Creative Brand Strategy - Task 3 / Campaign Branding
4/10/2023 - 22/11/2023 (Week 6 - Week 13)
Anna Chin Siaw Fong / 0354370
Creative Brand Strategy / Bachelor of
Design (Honours) in Creative Media / Taylor's University
Task 3 /
Campaign Branding
LECTURES
Lectures can be found here.
INSTRUCTIONS
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Task 3 - Campaign Branding
Logo
I started off Task 3 by desiging the logo for my campaign. I sketched some of
the logo design on Procreate and proceeded to explore more of my logo design
by digitalizing it on Adobe Illustrator. I was trying out different logo
styles while searching for a suitable typeface to use for my logo.
Fig 1.0 Logo draft 1
After getting feedback and shortlisting the few logos that has potential,
I continued exploring on the logo design. During the process of exploring,
I got inspired by the 'Little Hong Kong' sign board that is situated at
Sandakan. Hence, I decided to incorporate it in the logo.
It wasn't really working out so I continued to
explore more on the poster. I tried different
filters for my image to see if it fit better
with the poster layout. The more vintage vibes
does look better compared to the b&w photo
edit.
My layout for the poster was still not there yet. I could not figure it out, so I tried out even more poster layouts. I also tried to incorporate my graphical element which is the border into my poster.
After getting feedback from Ms. Lilian, we
decided to go for the one with full bleed
without any borders.
Social Media
We decided to go for the bottom left layout
for my instagram page so I proceed with that
layout and touched up the details for my
posts.
I didn't like my video that much as I felt like
its more of promoting food rather than the vibes
of Sandakan as The Little Hong Kong. So I went to
survey for better footages I could use for my
video and edit it together on Adobe Premiere Pro.
I like this edit better as it shows more of the
people and vibes of Sandakan as The Little Hong
Kong . After getting the green light from Ms.
Lilian I continued improve my video by adding
texture into the video.
I continued improving my promotional video by colour correcting my video and making minor adjustments to the timing of each clip to make my video better.
After getting feedback and deciding on which layout looks better for the specific page, I proceeded to touch up each of the pages. I also added one more section for joining the campaign's mail list. I also adjusted my footer as I wasn't liking my previous one.
Fig 6.1 Newsletter draft 2
My artprints layout was not really working out, so I tried a different layout.
Fig 1.1 Logo draft 2
From the second draft, I actually liked the ones on the 2 last
pages, but Ms. Lilian said it doesn't suit the campaign as much
as it looks like a Japanese restaurant. So, we decided on a
final logo and worked on that as the final logo. I crafted my
final logo carefully on Adobe Illustrator and proceeded to test
out colour combinations for the logo.
Fig 1.2 Crafting final logo
Fig 1.3 Colour combination
I decided to go for the red and green colour combination and
created variations for my logo.
Fig 1.4 Logo Variations
Final Logo Design Submission
Fig 1.5 Logo (Black)
Fig 1.6 Logo (White)
Fig 1.7 Logo (Coloured)
Fig 1.8 Logo (Green)
Fig 1.9 Logo (Red)
Fig 1.10 Logo (Cream)
Campaign Poster
After finalizing my logo, I started working on
my campaign poster. I tried out different
layouts for my campaign poster and went for a
b&w edit for my pictures.
Fig 2.0 Poster draft 1
Fig 2.1 Poster draft 2
My layout for the poster was still not there yet. I could not figure it out, so I tried out even more poster layouts. I also tried to incorporate my graphical element which is the border into my poster.
Fig 2.2 Poster draft 3
Final Campaign Poster Submission
Fig 2.3 Poster 1
Fig 2.4 Poster 2
Fig 2.5 Poster Mockup
In the mist of working on my campaign poster, I
also worked on my social media which is
Instagram. I wanted my Instagram to showcase
pictures of Sandakan that allows people to feel
the vibes of Sandakan as The Little Hong Kong.
Fig 3.0 Instagram draft 1
After the first draft, I felt like my
Instagram was kind of boring, so I tried
different layouts for some of my post and
started designing the carousels for some of
the post as well. I was also trying to figure
out the filter I wanted to apply to my images.
Fig 3.1 Instagram draft 2
I had a better sense of how I wanted my
instagram page to be after. So, I made more
carousels and tested out different ways of
placing my posts.
Fig 3.2 Instagram draft 3
Fig 3.3 Instagram posts
Final Social Media Submission
Fig 3.4 Instagram posts layout
Fig 3.5 Instagram page
Fig 3.6 Instagram mockup
Promotional Video
For my promotinal video, I wanted to do something
that showcase the vibes of Sandakan through
visuals. I started by searching for video footages
I could use for my promotional video on Youtube.
After surveying for videos, I started to edit my
promotional video on Adobe Premiere Pro.
Fig 4.0 Video draft 1
Fig 4.1 Video draft 2
Fig 4.2 Video draft 3
I continued improving my promotional video by colour correcting my video and making minor adjustments to the timing of each clip to make my video better.
Final Promotional Video Submission
Website
Before designing the website, I planned out what I
needed to put in my website. I wanted to have a
landing page, explore page, events page,
merchandise page and contact us page. After
planning it out, I proceeded to design my website
on Adobe Illustrator.
Fig 5.0 Website draft 1
I didn't have much progress for my website at
first as I was still trying to figure out my
layout for each page. Once I was able to figure
it out, I completed all the pages for my website
layout. I created a few layout for some of my
pages as I wasn't sure which one looks better.
Fig 5.1 Website draft 2
After getting feedback and deciding on which layout looks better for the specific page, I proceeded to touch up each of the pages. I also added one more section for joining the campaign's mail list. I also adjusted my footer as I wasn't liking my previous one.
Fig 5.2 Website landing page
Fig 5.3 Website pages
I mocked up my website on a laptop on Adobe
Photoshop after finishing all my pages for the
website.
Final Website Submission
Fig 5.4 Website landing page
Fig 5.5 Website explore page
Fig 5.6 Website events page
Fig 5.7 Website merchandise page
Fig 5.8 Website contact us page
Fig 5.9 Website mockup
Newsletter
I started by planning out the content for my
newsletter. I had an idea to make my
newsletter look like a newspaper. So, I
proceeded to design my newsletter on Adobe
Illustrator. I tried a few different layouts
for my newsletter.
Fig 6.0 Newsletter draft 1
After getting feedback from Ms. Lilian, I
tried out a few more different layouts. I also
added texture to the newsletter so it looks
more like a newspaper. I also edited my
pictures for the newsletter so that it matches
the vibe of my campaign overall.
After finalizing the newsletter, I mocked it
to look like an email and then mocked it into
a laptop.
Final Newsletter Submission
Fig 6.2 Newsletter
Fig 6.3 Newsletter email mockup
Fig 6.4 Newsletter mockup
Merchandise
For my campaign merchandise, I planned to have
4 merchandises which is enamel mug, t-shirt,
artprints and stickers. I designed my enamel
mug and t-shirt on Adobe Photoshop and
stickers and artprints on Adobe Illustrator.
Fig 7.0 T-shirt design
Fig 7.1 Enamel mug design
Fig 7.2 Stickers design
Fig 7.3 Artprints design 1
My artprints layout was not really working out, so I tried a different layout.
Fig 7.4 Artprints design 2
I finalized my artprints by adding some
texture to my artprint and edited the colour
of the images.
Final Merchandise Submission
Fig 7.5 T-shirt (Front design)
Fig 7.6 T-shirt (Back design)
Fig 7.7 Enamel Mug
Fig 7.8 Stickers
Fig 7.9 Artprint 1
Fig 7.10 Artprint 2
Fig 7.11 Artprint 3
Checklist
I figured it was a good idea to have a
checklist for my campaign as well. So, I
decided to create a checklist for the campaign
in Adobe Illustrator. The checklist will
consist of the places to visit, food to eat
and events to attend for the campaign which
could help keep the people keep track of the
things they have done when visiting Sandakan.
Fig 8.0 Checklist design
Final Checklist Submission
Fig 8.1 Checklist
Final Task 3 Submission
Fig 9.0 Task 3 Slides
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FEEDBACK
Week 6
- Bordered logos would be better
- Try to play with the different typefaces with different layouts
- Slab serif was a good choice as it compliments the chinese words really well
- Try to explore more on the shortlisted logos
- Th newer logos explored doesn’t express city, feels more like a japanese restaurant
- New exploration might be too far off
- Go for the peanut like logo and try to test with colours
- Logo looks fine, can try 1 colour variations
- Campaign poster needs to be explored more
- Try to look at other touchpoints together
- First poster looks nice, it shows the vibes
- Too stuck on the poster, need to move on from it
- Website and enamel mug looks okay
Week 11
- Try to colour correct the video to fit the vibe of my art direction
- Try to show more of the people aspect of Sandakan
- Overall vibes feels like a kopitiam, need to sell the city more
- Maybe merch can combine into 1 post
Week 12
- Try fade to cream at the end of the video
- Middle layout for event looks nice
- Overall, everything looks okay
Week 13
- Add more colour for the landing page of the website
- Reverse the text colour for poster
- Overall, everything is okay and good to go
REFLECTION
Experience
The journey of creating touchpoints for the campaign was quite challenging but rewarding in the end. When I first started creating my touchpoints, I kind of struggled especially when it came to the layout for my campaign poster. The desire to encapsulate the essence of "The Little Hong Kong" posed a creative challenge that seemed insurmountable at first. However, as I continued to do my other touchpoints, everything came together slowly. I had a better sense of direction on how I want to create my touchpoints. Even though it was challenging, I am still very proud at myself for finishing the work and was able to keep my touchpoints consistent throughout.
Observations
Throughout this task, it became evident that the journey of creating the touchpoints is a dynamic and evolving one. The struggle to find the right layout for my touchpoints was initially a roadblock, but as I process more into it, I observed that actually it's a stepping stone for me. Each attempt, no matter how initially daunting, contributed to the gradual refinement of my ideas. The constant adjustments during my creative process helped me at better understanding how I could effectively convey the campaign's message.
Findings
While creating my touchpoints, I found that its not as easy to colour correct everything to look similar. However, it is also probably due to my lack of experience in colour correcting images. From this task, I found that imagery actually plays a big role in my campaign as the images serve as the primary source to convey the message to my audience. Other than that, I also found that I need to learn how to move on when I am quite stuck at one place. When confronted with moments of being stuck or facing art block, it could really slow down my progress if I just kept on working on the same thing. This insight emphasized the need for a balanced approach, encouraging me to temporarily shift my focus to other tasks first so that I don't slow down on my progress. Acknowledging the value of stepping back and reassessing when encountering hurdles has proven to be a valuable lesson in maintaining a dynamic and efficient creative process.
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