21.04.2024 - 04.11.2024 / Week 1 - Week 14
Angelique Svetlana Pekasa / 0377365
Creative Brand Strategy / Bachelors Of Creative Media / Taylor's
University
Full Compilation
Table of contents
Lectures
Week 1: On week 1 we were briefed on the module, Creative Brand Strategy module explores how brands are built and communicated, we were tasked to use Mental Health Awareness as a central theme. The module involves researching social causes, defining specific target audiences, and creating strategic brand identities. The focus is on the "why" behind the design, ensuring that every touchpoint serves a clear, strategic purpose in addressing mental health. It is about understanding:
- what a brand stands for
- who it is speaking
- to
what message it wants to communicate
- how design shapes audience experience
- how strategy and creativity work together
For week 1, we were tasked to do the first four parts of the case study. This becomes a foundational stage dedicated to a deep research and understanding of an existing campaign before moving into the creative proposal.
Week 2:
vision is what the company wants to do in 10 years, mission is what do company does to do the vision, it defines the commitment of the brand.
Assignment 1: Presentation & Situation analysis
Chosen topic: Loneliness
On the first week we were tasked to do a case study of several campaign that relates to out own chosen topic. Shown below is my draft of several campaign that I chose for my case study
On the second week, I consulted with Mr. Max, shown below is the final case study made.
After getting approval from Mr. Max I continued on making my own campaign proposal. From the case study made, my key takeaway is to change the target audience into University students as the case study focuses on helping vulnarable groups, and not themselves. I also took how an action is needed, in the case study the action is in the form of volunteering so in my campaign the action will be in the form of an online community. In addition to that, another key takeaway is the simple phrase that my case study have, it is simple yet leaves a huge impact. Shown below is my own campaign direction.
On week 4 we were tasked in class to answer a few questions that would further improve our campaign direction and show it to Mr. Max. Shown below is the document that is shown.
On week 5 we did a presentation on our case study and our own campaign proposal, shown below is the
Week 4: For the possible brand name, go with Amongst, it fits the brand identity the most. I consulted on my visual direction, as first I wanted to go with illustrations, I change it to something more on the graphic design aspect or vector style as illustration targets more onto the younger audience. Mr. Max agreed with this, he says it will suit it is something that will catches the intended target audience more (university students).
Week 3: Your campaign direction successfully identifies the "mask" students wear to hide loneliness, transitioning your case study insights into a powerful focus on "safe spaces" rather than just generic outreach. By positioning your brand as a "close friend" with a warm, non-clinical tone, you’ve created a personality that builds trust. This is perfectly supported by your visual choice of deep blues and modern typography, alongside practical touchpoints like anonymous confession walls and QR-coded merchandise that allow for low-pressure engagement.
To finalize your presentation, prepare to explain the operational side of your proposal, specifically how you will moderate these safe spaces to keep them secure. Additionally, consider how you will track the campaign's success, such as measuring "1-minute pledges" or QR scans, to address the challenge of measuring emotional impact. Overall, your work is emotionally resonant and strategically sound—you are well-prepared to bring this vision to life in your presentation!
Week 2: Your case study of the "1 Million Minutes" campaign is clear and well-organized, effectively highlighting how the initiative makes volunteering accessible by valuing time over money. You successfully identified the campaign's core purpose, brand positioning, and its use of media to turn a social issue into manageable, public action. While your visual and touchpoint analyses are accurate, your upcoming proposal needs to go deeper by creating emotionally relatable visuals for a younger audience and utilizing platforms like TikTok or Instagram. The SWOT analysis correctly noted a lack of focus on youth and a missed opportunity to support those experiencing loneliness directly, insights that should guide your next steps.
For your own mental health campaign, you must now narrow your focus to a specific student demographic and define a clear call to action, such as a digital pledge or campus activity. Your strategy should balance the act of helping others with encouraging self-reflection on one's own feelings of loneliness. Move beyond simple symbols to create a youth-focused, emotionally engaging brand identity that guides your audience toward a meaningful, simple action. Overall, you have a strong start; now, ensure your proposal is specifically tailored to support and engage young people effectively.
Week 1: Introduction to the module, no feedback given.
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