CREATIVE BRAND STRATEGY - PROJECT 1

(22/04/2020- 4/05/2020) Week 2 - Week 4
Dk Nur Reem Rashah Pg Mohammad Apri (0336605)
Creative Brand Strategy
Project 1A & Project 1B

LECTURES

Week 2 (22/04/2020)

Ms. Low gave us a short brief on explaining the project process again and then began the lecture on the difference between brand identity and campaign, along with a further explanation about event and campaign.

Notes:

• 'Brand Identity' is mostly representing the story behind the brand whereby it mainly communicates the intended message to its audience in a "cohesive and consistent" manner.
• Long term
• 'Campaign' is the initiative on how the brand promotes itself.
• Short term

Slides:


INSTRUCTIONS


PROJECT 1A

Week 2 (22/04/2020)

This week we presented our case study. I chose 'Lollapalooza' for my case study.

Research:


Slides:


FEEDBACK

Ms. Low mentioned that I could further explore on dynamic brand identity. She also provided an explanation of why Lollapalooza might have a different logo on their social media due to adapting to the space restrictions of their profile photo on these platforms.  Otherwise, Ms. Low suggested that I can improve my presentation skills by articulating faster.

PROJECT 1B
 


FEEDBACK

Ms. Low stated that overall research data was well compiled and the core subject was well articulated. She suggested that I should indicate what kind of the activity will be taken to answer the strength—‘Reducing energy and water consumption’. Otherwise, the Target Audience was comprehensively articulated, as well as SWOT. However, she mentioned that the ‘experience’ in customer journey map can be further articulate, e.g. what will be the takeaway for the visitors during the event.

REFLECTIONS

EXPERIENCES

By undertaking these projects, I've gained an understanding of how to work through a brand strategy by ensuring that all factors are relevant to what makes up the brand; its values, target audience, its vision, and mission, etc. I've also learned how important it is to consider what the USP is as well as evaluating the SWOT in order to further develop ideas for the strategy itself.

OBSERVATIONS

Observing the case study for Project 1A helped me to come up with ideas for project 1B where I propose my own idea for a brand strategy for ARTAIM. Without evaluating Lollapalooza's brand strategy and observing how it was executed, I wouldn't have a clear idea of what factors were needed to be taken into consideration for my proposal.

FINDINGS

It was quite interesting to find out that there weren't as many creative events in Malaysia with similar features as ARTAIM when I was attempting to make a list of potential competitors for my proposed event. I've only found one, which was RIUH.

FURTHER READING

• Medium article - Paul Davis - 'Dynamic identities' (Online Article)

I thought reading this article would help me understand the dynamic identity that Lollapalooza might have for its logo.

Takeaway:

There are different types of dynamic identities:

• Container
• Approaching the "logo as a box that can constantly change its contents - playing with one variable like colour or imagery can create variety while remaining recognisable."
• E.g. NYC logo, Wolff Olins

• Wallpaper
• "Placing variables behind a constant logo" like a wallpaper/backdrop.
• E.g. Aol's identity - logo, Wolff Olins

• DNA
• Having "a toolbox containing several core ingredients. Various recipes can be created using these ingredients, resulting in a different outcome."
• E.g. EDP's identity - logo, Sagmeister & Walsh

• Formula
• Instead of core ingredients, the "system is constant".
• E.g. VI for Management for Design, Pidgeon

• Customised
• It allows the client to interact with and be part of the brand, or "letting the identity reflect a certain sense of community, creating an emotional bond."
• E.g. OCAD University logo, Bruce Mau Design

• Generative
• "Enabling at least one element of the identity to be influenced by external data — weather, stock market, news, tweets, number of visitors, status of a project, anything really — put it in real time. The identity can reflect the world it is living in."
• E.g. Nordkyn website logo, Neue Design Studio

(Additional) Interesting reads from Ms. Low's suggestions:

• DeeZeen article - Marcus Fairs - 'Coronavirus offers "a blank page for a new beginning," says Li Edelkoort' (Online Article)

Takeaway:

Similar to the previous article by McKinsey & Company, this article also communicates the possibility of the resulting change in human behavior as we experience a big shift in our values. The readers are presented with Edelkoort's perspective on this "quarantine of consumption" and how the outcomes of it should be considered for future reference in regards to the design industry.

Main key points:

• "We will be in a position of having a blank page for a new beginning because lots of companies and money will be wiped out in the process of slowing down. Redirecting and restarting will require a lot of insight and audacity to build a new economy with other values and ways of handling production, transport, distribution, and retail.

• "Therefore, if we are wise – which sadly we now know we aren't – we will start up again with new rules and regulations, allowing countries to get back to their knowhow and specific qualities, introducing cottage industries that would flourish and grow into an arts-and-crafts century, where manual labour is cherished above everything else."

• "A regulated shut down of production plants for two months a year could be part of this concept, as are collective creative studios that would produce ideas for several brands at a time, bringing about an economy of scale with a much lighter environmental footprint."