CREATIVE BRAND STRATEGY-Project 3

5/6/2025-18/7/2025 (Week 6- week13)
Lee Jia Rou (0363293)
Creative Brand Strategy / Bachelor of Design in Creative Media /
Project 3-Campaign Branding 

   Instructions   

 Lecture  

 WEEK 7  
This week’s lecture focused on the Brand Brief, a key document that outlines a brand’s core identity and strategy. It acts as a roadmap that guides internal teams and external partners in maintaining brand consistency across all touchpoints.

What is a Brand Brief?
A brand brief includes essential elements such as the brand’s vision, mission, values, target audience, positioning, tone and voice, and key messaging.

Why is a Brand Brief important?
Consistency: Ensures everyone works with the same brand understanding.
Clarity: Clearly explains what the brand stands for.
Strategy: Aligns branding with long-term goals.
Collaboration: Helps teams and agencies work together effectively.
Guidance: Provides direction for design, marketing, and communication efforts


Fig. 1.0 Lecture week 7

WEEK 8_INDEPENDENT LEARNING WEEK
 Improvise and finalize Project 3

  Project 3  -Campaign Branding 

Requirement 
Based on Task 2A Design at least four online touch points (website, social media, and introduction video are compulsory).create campaign promotional videos in the format of YouTube ads, IG Story & etc with time frame around 10 to 30 seconds.

  WEEK 7  
This week, we continued to add new visual references and ideas to the mood board, striving to make the visual language of the entire campaign more rich and unified. After completing the basic concept, we started to produce several A4-sized promotional posters.

Fig. 2.0 A4-sized promotional posters.
 WEEK 8 
Continue doing the different version of A4 poster.
Same time, plain the content on Social Media Post.
Fig. 2.1 A4-sized promotional posters. version 2
Fig. 2.2 Social media post plain
  WEEK 9  
This week, started trying to create a 1080 x 1920 vertical promotional poster.
The social media post have been done in this week.
Fig. 2.3 vertical promotional poster.


  WEEK 10  
This week we focused on maintaining a unified visual style, using the same color blocks and text processing that we had adjusted in the A4 poster. Teachers gave us feedback that the visual effect was good, but the text needed to be further refined. The original slogan "No filter, no pressure" was consistent with Glossier's usual relaxed and natural style, but it was lacked the power to encourage participation to interaction and it is not suitable to use the word "NO" in ads. After disuses with our lecturer and group mate, we decided to change it to "Make Beauty Playful".
I also do some differents version on the verctical poster to see if its make it look better.
Fig. 2.4 vertical promotional poster. version 2
Fig. 2.5 vertical promotional poster. version 3

WEEK 11
At first, the Glossier project website we created was only a brand website that concentrated on visual style, brand idea, and product presentation. Our objective this time is to promote the brand's concept and activities and address the brand's pain points, not merely introduce the brand's items, even though the general style is cohesive, new, and straightforward. This is an important point that we missed.

Replanning for the campaign website 
Fig. 2.6 planning new version of website 
Working for the campaign video: 
This week we also entered the promotional video production stage, began to find and organize suitable video materials, and made preliminary editing. We tried two different versions of the promotional video, horizontal and vertical. In the actual effect comparison, we found that the vertical video is more in line with the brand's communication method on social media and can better attract the audience's attention; while the horizontal video is more suitable for the brand's official website or exhibition display, with stronger visual integrity and scalability. After organizing the appropriate video materials, we tried different fonts and content designs to convey the content and make the promotion more interesting.

Version 1:
Video Link : https://www.youtube.com/watch?v=wBaaGgLj3eg
Version 2:
Fig. 2.7 working process video ads 
Video Link : https://youtube.com/shorts/oPRODwedQ1I?si=w-UYkUjfok3riH1w
Progress 2 of version 2 video 
Video Link : https://youtube.com/shorts/TzBJfpjlIhc?si=Psn8x_1DRF5x2YF2

WEEK 12
This week we refine the work in video and make use all touchpoint of the topic have been change to the new topic. Changed the font in the video and uniformly adopted our brand-specific font to make the overall style more eye-catching and coordinated . Also place all the touchpoint in mockup banner and mobile assets. 

Progress of video:

All working artwork file: https://drive.google.com/drive/folders/1ebdqQ8yARNZCp1I8A0F1jIwzUtR0cZs9?usp=sharing

The final Glossier Campaign website: 




WEEK 14 

15 minutes presentation on this week class.

Glossier project 2_ Design brief proposal 副本 

  REFLECTION  
Experience
The process challenged me to move beyond surface-level design and focus on how each visual and textual decision could strengthen brand identity. Developing campaign assets like the vertical promotional posters, A4 posters, and campaign video helped me build not just design skills but also storytelling and content planning abilities. Through peer feedback and lecturer consultation, we realized that slogans like “No Filter, No Pressure” lacked the energy and call to action we needed. This led to the breakthrough of our final campaign theme “Make Beauty Playful”  a phrase that better captured Glossier’s inviting, expressive, and inclusive brand spirit.

Observations
Early versions of our promotional posters and video didn’t fully capture the spirit of interaction. Feedback in Week 10 helped us refine the message and visual impact, especially by improving typography and layout balance. In Week 11, we realized our campaign website initially lacked functional storytelling and didn’t fully address Glossier’s brand pain points (like lack of physical store and limited presence in Southeast Asia). This led us to restructure content with more campaign-driven messaging.

Findings
Brand storytelling goes beyond aesthetics. A successful campaign must solve a real brand problem. In Glossier’s case, our campaign offered experiential and emotional touchpoints to address its lack of physical retail. The Glossier Campaign Branding project was more than a design exercise. It was a branding journey that taught me how to think like a strategist, create like a designer, and communicate like a brand. Through reflection, critique, and experimentation, I learned how every detail , from slogan to scroll animation — can either elevate or weaken a brand story. Most importantly, I learned that creativity and strategy must always work hand in hand to make beauty not just seen, but felt.