Project 3: Campaign Branding | Creative Brand Strategy
Project 3: Campaign Branding
[duration]
Rafa Maritza Hertrian [0364958]
Bachelor of Design (Honours) Creative Media/ Taylor's University
MER 60104 / PACKAGING AND MERCHANDISING DESIGN
LECTURE
INSTRUCTIONS
PROCESSMood BoardAt first, we showed the reference images that we had before, and Mr Fauzi suggested that we could place all of our brainstorming in the mood board.
Hence, we placed the SWOT, key messages, critical application, target audience, creative direction, etc.
After seeing the updated version of the moodboard, Mr Fauzi said that it is already good and told us to proceed with making the poster.
WebsiteThe objectives of our website are to introduce to the audience to our campaign. We explained that we want to combine physical and digital play through augmented reality. 
After showing this to Mr Fauzi, we got a suggestion to make the website more relatable to a more specified target audience such as Malaysian consumers. Hence, we changed the images of the model to be ethnicities that are more common in Malaysia.
Bachelor of Design (Honours) Creative Media/ Taylor's University
MER 60104 / PACKAGING AND MERCHANDISING DESIGN
He also suggested to make the website more sequenced and more straightforward so that it can maintain the audience's attention.
Final Website
Poster DesignThis is the initial poster that we showed, the main purpose of this poster is to show what LEGO Your Way is about by explaining it with the design brief. Mr Fauzi suggested that the poster can be more dynamic by putting the writings in the block and make the writings bigger.
Then, we make other 3 posters. The second poster is to show the simple steps of LEGO Your Way which are build it, scan it, and unlock it. The third one is to promote the combination of digital and physical play. Finally, the fourth one is to show that the customers can collect characters and interact with them through LEGO Your Way.
Promotional Video Draft 1: In this video, we show a simple animation of the main steps of LEGO Your Way, which are Collect Connect and Discover, followed by other phrases that connect with the campaign.
Draft 2: For this draft, Mr Fauzi said that we need a real-life clip to better explain the campaign and to make the video more relatable. Hence, me and my partner go to a lego shop to film a real life footage. Below is the revised version:
Social Media PostKey ideas- Showing the campaign logo/ Call to action
- Build it, Scan it, Unlock it: Steps to LEGO Your Way
- Collectable Character Showcase
- Collect: Persuading Customers to Collect Physical Toys
- Connect: To connect with their toys and community
- Discover: Discover the features of LEGO Your Way through LEGO AR and LEGO Life
Post 1
- Showing the campaign logo/ Call to action
- Build it, Scan it, Unlock it: Steps to LEGO Your Way
- Collectable Character Showcase
- Collect: Persuading Customers to Collect Physical Toys
- Connect: To connect with their toys and community
- Discover: Discover the features of LEGO Your Way through LEGO AR and LEGO Life
Post 2
Post 3
Post 4
Post 5
Post 6
FEEDBACK Week 6
Week 7 - Expand the moodboard
Week 8 - The moodboard is already good
- Make the poster more dynamic (Putting the text in the elements)
- Make the writing in the poster bigger so it's more readable.
Week 9- Make the website and the poster more relatable to a more specific audience (Malaysian).
- Mr Fauzi suggested using characters that are made by Malaysians like Agent Ali.
- Change the model to races that are more common in Malaysia.
Week 10 - add sequence to the website (add numbers to the steps of the campaign)
- move the articles to the end of the website
- name the steps in the website with “collect, connect, discover” to add consistecy
- add sound to the video
- change “characters” to “choose a character”
Week 11 - Make sure all of the elements, such as the images, typography, phrases, are all consistent within the whole campaign.
Week 12- Mr Fauzi said that we need a real-life clip to better explain the campaign and to make the video more relatable
Week 13
SUBMISSION
REFLECTION
- Expand the moodboard
- Make the website and the poster more relatable to a more specific audience (Malaysian).
- Mr Fauzi suggested using characters that are made by Malaysians like Agent Ali.
- Change the model to races that are more common in Malaysia.
- add sequence to the website (add numbers to the steps of the campaign)
- move the articles to the end of the website
- name the steps in the website with “collect, connect, discover” to add consistecy
- add sound to the video
- change “characters” to “choose a character”
- Make sure all of the elements, such as the images, typography, phrases, are all consistent within the whole campaign.
- Mr Fauzi said that we need a real-life clip to better explain the campaign and to make the video more relatable
From this module, I have learned how we can put any brand in or back on the market. I have realized in a brand strategy, it requires a lot of thought about the issues that the brand are facing to come up with a logical solution. In a brand strategy, it is also important to maintain consistency even though the brand strategy includes a lot of parts. Hence, it is important to brainstorm our ideas and plans in a moodboard to see the big picture of the whole campaign.
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