Creative Brand Strategy - Task 2A & B

Week 05 - Week 08
Tai Tong En / 0363164 
Information Design / Bachelor of Design (Hons) In Creative Media
Creative Brand Strategy - Task 2: Design Brief Proposal

INSTRUCTION

Task 2: Design Brief Proposal

2A: Ideation
From the Brand Touch Points identified in the Campaign Proposal (1B), continue to research for application references that represent or symbolize your 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
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.





Feedback

Week 5
The current tagline is quite long, so it’s a good idea to come up with a shorter and more creative version that can quickly catch people’s attention. Aim for something memorable, catchy, and aligned with your brand message. Keep it simple but impactful.

Week 6
The moodboard isn’t exactly what I had in mind, but it still looks visually appealing. To align it more closely with the original vision, let’s refine a few elements while keeping the strong aesthetic foundation.

Week 7
The references provided have a clean, minimalist aesthetic—use them as a direct guide for the poster’s layout, typography, and color scheme. Avoid deviations to maintain the same polished look.

Week 8
Fix the poster hierarchy—make 'Gentle Monster' as prominent as 'The THIRD Eye' so people recognize the brand. For the vertical version, keep the A4 layout but add product shots or a short explanation.

Reflection

The “THE THIRD EYE” campaign for Gentle Monster reimagines augmented reality as wearable art rather than conventional tech. Centered on the idea that glasses should reveal more—not distract—the campaign pushes against utilitarian narratives by positioning AR as a tool for self-expression, mysticism, and cultural engagement. Through surreal experiences like Digital Séance pop-ups, AURA Society Dinners, and glitch-inspired AR try-ons, the campaign blends luxury with rebellion, aligning perfectly with Gentle Monster’s avant-garde identity. Each touchpoint was designed to feel like a natural extension of the brand’s ethos—provocative, stylish, and emotionally rich.

This project also offered a powerful reflection on the role of storytelling and aesthetic innovation in product design. By intentionally avoiding technical jargon and focusing instead on tactile experiences, symbolism, and exclusivity, the campaign carves out a unique space for GM in the AR market—one where beauty leads and tech follows. The result is a cultural movement more than a product launch, inviting users to see the world—and themselves—through an entirely new lens.


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