Creative Brand Strategy - Task 3: Campaign Branding
Creative Brand Strategy
31/10/2025 - 19/10/2025 (Week 06 - Week 13)
Qian Guoyi | 0369462
Bachelor of Design (Honours) in Creative Media
Creative Brand Strategy / Task 3: Campaign Branding
INSTRUCTIONS
PROCESS
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.
Requirements: 15 minutes presentation on week 13, recommended in the format of Google Slide. Do include any relevant outcome in its original forms as well to fully support your idea.
Poster Design
This is our A4 poster design, created to combine runway presentation with collage art, resulting in a distinctive visual impact. The overall color scheme uses black and gray tones, creating a subtle and modern atmosphere that aligns with the brand’s minimalist aesthetic. The background features photography from the 2025 Autumn runway, highlighting the texture and details of the clothing. In the bottom-left corner, the poster showcases the model’s front and back views, allowing viewers to appreciate the layered structure and silhouette of the garments. The layout incorporates collage techniques to reinforce the “Fragmented Identity” concept, making the poster not only a fashion communication tool but also a reflection of the brand’s artistic and creative vision.
This is a vertical poster in 1080 × 1920 format, specifically designed for the 2025 Autumn Collection. The poster primarily uses a blue color palette, with layered shades of blue creating a calm, modern, and slightly futuristic atmosphere. A grain texture is applied across the image to soften the digital sharpness and enhance a photographic quality, giving the poster a more authentic, editorial fashion aesthetic.
The layering of color and texture also guides the viewer’s focus, creating a sense of depth and dimensionality, which helps the poster stand out both in digital platforms and physical displays. The overall design integrates brand concept, fashion style, and artistic expression, strengthening audience perception and leaving a lasting impression of the collection.
This is our Instagram Multiple Square Post (depending on the number of content pieces). The visuals primarily use blue and black tones with a dark overall theme, creating a subtle, modern, and artistic atmosphere. The content focuses on collage elements, reflecting the campaign’s core theme, “Fragmented Identity”, while also providing information about the photography exhibition and fashion show schedule and locations.
The design emphasizes visual coherence and interactivity, guiding the viewer’s eye through the layered collage images. Each individual square can be appreciated on its own, while collectively forming a complete narrative that enhances the browsing experience and encourages brand engagement. Additionally, the combination of dark tones with blue shades aligns with the campaign’s visual identity and strengthens the overall artistic and fashion-forward feel of the Instagram page.
Photography Fashion Show Video
This is the website we designed for the 2025 Acne Studios collection. The site showcases the new clothing and accessories, introduces the theme and concept of the campaign, and provides information about the photography exhibition and fashion show schedule and locations. The overall design is based on our carefully selected blue color palette, creating a cohesive, fresh, and modern visual style, while incorporating collage elements to highlight the brand’s creativity and artistic identity.
The website emphasizes interactivity and readability, using visual modules with text, collage-style layouts, and clear navigation to guide users through the brand story and event details. At the same time, the design balances digital experience with brand extension, allowing audiences to engage with the multi-layered concept of “Fragmented Identity”, enhancing user participation and leaving a lasting impression of the brand.
Derivative Mockup：
SUBMISSION
FEEDBACK
Through this course, I have not only enhanced my visual design skills but also developed a deeper understanding of concept-driven design. The projects helped me realize that design is not solely about aesthetics, but about establishing a clear and coherent relationship between concept, medium, and expression.
In the photography and 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 move beyond conventional layouts and linear storytelling.
The course also heightened my awareness of the importance of the design process itself. From initial research and concept development to visual testing and final presentation, each stage played a critical role in shaping the outcome. Feedback from the instructor and peers encouraged 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 in the years to come.
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