Creative Brand Strategy - TASK 3

Edita Chew En Thung / 0357357

Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 3

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Table of Content

1. INSTRUCTIONS

2. TASK 3

3. FEEDBACK

4. REFLECTION

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INSTRUCTIONS

Task 3 Campaign Presentation Brief

Duration of the project Week 06- Week 13

Week 13 Final Presentation & Submission:

The ultimate task to be undertaken by the students in this project is to use what they have learnt in Task 1 and Task 2 to come up with a balanced campaign presentation deck. Based on an established research and ideation phase, the goal of this project is to create a good visual identity and then implementing it all along the digital and real-life brand touchpoint.

At the first stage of the campaign, a powerful key visual will be created, following which all design variants will be based. This visual picture must be also transferred to other applications in order to fully sustain a brand experience.

Based on the Ideation (Task 2A) the students will need to conceptualise and implement a brand campaign which will involve at least four online points of contact. The latter include the following:

A website

Content of social media

A launch video

The students are to pay attention to creative implementation and should be sure that all campaign elements should be consistent with the planned brand strategy. The customer interaction, relevancy and the quality of the customer experience are important. Due to the success of video in contemporary advertising, students are prompted towards producing short video (10-30 seconds). Examples include:

YouTube ads

Instagram Stories

Digital video alternatives of the same nature

Final Deliverables:

A Pack that Includes a Presentation Deck 15 Minutes Presentation (Google Slides) that is presented in Week 13

All the supporting materials connected to it

An entire project blog post that is up on the e-portfolio with the whole design and development process thought out in detail as well as chronologically

Progress for posters

(progression for the first few designs of the posters)

I noticed the first poster was a bit off because it feels like its a notice or warning that Burberry will be closed or whatnot, seems like a warning letter. So, me and my group mate decided to change it and tweak some of the layout.

(2nd progression of the posters)

Because the second and third poster is almost the same, we allocate one of them into a vertical poster (1080 x 1920). So, we make another poster for the A4 size, so in total, we have 5 posters. (The newest one is on the following below)

The first 2 posters was done by me, after photoshopping

FINAL artworks

A4 poster Design (Main)

Multiple instagram Post

Vertical poster

I wanted to make something more vintage but with a hint of a new era with British identity that aligns with Burberry's principles

Website

I began drafting the website and placed everything we needed from the slides into reality.

FIRST DRAFT

We distanced ourselves a little to the Jellycat idea: it is playful, of course, however, is not fully compatible with the brand language of Burberry. We saw a template in Hermes Kite Festival and the way it peered back at heritage, but in a luxury moment, and we wondered whether Burberry could do something similarly rooted, and yet culturally relevant.

We are suggesting limited-edition handkerchiefs through modern batik painting instead of Jellycats. They are hand-painted which can be styled in various manners:

A wild embellishment in the shape of a piece of fabric tied around a bag handle,

and it may be worn as a scarf to brighten up an ordinary ensemble.

or gathered as clothing art that has a story.

We even considered some concepts such as reinterpretation of traditional Southeast Asian games such as Batu Seremban with use of Burberry fabrics. It is the form of fusing local art rudiments with the British roots to make something coincidental but conscious.

This is not just a partnership, but a re-imagining of what heritage as an entity presents itself, in the present. It creates integration of tradition, design, and identity in a contemporary sense, yet something strongly established.

Batik Reinvented: Tradition on Handle

One-off hand-painted touches in modern motifs of body of batik, endow a new layer of narrative to classic silhouette Burberry made of handkerchiefs. Folded, tied, or taken, they are a silent declaration of where Southeast Asian quality comes to meet British design. A survey of cultural cross-over, which had been carried out prudently.

SECOND WEBSITE DRAFT

After a long awaited feedback, we tweaked the batik reimagined from the top rather than the events section. With that, we change the position for the hierarchy to be more able to be seen.

THIRD WEBSITE DRAFT

As we talked to our lecturer, he told us to change the section of the site that is titled Event You Can not Miss in such a way that it better fits the overall appearance of the site to the whole look and feel, especially the poster. He also advised us to add where the event would take place to clarify and bring out a complete information.

LINK HERE

Video

Draft 1

We are asked to put more information at the end of the video as it looks like it's a trailer. 

Draft 2

I tweaked the video here and there to better align to the principles of Burberry.

Draft 3

Then after another feedback, we are to add the date for the video to further clarify the date of the event for consumers to refer to.

Draft 4

After placing the posters in the video to make it more relevant to the campaign

Final Video:

LINK HERE 

SLIDES

As we were finalising the slides, we were told to change the event poster during week 12 and add some extra information for the video to further fortify it's value.

FINAL SLIDES

FINAL VIDEO

FINAL artworks (posters&posts)

A4 poster Design (Main)

Multiple instagram Post

Vertical poster

Feedback

- The original Jellycat concept was reconsidered at week 11-12 which was considered late as we are to present on week 14, as it did not align with Burberry’s luxury brand identity.

- Inspiration was then drawn from the Hermès Kite Festival, which successfully integrates local culture with a high-end brand.

- As an alternative direction, we explored ideas that blend Malaysian heritage with Burberry’s aesthetics.

Proposed concepts include:

- Batik painting on Burberry fabric

- Incorporating Burberry cloth into the traditional Malaysian game Batu Seremban

This approach aims to bridge local cultural elements with international luxury, fostering a more authentic and meaningful brand connection.

Reflection

Findings

My overall goal during this module was to study what goes into development and implementation of brand strategy, which is not taught in any specific detail, but needs great self-direction to study thoroughly. With not much formal instruction on offer, I managed to go out and study and research actual brand campaigns and case studies and industry frameworks. Such an independent inquiry assisted me in understanding the main ingredients of brand strategy which are positioning, audience targeting, development of visual identity and multi-platform implementation. As I went through it, I was able not only to understand the basics of branding but also to start realizing the depth of strategic thinking in design settings.

Observations

The growth of critical and analytical thinking was one of the most difficult and simultaneously valuable parts of the project; I enhanced both areas of thought both verbally, as I talked about the works of fellow designers in peer evaluations, as well as physically, in my use of design. The process required me to think more critically, test assumptions by sketching, prototyping, and creating something by iteration. I observed that a lot of this growth was not a form of being taught but by reflection, feedback with peers and cross checking outside sources. Even though the module did not provide the instructed coherence academically, the lack of constraints in the brief gave me an opportunity to explore and experiment on my own, and as a result, made me take responsibility of my own learning.

Conclusion

Fortunately, this module turned into a sort of a turning point in getting an idea of how to work on your own in a rather loose-structured academic setting. Although the lack of direct and constructive instructions created some challenges, it emphasized the issue of initiative and resourcefulness. I have taken a more solid knowledge of brand strategy, and more discipline in the creation of design choices, and defense of them. This experience has once again convinced me about the importance of self-motivation in creative work and I am now relatively more confident to take me through intricate issues of design without necessarily having the availability of any formal course.