04/11/2024 - 18/11/2024 (Week 7 - Week 9)
Chong Wee Han 0368863
Brand Corporate Identity
Task 3 - Brand Positioning & Applications
JUMPLINK
LECTURES
INSTRUCTIONS
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TASK 3 - BRAND POSITIONING & IDENTITY
Progress
In week 6, I found some inspiration and visual references from Pinterest and also positioned the brand. After consulting with the groups, miss pointed out that my brand value is more related to USP, it was not so accurate, it needed to be specifically on the gut feeling of the brand, think of the brand as a person, and what is important in my brand in order to help people visualize it. So I revised my brand value and USP, also finding another collateral because my first idea, which is the coffee cup was not acceptable.
Figure 1.1 Brand Positioning and Visual References
I first started doing business cards, envelopes, shopping bags and T-shirt designs. Miss suggested focusing on a style based on your brand value, don't make it too complex. She recommended me do something like the business card, a clean but little fun and surprising concept.
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| Figure 1.2 Application Progress 01 |
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| Figure 1.3 Application Progress 02 |
After getting the feedback, I decided to develop that concept, so I revised my application work to fit in with my brand. After designing the artwork, I put it in the Mockup that I found on different websites such as Freepik and Mockuptree, and made adjustments in Photoshop.
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| Figure 1.4 Application Progress 03 |
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| Figure 1.5 Application Progress 04 |
I also designed my slides in Illustrator and did some refinement on task 2 based on the feedback given by Miss.
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Figure 1.6 Slides Progress 05
 | Figure 1.7 Brand Identity Refinement Process 06
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SUBMISSIONS - FINAL TASK 3
Here is the link to my task 3 final submissions
BRAND POSITIONING & IDENTITY
Figure 2.1 Final Task 3 - PDF
CORPORATE STATIONERY
-Business Card
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Figure 3.1 Business Card in Actual Size (Front)
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| Figure 3.2 Business Card in Actual Size (Back) |
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Figure 3.3 Business Card Mockup
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-Letterhead
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Figure 3.4 Letterhead in Actual Size 01
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Figure 3.5 Letterhead in Actual Size 02
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| Figure 3.6 Letterhead Mockup |
-Invoice
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| Figure 3.7 Invoice in Actual Size |
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| Figure 3.8 Invoice Mockup |
-Envelop
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Figure 3.9 Envelop in Actual Size (Front)
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Figure 3.10 Envelop in Actual Size (Back)
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Figure 3.11 Envelop Mockup
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COLLATERAL
-T-shirt
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| Figure 4.1 T-shirt |
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Figure 4.2 T-shirt Mockup
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-Sticker
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Figure 4.3 Sticker 01
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Figure 4.4 Sticker 02
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Figure 4.5 Sticker 03
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| Figure 4.6 Sticker Mockup |
-Shopping Bag
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| Figure 4.7 Shopping Bag |
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Figure 4.8 Shopping Bag Mockup
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-Thank you Card
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Figure 4.9 Thank you Card
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| Figure 4.10 Thank you Card Mockup |
DIGITAL PRESENCE
-Website (Landing)
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| Figure 5.1 Website (Landing) |
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Figure 5.2 Website (Landing) Mockup 01
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Figure 5.3 Website (Landing) Mockup 02
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| Figure 5.4 Website (Landing) Mockup 03 |
-Social Media (Profile)
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| Figure 5.5 Social Media (Profile) |
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Figure 5.6 Social Media (Profile) Mockup
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ENVIRONMENTAL GRAPHICS
-Poster
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| Figure 6.1 Poster |
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| Figure 6.2 Poster Mockup |
-Signage
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Figure 6.3 Signage
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Figure 6.4 Signage Mockup
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FEEDBACK
Week 7
The brand value is not so accurate, try to think of your brand as a person, what is important in your brand to help us visualize a brand. Express the gut feeling. The content that you write in brand value can be added to the USP. Coffee cups as collateral are not acceptable, it is not relatable to your brand, and you will have to find one more.
Week 8 (Independent Learning Week)
No feedback given
Week 9
You have to solidify what the brand values to do the application design. The envelop stripes are too complex, but you can use them in the inner part. The overall designs are not very suitable to your brand, you can try to do some clean but surprising and fun designs, like the business card.
Submission Feedback
Late submission of Brand Positioning on 26112024 -20%. Room for improvement in the understanding of brand value which can be simplified as qualities/principles embodied by brand rather than the advantages of brand or what the brand offers. While USP is very wordy, the ultimate content seems lacking in any real USPs. No initial sketches for brand application submitted. Do credit the sources. No iterations and design development documented in task progression (merely single positioning draft file). The brandname set in display typeface as well as the repeated outline for brandmark (mascot) utilised on brand namecard is misleading as this does not adhere to the ideas conceptualised in the brand’s identity system. The use of the display typeface to set brandname is also visible on other applications (in some cases its acceptable, set for the company name with address in letterhead while in some cases detracts from the actual brand logo like in the thank you card collateral). The website utilises typefaces that is not in the conceptualised logo system for display typeface again taking away from the consistency of the brand identity. Use of logo version for social media profile may not be suitable (consider logo minimum size). Perhaps utilise the mascot brand logo version instead. Overall, while brand application demonstrates neatness and attention to detail, the overall outcome reflects a slight lack of coherency in the brand identity, which can be improved with more discipline towards conceptualised identity system in its various applications.
REFLECTION
Task 3 is stressful but interesting at the same time. Due to the limited timeline and overloaded work, I was very stressed out with this task. Although I was so stressed in the middle of the process when doing task 3, seeing the outcome was satisfying. The process of designing the application is also fun moments, but when it meets the limitations of brand identity, that is a new learning to me. When creating a brand, there are so many detailed parts that need to be determined and followed. Creating a brand is not that easy and is a long process to determine every related action in the future. When it comes to brainstorming the idea of applications, I also observe the limitations of my creativity, I was stuck in others' references and did not find what was suitable for my brand itself. Creating a style that fits your brand is important when doing branding. Luckily, I was reminded by Miss to go on the right path. I had explored a lot of learning in this task, and I would take this opportunity to keep it in mind in my learning journey.
FURTHER READING
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| Figure 7.1 Article |
Link to article:
https://www.digitalocean.com/resources/articles/what-is-brand-positioning
In this week, I choose to develop my knowledge in brain positioning, to enhance my understanding before doing my work.
The article explores the importance in creating a distinct identity for a company in the minds of its target audience. It emphasizes defining a clear and unique value proposition that differentiates a brand from competitors.
The article also outlines steps such as understanding customer pain points, offering a compelling solution, and crafting messaging that resonates with the target market. It also stresses the need for alignment between brand positioning and overall business goals to drive long-term success.
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