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Creative Brand Strategy - Project 2

09/05/2025 - 23/05/2025 (Week 4 - Week 7)
Chong Wee Han 0368863
Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media / Taylor's University
Project 2 - Ideation & Design Direction
JUMPLINK
LECTURES
WEEK 5

WEEK 5 Lecture Notes - Ideation & Event Planning
1.What is an Event Plan?
  • A structured guide that outlines everything needed to execute an event successfully.
  • Ensures all elements—from goals to logistics—are well-organized and coordinated.
2.Core Elements of an Event Plan:
  • Event goals & objectives
  • Roles & responsibilities
  • Budgeting & timelines
  • Location & branding
  • Volunteer management
  • Sponsorship & partnerships
  • Marketing & promotional strategies
  • Itinerary & vendor coordination
  • Day-of processes
3.Why Event Planning is Important:
  • Provides a clear roadmap to achieve desired outcomes.
  • Helps manage risks and ensures memorable experiences.
  • Combines creative and strategic thinking.

WEEK 6
Learn how to develop a mood board & style scape.

WEEK 7

WEEK 7 Lecture Notes - Brand Brief
1.What is a Brand Brief?
  • A detailed document that defines a brand’s identity and direction.
  • Includes vision, mission, values, tone, target audience, and communication strategy.
  • Serves as a blueprint for consistent brand development and collaboration.
2. Key Components:
  • Brand Vision – Future aspirations of the brand
  • Brand Mission – Purpose and reason for being
  • Brand Values – Core beliefs and principles
  • Target Audience – Who the brand serves
  • Positioning – What makes the brand different
  • Tone & Voice – How the brand communicates
  • Messaging – Key messages to deliver
3.Why a Brand Brief Matters:
  • Ensures consistency, clarity, and strategic alignment
  • Facilitates collaboration across teams and partners
  • Provides guidance for all branding and design decisions
4. Design Brief Basics:
  • Created collaboratively between client and designer
  • Must be organized, clear, and detailed
  • Essential for aligning creative output with brand goals
INSTRUCTIONS

PROJECT 2 - IDEATION & DESIGN DIRECTION
Task 2A - Ideation
From the Brand Touch Points identified in the Campaign Proposal (1B), continue researching application references that represent or symbolize your Brand Campaign. Select only the MOST relevant (unique and portrays the subject in every context) touch points to build your Critical Application List, and include a short description for each application. Consider how each touch point would help to elevate or achieve the overall Brand Campaign.

WEEK 04 - Week 05
Design Brief & Call-to-Action
We start off by creating the design brief from the SWOT Analysis (Opportunities), to portray what the vibe and definition are for us to create this campaign. Kerly and I decided to do something that really connects with our target audience, which is Gen Z. We started off brainstorming on what can attract their attention and combining the power of technology. 

We came out with this design brief, combining both physical and digital experience for the campaign, concepting it as a customization, self-expression, and fun campaign. We also decided our call-to-action as Create to Reflect Life, create your own moment to shine, and make something reflect who you really are. Thus, it is also a long form of our campaign name, CTRL. We want to encourage people to expand their creativity by customizing their coach bag.
Figure 1.1


Critical Application
After receiving the design brief, we began developing our critical application list for the campaign. We divided it into two categories: digital and physical applications, each aiming to enhance engagement and the overall campaign experience.

Below is the critical application list :
Digital Application
  • AR-Integrated Mobile App Interface
  • Social Media Design Challenges & Filters (TikTok/IG)
  • CTRL Connect – Mood Match QR App
Physical Application
  • Coach CTRL Passport
  • Coach Customization Station (Coach CTRL Console)
  • Interactive Pop-Up Installations (Coach CTRL Corners)
Figure 1.2

We also included visual references for the critical applications.
Figure 1.3

Figure 1.4

Task 2B - Design Direction
You are to articulate the design direction by developing a set of mood boards or stylescape, comprising visual style, colour palettes, typography, graphic elements & etc. This will be the proposed look and feel of your Brand Campaign.

WEEK 05 - Week 06
In the design direction stage, Mr. Fauzi recommended that we create our moodboard using platforms like Canva, Milanote, or Miro. These tools were introduced to help us organize and develop our moodboard and stylescape more effectively. Kerly and I chose Miro, using a flowchart format to clearly map out our ideas and references.

Here is our initial moodboard along with our selected colour palette.
Figure1.5

Figure 1.6

After finalizing the moodboard, we moved on to exploring font options and finalizing our colour palette. To stay close to Coach’s original branding, we selected similar fonts like Avenir, Helvetica Neue, and Inter. For the colour palette, we decided to introduce a deeper shade of blue as a secondary colour to add contrast and depth.

Final Colour Palette
Figure1.7


SUBMISSION - TASK 2A

SUBMISSION - TASK 2B

SUBMISSION - PROJECT 2
FEEDBACK
Week 4
After reviewing our SWOT analysis on Coach, Mr. Fauzi guided us to pinpoint a focus area—we chose to explore the Opportunities section. At the same time, we were advised to simplify and clarify our design brief to better align with our overall campaign direction.

Week 5
Begin building a moodboard that reflects the design direction and core campaign themes or keywords.

Week 6
The campaign name CTRL was highlighted as a strong choice, aligning well with the call to action “Create to Reflect Life.” Mr. Fauzi encouraged further development of the concept and noted that the moodboard effectively captured the intended visual direction of the campaign but small tips is the moodboard can be organized into a flow chart, to ensure it’s clearly understood by others.

REFLECTION
Through this stage of the project, I’ve gained a lot of valuable knowledge especially in understanding how to build a strong campaign foundation through research and strategic thinking. One of the most important tools we used was the SWOT analysis, which really helped us evaluate Coach’s current branding and identify areas for growth. By focusing on the “Opportunities” section, we were able to develop a campaign direction that resonates with Gen Z and highlights customization and self-expression. This clarity allowed us to craft a design brief and call-to-action that aligned well with our campaign name, CTRL – Create to Reflect Life. The process of exploring visual direction through moodboards, typography, and color palette choices also emphasized the importance of staying consistent while bringing in a fresh perspective. Overall, this stage helped me better understand how research directly shapes creative decisions, and I’m looking forward to applying all of this insight as we move into the design phase.


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