Creative Brand Strategy - Final Compilation & Reflection
Week 01 - Week 14
Tai Tong En / 0363164
Information Design / Bachelor of Design (Hons) In Creative Media
Creative Brand Strategy - Final Compilation & Reflection
Tai Tong En / 0363164
Information Design / Bachelor of Design (Hons) In Creative Media
Creative Brand Strategy - Final Compilation & Reflection
INSTRUCTION
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.
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%
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:
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.
- 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:
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
A SWOT Analysis is a strategic planning tool used to evaluate:
Internal Factors (Strengths & Weaknesses)
External Factors (Opportunities & Threats)
Clarity is Key: Define goals, roles, and timelines upfront.
- Logo & Color Palette – Creates instant recognition.
- Typography & Imagery – Reinforces brand personality.
- Design Consistency – Ensures cohesion across ads, social media, and packaging.
- 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
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 performance3. 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
- 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
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
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
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.
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.
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.
Task 3: Champaign Branding
Description
You will synthesise the knowledge gained in Task 1 and Task 2 for developing a presentation deck for the campaign. By utilizing information gained through previous tasks, students are to execute the visual identity and design applications for the proposed campaign; the design process begins by developing substantial key visual and further adopting it to design application.
Based on Task 2A:
Ideation, create and execute a Brand Campaign applied both for online and offline experiences.
Design at least four online touch points (website, social media, and introduction video are compulsory).
1.1: Research
1.2: Moodboard
Moodboard
Social Media Post
Based on Task 2A:
Ideation, create and execute a Brand Campaign applied both for online and offline experiences.
Design at least four online touch points (website, social media, and introduction video are compulsory).
Requirements
1.1: Research
1.2: Moodboard
1.3: Social Media Post:
1.3.1: 1 A4 Poster
1.3.2: 1 Vertical Poster 1080 x 1920
1.3.3: : Multiple square post (depending on your contents)
1.4: Website (1 landing page)
1.5: Video campaign (10 - 30 seconds)
Task 3
Research
Gentle Monster AURA AR Glasses merge high fashion with augmented reality in sleek 65g frames. These glasses enhance reality with subtle digital overlays - floating art, navigation cues - while maintaining avant-garde style. Unlike bulky AR headsets, AURA offers "curated reality" through surrealist enhancements that complement, not replace, the physical world. Targeting style-conscious creatives, the launch features immersive pop-ups, social media filters, and K-pop collaborations. By prioritizing design over tech specs, AURA redefines AR wearables as fashion statements first, technology second.
Moodboard
A4 Poster
Vertical Poster
Video campaign
Final Presentation
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.
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.
Week 9
The moodboard has a nice aesthetic, but the format needs some adjustments to meet the expected standard. For reference, I recommend checking Pinterest or other online sources to see how moodboards are typically structured—this will help with layout, spacing, and overall visual cohesion.
Week 10
Public Holiday
Week 11
The Third Eye" is too prominent—it overshadows the Gentle Monster branding. Reduce the campaign name size and make "Gentle Monster" the focal point for instant brand recognition.
Week 12
The video campaign should focus more on showcasing the product itself—highlight its features, benefits, and why customers should buy it. The current edit prioritizes brand messaging over product appeal. Also, integrate the poster into the video.
Week 13
The website and video should put the spotlight squarely on "The Third Eye" product. Focus on showcasing detailed close-ups of the glasses, highlighting their unique features and benefits that set them apart.
Week 14
Focus more on the website and moodboard—they define the brand’s visual identity. The website must showcase products clearly, while the moodboard sets the aesthetic tone. Both should be polished and cohesive.
Reflection
Throughout this project, I learned the importance of maintaining a clear brand identity while executing creative tasks. The initial focus on Task 1A and Task 1B helped establish a structured approach, but I realized early on that flexibility was key when incorporating feedback. For instance, adjusting the moodboard and poster designs required multiple iterations to align with Gentle Monster's aesthetic while preserving creativity. This process taught me that branding isn't just about visuals—it's about consistency across every touchpoint, from the website to campaign materials.
One of the biggest challenges was balancing brand messaging with product promotion. The feedback on the video and poster (Weeks 12-13) highlighted how easily a campaign can skew too abstract, losing sight of the product's unique selling points. I initially focused on creating an artistic narrative, but later shifted to emphasize close-ups and features of The Third Eye glasses. This adjustment improved clarity and made the campaign more commercially effective. Moving forward, I’ll prioritize product storytelling from the outset, ensuring it remains central to the creative process.
Looking back, the project reinforced the value of strategic planning and adaptability. The SWOT analysis (Week 4) and competitor research provided a solid foundation, but I could have used these insights earlier to anticipate alignment issues. The most rewarding part was seeing how small refinements—like simplifying the tagline or tweaking visual hierarchy—significantly strengthened the overall impact. This experience has sharpened my ability to merge creativity with brand strategy, a skill I’ll carry into future projects. The key lesson? Great design serves both artistry and purpose.
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