Creative Brand Strategy - Task 2 / Ideation & Design Direction
30/8/2023 - 4/10/2023 (Week 1 - Week 6)
Anna Chin Siaw Fong / 0354370
Creative Brand Strategy / Bachelor of
Design (Honours) in Creative Media / Taylor's University
Task 2 /
Ideation & Design Direction
LECTURES
Lectures can be found
here.
INSTRUCTIONS
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Task 2 - Ideation & Design Direction
For this task, we were to develop a design brief for our proposed brand
campaign. My proposed brand campaign was for Sandakan and I need to come up
with the ideation and design direction for my campaign. I started by thinking
of my campaign name, tagline, communcation goals and key message. I also came
up with ideas for the touchpoints of my campaign.
Fig 1.0 Ideation
Fig 1.1 Touchpoints
After coming up with my ideation, I went to pinterest to find inspiration
for my design direction. My initial design direction was towards for icon
graphics for my campaign.
Fig 1.1 Pinterest inspiration
At this stage, I was not liking my design direction that much but after
consulting with Ms. Lilian, I had an idea for a better direction for my
campaign branding. I changed my design direction to a retro/vintage chinese
style. I also changed my campaign name to the pinyin of the chinese word
"山打根". I feel like it suits my campaign better as my campaign is about the
chinese heritage in Sandakan. I also changed the ideas for my merchandises for
my campaign.
Fig 1.2 Google doc
After having a sense of the design direction that I am going for, I went to
create the colour palette for my campaign. I used Figma to test out my colour
palette before confirming the colours for my campaign. I also look for fonts
for my campaign.
Fig 1.3 Colour palette testing
Fig 1.4 Searching for fonts
I proceeded to put all my information in slides using Canva.
Fig 1.5 Making slides
*References to all my touchpoints & design direction can be found in the slides*
Fig 1.6 Task 2 slides
After getting feedback from Ms. Lilian, I refined my slides and added more
information into the slides.
*Final version of slides can be found at the Final Submission section of
the blog*
Final Submission
Fig 2.0 Final Task 2 slides
FEEDBACK
Week 4
- Be specific with reference
- Maybe some chinese elements can be in the logo design
- Need to solidify idea by week 6
Week 5
- Can include the Chinese characters for the name
- Add description for my references
- Add on to the visual style
- Add graphical elements
REFLECTION
Experience
It was a rather nice and interesting experience trying to develop the ideation and design direction for my campaign. It was not the smoothest journey but I still managed to complete it. This task helped me understand how the process of developing a campaign is like. I am enjoying the process of coming up with the ideas now but executing it in the upcoming task might be challenging. I do not look forward for the upcoming task that I need to do which is executing the visual identity and design applications for my campaign.
Observation
It was fun coming up with ideas for my city campaign. However, I realized that translating my visions into a concrete design direction was no easy task. I found myself initially struggling to find the right design direction. But with a little bit of guidance, I managed to find my way. I experimented with various ideas, color palettes, and imagery, so that it would convey the essence of Sandakan as "The Little Hong Kong of Borneo."
Findings
Finding a nice Chinese fonts for my campaign was a challenging task. The fact that my chinese was not as good was not making this task any easier as I could not search for the fonts using the language itself. I believe it would have been easier for me to find nice Chinese font for my campaign if I was able to search it in Chinese but I could not. Whatever I searched was very limited which kind of restricted me to explore more on the Chinese fonts that I could use for my campaign. Even though I managed to find a nice Chinese font, it still bumps me that maybe I could have found even more nicer ones to use for my campaign.
FUTURE READING
For future reading, I read about what are brand touchpoints and why is it important. The article also gave examples of brand touchpoints which helped me understand better what brand touchpoints are. The article can be found here.
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