Creative Brand Strategy - Task 3

NAME: SARAH CHEONG YINSHI                                                                                                        I.D: 0354962

COURSE: BDCM

WEEK 6 - WEEK 14

04/10/2023 - 00/00/2023

GCD 61404 - PUBLISHING DESIGN

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This is a continuous task of Task 1(B) and Task 2

PROGRESS | Logo & Graphic Elements

1. Logo

I started off with the sketch from what I thought of, giving me an idea on the direction of my logo. 

sketch

Then I realised it was hard to develop by just having a rough sketch from the previous one, so I worked backwards, started over with constructing the meaning of my campaign name and sketch the graphic elements break apart.

After all the digital sketch and opinion from lecturer and classmate, these are the 4 chosen one to develop, then I tried to apply colours:

2. Graphic

I also created the graphic elements that could be applied to my design later on:

After the 2nd round of tutorial for logo, these are the 2 final chosen one, I need to try out to see which logo fits better on my posters:

3. Poster

Poster try out with the first logo:

Poster try out with the second logo:

After the 3rd round of tutorial, we decided to go for the 2nd logo.

I recorded everything on Google Docs to refer on when designing, including my video script:

4. Social Media

The carousel for 5 of the post

Total of 9 post on social media:

4. Instagram Story

4. Website

4. Merchandise

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FINAL SUBMISSION

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FEEDBACK

WEEK 6 (04/10/2023)

Icon: Change the form, come up with something new. 

2nd idea: develop potential. Texture and variety, Icon can be inspired by this idea, illustrate Taipei. Consider where to put the tagline.

Using sketch shape: Stacking typo, come up with different icon, change with different icon.

WEEK 7 (11/10/2023)

Squirky logo might look unique and eye-catching, but it might be hard to incorporate the design in future, balance problem, need to try out adding tagline. The last row of logo will tells more, with the one that are neater. Maybe can try to put in the squirky elements into the neat one.

WEEK 9 (25/10/2023)

Struggling on applying colors. Maybe first to try a single color, seeing my moodboard that is mostly with a dark background with striking colors for pattern and text to pop up. Avoid to attach to the brand colors. A special blue or purple. Try out 2 different logo on my poster, in black and white first. 

WEEK 10 (01/11/2023)

Gradient doesn’t fit to my logo, it is still suitable with b&w. My colours for graphics and visual will be striking so that my logo will remain plain to make the contrast. Promotional video speaker in chinese, provide text and subtitle in chinese and english. 

WEEK 11 (08/11/2023)

Website colour usage is consistent, try to implement more on the graphic elements that I’ve done, maybe the rounded shape can be replaced by the graphics. Look back to my task 2, about all the design details, implement it into my instagram post.

Promotional video intro can start by an interview so that it will attract people to stay, curious about what is it about. Focusing too much on gay pride, include more of Taipei, rmb i am promoting taipei. My video doesn’t include any of my designs.

WEEK 12 (15/11/2023)

Merchandise: tote bag can go with 1&2 combine them tgt, same goes to the postcard the ones that has stronger to represent my campaign. Keychain it’s best to have the logo and tagline together. 

WEEK 13 (22/11/2023)

Much better video compared to previous ones. Text can remain longer and use background instead of on messy video background it's hard to read.

REFLECTIONS

EXPERIENCE

It's a fresh start to actually design a logo for a city, it's not easy than just designing a logo for brand but a campaign that would represent the city. While searching for inspiration, I seen a lot of city branding logo that really impressed me.

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

It is very much different from the task last semester, this time we focus more on the development that actually tells story of a city. But I really had fun designing it, it is a good opportunity its to get in touch in this field.

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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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