Creative Brand Strategy - Task 2

NAME: SARAH CHEONG YINSHI                                                                                                        I.D: 0354962

COURSE: BDCM

WEEK 4 - WEEK 6

20/09/2023 - 04/10/2023

GCD 61404 - PUBLISHING DESIGN

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INSTRUCTION

TASK 2(A) | CAMPAIGN PROPOSAL

Progress : I started the proposal in a google doc, recording all my thought and process. The process for setting a theme and direction for my city was quite challenging as I always had so much in my mind. Below is the progress of my proposal in Google Doc

WEEK 4 & WEEK 5 PROGRESS UNDER THE SAME DOCUMENT: 

Figure 1.1 - Campaign Proposal Process

I also had my Pinterest board to record the design style and references:

Figure 1.2 - Pinterest Board

Figure 1.3 - Final Slide Submission

Figure 1.4 - Touchpoint

Design Direction :

Color Palette

Figure 1.5 - Color Palette

Typography

Figure 1.6 - Typography

Videos inspiration

Figure 1.7 - Campaign Video Reference 1

Figure 1.7 - Campaign Video Reference 2

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FINAL SUBMISSION TASK 2

Figure 1.3 - Final Slide Submission

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FEEDBACK

WEEK 4 (20/09/2023)

Campaign name- Too common, too serious, focus on the first one, applies for everybody, fair. Poster- meaning behind to be more conceptual: we are all the same. Find more examples of posters, it’s too different, need to indicate, note down what to look at. Promotional video screenshot and explain, present the idea. Establish the look and feel and compile it in a moodboard.

REFLECTIONS

EXPERIENCE

Deciding a suitable theme and direction for city branding was quite tough, it is my first time designing a theme for a city and it requires a lot of research. It is not only about designing but to make the look and feel that could bring out the message to represent the city.

OBSERVATIONS

I've looked up on Pinterest and Behance for research purpose, all the designs for city branding really tells a lot of the city by just looking at the logo. But each of every design it is so unique, that it is difficult the have a similar reference to fit my ideas.

FINDINGS

I've noticed that the colours of the branding for a city tells a lot, and it affects the feeling and message. I also looked up a few of campaign videos and how they bring out the message speaks a lot.

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FURTHER READING

IMPORTANCE OF CITY BRANDING

https://resonanceco.com/insights/the-power-of-place-the-importance-of-place-branding/

In a world where the movement of people, capital and ideas is more fluid than ever, a strong place brand is more important than ever.

“A strong place brand helps a place compete in the global marketplace,” he says. “A business or a potential resident or a visitor can go anywhere they want today, so articulating differentiating and unique characteristics is important to attracting investment, people and capital to your place.”

Fair says that a well-articulated place branding strategy strengthens a community’s sense of place, because it creates alignment between the language and messages created for and by business, community and visitors. “When those three are aligned, there’s true resonance,” he says.

Resonance creates place brands in a three-step process that starts with an audit of current brand perceptions and communications, then engages audiences – business, industry, resident, destination marketing organization – to understand their perceptions of the characteristics and attributes. “Then we look for common threads to help write a positioning and story that everyone’s on board with,” Fair says.

“A well-articulated place branding strategy should help a country, city or community better understand what industries and types of investment it’s trying to attract, and what kinds of people and markets it should be looking for, whether for tourism or immigration. Best of all, it helps destinations chart not only who they are but who they want to become,” Chris says. “That’s part of its power. A place brand reflects what a place currently is and inspires what it can be in the future.”

CUSTOMER JOURNEY MAP

https://delighted.com/blog/guide-to-customer-journey-mapping

A customer journey map is a visual storyline of every engagement a customer has with a service, brand, or product. The customer journey mapping process puts the organization directly in the consumer’s mind to better understand the customer’s processes, needs, and perceptions.

A journey map lays out all touchpoints that your customer may have with your brand – from how they first heard of you through social media or brand advertising, to their direct interactions with your products, websites, or support team and includes all of the actions your customer takes to complete an objective across a period of time.

A visual representation of the entire customer journey can provide valuable insights into the thoughts of your customers. This can then lay the groundwork for essential changes to your product or service, or overall customer experience, marketing, and business strategy.

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THANK YOU

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