Creative Brand Strategy - Task 2: Design Brief

25/04/2025-09/05/2025 (Week 3-6)
Lizzie Tanaka (0362065)
Creative Brand Strategy | BDCM | Taylor's University
Task 1

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LECTURE

All lectures are in Task 1 Blog E-Portfolio (Week 1-9)

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INSTRUCTIONS

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.

In task 2, we are to arrange a design brief proposal. 

Process Work

For task 2, we continued on with our previous idea that Mr. Fauzi has approved and we're to design a critical application list and Mr. Fauzi has also asked us to create a moodboard for this project. 

Project 2A

As we were also asked to create a moodboard, Sheryne and me decided to do it in Canva. We compiled our rebranding idea then to our design direction and inspiration.

Fig 1.1 Moodboard

Below is a list of our critical application list. We did 7 of the critical application:

1. Logo usage: How we intend to use the logo and consistent guidelines
2. Color palette: Consistent guideline on where to use our colors
3. Typography: Consistent guideline on which typeface to use and hierarchy of it.
4. Imagery Style: Guideline on the theme of imagery we have to stay consistent in.
5. Key Platforms: Platforms we want to promote our campaign in
6. Tone of Voice: For copywriting, caption, slogans, and more
7. Motion/Video guideline: Guideline to make sure our video aligns to our campaign

Fig 1.2 Critical Application List

Project 2B

After we're done with this, we continued to refine our powerpoint slides. Here, we focused on the brand positioning statement and our CTA. Our CTA becomes "Snack with Snickers!" which we think was a catchy and straightforward. Our design brief was consistent, relatable, energetic. 

We also set our background, objectives, and target audience. In short, we rebranded their tagline so that Snickers will be seen in a more positive, fun light. 

Fig 1.3 Campaign

To start this project, Sheryne explored some poster styles while I redesigned the packaging in Photoshop. 

Fig 1.4 Snickers Teh Tarik Packaging process

The base is a usual Snickers packaging which I recolored in Photoshop. I then added the flavour pictures and then added the flavor name to it. 

Fig 1.5 Snickers Gula Melaka Packaging process

Final Submission

Fig 2.1 Task 2 Designer Brief

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FEEDBACKS

Week 6:

We showed Mr. Fauzi our poster (the red one), but he said that our poster did not reflect our campaign objectives as it was catered to the athletic target audience. He asked us to make the posters more relatable to Gen-Z and Millenials.

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REFLECTIONS:

Experience:

Task 2 is quite hard for me to navigate through for me because everything is still vague. I'm thankful that I had my group partner to discuss with so I wasn't going through everything alone. Every week like it was quite confusing because the direction wasn't clear yet.

Observations:

The design brief as I observed, proved to be really helpful as we can always look back to our design brief and ensure that what we design is aligned well. 

Findings:

I found that a design brief will be the one compact guideline to how smoothly the project goes and if the outcome will fit our target audience.