Creative Brand Strategy

MKT 62504 | Creative Brand Strategy
Week 15 - Week 28
Sangeetha A/P V Supramaniam | 0339644
Project 1B

Instructions:

Lectures

Week 3 (29/4)
SWOT, Situation Analysis (Recce), Moodboards & Customer Journey Map
We were informed on how to go about the SWOT analysis and how to chart out the customer journey map so that we may identify possible design solutions according to the touchpoints. Situation analysis is also known as a Recce or a site visit to map out the area of where the event take place. Visual references are finished artworks, benchmarks or works we wish to achieve whereas moodboards are inspiration points.

For the following week:

Figure: Shows what is required for Project 1B

Week 4 (06/5)
Creative Brief, Brand Positioning & Personality
Ms Low shared with us how to go about creating a creative brief. We were also thought on the brand positioning tool/system and constructing the brand personality.

Figure: Shows what is required for Project 2A

Project 1b

Part B: Situation Analysis & SWOT

Figure: Shows what is required for Project 1 according to the Part A and Part B

We are meant to choose an event or campaign, local or internationally, and identify its brand story, features, values, target audience, visuals and applications along with the evolution of the event/campaign throughout the years. I chose the Rainforest World Music Festival (RWMF) to redesign.

Figure: A picture of my notes on how I envision the flow of presenting information and which elements are required to best communicate RWMF.

Research on the case study:

Project 1B Presentation:

Feedback

Week 3 (29/4)
The first draft of the event research is well informed and well prepared. It is good foundation to build the situation analysis. The solutions are well stated but i need to work on the customer journey map which will help chart the design possibilities. Specify the psychographic and demographics under target audience. We can email the event organizers if we need more information about the festival.

Week 4 (05/4)
Ms Low: Overall research data was thoroughly compiled and well analyzed. Able to identify the target audience’s demographic and psychographic realistically, SWOT and visitor journey map are both well articulated. Good insights on the green initiative being carried out by RWMF, consider if this can be highlighted during the event through better visual communication with the visitors, taking what we had learnt from Lollapalooza case study as reference.

Reflection

During this project, it made me realize that there are many facets to an event brand design. We have to consider the visuals from the logo design, key visuals to adapting them to all the necessary channels and mediums. We must take into consideration what is doable for the event and within the festival budget. For example, producing merchandises might not be viable due to the high cost to producing them and in turn being dependent on them to return the investment. It was an insightful study of the Rainforest World Music Festival as I got to understand the background and core of the brand. It has such a strong core and I am looking forward to designing its visual identity and materials to support the brand experience.

Sangeetha vs

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