Creative Brand Strategy - Task 1A & 1B

22/04/23 - 12/05/23 / Week 1 - Week 4
Azriq Anwar Bin Saprudin / 0353272
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Task 1A & 1B: Case Study and Campaign Proposal
INSTRUCTIONS



Week 1 - 2
Task 1A - Case Study
Notes and requirements:
In-depth visual strategies - to build every aspect of the visuals to justify the brand strategically.

Rebranding Campaign

1. Identifying its brand strategy

- Objective -- What you want to achieve/goals
- Purpose -- Why you do it/reasons
- Vision -- Dream 
- Mission -- How to get there ->

2. Understanding its brand experience

3. Reviewing its key visuals and the applications
 
Key visuals
- Typo
- Logo
- Color palette
- Visual palette
Talk about how the elements compliment each other.

Applications
- Social media
- Website
- Environment
- Posters

End of presentation, show info and links to references.

Case Study on Pepsi's rebranding

I chose Pepsi as my case study because I was a fan of how much work was dedicated into their last logo was when it was broken down to detail. 

Fig 1.1 Emotions emitted into different angles of the Pepsi logo.

The figure above showcases a part of the work in progress document of the then logo designer for Pepsi (2008-2022)

Fig 1.2 Logo evolution

Visual Styles

Fig 1.3 Visual styles 1

Fig 1.4 Visual styles 2

Fig 1.5 Visual styles 3

Fig 1.6 Visual styles 4

Fig 1.7 Visual styles 5

Applications

Fig 1.8 Merch - Applications 1

Fig 1.9 Merch 2 - Applications 2

Fig 1.10 Merch 3 - Applications 3

Fig 1.11 Poster - Applications 4

Fig 1.12 Socmed - Applications 5

Final Task 1A - Case Study: Submission PDF

Fig 2.1 Final Task 1A - Case Study: Submission PDF


Week 3 - 4

Task 1B - Campaign Proposal

Notes and requirements: 

Proposal outline:

- Description -- How you want to rebrand the brand and product.
- Brand Story -- What is the brand's existing brand story. Conceptualize a new brand story.
- Objectives & Purpose -- e.g. to gain new target audience, increase revenue, etc.
- Brand Values -- Give key words to elaborate.
- Vision and Mission -- Conceptualize
- Target Audience -- What the target audience potentially like.
- Organizers (Not compulsory) -- Sponsors and logos that might be necessary to be placed onto the brand.
- SWOTs, Strengths, Weaknesses, Opportunities, and Threats -- Elaborate the points towards the campaign, not the product. 
- Brand Positioning -- Conceptualize, explain how you want to position the brand, from how it is now.
- Customer Journey Map -- An experience a customer are and will go through.
-- Divide into segments/tables to explain the flow of the experience.

Campaign Proposal on Pocky x Calli

Final Task 1B - Campaign Proposal: Submission PDF
Fig 3.1 Final Task 1B - Campaign Proposal: Submission PDF


REFLECTIONS

Experience -  Looking through the different rebranding brands and companies was fun and easy to decide when doing the case study. 

Observations - I saw that rebranding processes does not only consist of changing the logo but the whole look all together from the packaging to the message. As much as documented Pepsi's rebranding was, I wasn't able to capture the case study to its glory. When working on Task 1B, I struggled a lot on getting what I want and getting my idea across which was doing a collaboration between Pocky and Inside Scoop. When it came to presentation, I realized so many weaknesses that I had in my work.

Findings - After some recollection, I tried to figure out the most possible and closest idea to my initial one which was a also a collaboration with another ice cream brand that was more justified. It was justified with more purpose because my idea was leaned towards a healthy message to the consumers.

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