Chuah Kwai Pin / 0348376 Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 3: Campaign Branding
LECTURES
All lectures have been completed in Task 1: Case Study and Campaign Proposal
INSTRUCTIONS
TASKS
1. Logo
To start off with some ideas for my logo, I began sketching a few forms the
carnival masks that I plan to incorporate into my logo.
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| Fig. 1.1 Logo Sketches |
As I was looking through my sketches, I found that some of them have elements that makes the shape of a "V", which suits my campaign name Veiled Venice. Hence, I proceeded with 3 of the possible ideas and went onto Adobe Illustrator to try it out.
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| Fig. 1.2 Logo Draft- Digitalised |
With 3 of the mask forms digitalised, I also went on to make some variations to see if there are any that stands out. From the consultation session in class, 1C and 2B seem to work well as the form and feathers look interesting. I was also given a suggestion to try and merge both the mask ideas together to see what I can get.
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Fig. 1.3 Logo with brand name- Digitalised |
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Fig. 1.4 New logo idea- Digitalised |
During ILW, I explore a different logo idea that was suggested by my lecturer. Personally, I felt that this idea was a lot stronger than my previous ideas because it is a great balance of graphic and type in a logo. I used Philosopher for the typeface, and reconstructed the letter 'V' so that it can go seamlessly with the mask form that I had previously created. I also sheared the text as well so that it almost looks parallel with the letter 'V'.
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Fig. 1.4 Logo with Tagline- Digitalised |
I also thought about what's the best way to include my tagline, and so I tried a few different ideas, playing with lines and gradient.
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Fig. 1.5 Logo in Colours- Digitalised |
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Fig. 1.6 Logo in Colours 2- Digitalised |
As for the colours, I had a bit of a dilemma of what to use. At first, I started off exploring with my brand colours in gradient. It did look very interesting, but when I started doing my touchpoints, I realised that it clashes with the colours of the background. Hence, I went back to my logo colours and placed a coloured background on the logo to see which works best. In the end, I went with a dark blue, with slight gradient tone as my final logo colour.
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Fig. 1.8 Final Logo in variations |
2. Graphic Elements
When I first started making my graphic elements, I made really random
shapes because I could not figure out what kind of elements would suit my
campaign. As I kept going, I felt like it wasn't going to work well with
my campaign direction as it looked too generic and predictable. I needed
something that could represent Venice well. With that said, I was advised
to take a look into the what Venice has to offer, landscape, buildings,
glass sculptures, etc.
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Fig. 2.1 Graphic Elements - 1st Draft |
As I was looking for references on what is unique in Venice, I discovered
that Murano, an island in Venice, is famous for their glassworks. They
were beautifully made, which stands out from what we usually find in our
glass shops. I was scrolling through the gallery of artworks and came
across this very different, yet eye catching piece which sparked my
interest. I noticed that there were different shapes in the vase, and they
seem to be individual pieces before there were molded together. From
there, I began to extract a few of the shapes that I could see from the
vase.
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Eventually, I decided to let go of the whole tints and tones idea and
tried to use just 2 colours on each of the graphic elements. I
separated them into warm tone and cool tone as they would match a lot
better. Thankfully, it looked a lot less overwhelming and it was
finally working well with my touchpoints.
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Fig. 2.6 New Graphic Elements- Duotone |
3. Touchpoints
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Fig. 3.1 List of Touchpoints - From Final Slides |
For this task, we were told to have at least 4 touchpoints, with 3 main compulsory ones being Social Media, Website and Promotional Video.
3A. Website
When I first started on the landing page, I was struggling to put in my
graphic elements as they were looking quite out of place.
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| Fig. 3.2 Website Draft 1 |
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After I had changed the colours of my graphic elements and how I want to present them, my website design direction was a lot clearer.
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Fig. 3.5 Website Layout - Readjusted |
After getting them to a readable size, I put them all into Figma and started linking the buttons.
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Fig. 3.6 Website in Figma - Prototype Links |
For better experience with the website, you can check it out here!
3B. Social Media
Before I started designing for social media, I had to first plan out the
contents for each of my post. Since my campaign is about the Venice
Carnival, I would be promoting and featuring some of the famous activities
happening during the Carnival. For my 9 grid posts, I have decided to
leave the middle row for Campaign Introduction, while the rest of the 6
posts would be about the activities.
Fig. 4.1 Social Media Content Planning - Google Sheets
For the activities, I looked through multiple websites to find out what are
some of the famous ones and what are the schedules for 2024. From there, I
got a better idea of how I wanted to design my posts and carousel.
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Fig. 4.3 Social Media Post- Drafts 2 & 3 |
Later on, I was given a suggestion to try out the cropped images using my graphic elements. I did like this layout too as it looks very fun and unique compared to the more gridded layout before.
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Fig. 4.4 Social Media Feed |
From there, I proceeded with designing the covers while considering having alternate post colours and layouts.
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Fig. 4.5 Social Media Post - Carousel |
For the carousel posts as well, all of the activities follow the same layout and order which is the activity description and price list (if applicable).
Besides working on the feed, I have also designed a few Instagram stories
as well to promote our campaign merch! I figured that if I were to add
another row of posts above this, it would break the flow of the
design.
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Fig. 4.6 Social Media Stories |
For the first story, it would be informing participants on how to get free merch, whereas the following stories are just showcasing the merch that we have. I wanted to keep it fun so I added some witty copywriting for each of the stories.
3C. Content- Poster
Starting off with the posters which I struggled a lot with, I have
made a few versions with the different types of graphic element
variations that did not work very well.
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Fig. 5.1 Poster Drafts 1 |
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Fig. 5.2 Poster Drafts 2 |
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Fig. 5.3 Poster Drafts 3 |
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Fig. 5.4 Poster Drafts 4 |
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Fig. 5.5 Poster Drafts 5 |
After going through a whole evolution of poster, I finally found my direction in Fig. 5.5. From here, I began applying the same concept to all my other touchpoints including Social Media, Website, Brochure, Merch and etc.
3C. Content- Brochures
Looking into the brochures, the content is similar to what I already had
in the social media and website. Using the same content, I rearranged the
layout so that it would fit into a trifold brochure. In the front of the
brochure, I have included the cover, about the campaign, vision and
mission and also the merch. As for the back, I have separated them into 6
grids so that each activity would take up one of them.
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Fig. 5.6 Brochure Layout |
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Fig. 5.7 Brochure Layout |
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Fig. 5.8 Brochure Mockup |
3D. Merchandise- Activity Card
For merch, there is the activity card, tote bags and also key chains
that participants can either buy on the spot or get them for free when
they attend all of the events. In the activity card, it consists of
all 6 of the featured events which they have to attend to get the
stamps. Once their cards are complete, they can claim the merch for
free!
I have designed the activity card on an A6 card which is the perfect
size to hold and it is convenient to carry around.
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Fig. 6.1 Activity Card |
3D. Merchandise- Totebags
Moving on with the totebags, I have designed a few versions playing
with the graphic elements and type. However, my first few tries were
not very successful, and so I had to go onto Pinterest to see if I
could find some inspiration.
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Fig. 6.2 Totebag designs |
After consultation session, most of my peers preferred the ANON design where it includes type and my brand colours inside. I was also suggested to include duotone visuals as well as I have been including them in almost every touchpoint. In the end, my 2 final designs look like these:
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Fig. 6.3 Totebag Mockup (pink version) |
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Fig. 6.4 Totebag Mockup (purple version) |
3D. Merchandise- Keychains
For the keychains, I made them really simple by having the
graphic element and type in the front. As for the back, I left a
space after the elements so that participants can write their
names for their own belongings, or give them to someone they are
interested in during the Carnival. The keychains also form a
complete sentence when arranged in order!
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Fig. 6.5 Keychain Designs |
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Fig. 6.6 Keychain Mockups |
3E. Physical Booth
This was initially not in my list of touchpoints, but I was
thinking about where the participants could get their brochures,
activity cards and merch. I felt that the campaign needed a booth
that is very recognisable from a far and would attract participants
to check it out. Ideally, this booth would be present at St. Mark's
Square throughout the whole Carnival, and also would be present at
the venues when the featured activities are going on.
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Fig. 7.1 Physical Booth Mockup |
3F. Promotional Video
For my promotional video, I wanted to showcase the fun and lively carnival
through motion graphic of graphic elements and type. Before I started
working on this, I had a rough idea of how the motion graphic would be, fast
paced and on time with a music beat. Therefore, I had to look for a suitable
audio for my video first.
As I was researching about the carnival activities, I saw that there were
performances happening throughout the days. One of the most common ones was
Vivaldi- Four Seasons concert. Therefore, I went to search for the audio and
listened through it completely to find the best section to extract for my
video.
Then I began animating my type and graphic elements on After Effects
according to the beat of the song. To be honest, I had to keep replaying the
song to make sure that it was really on beat. At some point, it felt like I
was getting hypnotised by the song. Anyways, after the motion graphic, I
also stitched a montage of the Carnival using Adobe Premiere Pro so that
viewers can see and feel the liveliness of the festival. I also added a
duotone filter onto the montage so that it reflects the direction of my
campaign. This is how my video turned out!
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Fig. 8.1 Veiled Venice Promotional Video |
FINAL OUTCOME
Fig. 9.1 Task 3: Campaign Branding_Veiled Venice Slides - Slides view
Fig. 9.2 Task 3: Campaign Branding_Veiled Venice Slides - PDF
FEEDBACK
Week 6
Proceed with 1C and 2B. Try to combine both ideas and angle it towards the V shape of the mask, but refine the shape to make it slimmer. For the feathers can be refined so that it is not too stiff. It can also be a decorative piece rather than an actual feather. At the moment, the first variation suits the brand campaign more in terms of its brand personality and values.
Week 7
Explore more with other typefaces for the Logo. The Mask in 2A - 2D does not work very well with the word mark. Try to explore with Variation 1 and 4. The typeface in 4C works well with the mask, looks balanced and gives a strong personality. As for the duotone photography, go with the 3rd option where two colours from the colour palette are used. Looking into the graphic elements, try to extract the shapes from Venice’s architecture, artwork or glass sculptures.
Week 9
For the logo colour, try to settle for one colour and explore a few of the tints for gradient. As for the graphic elements, expand the colour palette into tints and hues and try to use them against the colour palette to see if it works well. Currently, the elements may look like a separate thing going on with the posters. Can also try adding a coloured square behind the elements so that they look like tiles and can be arranged with more purpose.
Week 10
For the logo, you can use the gradient but maybe consider using just a solid colour on the purple background. For the graphic elements, mix the original colours with the different tints and tones and try to explore some with and without tiles. Try to work on the website and apply it to the posters and also social media. For the posters, can limit the colours to the 2 duotone visuals used. Try expanding the patterns and use the visuals in one of the grids.
Week 11
Good use and arrangement of patterns with the posters. For the posters, try moving forward with the cropped images and also apply it to social media posts. At the moment, the social media post looks like it may work, but when combined with the middle panels with photography, there might be adjustments needed. The website looks consistent and the current layout works. The promotional video is going in a good direction, just have to finish it with the compiled footage and also the brand logo.
Week 12For social media, include the logos after the carousel pages to round it off, and have more sensitivity with the size. Shorten and summarise the descriptions, make it a larger font size. For tote bag merch, go with the 2nd option where there’s a play with type. Try to also use duotone visuals on the other side and include the logo in a bigger size. Website looks neat and clean, maybe can try to include the cropped out shapes used in social media. For the promotional video, leave more time for the “Are You Ready” text. Try to introduce the duotone colours in the montage footage, or colour correct it so that it will work well with the rest of the video.
Week 13
All of the touchpoints look great. For the website, I have to resize it so that it is not too big when put into Figma.
REFLECTION
Experience
After doing all of the research and planning, we finally got to
work on the designs of our touchpoints! Honestly, it was a
struggle at first because I had a very clear direction of how I
wanted my concept to be, but trying to execute it was difficult
because it did not work out as expected. However, after looking
at more references and straying from my initial drafts, I
finally got the hang of how to design my touchpoints. This is
also the first time I had over 80 artboards on my main Ai file,
excluding other touchpoints like brochures, keychains,
promotional video and etc. I am so glad my new laptop was able
to support all of this without crashing. Overall, it was a very
fun task to work on because I got to explore new styles and test
my creativity in how to solve design problems.
Observation
From what I have seen while working on my touchpoints, I
realise that once I manage to get my design direction down, it
becomes a lot easier to work on other touchpoints as well. I
first began with my posters, which I really struggled to find
how to incorporate my visuals, type and graphic elements
together. However, once I finalised my poster layout and
direction, I began to apply them all for social media, merch and
also website. I was able to progress a lot faster, which was a
huge relief for me because I was getting worried about not being
able to move on with my work.
Findings
Out of all of the touchpoints I have worked on, I find that doing
the promotional video was the most enjoyable one for me. It has
been a long time since I last used After Effects and Premiere Pro,
but while doing the motion graphics, it felt like a nice little
break from doing all the social media posts and website. I am
quite happy with how it turned out, even though there is
definitely still room for improvement, I think the outcome was
able to showcase and communicate to viewers on what to expect from
the campaign.
FURTHER READING
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| Fig. 10.1 Article on Brand Consistency |
While working on my various touchpoints, I was also wondering
if they are looking consistent as a whole. Of course, following
the same colour palette, visual style, graphic element and
typeface may maintain the consistency, but when it comes to
constructing them together, sometimes it may be different.
In this article, it talks about what brand consistency is, why
it is important and also how to achieve it in 5 steps.
What is brand consistency?
- Ensuring the story and identity created is consistent across all channels
- Linked with brand management, positioning and values
Why is it important?
- Leads to brand recognition, where customers are more likely to commit for a long time
- Helps to distinguish your brand from competitors, creating a distinct identity in your customer's minds
- Increase customer loyalty and encourage repeating businesses.
5 Steps to achieve brand consistency:
- Define brand identity and brand values
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Identify target audience, understand their needs and
preferences
- Ensure you have a consistent visual personality
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Use consistent typography and colour schemes across and
brand collaterals
- Establish a clear brand voice
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Determine language, style and personality and apply it in
all written communications
- Train and educate your team
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Ensure the team knows how to communicate the brand's essence
effectively
- Monitor and review brand touchpoints
- Conduct audits on all touchpoints to identify any inconsistencies
Reference:
Warnock, P. (n.d.). How to Achieve Brand Consistency And Why It's
Important. Foleon. https://www.foleon.com/blog/brand-consistency/
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