Creative Brand Strategy Task 1

 30.04.2023 ~ 20.09.2023  ( Week 01 ~ Week 04)

Lum Qian Tong 0344309 Bachelor of Design in Creative Media

Creative Brand Strategy

Task 1/ Case Study & Campaign Proposal

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Instruction

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Task 01

During the first week, Ms. Lilian told the MIB about us, what was coming in this module and the timeline for the tasks.

1A: Case Study

In Task 1(A), we are to analyze an established City Branding Campaign of our choice. There are three main components that need to be discussed the brand' strategy, knowing the brand experience, and looking at the brand's key visuals and applications. The city branding campaign case study that I selected is Paris, France. Due to the reason that I really like the way that it promotes the campaign, and it had provided Paris a more lively and simple approach to attract people's attention.

Here's my first draft in Google docs:

Task 1A draft in google doc

After that, I did a few changes and added an introduction in Google Slide:

1B : Campaign Proposal

In Task 1B, everyone can choose a city for the campaign, which can be based on a concept, cause, event, launch, personality etc. Example proposal are include Campaign Description, Brand Story, Objectives, Purpose, Values, Vision, Mission,  Target Audience, Organizers. SWOTs, Brand Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map. I want to select my hometown Johor Bahru because I much more familiar with it. In Malaysia, Johor is the third most developed state(1st Kuala Lumpur, 2nd Penang). Next, I going to think about what I going to show people the unique in Johor and it the identity itself represent Johor. In my childhood until now my dad always bring to a lot of secret places in Johor and other places in Malaysia and I really appreciate that. So through this memories, I remember there are a lot of street art in Johor Bahru. The favourite place is in Jalan Tan Hiok Nee which have a lot of street art, some locals people will go there for the building there and street art and food. Yet, there are still have some people not known Johor Bahru is an artistic place too. So I want to make a city branding campaign for Johor that is about street art.

Figure1.0 This is one of the Street art that I take in Jalan Tan Hiok Nee 

Visit to Jalan Tan Hiok Nee for more street art

Here's my Johor Bahru city branding campaign in Google docs:

Google Docs of Presentation Proposal

PDF of Final Presentation Proposal

Here's my Johor Bahru city branding campaign in Google Slide:

 

Final Presentation Proposal

Here's my Johor Bahru city branding campaign's Customer Journey Map:

Customer Journey Map in Miro Board

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Feedback

Week 1

Study a well known city branding campaign that I interests and improving the task 1A and prepare task 1B.

Week 2

Focus on street art not graffiti. Touch point is the customer journey map. At first , I chose a campaign for Johor Bahru street art and Ms asked me is there a lot of street culture. I need to find the resource to build the whole strategy in JB. After research it is achievable and possible to do street art. My target audience is very specific which tourist people who travel who look for street art, take photos, story…  

Then I need to prepare the framework and customer journey map for next week.

Week 3

My objective and purpose is a lot of information and I should support the main thing which is street art culture. In the brand value the content, destination are not brand value. A keyword is as a principal or personality, think of one more. The vision part is too general and concludes the ultimate things this campaign wants to achieve. The target audience has to do it based on the segmentation. The SWOT weather is a threat, not weakness , because we cannot control the weather. To prepare next week I need to break it up the objective and purpose into point form. Think of one more point for brand value. Redo the vision and expand the mission both of them need to be more specific and street art aspect. For the customer journey map is ok. Get Task 2(B) started, prepare all the list of touchpoints in details

Week 4

Design Journal is due next week at 8.00am. Main page and subpage reference, Update color and typography. Tone of voice is how my campaign sound, it can imagine a person. So the brand value is like my principle but then when I present/ talk to people what words do I use, how do I sound, What is the image ? What is the personality? The logo name is very direct and straight to the point. Tagline change to Sofia’s idea called “ This city is your canvas, go crazy!” I really like it a lot. Write key messages, communication goals and the idea down as my promotion video, not just put link, take a screen grab and explain. Put in the components. Need to be solid a little bit more. Compared to my promote need to be vibrant, go more out, but the video reference is a little bit controlled. Indeed to think about how to show the vibrant, show the poster, the website needs some explanation. The AR can create the graphic and use photoshop to show. I need to look into my touchpoint list, see what I am capable of producing and the timeframe, look at some art direction for the next class. To complete Task 1 along with the blog. Finalise and tie together Task 2(B)

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Reflection

Experience: We need to  changed groups everytime to share opinions and get suggestions. Good to have their creative thoughts hahaha

Observation: I observe that how to create a human-centred city lifestyle. What's the DNA of the city? What else can a city be besides people? I learn how to consider target audience how they interact with the brand. The branding of a city is so important, I had to create a framework to structure the city. 

Finding :Because this is my home town and street art is one of my passions, I really want to complete this city branding campaign to my satisfaction.