Creative Brand Strategy Task 2
30.04.2023 ~ 27.09.2023 ( Week 01 ~ Week 05)
Lum Qian Tong 0344309 Bachelor of Design in Creative Media
Creative Brand Strategy
Task 2/ Ideation & Design Direction
Instruction
2A: Ideation
During week4 , Ms. Lilian need to check our 2A progression. Actually I already have a name in my mind for my campaign and it I call it "JB Street Art Symphony " due to the word "Symphony" brings up images of various artists working together to create a street symphony of colours and ideas. For my first 2A draft my tagline is "Everyone has to spray/ paint/ create on walls, go crazy!" but I was tell this tagline sound like only have a small space for people to paint. My classmate, Sofia give me an cool idea for my new tagline call "This city is your canvas, go crazy!" and I love it. I learnt key message, communication goals and tone of voices. Last, I put my references from google, behance and pinterest.
Here's my final 2A in Google docs:
Final Task 2A in google doc
2B: Design Direction
During week5, I do explanation and some notes but still need add more notes. I also adjust my map into simple design for people can read easily from the phone. For the typeface I was confused before but after explanations I have seperate them into two groups. My first draft colour palette is weird and I explore a lot of colours palette to fit my campaign.
Figure1.0 The Reason of colour palette selection
The reason I want to keep with blue, yellow, orange and red together due to it might remind people this is one of the JB flag features. The orange represent the tiger, it is also a national treasure of Malaysia so this is the spirit for my colour palette.
Figure2.0 The Progression to select the final colour palette
Figure3.0 The Final of colour palette
Figure4.0 The Final of logo colours
The reason I choose this three as my logo colour due to I want to step out the box and try something different and challenging for me how it outcome will be. I was scared that the outcome so some research which brand logo are using blue, orange and yellow for their logo colour to get rid of worries in my mind.
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Figure5.0 The Example
It seem ok and eye-catching but both of the using form of circle maybe this is one of the way make it contrast and easier to get in people mind. All in all, it work well.
PDF of Task 2
Task 2 Google Slide
Feedback
Week 4
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 changed 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 a 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.
Week 5
Include more notes,not only to help my viewers look at my work, it also help me to figure it out on this website what am I looking at (Exp: colour, layout, photography, landing page….) So, I know how it inspires me.
For the map is too complex even on the phone,it is too hard to use the map. I need to simplify it. Be more easier due to at one glance it is hard to choose one street art on the phone. * Think about my user experience.
An advice from Miss Lilian for the video I need to think is it capable (Animated the Street art) Time Management, technical capability, and whether did I have the skill before? But I think I can do this. So, as a result, I might rethink my schedule again.
I need to separate the typefaces. I can use one of the typeface design for my brand,and the other is for my visualising. For the visual can do a lot because it can use in different types of ways.
Key Visual: A key visual is a visual I use all the time repeatedly that is the main visual.
Moodboard: to establish the look and feel for the campaign.
For the graphic elements I can put typos inside as part of it because I have to use it as a visual not use it for communicating. I'm going to use it as decorate as a graphic element. As a result, graphic elements I can separate splash,paint mark, actual visual and typo. I will rearrange my slide and adding
For the colour palette is weird, can add green, orange, blue are so graffiti colour and bright. I will think about it.
Week 6
1st logo: The mark is nice, but for the typeface, trying something more toned down might help. So that the mark might be very significant. The mark it give the feeling of street art, free expression, is a bit dirty but at the same the skill shows a little bit of calligraphy and it is interesting. The mak also can be a logo/ icon itself and the bottom can put the campaign name in wordmark. So still keeping it as the ‘S’ of symphony find my suitable font to pair with it and JB Street Art would be minimally clean and contrasting.
3rd idea which the mark with ‘J and B ’ have potential. The drip mark at the bottom can try to merge it unify to be part of the calligraphy because if the more things I separate the more elements I have to consider, like the colour. But it is part of calligraphy also works well too. It gives an interesting form to the calligraphy. The 2nd mark have potential but maybe for the typography wordmark can be simplify it doesn’t have to be graffiti art style. I can use interesting typeface that have character display typeface equally strong, work well together.
*Considering how the mark can be more significant and how to change up wordmark a little bit.
Reflection
Experience: Throughout this journey, I've gained valuable insights and experiences in developing my campaign's branding and visual identity. Each week has brought new challenges and opportunities for growth.
Observation: For a campaign to be successful, it needs to strike a delicate balance between the brand's values and the preferences and standards of the target audience. Besides the visuals, it's also about the voice, the message, and the experience of the person. Additionally, comments from teachers and classmates has been very helpful in improving my thoughts and ideas.
Finding :I'll refine my logo and visuals to match the campaign's message. Prioritizing user experience is essential for the map and video.
Experience: Throughout this journey, I've gained valuable insights and experiences in developing my campaign's branding and visual identity. Each week has brought new challenges and opportunities for growth.
Observation: For a campaign to be successful, it needs to strike a delicate balance between the brand's values and the preferences and standards of the target audience. Besides the visuals, it's also about the voice, the message, and the experience of the person. Additionally, comments from teachers and classmates has been very helpful in improving my thoughts and ideas.
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