Creative Brand Strategy——Final Compilation

Creative Brand Strategy

22.9.2025 - 19.12.2025 (Week 1 - Week 13)

Qian Guoyi | 0369462

Bachelor of Design (Honours) in Creative Media

Final Compilation

Task1:https://0369462.blogspot.com/2026/01/creative-brand-strategy-task-1-case.html

Task2:https://0369462.blogspot.com/2026/01/creative-brand-strategy.html

Task3:https://0369462.blogspot.com/2026/01/creative-brand-strategy-task-3-campaign.html

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INSTRUCTIONS

Final submission

TASK1-CASE STUDY & CAMPAIGN PROPOSAL

Assignment Requirements

1A : Case Study

You are to analyse a well-established Rebranding Campaign of your choosing. 

1. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Brand Positioning. 
2. Understanding its brand experience: features and activities. 
3. Reviewing its key visuals and the applications: identity and usage from different platforms.

1B : Campaign Proposal

You are to propose a Branding Campaign. The campaign will be for a a glimpse of your choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch. 
The suggested proposal outline: 
Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map.

Task1A：Case Study & Task1B：Campaign Proposal ppt
  

TASK2-Ideation & Design Direction

2A: Ideation

From the Brand Touch Points identified in the Campaign Proposal (1B), continue to research for 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.

2B: Design Direction

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

This is the final version of our mind map. Before reaching this stage, we experimented with several color schemes and typefaces, continuously refining the visual direction through comparison and testing.

In the end, we chose the Acne Studios Autumn/Winter 2025 collection as our visual reference and developed a blue-based color palette inspired by it. This choice reflects the brand’s calm, rational, and contemporary aesthetic.

The use of blue enhances visual clarity and information hierarchy, while also conveying a sense of restraint, professionalism, and thoughtful reflection. As a result, the final combination of color and typography creates a more cohesive, clear, and visually resolved mind map.

Final mind-map：

Process：

TASK3-CAMPAIGN BRANDING

Description

You will synthesise the knowledge gained in Task 1 and Task 2 for developing a presentation deck for the campaign. By utilizing information gained through previous tasks, students are to execute the visual identity and design applications for the proposed campaign; the design process begins by developing substantial key visual and further adopting it to design application.

Based on Task 2A:

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.

Final slides

A4 poster

This is an A4 poster designed for a fashion show photography exhibition. The background features a photographic image of a runway model. To emphasize the collage concept, both the front and side views of the model are combined in a layered composition. While highlighting visual depth and artistic expression, the poster also clearly presents essential information, including the date, time, location, and full address of the fashion show.

Vertical Poster 1080 x 1920

This is a vertical poster in 1080 × 1920 format, designed for the 2025 Autumn Collection. The poster mainly uses a blue color palette, creating a calm, modern, and slightly futuristic atmosphere through layered shades of blue. A grain texture is applied to the overall image to reduce the digital sharpness and enhance a photographic feel, giving the poster a more authentic and editorial fashion aesthetic.

Photography Fashion Show Video

The video for the photography fashion exhibition is created by editing and assembling runway footage from the Acne Studios airport show. Collage elements are introduced through image fragmentation, layering, and non-linear sequencing, enhancing visual depth and experimental expression. This approach echoes the central collage theme of the project, creating a strong conceptual connection between the static posters and the moving images.

Final - Mockup

                                                               Vertical Poster 1080 x 1920

                                                                             A4 poster

Instagram- iPhone Mockup

Website-Mockup

REFLECTION

Through this course, I have not only improved my visual design skills but also developed a deeper understanding of concept-driven design. The projects helped me realize that design is not only about visual aesthetics, but about building a clear and coherent relationship between concept, medium, and expression.

In the photography fashion exhibition project, I explored collage as the core visual language and extended it across posters, vertical visuals, and video works. By re-editing runway footage, restructuring imagery, and applying grain textures, I learned how to create new narratives and visual rhythms while respecting the original material. This process encouraged me to embrace experimental design and step beyond conventional layouts and linear storytelling.

The course also made me more aware of the importance of the design process itself. From initial research and concept development to visual testing and final presentation, each stage played a crucial role in shaping the outcome. Feedback from the instructor and peers pushed me to reflect on my design decisions and consider the audience’s perspective rather than relying solely on personal taste.

Overall, this course strengthened both my technical abilities and my critical thinking as a designer. The experience has influenced how I approach future projects and will continue to shape my design practice moving forward.