Creative Brand Strategy - Final Project

April 01, 2021

Creative Brand Strategy - Final Project

03/06/21 - 08/07/21 (Week 10 - Week 15)

Atiqah Farzana Binti Syalleh Karimyee (0336740)
Creative Brand Strategy
Final Project

LECTURE NOTES

INSTRUCTIONS

Module Information Booklet:

PROJECT

Final Project: Campaign Branding

Week 10 (03/06/2021) - Week 15 (08/07/21)

After finishing the campaign proposal, we had to move on to our final project which is the campaign branding.

Ms. Low suggested we try out FigJam which is an online sharing platform that is similar to Miro. So for the following weeks, we used it to share our works in class.

Fig. 1.1 - FigJam Board

Fig. 1.2 - Finalised Play Lah! Logo

Fig. 1.3 - Finalised Play Lah! Logo in Reverse

Fig. 1.4 - Finalised Main Poster

Fig. 1.5 - Finalised Secondary Poster

Fig. 1.6 - Main Poster Progress GIF

Fig. 1.7 - Play Lah! Brand Elements

Fig. 1.8 - Mockup: Posters on a Wall

Fig. 1.9 - Mockup: Main Poster

Fig. 1.10 - Mockup: Secondary Poster

Fig. 1.11 - Mockup: Main Poster

Fig. 1.12 - Mockup: Instagram Profile

Fig. 1.13 - Mockup: Instagram 9-Grid Posts

Fig. 1.14 - Mockup: Instagram Profile

Fig. 1.15 - Mockup: Instagram 9-Grid Posts (Teaser)

Fig. 1.16 - Instagram: Carousel Post

Fig. 1.17 - Instagram: Carousel Post GIF

Fig. 1.18 - Instagram: Story GIF 1

Fig. 1.19 - Instagram: Story GIF 2

Fig. 1.20 - Instagram: Story 1

Fig. 1.21 - Instagram: Story 2

Fig. 1.22 - App: All Pages GIF

Fig. 1.23 - App: Home Page

Fig. 1.24 - App: Dropdown Menu

Fig. 1.25 - App: About Page

Fig. 1.26 - App: Event Details Page

Fig. 1.27 - App: Map Page

Fig. 1.28 - App: Map

Fig. 1.29 - App: My Profile

Fig. 1.30 - App: Register

Fig. 1.31 - Wayfinding 1

Fig. 1.32 - Wayfinding 2

Fig. 1.33 - Signposting

Fig. 1.34 - Signposting Flat Design (Left Side)

Fig. 1.35 - Signposting Flat Design (Right Side)

Fig. 1.36 - Photo Spot

Fig. 1.37 - Goodie Bag (Drawstring Bag)

Fig. 1.38 - Goodie Bag Contents

Fig. 1.39 - Sticker Sheet

Fig. 1.40 - Bucket Hat

Fig. 1.42 - Cap (Black Version)

Fig. 1.41 - Cap (White Version)

Fig. 1.43 - Wristband

Fig. 1.44 - Lanyards

Fig. 1.45 - Volunteer Lanyard Fig. 1.46 - Staff Lanyard Fig. 1.47 - Artist Lanyard

Fig. 1.48 - Volunteer Shirt (Front)

Fig. 1.49 - Volunteer Shirt (Back)

Fig. 1.50 - Event Guide Booklet: Flatlay

Fig. 1.51 - Event Guide Booklet: Front Cover

Fig. 1.52 - Event Guide Booklet: Map Spread

Fig. 1.53 - Event Guide Booklet: Event Schedule Spread

Fig. 1.54 - Event Guide Booklet: Games Spread

Fig. 1.55 - Event Guide Booklet: Back Cover

Fig. 1.56 - Event Guide Booklet: Bag Mockup

Fig. 1.57 - Event Guide Booklet: Snakes & Ladders Game (Flipped side)

Fig. 1.58 - Event Guide Booklet: Snakes & Ladders Game Mockups

Fig. 1.59 - Enamel Pin 1

Fig. 1.60 - Enamel Pin 2

Fig. 1.61 - IG Sticker: Sepak Takraw Fig. 1.62 - IG Sticker: Gasing

Fig. 1.63 - IG Sticker: Sepak Bulu Ayam Fig. 1.64 - IG Sticker: Batu Seremban

Fig. 1.65 - IG Sticker: Guli Fig. 1.66 - IG Sticker: Congkak

Fig. 1.67 - IG Sticker: JOM! Layers Fig. 1.68 - IG Sticker: JOM! Stacked

Fig. 1.69 - IG Sticker: Tagline Fig. 1.70 - IG Sticker: Logo in Star

Fig. 1.71 - IG Sticker: Speech Bubble

Fig. 1.72 - Filter: Visual Explanation GIF

Filter progress:

Here is the final filter being used:

Fig. 1.73 - Filter: IG Story Tutorial

Here is my final project presentation slides:

FEEDBACK

Week 10 (03/06/2021)

General feedback: Try to implement some motion/GIF to our IG stories and stickers. Just a simple, two-image animation can add a lot to our identity. Figma is similar to Adobe Illustrator in a few ways, and it has a lot of fun gadgets like stickers and stamps we could use.

Specific feedback: In one glance, Ms. Low chose 2 poster sketches that she thinks looks the most suitable as a poster. She suggested that the remaining sketches could be implemented as other collaterals such as the brochure/flyer, billboard, etc- as they do not look like they could stand as a strong poster. The poster sketch that has a speech bubble for the campaign title looks interesting for a billboard or photo spot for taking pictures. As for the logo, the 'LAH' is too small compared to the 'PLAY'. To fix this I should adjust the size and/or weight of the 'LAH' to balance it out. Ms. Low suggested that I try to use a lower case 'P' so that the counter is similar to the lower case, double-storey 'a'.

Week 11 (10/06/2021)

General feedback: Ask yourself what is your intention as a designer: to inform your reader or to impress them. This will help when choosing typefaces and placing contents in your posters. Writing down our touchpoints on the sticky notes in Figma will make it easier for us to stay organized. Try using headlines instead of just your campaign name for the poster.

Specific feedback: For the brandmark, we need to look at its silhouette. I can have one logo as the official campaign logo, but still use the one with the speech bubble for certain applications such as Instagram posts. Right now my headline and text takes up 30% of the poster, with the remaining 70% for the illustrations. It would be better to make the text space bigger; aim for a 40/70% ratio which is similar to my initial sketch. So far the illustrations are looking fine but I should speed up the work.

Week 12 (17/06/2021)

General feedback: Having connected visuals for the IG posts would look nice when scrolling through the profile feed. The posts could also be GIFs and/or a carousel to add some interactivity. When scrolling through the profile, the posts will look like a static image but when clicked it is a moving GIF.

Specific feedback: I showed two versions of each poster: one with the key visuals (polka dots) and one without it. Ms. Low said my main poster looked better without it, as it already has a lot of illustrations and would look cramped if I included the polka dots. My second poster looks good with the key visuals, but the grey background could be changed to something a little lighter (or even beige). Currently, the contents are fun but the grey makes it look uninviting and loses its ambiance. Overall, the text info and arrangements are looking fine. For the event guide booklet, I should put the logo at the bottom to make it more recognizable, and the back page could use just one speech bubble at the top instead of two. The IG teaser grid is looking fine, but the post in the middle seems a bit empty so having a headline would look better. My planning looks so far so good; next would be to finish the event guide booklet, work on the IG ads and app wireframe.

Week 13 (24/06/2021)

General feedback: When designing a poster, we cannot just imform, but the poster must also be attractive and memorable. People will only skim through a poster for a few seconds, so the text should not be too lengthy to make them stop reading.

Specific feedback: When making a map, it would help to have a legend. I should create an association with the map and the schedule page to make it easier for the visitors. The text arrangement for the 'about the games' page is a bit too freestyle. The numbering and game titles are prominent and stand out, but the readers might still get lost in the text and lose their place. I could increase the space between the different game's text, or use the chalk line as a subtle border around each group of text, as I have used it in my posters and on the booklet cover. I should also impose a type-setting rule for the numbering and titles by keeping everything with a flush-left alignment. For my filter, I should explain the scenario with a tutorial so that people will know how to use the filter properly. After I finish up the app, I should start with the wayfinding.

Week 14 (01/07/2021)

General feedback: It is ideal to separate directions for the wayfinding and to have a standard alignment. For example, all arrows are on the left side and the text is on the right.

Specific feedback: So far I have only used illustrations in my work, so I might want to try adding in pictures for some variation in the overall design. Add in icons or illustrations for the Instagram story highlights instead of leaving them with a solid colour. The landing page of my app can be green to make it cohesive with my event guide booklet that uses the same illustration. I can try to include some of the illustrations in the app because the pages only have text. In the registration page, I should differentiate the fill-up questions and the buttons. I can use just a line for the fill-up areas and the buttons can remain as they are. The goodie bag sections could have the actual pictures of the items so that the viewer can see what they will be getting. The text in the 'my profile' section could be enlarged to match the size in the 'about page'. Try photo-montaging for the photo/picture-taking spot. The purpose of photo-montaging is to create a sense of size and mood to a place, which is often used in architecture work. Half of the wayfinding wall could be green instead of white, as white would get dirtier quicker. For the other half, I could be braver with the arrangements of the illustrations, like cropping and overlapping. For the roadside wayfinding, the left banner can remain but the right side banner can just be my illustrations/poster. Overall, my work is near completion with a few add-ins and touchups to be included. As I have applied my branding on a lot of items already, I can go with just 1 or 2 merchandising.

Week 15 (08/07/2021)

Presentation Feedback:

Today's class was solely for presenting the final project, which we chose our timeslots for. Ms. Low commented that I was one of the best presenters in the 2nd half of class, and I'm very grateful for that because I get really nervouse before presentations. She also said I carried my words with good confidence and was able to manage my pace, tone, and speed well. The overall execution of my brand identity was good, and I managed to not make it repetitive although I used a lot of the same illustrations and key art- I had a good variety of expression throughout my work. The way I showcased my touchpoints was also well done, especially in the parts where I utilised motion. Such animations allows the viewer to experience the touchpoints better.

Ms. Low told us to also listen to the feedbacks for everyone's works, so we can catch helpful tips and also not repeat mistakes. A good tip is that we should not include any work that is not ours in the final presentation slides. This includes old visual references that we were inspired by or had referenced from. Instead, it's better to just describe it with words. On that note, we should also try to explain our choices for our brand identity. For example, the colour scheme was chosen to surprise the audience, or to change their view of a certain colour (brown is seen as an ugly colour, but will be used for something nice). Another tip is that we should dedicate one slide that contains all of our brand identity, such as our logos, typography, graphic elements and key art. For screenbased design such as an app or website, it would be best to have simple animations or effects to futher express the idea into a reality. Seeing a moving or animated visual is more eye-catching than a flat design of the same thing.

REFLECTION

Experience: Week 10 (03/06/21); Using Figma was really easy and convenient. Similar to Miro, we were able to put in all our work in one shared space, and the feedback could be written or drawn directly on the space as well. Week 11 (10/06/21); As we are reaching the final project stage with all our modules, it's a bit difficult to manage time and I didn't progress much from last week. Week 12 (17/06/2021); I was a bit conflicted in using my key visuals for my poster as it made it look very messy and cramped, but it worked well with my other poster and brochure so I felt reassured in using it. Week 13 (24/06/2021); Although we are nearing the submission date, I feel like I've still got a lot to do so I have to speed up. Week 14 (01/07/2021); Putting my work into the mockups really makes it look more realistic and believable, but sometimes it is difficult to find the right mockups that match with what I envisioned in my head.

Observation: Week 10 (03/06/21); I think using Figma is convenient as we don't have to share our slides when it is our turn, thus saving a lot of time that it takes for each student to share their work. Also, we could see our progress better as everything is placed on the same board. Week 11 (10/06/21); I wasn't able to produce much progress this week other than the logo refinement and one poster, but the illustrations can be recycled and applied to my other posters and collateral. Week 12 (17/06/2021); I think its better to spend time illustrating everything first, so that I could just apply them in the poster or booklet without having to draw it multiple times. Week 13 (24/06/2021); It's definitely been much smoother with just copy-pasting my illustrations for different touchpoints, but there would be some circumstances where I cannot use /don't have a certain illustration so I would still have to create a new one. Week 14 (01/07/2021); I think the amount of work I produced in the past two weeks is comparably much more than at the start of the project, which might be due to the pressure of all our deadlines.

Findings: Week 10 (03/06/21); After hearing the feedback and doing some reflection, I could see that some of my poster sketches didn't look strong enough to stand as a poster, which made me reevaluate why. I figured that the composition, negative space, contents used (the games), and typography size all play a role in making the poster look like one. Week 11 (10/06/21); I think I have to speed up my work and finalise my key visuals by next week, so I can fully start applying them to my collateral. Week 12 (17/06/2021); It took quite a while to illustrate all the contents, but after that I could just reuse the same illustrations for the posters and brochure so it was very convenient. Week 13 (24/06/2021); With all our submission dates nearing, I feel like I might be rushing some of my current touchpoints as compared to the ones I did earlier on. Week 14 (01/07/2021); I found that my software gets really slow and laggy when I've been working on it for a really long time. I should probably manage my time better and take more breaks to let my laptop (and me) rest.

Week 15 (08/07/2021)

Overall Module Reflection:

I think this was a very fun module! I truly enjoyed the whole design process of making a campaign and then creating the brand identity. Now that everything was finished I was able to step back and look at how much I've done in this module. It was very rewarding to see all of my work compiled into a presentation slide, because it contains an entire 10 weeks worth of effort. I just wished I would have managed my time better because I rushed a lot of stuff nearing the final weeks due to all our submissions. Nonetheless, I'm quite content with what I have produced for this project. Also, being able to see my classmate's campaigns was nice because I had seen their design process from the start and we've been through so many changes- it was satisfying to see everyone's finished campaigns.

The problems I faced in this class was mainly just regarding the software, which is entirely on my side. My laptop is relatively new so it's still in great condition, but working with so many Illustrator and Photoshop (and maybe Adobe Animate, Premiere Pro, and also Spark AR) files, it took forever to do a simple task like making a GIF. A problem of mine is that I never label my files properly, too, which causes a lot of confusion and a long time to search for the right file. On that note, I also spent a long time searching for mockups because the ones I had before didn't match with my current touchpoints. There are plenty of mockups online, but finding the right one took some time (especially if the mockups are for the same thing but the dimensions are slightly different).

Anyways, I had learnt a lot in this module, made a lot of mistakes and grew from them. I found that this module was definitely easier than our previous branding modue, so I hope that means I'm starting to get the hang of things. From all the mistakes I made and the feedback heard, I will take as a learning curve to better myself as a designer and improve in the future.

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Atiqah Farzana (0336740)

Creative Brand Strategy - Final Project

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