Creative Brand Strategy: Task 2A & 2B
25.05.2022 - 09.06.2023 (Week 3 - Week 6)
Adeline Wong Chyn Nee / 0344017 / Tai Li Lian
Creative Brand Strategy
Task 2A & 2B / Ideation & Design Direction
INSTRUCTIONS
Task 2A / Design Ideation
Week 03 - Week 04
We were tasked to continue touchpoints research and
connect them to see how they benefit the
campaign.
Week 04 - Improvements
After the week 3 feedback, I attempt to join the dots of the
touchpoints of my campaign and tried to make it make sense.
I started by arranging my touchpoints in a chronological
order and gave them a description, the image below is what I
came down to in terms of the order.
Previously, I had made a customer journey map that was
impossible to read from an overview screenshot, so I decided
to summarise, correct, and apply the points into a new
customer journey map format so that it is readable from the
slides. Below are the comparison of before and after the
improvements.
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Week 04 - Application List Development and
Justification
After the week 3 feedback, I expanded my application list
from from 4-5 items to 8 items. That way, I am able to
include more touchpoints to fill the user journey map and
at the same time, add more benefits to my campaign.
Require 3 applications:-
1. Social Media
For the social media of Eat A Bit Of Everything, I feel
that only by having two or more strong colours would it
justified the fun and eclectic design style. Naturally,
they will be paired with bold and big type headings for
a complete design, however the colours are most
important as it would act as the base of everything,
type, graphical elements, imageries, and so on...
2. Website
The concept of the website would be very similar to
social media, as the important aspects like having 2-3
strong colours with featuring of big typos remains.
However, more focus on user experience would be as
important as well. A consumer should be able to find
the activities, benefits, merchandise, videos and more
on here, so multiple pages are to be created for that.
3. Promotional Video
To be shot and edited into a VHS style video with subtitles
Video is estimated to be at 30 seconds at max, here is the
storyline I wrote:
Story starts with a mother figure working hard to prepare
a vegetable dish in the kitchen (3s) then cuts to
the next scene where she nags her children to finish the
vegetable dish (4s). Child would show frustration
and refusal to eat despite the mother's scoldings
(4s). Story to climax with the mother mouthing the
brand name ‘Eat A Bit Of Everything” in an irritated tone
while pointing repeatedly towards her child (6s).
Ending will be a cut to her guilty child playing with
their food on the plate (2s), then the child would
show hesitant to pick up the last bit of vegetable
(3s), but then after one quick exchange of looks
with the mother (3s) would make the child eat it
anyways in the end to avoid any more scoldings
(2s). Video will be cut to black immediately.
Other than the required 3 applications, my touchpoints would
contain so many more different applications that a consumer
can benefit from this campaign.
Other applications such as:
- Billboard (or posters)
Billboards and/or posters should reflect the social media,
the strong colours and loud type will be consistently kept
throughout all campaign designs with any message of
promotion.
- Campaign guidance features
- Campaign info board
There will be simple shapes to depict the data, with
strong accent colours that grab attention of the consumer
as it shows a clear visual hierarchy. The infographics
should also be downloadable for easy sharing. Also, they
will be edited and easily accessed on social media.
- "Childhood home" Installations
The VCR TV will be placed in the grocery store and playing
a repeated short clip from promotional video. These are
nostalgic home furnitures that can be reminisced such as
the old tv, and a refrigerator that shows it has been
through times (should be old model or defected). For the
consumers, it would feel out-of-place and therefore
intriguing.
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- QR code display
They are to be displayed on bright background in big scale
for easy scanning from a distance (promotional video for
outdoor, and app QR for on-site). At the bottom of it,
would accommodate the campaign name or slogan in bright
accent colour.
- Shopping bags
The bag should be in campaign colour for easy recognition.
A message that acts as a receipt of participation will be
designed onto the front, something like “Veggies in my
tummy” OR “Are you eating well?” to show how the campaign
is about health and staying healthy through promoting good
eating habits.
Task 2B / Design
Direction
Week 05 - Week 06
Tone of Voice
For the style I'm using to communicate with the
audience, a voice I will use to represent the brand
personality, and emotional tone is
positive, fun, and engaging, as it has
to reciprocate the brand image.
Brand Personality
The set of human personality traits this brand would
have is quirky, relatable, wholesome, and
out-of-the-box. Those should be the impression consumers have in their
mind while participating in the campaign.
Colour Palette
The colours chosen reflect both tone of voice and brand
personality in terms of being a fun, quirky, and
positive-looking brand. The primary colours would
take up most of the brand as the main brand maker
colours, then the secondary colours are the
add-ons to allow the designs to have more freedom by
combining the two. A good example would be, purple and
green, or green and yellow colour pairing, any way that
would make the designs pop. Lastly, the
accent colours are to be used for further info
showing, highlight colours, and such.
Typography
Owner Extra Wide Bold will be used for the heading
typeface, Fagun light for the body text, and Owner
Extra light for any text to be highlighted. I chose
this loud typeface to resonate with the brand name,
which has to be said in a nagging tone, sometimes
angry.
Logo Style
The logo depicts a mother-figure nagging her child to
eat their vegetables. Illustration style is child-like
and quirky
Imageries
The imageries would feel like the scenario "imagine
an adult getting nagged by their mother/ aunts/
grandmas to finish their food. So more dramatic angles
and in your face. These imageries are to be used on
posters, billboards, etc...
Graphical Element
The character elements would depict a child-like
drawing and it will look fun and quirky. It should
feel welcoming and positive. These elements are to
used on the website, posters, billboards, and
etc...
Moodboard
Final Presentation Slides
FEEDBACK
Week 5
Specific feedback
Task 2A & 2B:
For my colour palette and typography, I was encourages
to show more visual style for photographs and
illustrations and then elaborate then. I should also try
out more typos and typeset to see which is better. I
also should have more secondary colours, expanding and
make combinations of them
For my billboard/ posters, I was advised strongly to
make them like the social media, with strong colours and
big type as well, basically to bring back what I have in
my touchpoints.
For my infographics, I was advised to make them
downloadable to make it accessible, then to also make
them available online as one of the posts.
For my QR code displays, I was advised to bump them up
to make them attractive and not just solely displaying
the code, so i could include graphical elements in them.
For my promotional video, I was advised to expand them
in a separate slide, think of a more comprehensive video
outline
REFLECTION
Finishing the 'Eat A Bit Of Everything' design
direction task was such a rewarding experience.
I learned a ton about creating a brand campaign
from scratch and it was so interesting to see
all the little details that go into
it. From brainstorming to research, I discovered
how each tiny decision contributes to shaping a
brand's image. It was amazing to watch my ideas
come to life and truly capture the essence of
'Eat A Bit Of Everything.' Towards the end of the task, I got sick and
missed the presentation. It was a bummer, but I
still learned a lot from the process. I may not
have had the chance to showcase my work, but the
skills I gained are what really
matter. I'm excited to take what I've learned from this
task and apply it to future projects on brand
identity. Knowing how to navigate the ins and
outs of designing a brand campaign will be so
valuable. 'Eat A Bit Of Everything' has laid a
solid foundation for my growth as a designer,
and I'm grateful for the lessons it taught
me. Looking back, I appreciate the opportunity this
task gave me. It emphasized the importance of
attention to detail, research, and creativity in
shaping a brand. It also reminded me that
setbacks can be opportunities for growth.
FURTHER READING
Building a healthy brand image is crucial in
today's consumer landscape, particularly for
green brands aiming to establish credibility
in their environmental commitments. The
article "3 Lessons in Fulfilling Green Brand
Promise" offers valuable insights into this
process.
Key Points:
Authenticity and transparency: Green
brands must be genuine and transparent about
their sustainability efforts to gain consumer
trust.
Tangible actions: Green brands need to
showcase concrete steps, such as adopting
renewable energy or reducing waste, to support
their green promises.
Engaging storytelling: Compelling
narratives about a brand's environmental
mission and values can forge a deeper
connection with consumers.
Collaborative partnerships:
Collaborations with credible organizations and
initiatives can amplify a brand's impact and
enhance consumer trust.
By embracing authenticity, tangible actions,
engaging storytelling, and collaborations,
green brands can strengthen their image, build
consumer trust, and contribute to a
sustainable future.
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