Creative Brand Strategy

MKT 62504 | Creative Brand Strategy
Week 15 - Week 28
Sangeetha A/P V Supramaniam | 0339644
Project 3

Instructions:

Lectures

Week 8 (03/6)
Discussion on Printing
Ms Low shared with us knowledge on printing solutions, binding and and paper types. Also, knowledge in regards to colour selection in the form of Pantone.

Week 9 (10/6)
Consultation
Ms Hsin shared with us how to properly use the dash on the event posters and applications as shown below:

Week 10 (17/6)
Consultation & Peer Review session
Reviews given by peers
Commenting: Nice illustration. For the poster when it zoom out, it look a bit like QR code. I love the illustration! I think the gradiation effect looks good. Nice colors in the illustrations and the illustrations itself sooo nice. I love the illustration on the posters you have, it gives a very vibrant and positive feeling and delivers what your event is about illustrations looks really cool! I also like your logo. What an elaborate illustration! love it
Suggesting: If you're focusing on the rainforest aspect more, maybe you can emphasise more on the tree element in your logo? Right now, it's not very obvious but it looks cool (yea i'm still trying to find a way for it unfortunately. once i fine tune it will try different colours to make it more obvious)

Week 11 (24/6)
Consultation
Work progress to be discussed:

- graphic element adoptation to event applications
- poster design finalized
- sample of animated sequence for 'moving poster' / 'IG story'

Week 12 (01/7)
Preparation of Pitch Deck

The term—’Pitch deck’ generally refers to a slide presentation designed for introducing a business plan or startup vision for investors.
Every pitch deck follows a different structure based on its purpose. In the case of our module, let’s imagine a scenario that we are about to pitch our design strategy to the stakeholders, event organiser and also to communicate with the marketing team. The purpose of this pitch deck is to receive approval for our creative strategy & design concept
The jpeg image attached here is the framework for your reference, the earlier section (1–4) is an integration of the work we had presented in ‘Project 1 & 2’. The highlight of this pitch deck will be your design execution in section 5.
note: the total number of slide should not exceeding 30 slides.

Image: Pitch Deck Framework shared by Ms Hsin.

Week 13 (08/7)
Consultation

Week 14 (15/7)
Final Presentation

Figure: We have entered the P3 of the timeline

Project 3

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

Project Update:

Illustration Progress:

Step 1: I started off by sketching the figure not too much into detail
but enough to work with and build upon later.

Step 2: A bolder stroke is used to create the final outline of the figure
and fill out the darker spaces for shadow.

Step 3: Filling out the inner colour accordingly.

Step 4: Going ahead and adding colour to the strokes as well so that there
will not be any black strokes on the illustration.

Step 5: Thus. placing both the filled colour and coloured
stroke together to finish the piece.

Step 6: Adding texture to the overall illustration and pairing it with
the poster background to let the illustration pop.

Workflow Progress:
After the logo construction, it was a matter of getting the colour pairing right with the logo. Due to the fact of wanting to let the tree figure within the logo to stand out, it needs to be set in a different colour. Also, adding a box frame so that the application of the logo may be easier across all touch points.

Image: Colour pairing for the logo with yellow, green, black and white.
Also, trying out the monogram design with just the hidden tree.

To take it a step further, I ensured to animated the logo into a short video. The logo was taken apart in the beginning and come together musically from different parts of the frame and eventually forming the structure of the logo. This translates into the fact that RWMF is a collection of people from all parts of the globe coming together to celebrate music and nature in one place. Below shows the full animation.

Image: Logo animation storyboard on Adobe Illustrator.

Image: Workspace when constructing the logo animation on After Effects.

After constructing the logo, it is placed on the posters along with the illustrations to complete the look of the deliverables. I have decided to communicate the brand with three main taglines: A Celebration of Diversity, A Medley of Music & Nature and An Experience for the Soul.
Copy written on the poster:

The Rainforest World Music Festival (RWMF) is a unique festival that brings together on the same stage renowned world musicians from all continents and indigenous musicians from the interiors of the mythical island of Borneo. A symphony of informative and musical workshops, followed by evening performances on the main stage within the Sarawak Cultural Village with those who come from near and far.

Image: Poster designs in three variations.

After this, it was fun and interesting to expand the design direction onto the social media platform, specifically Instagram. The postings include the new brand logo introduction, featuring the event artists and performers, how to purchase tickets and countdown to the festival to name a few.

Image: Tote bags to show the illustrations of the festival.

Image: Workspace for creating the social media postings.

Image: Carousel posting for social media to inform about the list of performances.

In order to enhance the brand experience on Instagram, Insta Story postings like the above allows a sneak peek of the performances that will take place at the festival.

Image: The design expanded further into banners which
incorporates the illustration, tagline and textures.

Image: Further adaptation of banners that will
be placed at the venue, Sarawak Cultural Village.

Image: Adaptation to the stage banner with the new RWMF logo.

Image: The design expanded further into event tags which
incorporates only the type play and textures.

Image: For the attendees, there will be wristbands
with colours allocated for each day.

Image: Something a little extra would be to have
fun pins as keepsakes or momentos.

Image: Adaptation to a Spotify album cover for the cover. It would
be a nice touch for festival goers to relive moments of the festival.
Instilling brand loyalty and ensuring a return of attendees.

I took it a step further to re design the RWMF venue map into one that resonates better with the current colour scheme. To add in some illustrative elements on the trees and texture to the waters to fit the design direction as well. Also to take it a step further to animate a user interface as to how the map will behave if adapted online and used digitally for attendees to access the location and its activities.

Image: The festival map design.

Image: Workspace when constructing the map animation on After Effects.

Furthermore, due to RWMF being an advocate for green initiatives. I created a green initiatives sub brand which other green leaders can work with to contribute to caring for nature and sustainability. The circular shape is to represent the globe or world and the hidden RWMF tree is placed in the middle of the circle. The logo is shown below:

Final Presentation

Feedback

Week 8 (03/6)
Social media still pending. Consider splitting it to preview, countdown, features and post event postings. The illustrations look good but now its time to execute it and see how it turns out with colour. Also, digitize the logo and graphics. Everything needs to be visualised now.

Week 9 (09/6)
The illustration in colour looks good. I may continue on to finishing the other 2 poster illustrations. Next stage would be in the composition of the poster and perhaps consider having collage of real images inside cause right now the illustration looks to target the younger segment. The realistic objects would be to target the older group. For the poster background, consider real images such as raw textures, wood or branches to hint environment. Logo also looks fine. The details however can be improved. The diagonal line of the 'N' looks too heavy, more weight for the stokes that are extended, spacing between the letters is too tight and bring out the hidden tree within the logo with colour perhaps.

Week 10 (17/6)
The logo needs to be refined further as currently it resembles a QR code. Relook at the poster layout and consider visual and text hierarchy for the information. Insert the names of the music artists next to the illustrations or play around the illustration. Since the posters are almost there, next step would be to adapt to the necessary collaterals and develop a social media template. Also, develop the idea for the brand animation video.

Week 11 (24/6)
The logo has been refined and applied to the posters. I will need to lay out the names of the performers during the festival. If not on the poster then it needs to be on social media as a posting. Currently the social media is limited to communicating the brand identity. There needs to be communication for the performers and activities during the festival as well. Perhaps consider changing the copy for the other 2 posters as to communicate more about the festival or share more information. Other applications would be a festival map that can be downloaded digitally, event tag for the crew, wrist bands for the festival goers and sequence planing for the animated logo.

Week 12 (01/7)
The animation storyboard is alright and can proceed for execution. The posters are looking fine too. The additional taglines help communicate the brand better instead of just one tagline. Consider doing the festival map on the app platform and some way finding applications as well. The applications on the t shirt, tags and wristbands are alright as well. The banners however, need to include the location and hashtag of the event. The design is better if we showcase the illustrations as it is more vibrant and exciting.

Week 13 (08/7)
Focus on the brand promotional animation video. Since the current animation is its only 16 seconds, Ms Hsin confirmed that we can have other animation deliverables to add up to 30 seconds. Items still pending are the videos themselves, album design cover for Spotify and perhaps a vinyl record, the green initiatives sub brand, festival map on app platform and stage banner. Do not forget to update blog before Week 14.

Week 14 (15/7) - Final Presentation
Ms Low commented that I have conducted an all rounded research and presentation. By communicating the design direction well and with clarity with just one moodboard. The moodboard was a good way to communicate the brand as a whole. The presentation was well done along with the animation and its music pairing. It will be a bonus if I could reflect the upcycling materials by reusing the banner materials into bags or pouches. This is in fact part of the Biji-biji initiative which I will add on to the presentation deck.

Reflection

During this stage of the project, I realised how much of the original brand I have changed. I have retained the core of the brand which I believe was irreplaceable to begin with and redesigned the outer look to reflect the unique positioning. It was great fun to bring the brand into the future so that traditional and cultural music can look vibrant, celebrative and exciting. Expanding the brand to other collateral and materials on different touchpoints was also interesting because I got to play around to just how much I am able to extend and stretch the concept and visual elements. There are many things to consider when designing an event especially in order to advocate the values and core of the brand. We should always take into consideration the environment of the event venue to better showcase the visuals.
Overall, the creative brand strategy module was very enlightening and knowledge enhancing experience. It was well lead by our new lecturer, Ms Low Hsin Yin. It was very fruitful working and learning with her as she guided us patiently throughout the weeks of online learning which was a new experience for all of us. However, I believe we adapted quite well as a class and to the situation and came out with good work all round. Yay us! 😊

Sangeetha vs

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