Creative Brand Strategy

Ideation, create and execute a Brand Campaign applied both for online and offline experiences.
Design at least four online touch points (website, social media, and introduction video are compulsory).

Creativity and relevancy is crucial in applying the proposed branding strategy. Do consider how the design applications will engage with the target audience (consider customer journey and engagement). Video contents in social media are believed to be an effective campaign promotional tool, hence you are encouraged to create campaign promotional videos in the format of YouTube ads, IG Story & etc with time frame around 10 to 30 seconds.

WEEK 06 - WEEK 13

Deliverables Design

Kerly and I decided to divide the responsibilities for our campaign deliverables. I took charge of designing the posters and social media posts, while Kerly focused on developing the website. We collaborated on producing the video campaign together.

Deliverables

A4 Poster
Vertical Poster 1080 x 1920
Multiple square post (depending on your contents)
Website (1 landing page)
Video campaign (10 - 30 seconds)

A4 & Vertical Poster

For my first attempt at the poster, Mr. Fauzi reminded us that the font style should align with the Coach’s official branding. He also advised us to compare our design with an original Coach poster to assess whether it stood out enough. Unfortunately, the initial design didn’t meet our expectations in terms of impact and consistency.

Figure 1.1

In response, I explored additional design variations. I decided to place greater emphasis on the Coach bag itself, integrating our campaign name and call-to-action more prominently. As seen in Figure 1.2, we selected the second version for further development, as its clean background allowed the key elements to stand out more effectively.

Figure 1.2

Figure 1.3

After receiving feedback from Mr. Fauzi, he pointed out that our poster was missing key campaign details such as the location, date, and time. Without this essential information, the poster could easily confuse the audience and fail to communicate the event clearly. Taking his comments into consideration, we made the necessary refinements to ensure that the message is direct, informative, and easy to understand. Below are the final versions of our posters, now complete with all the crucial details.

Figure 1.4

Multiple Square Post

This is a snapshot of my workspace while working on the social media square posts for our campaign. I primarily used Adobe Illustrator and Photoshop to design and edit the visuals, ensuring that the overall aesthetic remains consistent with the campaign’s concept and tone. These square posts are designed to serve as engaging teasers that give the audience a preview of what the campaign is about. They highlight hands-on experiences like bag and charms customization, creative self-expression, and personal storytelling — all elements that resonate strongly with Gen Z.

Figure 1.5

Some posts focus on empowering messages around self-expression, navigating adulthood, and embracing individuality. Our goal is to communicate this energy through every post, using the visual language of social media to spark connection, inspire confidence, and invite participation in a way that feels natural and authentic to our target audience.

Figure 1.6

I made several revisions to the middle post based on feedback from Mr. Fauzi, who emphasized the importance of including key messaging that clearly communicates what the campaign is about. He suggested incorporating catchy and direct keywords that can quickly grab attention as users scroll through social media. In response, I refined the first post into a second version that highlights Design Ur Bag core messages more effectively. The third version goes a step further by including essential campaign details such as the location, date, and time, ensuring the audience gets all the necessary information at a glance.

Figure 1.7

Here are the final square post designs, now integrated into mockups to showcase how they would appear in a real social media setting.

Figure 1.7

Website

For the website landing page, Kerly explored multiple layout variations to experiment with structure and user experience. After receiving feedback from Mr. Fauzi, we were advised to include our video campaign and posters directly on the site, accompanied by short descriptions for each section to improve clarity and guide the user journey. He also recommended removing the shopping section, as it might distract users and reduce engagement with the core campaign content.

Figure1.8

On the left is our initial website landing page, and on the right is the final version. When users first land on the site, they're greeted with the campaign name and a clear call to action. Just below, there’s a short introduction explaining the essence of our campaign. We’ve also embedded our campaign video to give users a more engaging overview, along with a button that lets them start customizing their own Coach bag right away.

Our platform also connects to an AR feature through the app, allowing users to virtually try on bags using playful, dynamic filters. For those who enjoy real-world interaction, we’re hosting pop-up events and hands-on workshops to give people a more immersive, in-person experience. The workshop section is clearly laid out, making everything easy to follow and accessible.

To make things even more fun and personalized, we added a Mood Match QR feature. By scanning the code, users can take a short quiz that connects them with others who share a similar vibe or style—helping them discover their “fashion soulmate” and maybe even spark new friendships.od, get matched, earn rewards and duo charms, and connect through your own style journey.

Link to Website - Coach-CTRL

Video Campaign

For our video campaign, we wanted to create something authentic and relatable, so we took matters into our own hands and filmed the content ourselves. The focus is all about creativity and self-expression. We aimed to invite people to design their own Coach bag, emphasizing a hands-on experience with no screens, just personal style. Participants can choose from various charms, straps, patches, and other accessories that reflect their identity. Whether you're feeling bold, chill, playful, or something in between, this is your moment to shine and create something uniquely yours.

We began by planning the concept and structure of the video, brainstorming how best to communicate our message. We also researched references and studied how other content creators crafted engaging and visually compelling videos to guide our direction.

Figure 1.9

We prepared several materials for the video shoot, including bag charms, beads, and props for the hands-on activities. The filming took place in Chow Kit, KL.

The graphic elements and 'Coming Soon' poster were designed using Adobe Illustrator and printed in A3 size.

Figure1.10

This is the final outcome of our Coach bag, decorated with various bag charms as a simulation of the activities featured in our campaign.

Figure1.11

We then organized all our footage in a shared Google Drive, making it easier for us to access and edit the videos conveniently.

Figure 1.10

Kerly and I then used CapCut to edit our videos, experimenting with different versions to determine which one best suited the overall flow.

Figure 1.11

Lastly, we consulted with Mr. Fauzi, who preferred the second version created by Kerly. However, he suggested a few minor adjustments, such as adding key instructions and important messaging to enhance clarity.

Figure1.12

Link to Video Campaign - https://www.youtube.com/shorts/vy2mhKJdzfk

SUBMISSION - PROJECT 3

FEEDBACK

Week 7

The moodboard could be better organized using a flowchart format, making the information easier to follow and understand at a glance.

Week 8

No feedback given. (Independent Learning Week)

Week 9

Start your video shoot by choosing between filming original content or editing existing clips. To check if the poster works, compare the poster you have designed with the reference to see if it pop up with the visual style.

Week 10

No feedback given. (No class)

Week 11

The website layout is nice, and the second video has a stronger overall flow, making it a great choice for your final campaign. To enhance it further, consider adding short on-screen instructions during the hands-on segments. This will not only capture viewers' attention but also clearly communicate what the campaign is about, helping them understand and engage with it more effectively.

Week 12

For the social media post, try adding a bold, eye-catching title that clearly highlights what the campaign offers, something like “Design Your Own Bag.” Since people tend to scroll quickly on social media, a strong, direct headline can immediately grab their attention and spark interest in the campaign.

Week 13

Ensure that all deliverable categories clearly include key information such as the location, date, and time. This allows the audience to quickly understand the campaign details at a glance, avoiding any confusion or uncertainty.

Week 14

If your presentation ends too quickly, take the opportunity to expand on the reasoning behind your campaign choices and provide more in-depth details. Maintaining eye contact with the audience is also crucial, as it helps convey confidence and keep them engaged.

REFLECTION

Over the past 14 weeks, this module has been both enjoyable and enriching. I not only had fun, but also gained a wealth of knowledge and practical strategies that are incredibly valuable in branding. I truly appreciate how Mr. Fauzi gave us the creative freedom to explore our own ideas while also guiding us with an industry-focused perspective. His constant reminders to consider things from a consumer’s point of view helped us shape our ideas more realistically. I’ve come to understand how important attention to detail and consistency are in strengthening a brand’s identity and impact.

Developing a campaign was a much bigger task than I initially expected. It required careful planning at every stage, from research and defining our design direction to crafting a cohesive branding strategy. One of the most eye-opening lessons for me was the use of SWOT Analysis. It helped us break down our brand’s strengths, weaknesses, opportunities, and threats, giving us a clearer path to refine and elevate our campaign. The Design Brief also played a vital role by keeping our concepts structured, aligned with our target audience, and consistent across all deliverables.

Working with my teammate Kerly was also a rewarding part of the journey. I appreciated her support, inclusiveness, and willingness to collaborate creatively. While we faced some challenges during the video campaign shoot, we handled them as a team and were ultimately satisfied with the outcome. It was a great experience of sharing ideas and learning from one another.

I also realized that building a strong brand presence is a long-term journey. Crafting compelling branding strategies and visual directions is essential for effectively communicating your brand’s message. This module helped me understand that creativity and functionality must go hand in hand to build a brand that truly resonates. Seeing other students’ work also gave me new perspectives and inspiration for future projects.

Overall, I’ve learned so much throughout this module and look forward to gaining more opportunities to deepen my understanding of branding in the future.

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Chong Wee Han (0368863)

Creative Brand Strategy - Project 3

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