Creative Brand Strategy // Task 3
17/05/22 - 19/06/22 (Week 8 - Week 12)
Caitlyn Aurelia Tjandra (0339381)/BDCM
Creative Brand Strategy
Task 3
Instruction
Task 3: Campaign Branding
Research
Content
Before I began my design work. I decided to conduct research on several websites and collect material about sustainable beauty to utilise on my websites and Instagram posts. I acquired a range of data, beauty routines, and brands that promote sustainable beauty. This allowed me to understand more about my campaign as well as what is going on in the world.
Outcome
Logo
Before constructing my logo, I made various explorations on paper with the associated term, as Ms. Lilian taught us in our branding identity class. My logo is based on the concepts of sustainability and beauty.
Fig 1.1 Sketches
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| Fig 1.2 Digitalize |
Fig 1.3 Using Typeface
Using original person photographs as suggested by Ms.Lilian, I refined the face characteristics to be more refined and clean.
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Fig 1.4 Refinement Fig 1.5 Final Logo  |
Fig 1.7 Final Color Reverse
Pre-Campaign
For the poster, I concentrated on how the information may be delivered to the audience. The concept of employing a continuous poster is intriguing since the design is linked by a line drawing, which may direct audience gaze from one poster to another.
Fig 1.8 Continuous Poster 1
Fig 1.9 Continuous Poster 2
Fig 2.0 Continuous Poster 3
In this design, I tried something different because it's an awareness poster; it needs to be eye-catching enough for people to stop and look at first glimpse. As a result, integrating imagery may aid in attracting attention.
Fig 2.1 Awareness Poster
Fig 2.2 Continuous Poster Mockup
I concentrated on building a basic and clean look for the websites. This way, people will have a better knowledge of what the campaign is about and how to use the websites, which are crucial components of the campaign because they contain the most information on the campaign itself.
Fig 2.4 Websites pg 1-3
Fig 2.5 Websites pg 4-6
For the IG post, I integrate both minimalist and relatively entertaining characteristics by utilising subtle features and rounded corners because Instagram posts are social media and must contain specific information while also tempting viewers to click on the post and read it.
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| Fig 2.7 IG Post Feeds |
Fig 2.8 IG Post Carousel 1
Fig 2.9 IG Post Carousel 2
During Campaign
Fig 3.1 Sample Kit
Fig 3.2 Sample Kit Items
Fig 3.3 Sample Kit Items
Fig 3.4 Makeup Pouch
Post-Campaign
Fig 3.6 T-shirt Merch
Fig 3.7 T-shirt wear
Presentation
Weekly Progress
This is the weekly progress of how my work advances each week, as well as the feedback provided by Ms. Lilian. We could observe how I developed from my first concepts, ideas, and sketches to the final product through this compilation presentation. You can also see the weeks in the upper left corner of this page, which will tell you what I'm doing each week and how long I worked on each project.
Final Presentation
This is the final presentation outcome for this task 3. It is the final outcome compilation of what my campaign is about and how it would look like if it was conducted.
Feedback
Week 8
I showed Ms Lilian my logo sketches and chosen digitalize. Refinement of logo are needed and Ms Lilian suggested using real picture as a guide on facial structure. The content I have gathered are good progress and I could use this for my instagram and website.
Week 9
Logo:
Ms Lilian told me to work on the logo, I should try different kinds of logo layout such as stacking up or sizes. I also need to reduce the kerning of the typeface on the logo.
IG Post:
IG Post:
I showed Ms.Lilia two types of IG drafts. Ms.Lilian liked how I include a tone up paper and utilize round up frame. I asked Ms.Lilian if the background vector would be too crowded and she said it doensn’t. However, Ms.Lilian liked the second draft better as it was much cleaner. There is a running consistency on my post especially on the shape and masking for the second draft, and Ms.Lilian suggested to incorporate more on the secondary color of the pink. The typeface on second draft looks much better and suitable for my campaign. Perhaps I could combine the first and second draft.
Week 10
In my draft website layout, Ms.Lilian said that the campaign logo is somewhat lost. I need to think about the icon graphics created and whether it is visualised in a suitable style to the overall strategy taken. Wavy picture masking is interesting but the shape can be explored more creatively, or even try the conventional rectangle/square cropping to allow photo and campaign logo organic qualities to stand out.
Week 11
Logo:
Ms.Lilian told me that my leading and kerning needs to reduce.
Website:
I should add more page such as get in touch , about us, brand that support sustainable beauty to give a variety of pages to the website instead of just 2 pages.
IG post:
Ms. Lilian told me that I should add 3 more post as I need to show at least 9 post for Instagram to showcase my campaign clearer to the audience.
Poster:
Since I presented 3 types of poster, Ms.Lilian suggested that the Infographic poster would Input to website. Then the content from infographic I could break it down to three posters with the style of my first poster draft to make a continuous poster. The last poster which was awareness was interesting, although I have added vector illustration which needs to be applied to the other promotional assets because Ms.Lilian likes the illustration vector that I made and therefore I should incorporate it into my work.
Merchandise:
The make up pouch and tote bag design was already good. As for the mercy, I would need to do more refinements as it doesn’t correlate much to the whole campaign style. As for the pouch, perhaps a minimalist look would suit more instead of using two-tone color. Furthermore, If I wanted to do a pouch, I should use a sheet items instead of jar, If I wanted to do jar then I would need to do a box packaging instead.
Week 12
Website
Ms.Lilian has approved my website, and she told me that if I had the time to do an interactive pdf of the website. Sadly, this next few weeks was too crowded with assignments that I didn’t get to do it.
IG post
Ms. Lilian told me that perhaps I wanted to have video which shows how the Instagram works.
Poster
For the continuous poster, I need to incorporate the campaign logo. As for the awareness poster, Ms.Lilian suggested using the line for the bag the same as the continue poster where it is treated like a one-line drawing line.
Merchandise
Ms.Lilian liked the second idea for the sample kit and I should proceed with this. Although, I should center the logo just like what i did towards the sample kit items. As for the makeup pouch and tote bag, I should change the brand name and instead I need to insert has tag. For merchandise, I could apply the illustration more subtle like what i did on IG post and Websites.
- make 3 t-shirt with 3 product illustrations
Week 13
Ms. Lilian told me the draft 4 for t-shirt has potential. However, typesetting for back of tshirt too large.
Reflection
Experience
This was considered a simple assignment, which I kind of get because we only needed to produce a visual of what we had settled on in the previous task. However, the number of tasks we had to develop for this project had a significant influence, especially because I had just moved to Malaysia and wanted to maintain a work-life balance.
This was considered a simple assignment, which I kind of get because we only needed to produce a visual of what we had settled on in the previous task. However, the number of tasks we had to develop for this project had a significant influence, especially because I had just moved to Malaysia and wanted to maintain a work-life balance.
Observation
I saw that I needed to improve my time management skills. I was on the verge of quitting up in recent weeks. There were so many things I needed to complete that everything seemed to be falling apart. I wanted to accomplish the best I could, especially since I observed how I could be a perfectionist, and when the product was not what I had imagined, I lost all drive and myself at the same time.
Findings
I'm finding it difficult to keep up and complete my work while also taking care of myself. Fortunately, because to Ms. Lilian's willingness to receive online input via Whatsapp, I was able to catch up and correct some errors in my design. This semester was not my greatest work, but I'm pleased it's ended with atleast a decent outcome.
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