Creative Brand Strategy TASK 2

Edita Chew En Thung / 0357357

Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 2

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Table of Content

1. INSTRUCTIONS

2. PROCESS | TASK 2A & 2B

3. FEEDBACK

4. REFLECTION

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INSTRUCTIONS

We are tasked with developing a Design Brief for a proposed Brand Campaign. The brief should begin with foundational elements, including:

• Campaign Name

• Communication Goals

• Key Message (based on the central Big Idea)

From this foundation, you'll move into the Ideation & Design Direction phase. The goal is to explore meaningful and innovative opportunities that align with the brand’s strengths and strategy, and deliver value to the target market. This phase emphasizes:

• Asking insightful, strategic questions

• Eliminating predictable solutions

• Discovering unexpected, creative directions

• Generating a wide range of design concepts and possibilities

PROCESS

Designed to be a celebration of the british identity and bridging the iconic fashion by Burberry, letting it be known as the brand holding legacy and the future in it's grasps.

TASK...

2A

From the Brand Touch Points identified in the Campaign Proposal (1B), continue to research for application references that represent or symbolise your Brand Campaign. Select only the MOST relevant (unique and portrays the subject in every context) touch points to build your Critical Application List, and include a short description for each application. Consider how each touch point would help to elevate or achieve the overall Brand Campaign.

These are the Design brief slides for Burberry, the shorten version of the first task, revised.

2B

We would need to define the visual and creative direction of your brand campaign by creating a set of mood boards or a stylescape. This should include elements like logo inspiration, overall visual style, colour palette, typography, graphic elements, tone of voice, brand personality, and anything else that helps communicate the look and feel of the campaign we're proposing.

Selecting the look and feeling it gives the audience or consumers is crucial for a brand that has set foot into the fashion and luxury industry for so long. It has an established hold in the industry, the perception it gives the consumer has to be precise in order for any campaign to work.

We mainly chose fashion showcasing to display the potential Burberry could play in it's field if the cards were played right.

We chose the fonts and colours according to the brand's aesthetic overall to align to their values. Only then we were to incorporate timeless yet more modern ordeals and concepts to the campaign with the mindset of bringing into more newer generations to own the "legacy" while wearing the "future".

Miro board link : HERE

FEEDBACK

- Lecturer prefers the second call to action "Wear the future, own the legacy."

- he is okay with the concept

REFLECTION

This module was entered around building a creative strategy for a brand campaign, but in reality, most of the learning happened outside the lectures. With little direction, I had to figure out what “strategy” actually meant in a branding context. Through a lot of research and trial-and-error, I started understanding how campaigns aren't just visuals or slogans, they’re about aligning a brand’s identity with a clear message, delivered in a way that actually connects with people.

The process felt more like puzzle-solving than inspired creativity. I spent time breaking down successful campaigns to see what made them work, what tone they used, how they framed the problem, and how they positioned the brand as part of the solution. That helped shape my own approach.

Putting together my campaign idea, I focused on consistency, making sure the tone, visuals, and messaging all spoke the same language. I thought more about audience perception, and how the brand should come across, even if the core idea was simple. It became less about making something flashy and more about clarity: does this campaign say what the brand needs it to say?

In the end, I wouldn’t say the module was “inspiring,” but it did push me to figure things out independently. I now have a clearer idea of how branding and strategy go hand in hand and how much planning it actually takes for a campaign to feel effortless on the outside.