Creative Brand Strategy / Task 3: Campaign Branding

Week 6 - Week 13

Riko Matsuyama 0351470 

Creative Brand Strategy / Task 3: Campaign Branding

Bachelor of Design in Creative Media

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Instructions

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Task 3

Week 6

1. Logo

These are logo references. I have an image of elegance and beauty in flowers. So I chose a logo reference that fits that image. I thought a stylish, cool, elegant design would better suit my campaign than a pretty, pop design.

Fig1.1: logo reference

I found some fonts on the internet that will match my planned brand. 

Fig1.2: upper

Fig1.3: lower

After that, I created the first drafts and showed them in the week 6 class, I got some feedback. Try other borderline designs, and Try upper letter and lower letter. Also, I put lavender illustrations into the logo mark but she mentioned that if you put a lavender illustration in the logo, it will be complicated when combined with other graphic elements or patterns.

Fig1.4: process 1 logo

After that, I tried other shapes. Because I was not satisfied with the design of the double-line logo, it was a bit hard to put colors.

Week 7

The below image is the second draft. I came up with a new idea and I prefer this idea compared first draft idea. I got feedback about graphic elements on top of the wordmarks. So I changed the graphic elements' shape. I added a tagline on the bottom.

Fig1.5: process 2 logo

She and the members mentioned that it's good if you add more detail, it doesn't look like lavender now. But the chosen typography is good. The tagline is a bit small, make it bigger. By week 9, add color, and show touchpoints. My final logo decision will be one of the three on the bottom row.

Fig1.6: final chosen logo

Week 8

2. Websites

Fig2.1: references

Contents of websites

• Homepage: Welcome message, tagline

• About the Campaign: Campaign story, campaign goals

• Lavender Resources: Lavender articles, relaxation tips, aromatherapy guide

• Product Pages (Online shop): Product descriptions, product images and videos, customer reviews

• Events Info and Workshops: Event calendar, registration information

• Contact and Support: Contact information, frequently asked questions (FAQs)

• Website Consumer Feedback, Social Media Integration, Terms and Policies

At first, I created the website Flame. The below two images are drafts of the website, I tried two color palettes because I could not decide. But I prefer the left one's color contrast.

Fig2.2: two color palette

Fig2.3-4: wireframe, first outcome

Week 9 

I got feedback from Ms. Lilian. For the website, now is too much texture, this is a relaxing and healing brand but this website is a bit complicated. So I added more white space and changed the layout of the product page. Remove the graphic elements.

Fig2.5: final outcome

Week 10-13

I created a lavender resources page, product page, and event & workshop page for this website. Created with a sense of unity, ease of viewing, and a relaxing atmosphere in mind

Fig2.6-8: resources page, product page, and event & workshop page

3. Social media

To share lavender beauty and relaxing moments to increase engagement.

Example of post contents: 

• Lavender product promotion: working with local artists and craftspeople to promote handmade products (perfumes, candles, soaps, etc.) made with lavender. Enjoy the fragrance and beauty of lavender.

• Lavender field tours - offering lavender field tours for tourists. Participants can relax while enjoying and working the beauty of nature.
  

• Lavender Relaxing Spa - Offering massage and yoga classes using lavender essential oil, and more.

• Lavender Concerts - Lavender Concerts will be held outdoors in lavender fields, offering a soothing experience that combines the scent of lavender and music

References

Fig3.1: references

Fig3.2: IG post-process

Fig3.3-4: first outcome of posts

Week 9

Ms. Lilian mentioned that there are so many images, remove images, and add a color background. The typo is good. Don’t know which one I should start looking at.

Based on the feedback I redesigned them, and also received feedback (week 10). I'll remove the short description of the spa, tour, and product post and make a second post.

Fig3.5: week 9 outcome

Week 10

Some of the social posts can be expanded. Some information is too much on a single post, make it separate. I'll create a second or third post for orchestra, spa, and product content.

The below image is a new layout and design. I removed some elements and words.

Fig3.6: final layout, outcome

Week 11

I created additional some posts. I tried to make it simple and easy to see.

Fig3.7: created more posts

Week 12

I posted these posts on Instagram, took a screenshot, and made a mockup. I already posted the brand logo so I used the below mark in my profile photo.

Fig3.8-9: profile

Fig3.10: phone mockup

4. Event Merchandise

a. Lavender Essential Oil

Essential oil. Essential oil with lavender fragrance. It can be used for various purposes. You can be healed by the scent of lavender. Both have a simple label design.

Fig4.1: oil references

Fig4.2: lavel, 3 colors

Fig4.3: process

Fig4.4: first outcome

Fig4.5: added some scent

Week 10 

Feedback from Ms. Lilian: The oil and candle label design is okay for space, relaxation, and healing, so this kind of design will apply to the website. It's better if you remove the box pattern, it is a bit messy now. Didn't feel relaxed.

Based on that, I redesigned the box

Fig4.6: final product mockup

b. Lavender-Scented Candles

Essential candle with lavender fragrance. It can be used for various purposes. You can be healed by the scent of lavender. Both have a simple label design.

Week 9

Fig5.1: candle refernces

Fig5.2: label ideas

Fig5.3: process 1

Fig5.4: process 2

c. Tote bag

Week 9

This is a tote bag. campaign logo + key visual (graphic elements). Free or discounted for those who purchase products from the campaign. Designed for everyday use.

Fig6.1: tote bag layout

Week 10

Since I changed the website and box design, I removed leaf graphic elements. These elements do not match our brand identity.

Final outcome: 

Fig6.2-3: final mockup of tote-bag

d. Promotional Video

Week 11

I found a resource from YouTube and used it, I would like to make a calm atmosphere promotional video.

Video: about 30 seconds - one minute. Take stock pic and videos, and make like slide show. add music. own typography and original animation.

Fig7.1: first scent of promotional video

I got feedback from Ms. Lilian and I separated the scene of relax and refresh. And I also added background sound. Landscape with flowers/relaxation of tired mind and body.

Week 12 - Week 13

I separated scenes and I made it like a slideshow. I got feedback that it is better to add graphic elements to this branding campaign, so I changed a bit. 

Fig7.2: relaxation, picture

Final promotional video:

Fig7.3: final promotional video

5. Print

Campaign brochure with information about the event campaign, maps of lavender fields, about lavender, the benefits of lavender, and various other information. (Brochures) and poster.

Week 9

This is the first outcome.

Fig8.1: first outcome of poster

Week 10

In the week 10 class, I got feedback about the block. I used blue block for Instagram posts and posters. Ms. Lilian mentioned that it looked complicated and that could not feel relaxed. So I try to change the other design The below image is the outcome. It looks better than the previous one and has more space.

Fig8.2: week 10

Week 11

I created another layout poster.

Fig8.3: final outcome of poster, 2

Progression Slide:

Fig9.1: Progression Slide(pdf)

Final Submission Slide:

Fig9.2: Final Submission Slide (pdf)

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Feedback

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

Week 7

Without a line is better, without a frame is prefer

Try other graphic elements of lavender

More detailed, it doesn't look like lavender now

Chosen typography is fine

the tagline is a bit small, make it bigger

add color

show touchpoints

Week 9

Website: now is too much texture, this is a relaxing and healing brand but this website is a bit complicated. Reduce the line of leaf, more simplify, can use sun elements rather than use leaf. still no so relax, very busy. Add more space. On the first page, how about a separate image and text. website is one scroll and multiple pages.

Posts: there are so many images, decrease images, and add a color background. The typo is good. Don’t know which one I should start looking at. Don’t have a focus. We need to create texture, almost the same, almost a photograph. Ex) separate two pages. 1st page is the title (spa) and brand logo and the next page is an image of the spa. 

Oil and candle: label design is okay for the space, relaxation, and healing, so this kind of design will apply to the website. 

Box: the leaf line, less is better or change the design, or use sun elements. Then make it more white space. Make it more free flow. more abstract, more space. now is fine but it can change.

Boucher or poster: since I have time so i can try, after done other products, u can do these things. Designing posters is easy. 

Video: about 30 seconds - one minute. Take stock pic and videos, and make like slide show. add music. own typography and original animation.

Week 10

Label: Maybe a tagline is not needed here. Check minimum size as it is not legible

Position of starburst graphic to be explored. Consider space when aligned with type, because It's too close to the bottom line type

Website: Consider the campaign logo to be centered on the navigation bar. Footer to include campaign logo and also socials

Post: Some of the social posts can be expanded. Some information is too much on a single post, make it separate

Week 11

motion video, separate the content

create poster mockup create other website pages.. product, resource, event page

poster... no need to use block? blue element, just remove it, it looks messy

IG posts also. If I have time I’ll create a brochure

Week 12

Poster… The logo thinks about place, now is not clear

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Reflections

Experience

It was very difficult for one person to do all these things. However, once some art direction was determined in Task 2, there were no major difficulties. The creation of the video and the Instagram post were the most difficult of all. I have never been good at video production and it always ends up looking the same. The result this time may not have been satisfactory either. The Instagram post was also very difficult to come up with a layout for. I am not good at organizing information within a square. I looked for some references and worked on the font, placement, and photos I used to create the right atmosphere of relaxation and relaxation. It was also very difficult to figure out the placement of the nine posts and find a pattern that would look beautiful.

Findings

I felt the art direction part was very important. If the groundwork there is not clear, it will get lost in the branding process. When choosing the color palette, I carefully considered whether it could be used for various touch points and the color balance between background, font color, and graphic elements. I enjoyed looking at the work of the group members. I often noticed things. However, when asked for feedback, I could not verbalize it well due to my lack of vocabulary.

Observation

There were many references to websites and Instagram posts that seemed to emphasize a very relaxing, calming feeling, for cosmetics, spa and perfume sites. I found this to be helpful, as it is similar to the atmosphere of my own brand.