CREATIVE BRAND STRATEGY-Project 2

16/5/2025-5/6/2025(Week 4 - week 6)
Lee Jia Rou (0363293)
Creative Brand Strategy / Bachelor of Design in Creative Media /
Project 2- Design Brief  Propose

  Instructions   

   Lecture    

WEEK4 
This lecture introduces the concept of brand positioning, which is about defining a brand’s unique value and place in the consumer’s mind compared to competitors.

Steps to find a strong brand positioning:
1 Understand your audience – Know what they want.
2 Know your brand’s strengths – What you can offer.
3 Analyze competitors – See how others are positioned.
4 Choose a position that:
  -Appeals to your audience
   -Matches your capabilities
   -Is different from competitors
5 Reflect it everywhere – In design, messaging, service, and products.
Key takeaway: Consistency is essential. A well-positioned brand is clear, unique, and remembered.

Fig 1.0 Lecture week 4

WEEK 5 
This week focuses on how to create a clear and effective event plan, which is a guide that organizes all parts of an event to ensure its success.
Important of  event planning:
-Helps you combine ideas and strategies into a clear plan
-Provides a roadmap with step-by-step actions
-Makes the event memorable and impactful
-Helps manage risks effectively
Fig 1.1 Lecture week 5
WEEK 6
In this week lecture, we try to do a Mood board for our brand.
Uses of Mood Boards:
A mood board is a visual collage that guides a creative project. It helps you explore and refine your visual style, color scheme, typography, imagery, and ideas before investing time and money in execution. It help turn abstract ideas into shared visual direction. Structure and clarity in your board make for smoother execution

Lecture reference link: https://www.youtube.com/watch?v=fqg5-v2nVrs&authuser=0 

  Project 2- Design Brief  Propose  

Requirement: 
-Develop a Design Brief for the proposed Brand Campaign.
-Start with its contents such as Campaign Name, Communication Goals and Key Message based on the Big Idea.

 2A: Ideation  
From the Brand Touch Points identified in the Campaign Proposal (1B), continue to research for application references that represent or symbolize your Brand Campaign. Select only the MOST relevant (unique and portrays the subject in every context) touch points to build your Critical Application List, and include a short description for each application. Consider how each touch point would help to elevate or achieve the overall Brand Campaign.

In Campaign Proposal task (1B) fig.2.0, we have plain out some touchpoint suitable to our campaign which solve the pain point of the brand. We have choose some relevant touchpoint to elaborate more in this task: 
1. Event poster (outdoor)
-serves as a bold visual introduction, catching public attention in high-traffic areas and sparking curiosity
2. Brand website
-acts as the campaign’s central hub, providing detailed information, interactive content, and a seamless user journey for deeper engagement
3. Social media ads
-Essential for reaching our target audience quickly and effectively, allowing for creative storytelling, real-time interaction, and shareability
4. Stand-up billboards
-create strong brand presence in key urban locations, reinforcing the campaign message through large-scale visuals.
5. Pop up vending machine/or mobile trucks
-a unique and memorable experiential touchpoint, allowing consumers to directly interact with the brand, discover products, and share their experiences.
6. Sample trial packaging kit
-enables firsthand product experience, building trust and encouraging word-of-mouth as users test and engage with the brand on a personal level.

To clearly understand what our touchpoint will look like, we do some research on visual reference. (Fig. 2.2)

Fig. 2.0 Task 1B Customer Journey Map
Fig. 2.1 touchpoint plain 
Fig. 2.2 Reference of touchpoint

 2B: Design Direction 
Articulate the design direction by developing a set of mood boards or stylescape, comprised with visual style, colour palettes, typography, graphic elements & etc. This will be the proposed look and feel of your Brand Campaign.

For more exploration of the style and development of this campaign we started putting reference and update poster we have done in Miro board so that we have a clear mind of what we are developing. 
Fig. 2.3 Miro board 
Miro Link : https://miro.com/app/board/uXjVIuJpkFc=/?share_link_id=806799669489
Glossier project 2_ Design brief proposal by Jia Rou Lee

 REFLECTION  

Experience
The process of working on the Glossier design brief was fascinating and rewarding. It allowed me to combine brand theory learned in class with real-world application. From coming up with a campaign name like “Make Beauty Fun” to identifying pain points and choosing relevant touchpoints, every step challenged my understanding of brand positioning and campaign strategy. From communication objectives to mood boards, the process of building a cohesive creative direction also pushed me to think more critically about how visual and verbal messaging fit with the core identity of the brand. Glossier is a globally recognized but regionally underrepresented brand, which added relevance and depth to the experience.

Observations
Throughout the process, I discovered that successful brand campaigns need to be more than just visually appealing; they must also be strategically grounded and emotionally resonant. Glossier’s lack of physical stores in Southeast Asia, coupled with its heavy reliance on digital platforms, helped us define the direction of the campaign and justify the touchpoints we chose. I noticed that every design and messaging choice had to reflect the brand’s values: authenticity, inclusivity, and minimalism. Additionally, the workshops from Week 4 to Week 6 provided the framework for our work, from defining the brand positioning, to organizing a clear campaign plan, to using mood boards to solidify the creative direction.

Findings
The process of developing the design brief for Glossier's brand campaign was an invaluable learning experience that blended strategic thinking and creative execution. It deepened my understanding of how to combine brand values, audience insights, and design direction to create a campaign that is not only visually striking, but also meaningful and impactful.