Creative Brand Strategy

MKT 62504 | Creative Brand Strategy
Week 15 - Week 28
Sangeetha A/P V Supramaniam | 0339644
Project 2B

Instructions:

Lectures

Week 5 (13/5)
Brand Personality
Ms Low shared with us on how to go about constructing a personality for our event/brand. It is to apply rational and emotional aspects to the brand so that we may forge an emotional connection to the people. Consider visualizing the words that will use to confidently express the presentation.

Week 6 (20/5)
Design Applications
We were briefed on the necessary touchpoints to look into to developing our design application based on the key visual. It is best to list down the collaterals. Place and environment can be separated into indoor and outdoor categories. Below is the necessary touchpoints according to the phases of the event.

Project 2b

Part B: Positioning

Figure: Shows what is required for Project 2 according to the Part A and Part B

My direction is to redesign the Rainforest World Music Festival (RWMF).

Project Update:

Draft Moodboard:
Currently putting filtering the images that will be used on the moodboard.

Project 2B Presentation:

Feedback

Week 4 (06/5)

Personal Feedback:
I showed Ms Low the compilation of my images on a Pinterest board. She advised me to transfer and organize them while writing descriptive lines for each chosen image. Translate the images to my own use that is fit for the festival. Also, ensure to categorize the moodboards as per shown during the lecture in week 4. Consider putting more Sarawak related patterns and environments within the moodboards.

General Feedback:
''Most of you have tried the ‘stylistic approach’ on composing your mood board, but I strongly encourage you to also try the ‘research approach’, which will be helpful for discovering visual representation(graphic language) that is uniquely for your brand identity.

Note: collecting 80 symbolic images is not a tough task, but how you are going to translate/interpret the images and applying it (as visual language) into your design in the later stage is crucial.''

Week 5 (13/5)
I showed Ms Low the compilation of my images on Google slides. She advised me to further explore on how I would like to showcase the brand touchpoints such as stage design, merchandises, social media applications and featured activities.

Week 6 (19/5)
After the presentation, Ms Low asked about my intention to create a sub brand for the green initiatives that will sit under the main RWMF umbrella. I was considering on creating a simpler (maybe corporate) version of the main brand to portray its seriousness as well. She advised me to arrange my workload wisely. It was good that my presentation flow started with detailed background research up till how the festival is portrayed as a personality. There is a detailed audience profile and reasoning behind them. It is good that I have a summed up the research to spearhead my design direction. Also, good that I have tied it to an art expression such as expressionism to help communicate the brand better.

Reflection

During this project, I realised how much of the original brand I wanted to retain and how much of it I plan to let go. It is a traditional brand and I plan to bring it to the future so that traditional and cultural music will not be looked as a thing of the past but something timeless that must not be forgotten nor put behind us. It should be something celebrated. So this realization really helped think of a clearer design direction and the type of elements I plan to instill into the brand logo. It was an interesting experience to go through to realise this. Also, I considered tying the expressive sense of the brand to the art movement expressionism, which helps give the brand visuals more depth to their meaning and form. I also gives me ideas to express the visual identity.

Sangeetha vs

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