Creative Brand Strategy - Task 2 - Ideation & Design Direction
19.09.2022 - 9.10.2022 (Week 4 - Week 7)
Aishath Lene Abdulla Amir (0333185)
Bachelors of Design (Hons) in Creative Media / Taylor's University
Task 2 : Ideation & Design Direction
INSTRUCTIONS
Figure 1.0 - MIB - 9/10/2022
Task 2 : Ideation & Design
Direction
RESEARCH
For this task we started working on a more detailed campaign for our proposal that we made for task 1.
1. Design Brief
- Campaign name
- Communication goals
- Key message
- Positioning
- Brand values
- Brand touch points
2. Ideation (Application list)
- Poster
- Merchandise
- Website
- Social Media
- Campaign Video
3. Design Direction
- Photography
- Typography
- Colour palette
- Graphic Style
- Merchandise Ideas
- Poster & Ticket Design
- Instagram
- Website
- Promotional Video
- Logo Design
The next step was to research what kind of a campaign this is going
to be and how I would like to carry it out. After understanding and
visualising I started the process of designing the brief for the
campaign.
Figure - 1.1 - Moodboard Research - 9/10/2022
1. Design Brief
- Campaign name
STILL - LIFE : This campaign's purpose is to show how
one may tell stories through her lens. Janice desires to share
the lives of those she has met and learnt from with the rest
of the world.
- Communication goals
Still- Life attempts to evoke the emotions of the viewer in
order to express their feelings at the time the photographs
were taken in their most natural state.
This campaign intends to elaborate the communication
abilities of this artistic form because, even when we meet
someone for the first time, photography can help us
understand more about them.
- Key message
Learn from the Lives That Were Lived.
- Positioning
By capturing real moments through her photography in an effort to raise awareness about life and inspire others to be confident in themselves and do what they want, Janice offers to make a difference in the world to those who are passionate about photography.
- Brand values
Warm, Authentic, Wholesome
- Brand touch points
Pre- experience
Generating curiosity through social media content and
marketing. (Instagram/Social Media)
Experience
Learn more information on website and buying tickets.
(Website)
Engagement through exhibition posters.
Post- experience
People buying exhibition merchandise (Merchandise)
2. Ideation (Application list)
- Poster and ticket
Campaign Poster
The poster will help to promote the exhibition.
Help make immediate visual impact on the audience.
Exhibition Ticket
Adds professionalism which helps to gain a good first
impression on target audience
- Merchandise
T-shirts, tote-bags and post cards.
This will help keep the audience more engaged and more
aware of the brand as well as the purpose of the campaign.
Help bring in cashflow.
- Website
This website will help the audience once they are aware
and curious of the brand, which will lead them to do
research.
This website will provide them with information about the
brand campaign, as well as ticket booking and merch
shop.
- Social Media
The social media presence is primarily of Instagram.
Very popular in demand and easy to target the audience.
Contents include:
Promotional video
Infographic Posters
Type and Image posts
Merch promotion
Other exhibition Content
- Campaign Video
Photography with Kinetic Typography.
A promotional video will generate engagement with the
audience.
3. Design Direction
- Photography
Figure - 1.2 - Photography Moodboard - 9/10/2022
- Typography
Figure - 1.3 - Typography Moodboard - 9/10/2022
Figure - 1.4 - Typography Moodboard - 9/10/2022
- Colour palette
Figure - 1.5 - Colour palette Moodboard - 9/10/2022
- Graphic Style
Figure - 1.6 - Graphic Style Moodboard - 9/10/2022
- Merchandise Ideas
Figure - 1.7 - Merchandise Moodboard - 9/10/2022
- Poster & Ticket Design
Figure - 1.8 - Poster and ticket Moodboard - 9/10/2022
- Instagram
Figure - 1.9 - Social media Moodboard - 9/10/2022
- Website
Figure - 1.10 - Website - 9/10/2022
- Promotional Video
Figure - 1.11 - Promo video Moodboard - 9/10/2022
- Logo Design
Figure - 1.12 - Logo design Moodboard - 9/10/2022
Figure - 1.13 - Logo design first attempt - 9/10/2022
SUBMISSION
Figure 1.14 - Final Submission - 9/10/2022
FEEDBACK
Week 5
General Feedback:
Specific Feedback: For task 1 feedback, it was said that the work that i produced felt a little minimised, like there wasn't enough information to support my proposal
Week 6
General Feedback: You have to do the Ideation and design direction for the campaign name, not the personality whom you have proposed.
Specific Feedback: There is supposed to be 9 social media posts, this can include the campaign posts, merchandise and other promotional content used in the application.
REFLECTION
Experience
The overall experience for this task was very up unbalanced. i would say that i was very confused at the beginning of the task. Although now that I look back the concerns were not so bad. The difficult aspect was to make sure that I had a solid design brief and there on I can start on the ideation process.
Observation
I observed the information I discovered while conducting research for ideation process and carefully examined the touch points that can be applied in the design direction. Making mind maps,Making the mind maps helped me a lot with understanding my direction a lot better. And sometimes, when the visuals are all piled into one, it looks kind of mixed up and confusing because the design style I chose is very typographic based.
Findings
I found that there is a lot of thought and process that even goes into creating mood boards. You have to make sure that it applies well with your brand or your campaign.
OTHER RESOURCES
Figure 1.15 - Further Reading
This blog post talks about creative direction as a concept that helps a brand with direction through concepts, which turns these ideas into reality. Creative direction is what makes a brand memorable. It helps build a connection with the audience. Without this, a brand can become ineffective.
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