Creative Brand Strategy - Project 1A


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

Instructions:


Lectures

Week 1 (15/4) 
Introduction to Module
We were briefed on the upcoming projects. Project 1 and Project 2 consists of 2 parts each (A and B). Project 1 will help us understand project matters whereas Project 2 (week 4 onwards) will kick off the main project with ideation and positioning. The execution of the visual identity will occur in Project 3 (week 7 onwards).

We had a discussion on 'what is a campaign' and 'what is an event'. Campaigns are more for social awareness and rebranding whereas events are for marketing strategy purposes. Both require a logo/masthead that leads to their communicative graphic elements to be applied throughout the collateral.

 Open discussion:



Week 2 (22/4) 
Re-branding
Ms Low reiterated that the nature of this module is an open brief. We will be using the Double Diamond framework to help guide us through the weeks in developing our respective events branding. By the end of the 4th week we would need to collect 80 images that best describes our intended event as part of Project 2A. This includes colour palletes, graphic elements and typography.
Figure: Shows how the overall projects will flow according to the Double Diamond framework till Week 14.

Project 1a

Part A: Case Study
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.
Figure: A picture of my notes on how I envision the flow of presenting information and which elements are required to best communicate the case study.
Research on the case study:


 Project 1A Presentation:

Feedback

Week 2 (22/4) 

The case study on Sundance Film Festival 2020 by Sundance Institute was
good and well done. Complete and well rounded. Shared example on how an event was designed while considering geographical surroundings and weather conditions.


Reflection

During this project, it made me realize that there are many things to consider when designing an event. It is not just about the logo design, but to be an extension and advocate the values of the main brand. Even when designing the visual identity of the event, we must take into consideration the environment of the event venue and what geographical and weather conditions will they be facing during that time. For example, with Sundance Film Festival 2020, due to the fact it is winter season during the period of the festival, we produce merchandises such as winter gloves, scarfs and snowboards for the people. It was an insightful case study as I also realized the amount of conceptualization that goes into creating the graphic elements to help communicate the voice of the brand.

Further Reading

Double Diamond Framework
Stickdorn/ Schneider (2017) This is Service Design Thinking. BIS Publishers.

Due to being curious about the Double Diamond framework, I wanted to read more on it. When considering what the lectures teaches, its important to consider how the framework plays as a design process. As designers, we need to be aware and be critical towards any design models shared with us. The framework acts as a guide to construct brand experiences.

Comments

Post a Comment