Creative Brand Strategy - Task 2
Creative Brand Strategy
Week 6-9
Chan Meiling// 0337771// BDCM
Task 2
INSTRUCTIONS
RESEARCH
At the beginning, I wanted animal in clothes to be the style of my art direction. I thought that it's cool and eye catching but when I asked my sister's opinion she said looking at these images doesn't make her think of fast fashion.
Besides, considering that not having the original photographs might also be a problem for my execution later on, I decided to do something more illustrative based instead, also to practice my illustration skills at the same time.
Since the design direction I would like to go for is more illustrative based, I've done my research learning towards a similar direction. Here are some of the ones I find helpful:
I found this motion graphic video on BBC News about fast fashion which I find relevant.
Link:
This work actually inspired me the most, I really the the colours and style of it.
PROCESS
I wanted the eye element to be my main key visual to symbolize the campaign name "Awaken".
I created the moodboard attempting to set the mood and tone. However, I was feeling quite stuck in the process. I submitted my work and realized it was poorly presented and could have done better.
For typography, I initially wanted a slightly futuristic font, I went and search for many different fonts and here are the few I think might work for my logotype.
Logo Sketches:
I went on to do more after research about the importance of moodboard, how to make a better moodboard and reattempted. This process is quite important for me since I'll be illustrating later on.
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Logotype Exploration:
I've went on different websites to search for the type of fonts that I think could go well with the theme (Google font, Adobe font, Font squirrel etc.)
FEEDBACK
Week 5
Task 1B:
Include more visuals to show your ideas, Good effort for the personas, Good analytical skills
Task 2:
Ms reminded everyone in class that we will need to identify how many post are going to make, what are the design solution clearly so that we have an idea of the workload later during the execution part.
She commented that:
- Giving free NFTs should be at the post experience section after they decide to recycle their clothes
- Add in more visuals for moodboard so that more colour choice available later during execution
- References looks coherent to the idea I've proposed
Week 7
Ms reminded to include more process for my blog. The overall brand strategy is quite strong and cohesive.
Ms said that the design brief I have has the same direction that I've proposed; she said that it is just an improvised version of it but the ideation I provided in the slides I've submitted was already clear enough to show my ideas.
For the typography, she suggested a san serif might have a better readability though the slab serif looks pretty good too, she suggested to explore and see how it works with a san serif typeface for my body text.
For the logo sketches, she commented that：
-The hanger one is the strongest idea because we only need hangers for clothes; which she thought is relevant and strong
- The mannequin figure might not be the strongest idea
- The logotype I'm proposing is also a little to decorative/ too much that will not make the logomark stand out.
- The 'lashes' thing might take away the attention since there all too many elements present already
SUBMISSION
Final Submission Task 2
Task 2 Revised Version
REFLECTION
Experience:
Throughout this task, I felt pretty stuck. A task that supposingly be quite easy but I feel like I've overthink too many aspects and got stuck figuring a way out. I thought my design brief was very unclear and felt quite lost, I didn't know how I'm going to execute it and I visualize it clearly. After submiting my work, I decided to redo my task 2 to have a clearer sense of direction; Though took more time and it looks pretty much similar but I've got a clearer picture and I'm glad I did.
Observation:
I observed that branding is such a wide thing and there's no absolute definition on how the framework should be like, there can be so many different approaches depending on the brand's strategy. Besides, I observed that a brand strategy is important in order to gauge the target audience and make an impact; picturing the journey of the brand is relatively important to find a direction on where to be targeted on.
Findings:
I realised that doing a moodboard, finding images to really "set" the mood and tone is important. Compared to the previous module BCI there are a lot more research and thinking behind it, I find myself overthinking but I also learned a lot from the process, how to plan and execute things from scratch trying to be as cohesive as possible.
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