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:
Design is not just about making things look nice, it plays a big role in helping a brand connect with more people. A strong strategy gives direction to the design, so it becomes meaningful and valuable instead of just decorative. Before starting the visual design, we need to understand the problem, know who our target audience is, decide what message we want to deliver, identify the emotions we want people to feel, and understand the kind of experience the brand wants to offer. 10 things to understand about brand strategy:
The difference between vision and mission is that 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.
Week 4:
Brand positioning is the strategic process of shaping how a brand is seen by the target audience and defining the unique value it offers compared to competitors. It focuses on building a distinct identity and creating a specific place for the brand in consumers' minds. In contrast, a Unique Selling Proposition (USP) is a specific feature, benefit, or characteristic that makes a product, service, or even a brand stand out. While a USP can apply to many aspects of a business, brand positioning is broader and concentrates on the overall perception and differentiation of the brand within the target market.
Instructions
Exercises
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 slides for the final presentation both the
simplified and simplified version. The one presented to Mr. Max is the
simplified version as he wanted us to focus on our campaign proposal instead
of the casestudy.
Simplified:
Unsimplified:
Feedback
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.
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.
Reflections
This task required me to do a lot of research and case study, and throughout the case study that I've done I had learned quite a number of things. I learned a lot on a lot of the thought process behind it, the main thing that I learned is on how to make a campaign stands out among the rest. For the case study that I've done, the main thing that help their campaign stands out is how they have a clear action plan for the campaign. I then bring this ideation and this thought process into my own brand and campaign.
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