that may harm the business
• Examples: Intense competition, economic downturns, changing regulations, supply chain disruptions

3. When to Use a SWOT Analysis?

• Strategic Planning – Align business goals with strengths/opportunities.
• Product/Service Launch – Assess market readiness and challenges.
• Market Expansion – Evaluate competition and risks in new markets.
• Competitive Analysis – Compare strengths/weaknesses vs. rivals.
• Adapting to Change – Respond to industry shifts (tech, regulations, economy).

Week 04

1. What is Brand Positioning?

2. Why is Brand Positioning Important?

• Differentiation – Stands out in a crowded market
• Emotional Connection – Builds loyalty and trust
• Customer Retention – Encourages repeat purchases
• Clarity – Helps consumers quickly understand your brand’s value

3. Steps to Develop a Powerful Brand Positioning
Step 1: Research & Analysis

• Understand consumer needs & desires
• Assess your brand’s capabilities
• Analyze competitors’ positioning strategies

Step 2: Craft a Positioning Statement

• Must resonate with consumers
• Must be realistic & deliverable by your brand
• Must be different from competitors

Step 3: Implement Consistently

• Reflect positioning in brand personality, packaging, design, communications, and customer experience

Week 05

1. What is an Event Plan?

• A structured blueprint organizing all event components
• Also called an Event Management Plan
• Ensures seamless execution by detailing every step

2. Core Features of an Event Plan

• Goals & Objectives – Define purpose (e.g., brand awareness, fundraising).
• Roles & Responsibilities – Assign tasks to teams/volunteers.
• Budget – Track expenses and funding sources.
• Date, Time & Venue – Secure logistics early.
• Master Plan – Timeline for pre-event, day-of, and post-event tasks.
• Branding – Align visuals/messaging with event theme.
• Itinerary – Schedule of activities/speakers.
• Sponsorships – Partner outreach and benefits.
• Promotion – Marketing strategies (social media, ads, PR).
• Vendor Details – Contracts with caterers, AV teams, etc.

3. Why Event Planning Matters

• Roadmap for Success – Breaks down complex tasks into actionable steps.
• Risk Management – Anticipates challenges (budget, logistics).
• Memorable Impact – Ensures attendee engagement and brand consistency.
• Efficiency – Coordinates teams, vendors, and sponsors effectively.

4. Key Takeaways

• Clarity is Key: Define goals, roles, and timelines upfront.
• Detail-Oriented: Cover all bases—budget, promotions, contingencies.
• Adaptability: Prepare for last-minute changes while staying on track

A strategic process to define and communicate a brand’s unique value to its target audience

Creates a distinct identity in consumers' minds relative to competitors

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Task 1 - Case Study & Campaign Proposal

Task 1A - Case Study

1. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Brand Positioning.

2. Understanding its brand experience: features and activities. 

3. Reviewing its key visuals and the applications: identity and usage from different platforms.

I chose the brand Gentle Monster to complete the case study for Task 1A because I am deeply inspired by its bold and avant-garde approach to design. Gentle Monster stands out for its ability to push the boundaries of eyewear and retail experiences through a fusion of futuristic aesthetics, conceptual storytelling, and immersive brand environments. The brand’s visual identity is distinctive and consistently expressed across its products, campaigns, and physical stores—creating a strong and memorable brand presence. Its innovative blend of fashion, art, and technology has not only redefined eyewear but also set new standards for brand building in the luxury space. Through this study, I aim to explore Gentle Monster’s unique branding strategies and design language to deepen my understanding of how to craft a compelling and cohesive brand experience.

https://drive.google.com/file/d/1sbFvzvP0v2nNle5ItU_Fpo9C0-AymvmA/view?usp=sharing

Task 1B : Campaign Proposal

We are to propose a Branding Campaign. The campaign will be for a snack of your choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch. The suggested proposal outline: Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map.

I’ve selected Gentle Monster for its bold, avant-garde approach to eyewear, merging art, technology, and surrealism to redefine fashion. Known for its disruptive retail experiences and boundary-pushing designs, GM is the perfect brand to launch "THE THIRD EYE" AR glasses—a product that challenges conventional tech wearables by prioritizing style, comfort, and immersive storytelling. With its cult following and reputation for turning glasses into wearable art, GM can position AR not as a sterile gadget, but as a fashion-forward portal to augmented realities. By leveraging GM’s existing hype, celebrity collaborations, and experiential retail, this campaign will establish "THE THIRD EYE" as the first AR glasses people wear for self-expression, not just functionality.

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Feedback

Week 1

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Week 2

Task 1A should be started immediately and completed by next week. It will be presented during Week 3, so it’s important to begin preparing early. At the same time, start thinking about Task 1B. While there's no need to begin the actual work yet, it's helpful to start brainstorming and exploring potential ideas.

Week 3

The presentation slide for Task 1A is ready, so you can now continue working on Task 1B. Since the initial planning is done, it’s a good time to start developing and executing your ideas for Task 1B. Keep up the progress and stay on track with the timeline.

Week 4

It’s important to think carefully about the SWOT analysis, as it plays a crucial role in shaping your direction. Make sure to evaluate each aspect thoroughly. By next week, you should come up with some simple sketches and prepare a clear design brief to guide your development process.

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Reflection

Task 1A's rebranding case study taught me that successful brand transformations require strategic alignment between visual identity and core values. Analyzing how established brands evolve while maintaining their essence helped me understand the importance of audience-centric design. The process revealed how every touchpoint must consistently communicate the brand's new direction.

In Task 1B's AURA campaign proposal, I learned to merge avant-garde fashion with cutting-edge technology. Creating a cohesive brand world around AR eyewear challenged me to balance functionality with surrealist aesthetics. Developing the customer journey map was particularly insightful, showing how experiential touchpoints can elevate a product into a lifestyle statement.

These exercises transformed my understanding of branding as both an art and science. I now approach campaigns with greater attention to strategic storytelling and user experience. The biggest lesson was that innovation must serve purpose - even the most futuristic concepts need clear audience benefits to succeed. This mindset will guide my future creative work.