CREATIVE BRAND STRATEGY - PROJECT 3

12/10/20 - 04/12/20 (Week 8 - Week 15)
Neoh Kar Yan (0339338)
Creative Brand Strategy
Project 3

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INSTRUCTIONS

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PROJECT 3

Carrying on with the direction from Project 2, my plan was to redesign and rebrand Penang International Food Festival to Ipoh International Food Festival.

Project requirements:

You will synthesize the knowledge gained in Project 1 and 2 for application in task 3. By utilizing information gained through previous projects, students are to execute the proposed campaign / event branding. 

 

Based on Project 1 and 2, students are required to create an ebrand book for the chosen campaign / event branding. Additionally, students are to apply the proposed branding strategy to at least three (3) applications (creativity and relevancy is crucial) as well as produce at least three (3) impression artworks of how the brand strategy will be applied (think customer journey and engagement). Last but not least, you are to create a brand promotional video that is 30 seconds but no longer than one (1) Minute.

Week 8 - Week 12

To kickstart the project, I referred to my references and ideations in Project 2 and started to create the logo for IIFF. To keeping IIFF's event consistent, yet relevant, I maintain the same treatment as PIFF by maintaining the round emblem shape of the logo.

I had a different approach to the wordmark of the logo by having them surround the emblem instead. These were my first few attempts. 

Logo design process:

Fig 1.1: Logo digitization (First attempt)

Fig 1.2: Logo digitization (Second attempt)

Fig 1.3: Logo digitization (Third attempt)

After getting feedback from Mr. Mike, I experimented with having the logo with the coffee bubbles. There are three versions of the logo designed

Fig 1.4: Logo digitization (Final attempt)

Following the customer journey map and to execute the brand touchpoints effectively, I decided to focus all my application design on the awareness stage.

Fig 1.5: Customer journey map

Fig 1.5: Key art experimentation (First attempt)

After showing Mr. Mike my key art, he said that the art direction is inconsistent. Everything should be top-down. Don't get limited because cannot find images.

I proceeded to look deeper for flat lay food images and managed to gather a decent amount. 

Fig 1.6: Cropped images of food

Fig 1.6: Key art experimentation (Second attempt)

When I was experimenting with the flat lay images of food and composition of the poster, I wasn't satisfied with what I came up with. Hence, I decided to take a step back, and see where I can change or add to spice things up.

Final Submission

Application 1: Event poster & Key Art

Fig 1.7: Key art experimentation (Final attempt)

Fig 1.8: Mockup of poster

Fig 1.9: Mockup of posters

Application 2: Event banners

Fig 1.10: Mockup of banners #1

Fig 1.11: Mockup of banners #2

Application 3: Social Media Feed

Fig 1.12: Instagram feed

Application 4: Social Media Story

Fig 1.13: Instagram story advertisement

Brand Video:

Brand Book:

FEEDBACK

Week 9

Art direction is inconsistent. Everything should be top-down. Don't get limited because cannot find images.

Week 12

Think about the logo when it is reversed white, how will the bubble elements remain? You should create your brand guide first. The font size is also gigantic for the size of your poster. I like the white cup stains.

Week 13

Everything looks fine. Brand video mood is there. Have your branding even from the start not wait until the end. You can include your circular motifs. Also, the video clips are not that consistent in terms of tint. 

REFLECTION

For this project, I observed that I felt unsure and stuck a lot, as I didn't know what to do with designs, especially for the event. Although I found it difficult, it is crucial to have consistency in all the designs I come up with for the brand and event, and also make sure it reflects our brand's values and personality. Overall, in the end, it was satisfying to see the compilation of all the mock-ups done for both the brand and the event.