Creative Brand Strategy - P1: Case Study and Situation Analysis
15/04/2020 - 06/05/2020 (Week 01 - Week 04)
Kitty Lai Yung Syn (0331933)
Creative Brand Strategy - Project 1: Case Study and Situation Analysis
LECTURE 1
week 1 : 15/04/2020
In our first week of class, we started our lecture and briefing via Microsoft Team. We were briefed on our module outline. Before the briefing, we were given around 30 minutes to prepare online discussion and our slide.
Online Discussion
Students are tasked to prepare a slide regarding the questions and case study links given below.
- Describe what you have learned about in the module — Brand Corporate Identity. (You may take us through your works in Blogger.)
Spend around 30 mins to have a quick case-study sample of works from Pentagram: https://www.pentagram.com/work/disciplines - From your observation, what are the differences between the work of 'Brand Identity' and 'Campaign'? (You may compile some work images into Google/PowerPoint Slides.)
- Share about your experience on one of the campaign of event which you had participated or visited before.
Below is the slides I did for online discussion:
Online Discussion (week 1)
After briefing, we have a lecture. From the lecture I have learnt:
What is campaign?
Campaign is a continuous attempt to communicate message to its audience, usually stay for longer period of time.
- Social Awareness Campaign: organized by non-profit organization to communicate a cause: Climate Change, Human Rights.
- Rebranding Campaign: to refresh a dated brand image or to revamp a brand identity by introducing new brand value and priorities.
What is event?
A marketing strategy that reach out to its target audience with singular effort to make announcement and create engagement.
- Art & Cultural Event: examples - music festival, design exhibition, forum, conference & etc.
- Promotional Event: examples - pop-up store, flea market, product launching & etc.
Lecture Slides (week 1)
week 2 : 22/04/2020
In our second week, we were lectured on how to plan our time for the project throughout the semester. After that we were given some examples to study that might help us in choosing our campaign. In addition, we were briefed once again on the the projects.
Lecture Slides (week 2)
LECTURE 3
week 3 : 29/04/2020
In this week we were lectured on our upcoming project which is brand positioning. SWOT, target audiences and so on.
LECTURE 4
week 4 : 06/05/2020
This week we were given some tips and brief explanation on how we do our mood board.
INSTRUCTION
Module Information Booklet (MIB)
PROJECT 1A: Case Study
This is my case study presentation slide.
Project 1A : Case study
PROJECT 1B: Situation Analysis
For Project 1B draft, we were given feedback regarding our progress. I was told to find visual references to support my campaign since I work from zero. After everyone's online sharing and discussion, we continue to do our Project 1B and then proceed to Project 2B. We will be presenting both projects under the same slide next week. Below is a still-in-progress slide of Project 1B which I shared with the class for discussion.
Project 1B draft slide : Situation Analysis
Below is the final look of the slide that we presented on week 4.
FEEDBACK
Week 2: The first part of the case study presentation was a bit lengthy, so next time try to manage the presentation time well. The evolution of the poster was well explained. As for the notes from Ms Low, slide 16 - 18 good observation on the evolution of the visual identity, but lack of critical analysis. Brand Vision and mission need to be more specified. Clarity on presentation need to be improved.
Week 3: For Project 1B draft slide, there is no main activity of the event. Look for visual references to support the idea. As for the brand objectives, it looks more like event features.
Week 4: [Slide 8 & 9] The core subject - 'Green Culture' was not comprehensively explained. Most of the visual references taken to describe the activities and the venue/location are captured from Innisfree's Playgreen campaign, which was held in South Korea, the climate and the weather is perfect for outdoor activity during spring and autumn, but it will be unrealistic in Malaysia. Take the advantage of your familiarity with Innisfree's PLaygreen campaign, consider having your proposal be strategized as organising 'Playgreen' in Malaysia by adopting their Brand Story and Value. Your challenge will be looking for an idea venue, which is most likely indoor or half-indoor and localize the context of the activities. Please study how the activities can actually help the audiences to understand what is Green Culture. (Notes : Increase the type size of your size to enhance legibility. Presentation time exceeded 15 mins.)
REFLECTION
Experience
Through the lectures and projects, I have experienced the progress of helding an event or campaign. After case study, we came out with our own event that fits in Malaysia market. I started off doing case study and research. After I have a rough idea in my mind, I started to come out with brand identities and some possible ideas for visual elements.
Observation
From the case study and sustainable lifestyle in Malaysia, I have observed that Malaysia need more these events to attracts the younger generations. In my point of view, Malaysia has a lots of interesting events in this field but some of them does not caught the societies attention that much. In addition, there are so many events that have Malaysian style which is good, but I thought I could give it a try, to make the festival theme a mixture of Malaysian style and aesthetics colours and interesting activities to attract more young generations.
Findings
The projects helped me to widen the knowledge from research to helding a event. In my point of view, case study and research is the core before helding an event or a festival so that in order to come out an event that benefits the organiser, the market and the society.
FURTHER READING
The Beginners Guide to Branding
by Laura Busche, Gerren Lamson, Zack Onisko, Owen Andrew, Igor Ovsyannykov
1. Criteria to use when choosing a typeface for your brand
Pairing: You will need more than one font to make a design work, especially if you’re working on a brand application like a webpage. This is why pairing matters. You have to make sure that the fonts you use are similar enough to complement each other, but different enough to show the distinction between them.
Size: Better readability would also mean using larger sizes. Brand names would have to be large enough to be noticed, but not too large that they overpower the tagline (if it exists). Text bodies would have to be readable enough, but should not be so large that they start taking up too much space on the page.
Hierarchy: Every design involves hierarchy. For example, a brand’s name should have the top rung of the ladder, and often has the most emphasis. Taglines should be less prominent than the name, but not too small that all emphasis is taken away from them
Leading: Leading is the amount of space given between each line of text. Figuring out how much leading you need would depend on the font you use. The smaller the font, the less leading required between the lines. Bigger fonts require larger leading.
Tracking: If leading decides how much space there is between lines, then tracking decides how much space there is between letters. The spaces should not be too small that it becomes hard to make out one letter from another, but not too wide that a single word takes up a whole lot of space even if it uses a smaller font.
Colour: Of course, color is not exactly one of the main aspects that comes with choosing a font, but it greatly affects the end product, so this should also be given serious consideration. If your font is already light enough as it is, then avoid using light colors and go for more solid ones. Always have this checklist handy when designing your brand’s identity system.
2. Final thoughts on finding the perfect typeface
Have an outline of the identity system that you’re building: Having a clear outline of the entire project on a page can help you plan the number of fonts that you need, as well as how you are going to lay everything out.
Look at other designs for inspiration: There are so many amazing creative designs out there that show how 24 25 the right choice of font creates a masterpiece. Find some of them and use them for inspiration.
Stand out to be noticed: Getting inspiration from other designs does not mean that you will make your design very similar to it. You have to find ways to make your design stand out. Don’t be afraid to experiment and be bold with your choices.
Do research about the font: Make sure you do some research about the font you’re using. Using Trajan as a font for a page that discusses Ancient Greece, for example, would be a little awkward once you’re asked to explain your choice. This is because Trajan was actually a Roman Emperor that came much, much later than the period of Ancient Greece.
Avoid clichés: Stop using Comic Sans for funny text, and stop using Papyrus for anything related to Ancient Egypt. This makes the entire design too predictable, and makes it appear to lack creativity. (Actually, stop using Comic Sans and Papyrus altogether.)
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