25/04/25 - 16/05/25 (Week 1 - Week 6)
Andrea Choo Qin Hui (0366959)
Andrea Choo Qin Hui (0366959)
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Case Study & Campaign Proposal
INSTRUCTIONS
PROJECT 1
1A : Case Study
This project involves analyzing a successful
rebranding campaign by a well-established
brand. The analysis will cover the brand’s overall strategy,
including its story, purpose,
values, vision, mission, target audience and market positioning. It
will also explore the
brand
experience by examining key features, touchpoints and activities
that define how
consumers interact with the brand. Lastly, the project will review
the updated visual
identity and how it is applied consistently across different
platforms and media
channels to reinforce the brand’s image and message.
・Choosing the Brand :
For
this project, Aidi and I chose to work together and picked Gentle
Monster as our
brand. Gentle Monster is known for its stylish and creative
eyewear and it has gone
through a unique rebranding that mixes fashion, art and
technology.
・Research Collection :
Figure 1.1 Research in Google Doc
After gathering all the information on the brand,
Aidi and I began organizing our
research and insights into a presentation using Canva. We
carefully structured the
content to cover Gentle Monster’s brand strategy, purpose,
vision, mission, brand
experience and key visuals. Our goal was to create a clear,
visually engaging
presentation that reflects the brand’s unique identity and
communicates our analysis
effectively.
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| Figure 1.2 Making the Slides |
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Figure 1.3 Final Slides for 1A : Case Study |
1B : Campaign Proposal
For the
second part of this project, we are required to propose a branding
campaign for
a brand of
your choice. The campaign can either be a rebranding initiative to
introduce
a new
concept or the launch of a new product line. Our proposal should cover
key
elements
such as the campaign description, brand story, objective and purpose,
core
values,
vision and mission, target audience, organizing team or collaborators,
SWOT
analysis
and brand positioning. To support your campaign, we will also need to
identify
the brand’s
main touchpoints by developing a customer journey map that outlines
how
consumers
interact with the brand at each stage of their experience.
・Feedback from Mr. Fauzi :
After presenting our slides to Mr. Fauzi, he
recommended that we incorporate a
collaboration with a Malaysian artist or celebrity to add local
relevance and cultural
depth
to the campaign. This suggestion from him aims to highlight the brand’s
connection to Malaysian identity while also creating a unique and
meaningful
experience that resonates with the local buyers.
Thus, Aidi and I started brainstorming of
Malaysian artists and celebrities we could
think
of that would also align with the target audience of Gentle Monster.
Eventually we
decided
on Angel of the Malaysian pop group, 'Dolla'.
・Research Collection :
Figure 2.1 Research in Google Doc
 |
| Figure 2.2 Making the Slides |
Figure 2.3 Final Slides for 1B : Campaign Proposal
FINAL SUBMISSIONS
REFLECTIONS
Experience: For Project 1A, the experience was quite intriguing for me, as I initially didn’t know much about Gentle Monster. Through the research process, I discovered how unique and artistic the brand truly is, especially in the way it blends fashion, design and immersive retail concepts. It was eye-opening to see how much thought goes into not just the products, but also the brand storytelling, visual identity and customer experience. For Project 1B, it was very fun to create a campaign for Gentle Monster, especially using Angel as our muse throughout the concept. It allowed Aidi and I to be more creative and imaginative while still staying true to the brand’s artistic and experimental nature.
Observations: Throughout both parts of the project, I observed how important it is for a brand to have a clear identity and consistent messaging across all touchpoints. Gentle Monster stood out for its strong visual direction and immersive customer experience, which taught me how branding is not just about the product, but the overall emotion and journey a brand creates. I also noticed how effective collaborations and storytelling can elevate a campaign and help a brand connect with its audience in a deeper, more memorable way.
Findings: Through this project, I found that Gentle Monster’s success lies in its ability to combine art, technology and fashion into a cohesive brand experience. The brand doesn’t rely on traditional advertising but instead focuses on experiential design, visual storytelling and cultural relevance to engage its audience.
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