Creative Brand Strategy - Task 2: Ideation & Design direction
Creative Brand Strategy
26/09/2025 - 31/10/2025 (Week 01 - Week 06)
Qian Guoyi | 0369462
Bachelor of Design (Honours) in Creative Media
Creative Brand Strategy / Task 2: Ideation & Design direction
INSTRUCTIONS
LECTURES
Week 5 | Event Plan
What is an Event Plan?
An event plan is a comprehensive guide for running an event. It brings together all important information and processes so organizers clearly know: what to do, who is responsible, when to do it, and how to execute it.
Core Components of an Event Plan
A good event plan keeps all key elements in one place to ensure smooth execution. It usually includes:
- Event goals and objectives
- Team roles and responsibilities
- Volunteer arrangements and training
- Budget planning
- Date and time of the event
- Master plan for execution
- Event location
- Event branding and visuals
- Event itinerary
- Partnership and sponsorship opportunities
- Promotion, marketing, and publicity plan
- Day-of processes
- Vendor and supplier information
Why is Event Planning Important?
- Helps turn ideas and strategies into clear, actionable steps
- Provides a roadmap for execution
- Creates a memorable experience for the audience
- Event management is essentially about anticipating and managing risks
Week 6 | Mood Board / Style Scape
Purpose of a Mood Board
A mood board is a visual tool used in the early stages of design or event planning to define overall style, mood, and direction.
By combining images, colors, textures, and fonts, it can:
- Quickly establish a unified visual language
- Help the team align on style
- Improve communication and reduce misunderstandings
Tools Recommended
The lecture suggested the following platforms for creating mood boards:
- Canva
- Milanote
- Miro
These tools are suitable for concept exploration and style development.
Week 7 | Brand Brief & Design Brief
What is a Brand Brief?
A brand brief is a document that defines the core identity of a brand. It explains who the brand is, what it wants to become, and who it communicates with.
It provides a clear direction for internal teams and external partners, ensuring consistent branding across all touchpoints.
Key Components of a Brand Brief
- Brand Vision: What the brand aspires to be in the future
- Brand Mission: The purpose of the brand
- Brand Values: Guiding principles and beliefs
- Target Audience: Who the brand is trying to reach
- Brand Positioning: How the brand differs from competitors
- Tone and Voice: How the brand communicates
- Key Messaging: The main messages the brand wants to convey
Why is a Brand Brief Important?
- Consistency: Ensures the brand is presented the same way everywhere
- Clarity: Makes the brand easy to understand
- Strategy: Defines long-term goals
- Collaboration: Helps teams and partners work toward the same vision
- Guidance: Provides a framework for creating design and marketing materials
In short, a brand brief is the blueprint for a brand’s future.
Design Brief
Who Needs to Communicate?
Design projects usually require close communication between designers, marketing teams, and management. A design brief is the core communication tool.
Who Prepares the Design Brief?
The client usually provides the initial draft
The designer clarifies, adds details, and finalizes it
Ensures all information is specific, clear, and complete
What Does a Design Brief Look Like?
The format is not important; the content should be well-organized, clear, and easy to follow.
PROCESS
To promote the brand touchpoint “Fragmented Identity”, we selected multiple unique and interactive applications that clearly reflect the brand’s concept. Each touchpoint is designed to engage the audience deeply while enhancing overall brand communication. The key applications are as follows:
Website & Digital Collage Filter
Users can browse concept stories and create their own collage portraits online. This touchpoint allows for interactive participation, extending the digital experience and reinforcing the brand’s creative image.Street Posters, Flyers & Teaser Videos
Collage-style posters, flyers, and teaser videos displayed in public spaces attract attention and curiosity. This touchpoint builds visual anticipation and draws potential participants to the event.Pop-up Store / Exhibition Visit
Visitors can try on limited-edition clothing and attend live shows at pop-up stores or exhibitions. This touchpoint merges offline experience with the brand’s artistic concept, immersing users in the multi-layered visual world of Fragmented Identity.Social Media Interaction
Instagram reposts, ads, fashion blog coverage, and user tagging with #FragmentedIdentity expand the campaign’s reach. This encourages user-generated content (UGC), strengthens community engagement, and fosters brand loyalty.Campaign Website & QR Codes
By scanning QR codes, users can visit the campaign website, share content, and become part of Acne Studios’ art community. This touchpoint not only provides an information channel but also enhances online interaction and long-term brand connection.
By integrating these touchpoints across both online and offline channels, the campaign allows audiences to experience the Fragmented Identity concept through interaction, participation, and sharing, thereby increasing brand awareness and loyalty.
This is 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.
SUBMISSION
REFLECTION
During the planning of the “Fragmented Identity” brand campaign, I gained a deep understanding of the importance of a multi-touchpoint strategy in brand communication. By combining online and offline channels, we not only created visually impactful experiences but also offered opportunities for audience interaction and participation, allowing them to truly engage with the brand world.
Through the website and digital collage filter, I realized that interactive experiences significantly enhance users’ memory of the brand. Users become co-creators rather than just observers, which makes the brand message more memorable. Street posters, flyers, and teaser videos serve as pre-event attention-grabbers and brand warm-up, guiding the audience to deeper engagement with the campaign.
The pop-up store and exhibition highlighted the power of immersive space design. When users try on limited-edition clothing and watch live performances, the brand concept becomes a tangible, personal experience rather than an abstract idea. Social media interactions extend the campaign into online communities, encouraging user-generated content and sharing, which amplifies the brand message and strengthens community engagement.
Through integrating these touchpoints, I realized that successful brand promotion is not just about a single channel, but about embedding creativity, interaction, and participation throughout the customer journey. A multi-touchpoint and multi-sensory strategy allows audiences to experience the brand concept in different contexts, ultimately enhancing brand awareness and loyalty.
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