Creative Brand Strategy - Task 2 (Ideation & Design Direction )
26/09/2025 - 31/10/2025 | Week 01 - Week 06
Wong Jia Yi Carmen | 0357198 | Section 02
Creative Brand Strategy | Bachelor of Design (Hons) In Creative Media
TABLE OF CONTENTS
LECTURES
Week 2
What is Branding Process?
1. What is Brand Experience?
2. What is Creative Strategy?
3. What is Campaign Visual Identity?
What is Brand Experience?
The definition of brand experience is the collective responses an individual
or group has with a brand. This could include emotions, interactions,
sensations, thoughts, or any other kind of reaction.
Brand experience is the lasting impression that a company creates with their
customer or the general public and how the brand affects their feelings and
behavior.
Creating a good brand experience is essential as it helps companies build
positive associations between their brand and audience. Great brand
experience boosts brand recognition and brand awareness and demonstrates the
company and customers have shared values and beliefs.
Why Brand Experience is Important?
Brand experience is important because the reputation of your brand is
everything. Brand experience is what informs brand perception, and brand
perception is what makes people want to buy from you. Get it wrong, and you
may as well signpost all those high-value customers straight to your nearest
competitor.
fig 1.0 Why Brand Experience is Important? (03/10/2025)
What makes a good brand experience?
A good brand experience is made up of lots of different factors; in other words, it's never just one thing, meaning that your efforts must be widespread and all encompassing.
Your direct marketing efforts will have an enormous impact on the perception
that people have of your brand in the wider marketplace. When a potential
customer visits your branded website, they'll want to see a beautiful design
that reflects who you are; a good brand experience will also factor in ease
of use.
Adverts should showcase your core values and create a clear picture of your
personality, while the design of everything your brand lends its name to -
from your logo and signage to your social media platforms and customer
communications-should elicit positive emotions.
2. Indirect Marketing
Marketing comes from all manner of places, not least of which is your own
employees. When you can boast highly engaged employees, they act as the best
brand ambassadors you'll ever have.
Your online presence also has a profound effect on brand experience: the way
that you interact with people through social media and on your website can
make or break a first impression.
Week 3
What is a SWOT analysis?
A SWOT analysis is a simple but powerful tool to evaluate a company's
strengths, weaknesses, opportunities, and threats. It provides a clear
picture of your current position in the market and helps you identify areas
for growth.
SWOT stands
for Strengths, Weaknesses, Opportunities,
and Threats. It's a strategic planning tool used to analyse the
internal and external factors that can impact a business, project or
organization.
fig 1.1 The SWOT Analysis (10/10/2025)
1. Strengths
Internal factors that give you an advantage over competitors. (e.g. brand
reputation, strong distribution network)
2. Weaknesses
Internal weaknesses that drain your performance (e.g. limited product range,
weak online presence)
3. Opportunities
External factors that present potential for growth (e.g. emerging markets,
changing customer needs)
4. Threats
External factors that could negatively impact your business (e.g. new
regulations, economic downturn, competitor innovations)
When to use SWOT Analysis in your business?
You can use SWOT analysis in several scenarios for comprehensive business
assessment:
- Developing a new business strategy: Ensure your strategy leverages strengths and opportunities while addressing weaknesses and threats.
- Launching a new product or service: Evaluate market readiness and potential challenges.
- Entering a new market: Understand the competitive landscape and market dynamics.
- Evaluating your competitive landscape: Identify where you stand relative to competitors.
- Responding to industry changes: Adapt to new regulations, economic shifts, and technological advancements.
Week 4
Brand Positioning
Brand positioning is a strategic process where a company defines and
communicates its unique value proposition to its target audience, creating a
distinct place in their minds relative to competitors.
Brand consistency is important for any business. It helps customers
recognise your brand and remember what it stands for.
fig 1.2 Brand Positioning (10/10/2025)
Why Brand Positioning is Important?
- Brand positioning is super important because it's what sets your brand
apart in a sea of choices.
- It helps your brad stand out by defining its unique personality, benefits,
and values. When done right, it creates a strong emotional connection with
your target audience, making them more likely to choose your brand and stick
with it.
How to find a powerful brand positioning?
Step 1: In order to create a unique
and successful positioning for your brand, you need to analyze the
following:
- Understand what your consumers want
- Understand what your company's and Brand capabilities are
- Understand how each competitor is positioning their brand
Step 2: Once you've done that, you will need to choose a
positioning statement that:
- Will resonate with your consumers
- Can be delivered by your company (capabilities)
- That is different from your competitor.
Step 3: The remaining challenge is to
then reflect this brand positioning in everything that you do (brand
personality, packaging design, product, service, visual identity design,
communications, etc)
How to create a brand positioning strategy?
Making an effective brand positioning strategy is a process that needs to be
carefully mapped out.
Here are seven essential steps to making this happen:
- Assess your current brand positioning
- Identify and research your competitors
- Compare your positioning to your competition
- Pinpoint what makes your brand unique
- Create a brand positioning statement
- Implement your new brand positioning
- Evaluate your statement and measure success
Types of brand positioning strategies
- Convenience
With this type of brand positioning, you'll demonstrate why your brand is
more convenient than competitors. Whether it's thanks to your product's
availability, design, or ease of use, even if your product is at a higher
price point, its convenience will make it an attractive option for
customers, depending on simple solutions.
- Niche Service
When customers consider your brand niche, it's because the product or
service your business offers isn't widely available. Instead of focusing
on differentiating yourself from the competition, you can spotlight the
fact that you offer something unique, which can't be found elsewhere.
- Problem and solution
Does your product solve a problem that many people have? In that case,
position your brand as a powerful solution so that audiences think of it
wherever that particular problem arises. One way you can do this through
marketing is to address customers' pain points and proving that you offer
an immediate and actionable solution
Example of Positioning Statements
- Apple believes their customers (their target market) are innovative, imaginative, and creative and willing to pay a premium price for computers and phones. They love to connect with customers and provide value through innovative products like iPad and iPhone.
- Coca-cola. For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options. Each creates a positive experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options. Cola-Cola products inspire happiness and make a positive difference in customers' lives, and the brand is intensely focused on the needs of consumers and customers
Week 5
What is an Event Plan?
An event plan is a guide for all the components of your event. Also called an
event management plan, this tool organises all of the steps and key
information that go into running an event.
What are the Core Features of an Event Plan?
A big part of knowing how to run an event successfully is keeping all of
the components in one place. With a clear event plan management, all you
need to do is fill in the blanks.
Your event management plan should cover:
- Event goals and objectives
- Individual roles and responsibilities
- Volunteers and volunteer training
- Budget
- Date and time of the event
- Event master plan
- Event Location
- Event Branding
- Event Itinerary
- Partnership and sponsorship opportunities
- Promotional, advertising, marketing and publicity plan
- Day of processes
- Vendor information
Why Event Planning is Important?
- Developing a well-planned planned by combining all the aspirational efforts and strategies is important to achieve desired outcomes.
- It helps in drawing a roadmap and step by step plan
- Making a memorable impact to the audience
- Event management is about managing calculated risks.
Week 6
Developing mood board styles cape
Here are the links Mr Fauzi provided for the lectures:
Week 7
What is an Brand Brief?
A brand brief is a comprehensive document that defines a brand's identity,
including its vision, values, mission, target audience and overall strategy.
It acts as a roadmap for ensuring brand consistency across all touchpoints and
provides a shared understanding of the brand for internal teams and external
partners like agencies.
Key Components of a Brand Brief:
- Brand Vision: What the brand aspires to be in the future.
- Brand Mission: The purpose and reason for the brand's existence.
- Brand Values: The guiding principles and beliefs that shape the brand.
- Target Audience: Who the brand is trying to reach
- Brand Positioning: How the brand differentiates itself from competitors.
- Brand Tone and Voice: The overall communication style and personality of the brand.
- Brand Messaging: The key messages that the brand wants to communicate.
Why is a Brand Brief is important?
1. Consistency:
It ensures that everyone involved with the brand is on the same page,
leading to consistent branding across all platforms.
2. Clarity:
It provides a clear and concise explanation of what the brand is about, making
it easier to understand and communicate.
3. Strategy:
It outlines the brand's long-term goals and how it plans to achieve them.
4. Collaboration:
It serves as a communication tool for internal teams and external partners,
ensuring everyone is working towards the same vision.
5. Guidance:
It provides a framework for developing brand assets and marketing materials.
In essence, a brand brief is the blueprint for your brand, defining and
guiding its future direction.
How to Write an Effective Design Brief
Who needs to communicate?
Most of projects involve communication with the marketing team and the
management team. The only way to put together this information and end up with
a perfect end product is through clear communication.
Who puts the design brief together?
Essentially, the design brief is first put together by the client and then
finished by the designer. When the client gives the designer the brief, it's
the designer's responsibility to find out more about every aspect of the
brief.
What do design briefs look like?
The way a design brief looks is not as important as what's in it. The most
important thing is that it's well organized and easy to follow.
fig 1.3 Elements of a design Brief (07/11/2025)
Synopsis
Designing without a design brief is like trying to build legos in the dark.
The information in the design brief is not only the foundation for a design
project but also the best way to keep all stakeholders in the loop.
Both the designers and the client need to make sure that the information is
complete, with all the necessary details, and nothing is forgotten.
Week 8
No More Lectures.
INSRUCTIONS
fig 1.0 Creative Brand Strategy's MIB (28/10/2025)
Task 2/ Ideation & Design Direction
Timeframe: Week 01 - Week 06
Description: In this project, you will develop a Design Brief for the
proposed Brand Campaign. Start with its contents, such as Campaign Name,
Communication Goals, and Key Message, based on the Big Idea.
2A: Ideation
From the Brand Touch Points identified in the Campaign Proposal (1B), continue
to research application references that represent or symbolise your Brand
Campaign. Select only the most relevant (unique and portray 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 of Stylescape, comprised of logo style, visual style, colour
palettes, typography, graphic elements, tone of voice/ personality &
etc. This will be the proposed look and feel of your Brand
Campaign.
We opened up a Canva
Slides again for Task 2, using the same aesthetic and theme as Task 1 to keep
the look of Jelly Belly.
fig 1.1 Task 2A Slides in Canva (28/10/2025)
After feedback from Mr Fauzi, we decided to add more relevant pictures and
posters as well.
Here are the slides for Task 2A.
fig 1.3 Task 2A (07/11/2025)
fig 1.4 Task 2B in Miro (07/11/2025)
Me and Natasya decided to split our task, she will work on the poster and I
will work on the design of the packaging.
Here are some of the sketches I did on how the packaging. But at the end, we
just decided to use back the Jelly Belly's Beanboozled original packaging...
fig 1.5 Sketches on how the packaging looks like (Draft) (07/11/2025)
fig 1.6 Original Jelly Belly's Beanboozled Packaging (10/11/2025)
Since we wanted to interpret the batik pattern in our packaging, I decided to
look for inspiration and visual references on Pinterest to start the sketching
process.
And this is what I work out with.
fig 1.8 Sketches on The Design of the Packaging (11/11/2025)
Before I draw it nicely, I experience with different colours and patterns to see which one suits the best.
After discussing with Natasya, she agreed that we should digitalise the design
first and change the colour later on if we wanted to change. At the end, we
decided to go for the red background, flower design.
After the sketching, I move to Illustrator. With the packaging dieline, ready.
fig 2.0 First Draft Design on Dieline in Illustrator (17/11/2025)
After getting everything consulted from Mr Fauzi, he said the batik on the
packaging looks very nice, however, it looks more rebranding so we'll have to
change that again. As for the colours, follow the colours they used in the
packaging so it matches their brand identity.
fig 2.1 #2 Draft Design (27/11/2025)
Here is how the second draft design looks on the dieline with the colours and everything ready.
fig 2.2 Final Design (28/11/2025)
Here I've changed the jelly belly illustration in the spinner wheel to our "Taste Of Malaysia" flavours.
fig 2.3 Names and Illutrastion Changed (28/11/2025)
Here's how the finished packaging looked like.
fig 2.4 Packaging Illustration Finished (01/12/2025)
We showed Mr Fauzi and he said we are good to go and try printing it out and
have the website ready.
Before we start printing, I added these square edges at the side so it's easier for us to glue them later when we laser cutting the box. I also decreased the size for the bottom part of the box so it will fit easier for the whole box.
fig 2.5 Packaging Illustration Finished Added Square Edges (09/12/2025)
Here is the progress of our laser cutting.
fig 2.6 Laser Cut and Assembling the box (10/12/2025)
And this is our illustration printed out on a art card.
FEEDBACK
Week 1: No feedback given.
Week 2: Think of a few brands for your case study, you can start
researching brands.
Week 3: Crayola and Jelly Belly are great. Discuss and choose
one and then you can start with the proposal. Create the slides and submit
Week 4: Brand positioning slides are to be refined. Make sure
everyone knows your brand. Otherwise you are good to go.
Week 5: No Feedback Given.
Week 6: Can proceed with our idea, but put more pictures in the
slides like mockup, and for the Beanboozled, maybe can categorize them like
Malaysian food, Malaysian drinks....etc
Week 7: Idea is good, good to go and try to work more on the posters
and the packaging...create mockup and be more playful with the posters and the
fonts as well.
Week 8: Independent Learning Week.
Week 9: Looks okay, however change the colour of the batik to match the
original colour of the beanboozled's packaging. Now it looks more
rebranding.
Week 10: Good progress. Start working on the website.
Week 11: Good progress, can see that it's from jelly belly the brand itself by keeping the pop colour.
Week 12: Great, can move on with the video and the website and prepare slides for presentation later on.
REFLECTION
For Task 2, my partner and I worked closely together to further develop our campaign by ensuring that it stayed true to Jelly Belly’s existing brand identity. Mr. Fauzi pointed out that our initial concept was leaning too closely towards rebranding rather than a campaign proposal, which made us more aware of the importance of respecting an established brand’s visual and strategic guidelines. Taking this feedback into account, we refined our ideas by closely studying Jelly Belly’s official website, paying attention to their signature style, colour palette, typography, and overall playful brand tone.
This process taught me the difference between rebranding and campaign execution, and how crucial consistency is in maintaining brand recognition. I learned that a successful campaign should enhance and extend a brand’s identity rather than replace it. Working with references from the official brand also helped us make more informed design decisions instead of relying solely on personal creativity. My key takeaway from this task is that creativity in brand strategy must always be supported by research, alignment, and strategic discipline. Collaborating closely with my partner also strengthened my teamwork and communication skills, as we constantly exchanged feedback to ensure our campaign remained cohesive and on-brand.
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