Creative Brand Strategy / Task 2: Ideation & Design Direction

Week 4 - Week 6

Riko Matsuyama 0351470 

Creative Brand Strategy / Task 2: Ideation & Design Direction

Bachelor of Design in Creative Media

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Instructions

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Lecture

Week 3

What is Big Idea?

A campaign’s big idea is the overarching message that underpins all elements of a campaign to resonate with the target audience.

Acknowledge that building a brand in a digital and connected world is about guiding, influencing, and being, not telling.

approach

what is a big idea

Ex) AirAsia to be THE low-cost airline. Tagline Now Everyone Can Fly. 

tagline example

Touchpoint: Every interaction a customer has with your company is essentially a touchpoint from a website to a retail space, direct mail to a product, all of which play a role in the overall customer experience and your brand’s eventual perception.

overall customer experience and brand’s eventual perception

When you populate each touchpoint opportunity using these criteria*, you can start to determine where to best focus your time, money, and energy. 

Moodboard: It supports the designer to be inspired, and directs the artistic style, tone & manner through which the brand communicates.

to articulate the art & design direction by developing a set of mood boards comprised of:

1. Campaign Logo - Wordmark

2. Color Palette - Primary & Secondary (color meaning & symbolism)

3. Typography - Headline, sub-headline, body text

4. Visual Style - Illustration / Pattern / Graphic Element / Photography

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Task 2A: Ideation

Start with its contents such as the Campaign Name, Communication Goals, and Key Message based on the Big Idea.

- How would like to design it

- broken down categories (site, video, social media, etc.)

- put info for your support your idea

- put visual references

- based on the customer journey map

1. Campaign name

2. Tacline

3. Key message

4. Communication goals

2A Ideation: 

- Use of touchpoints

- References

Week 4

This week, I had ideas for the campaign name, key message, tone of voice, tagline, communication goals, and touchpoints. And I received feedback, based on this I rethought task 2a and I started task 2b.

Campaign name: 

Furano Euphoria Oasis

Soothing Furano Escapes

Tranquil Furano Haven

Furano Dreamscape

Key message: Reset your mind and body with the healing power of lavender

(This message emphasizes that lavender's healing properties help reset and refresh the fatigue of everyday life)

Tagline: Relax and Renew with Lavender

Touchpoint:

1. Website

A dedicated campaign website will provide product information, lavender benefits, campaign details, etc

Fig1.1: website references

On the website, I will put a promotional video, or I will put it on YouTube or other platforms. I will combine the about lavender, about Furano videos, and product promotion videos. I found some references but am still unsure how to create this because there are no free elements(?)

Fig1.2-4: lavender 

Fig1.5: product

Fig1.6: introduction of furano

Fig1.7: lavander

2. Social Media (Instagram posts, stories, and reels)

use platforms such as Instagram, Facebook, and Twitter to share lavender beauty and relaxing moments to increase engagement

Fig1.8: instagram posts references

3. Print

Campaign, event poster

4. Event Merchandise

• Tote bag: Free or discounted for those who purchase products from th campaign. Designed for everyday use. (These merchandise can be done via social media and websites)

• Lavender Essential Oil

• Lavender-Scented Candles

• Lavender Herbal Tea

• Lavender Sachets

• Lavender Relaxation Kits

• Lavender-infused skincare etc.

Fig1.9-10: tote bag, oil, and candle

Progress of task 2A:

Fig1.1: google doc of task 2 progress

Task 2B: Design Direction

- Color palette

- Typography

- Logo

- Photography style

- Graphic elements

- Key visual etc.

It was hard to decide color palette, primary color, and secondary color. I found some references and checked the combination.

Fig2.1: color decision

I was finally able to narrow it down to four ideas and tested them to see how they would look in practice. I like #1 and #3, but haven't made a final decision yet.

Fig2.2: contrast

Fig2.3: contrast

I have an elegant image for flowers(lavender), and since it is a relaxation and healing campaign, I chose some fonts for a brand logo based on that. They don't have a strong impact. I think differences between upper case and lower case are also important when I choose.

Fig2.4: upperletter

Fig2.5: lowerletter

There are some references for logo ideas, I created some drafts and got feedback

Fig2.6: logo references

Fig2.7: logo ideas

Tested a combination of heading and body copy.

Fig2.8: type test

Fig2.9: type test 2

For the graphic elements, I chose this kind of element at first, but I received feedback from Ms. Lilian. She mentioned that relying on floral patterns will be limiting. Organic abstract shapes seem contrasting to how the campaign positions itself for relaxation.

Fig2.10: graphic elements

I decided to use these. graphic elements to represent spiritual, healing, and relaxation. And I'm going to use a few flower elements (pattern), thin line art style

Fig2.11-12: graphic elements sketch

Submission of task 2 slide: 

Fig2.13: Submission of task 2a and 2b slide

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Feedback

Week 4

Key message: lower, Furano LAVENDER DREAMSCAPE The tone of voice: this section needs to be put under the art direction because you want to figure out in terms of when you do visualize, it would be key components.

Tag line: all kinds of similar, You already have lavender in your campaign name, so can remove it from the line. 

Communication goals: no.3, not sure how it angle, need to think about it more, no.3 doesn’t really make sense.

Instagram: 9 posts, reels, videos can be a promotional video

Online store: I’ll put in website content, can create a physical store, think about it, if not, you can put it on the website

Experience: can create graphic elements, use Instagram posts, posts, or collateral, decide to depend on experience

Multiple posters, it part of that promote all these events

Week 5

Task 2A

Participant experience: consider how they can be incorporated into the other touchpoints instead. product promotion can be done via social media and also the websites (product page). Workshops also can be promoted via social

Touch Points: to be punctuated with reference images, what you think your campaign. Include notes to help explain > what aspects of the visuals you have looked at and in what context you may consider its application.

Task 2B

For Ideation: have missed out Promotional video as a touchpoint. Do look into this and suggest references to how the city branding camping promotional video will be executed. 

Merchandise/products: can be categorized into one general touchpoint. but consider only attempting what is most relevant and achievable in terms of time management

Typography: indicates what is to be suggested as header and body copy. Include a text specimen to visualize how it will work together.

Graphic elements: relying on floral patterns will be limiting. how the whole campaign hinges on one particular flower which is the lavender. Organic abstract shapes seem contrasting to how the campaign positions itself for relaxation.

Week 6

Try other borderline design

Try upper letter and lower letter

If you put a lavender illustration in the logo, it will be complicated when combined with other graphic elements or patterns the upper right typeface is good

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Reflections

Experience

Particularly difficult was the color palette and graphic elements. The graphic elements were helped by feedback from Ms. Lilian. What I chose was the complete opposite of my brand identity. When doing art direction like this, I felt that what I did in Task 1 was very important. For the color palette, I spent a lot of time thinking about the combination of primary and secondary colors.

Observations

The time I spent looking for reference images was helpful. I felt that it would be difficult to express the healing and relaxing brand that I was aiming for, but by looking for references, I began to see my vision.

Findings

Time management is very important in tasks like this. There were several products that I wanted to try, but just wanting to do them wasn't enough; I had to think carefully about whether it was possible to complete them within this limited time. Priorities were also important.