16/05/25 - 04/07/25 (Week 6 - Week 8)
Andrea Choo Qin Hui (0366959)
Andrea Choo Qin Hui (0366959)
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Design Brief Proposal
INSTRUCTIONS
PROJECT 2
In this project, we’ll create a Design Brief for a new Brand Campaign.
We’ll start by
deciding on
a campaign name, what we want to communicate (our goals), and the
main
message we
want to share based on the big idea behind the campaign.
After that,
we’ll work on the Ideation and Design Direction. This means coming up
with
different creative ideas that fit the brand’s strengths and goals, and that also appeal to
different creative ideas that fit the brand’s strengths and goals, and that also appeal to
the target
audience. This part helps us ask the right questions, move past the
basic
ideas,
explore new and unexpected directions, and come up with a variety of
design
options to
choose from.
2A : Ideation
Based on the Brand Touch Points we identified in our Campaign
Proposal (1B), we will
continue to research examples and references that best represent
our Brand Campaign.
We'll carefully choose only the most relevant and unique touch
points, the ones that
clearly reflect the campaign across all situations to create our
Critical Application List.
For
each selected touch point, we’ll include a short description
explaining what it is and
how
it supports the campaign. We'll also consider how each one can
help strengthen the
message, improve the brand experience, and bring the campaign to
life in a meaningful
way.
Figure 1.1 Final Slides for 2A :
Ideation
The
slides used above are the same as those from Project 1, as they were
already
finalised by Mr. Fauzi beforehand. Since the content and direction
had been approved,
we
decided to maintain consistency and carry it forward into this
project to ensure
alignment with the initial vision and expectations.
2B : Design Direction
For design direction, we will define our design direction by creating a set of
mood
boards
or a stylescape. These will include the visual style, colour palettes, typography,
graphic
elements and more. This will represent the overall look and feel
we’re
proposing
for our Brand Campaign, helping to visually guide and shape the
creative
development
moving forward.
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Figure 2.1 Old Vision #1 for 1B : Campaign Proposal
& 2A : Ideation
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After
reviewing Angel’s Instagram again, I noticed that she had recently posted
new
images
featuring her wearing the latest Gentle Monster glasses. These new
visuals
provided a
clearer and more updated representation of her style and the
brand’s
current
direction. Because of this, I decided to completely revise and refine our
original
visions using
these updated images.
・Updated Visuals :
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| Figure 2.4 A4 Poster Final Design on Photoshop |
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Figure 2.4 Vertical Poster Final Design |
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These designs were created with our Gentle Monster Campaign featuring Angel
from
Dolla in mind. We specifically aimed for a Y2K inspired aesthetic to match
the bold and
edgy vibe of both the brand and Angel’s style. After receiving approval
from Mr. Fauzi, I
finalised the visuals and inserted them into our Design Direction layout on
Canva to
reflect the intended look and feel of the campaign.
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FINAL SUBMISSIONS
REFLECTIONS
Experience: For Project 2, it was especially fun and rewarding to create a
campaign for Gentle Monster using Angel from DOLLA as our muse. Having
her as the face of our concept allowed Aidi and me to be more
imaginative while still staying true to the brand’s experimental and
artistic nature. Working on the visuals, such as editing posters and
building moodboards helped us shape a cohesive and striking campaign
direction that matched the Y2K-inspired theme we envisioned.
Observations: Throughout both parts of the project, I
noticed how important it is for a brand to have a strong identity and
consistent messaging across all touchpoints. Gentle Monster stood out
for its clear visual direction and focus on immersive experiences,
which showed me that branding goes far beyond just the product, it’s
about the emotion, atmosphere and journey a brand creates for its
audience. I also observed how collaborations, like the one with Angel,
can bring a fresh and relatable layer to a campaign, helping the brand
connect with its audience in a deeper and more lasting way.
Findings: From this project, I found that Gentle Monster’s
success lies in how it blends art, technology, and fashion into a
seamless brand experience. Rather than relying on traditional
advertising, the brand focuses on experiential design, bold visuals,
and cultural relevance to engage its audience. By working on the
campaign posters and moodboards, I learned how each design choice
contributes to shaping the brand’s tone and message, and how important
it is for every visual element to align with the overall concept.
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