CREATIVE BRAND STRATEGY - TASK 2 - IDEATION & BRAND DIRECTION

Creative Brand Strategy
20/9/2023 - 4/10/2023 (Week 4 - Week 6)
Mariam Ayman Mohamed Abouelala (0347638)
MKT 62504 Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 2:

INSTRUCTIONS

LECTURES

What is Big Idea?

A campaign’s big idea is the overarching message that underpins all elements of a campaign to resonate with the target audience.

Figure 1 What is the big idea

Acknowledge that building a brand in a digital and connected world is about guiding, influencing, and being, not telling.

Figure 2 Approach

Touchpoint: Every interaction a customer has with your company is essentially a touchpoint from a website to a retail space, direct mail to a product, all of which play a role in the overall customer experience and your brand’s eventual perception.

When you populate each touchpoint opportunity using these criteria*, you can start to determine where to best focus your time, money, and energy.

Moodboard: It supports the designer to be inspired, and directs the artistic style, tone & manner through which the brand communicates.

to articulate the art & design direction by developing a set of mood boards comprised of:

1. Campaign Logo - Wordmark

2. Color Palette - Primary & Secondary (color meaning & symbolism)

3. Typography - Headline, sub-headline, body text

4. Visual Style - Illustration / Pattern / Graphic Element / Photography

Figure 3 customer experience and brand's eventual perception

Task 2A: Ideation

Start with its contents such as the Campaign Name, Communication Goals, and Key Message based on the Big Idea.

- How would like to design it

- broken down categories (site, video, social media, etc.)

- put info for your support your idea

- put visual references

- based on the customer journey map

1. Campaign name

2. Tacline

3. Key message

4. Communication goals

2A Ideation:

- Use of touchpoints

- References

Brain Storming

Week 4

I came up with concepts this week for the campaign's name, slogan, tone of voice, core message, communication objectives, and touchpoints. I also got some input, which I used to reconsider task 2a and begin job 2b.

ASWAN CAMPAIGN

Possible Campaign Names

NatureSerenity: Aswan's Wellness Retreat
Aswan Oasis: Recharge & Relax
Tranquil Aswan: Unplug & Revitalize
Serenity Springs: Aswan Wellness Escape
Nile Tranquility Retreat
Rejuvenate Aswan: Your Digital Detox
Aswan Serenity Sanctuary
WellnessWonders: Aswan Unplugged
Oasis of Relaxation: Aswan Reimagined
Nubian Wellness: Aswan Retreat
Aswan Bliss Haven: Mind, Body, & Nature

Possible Taglines

Reconnect with Nature, Rejuvenate Your Soul.
Aswan: Where Relaxation Meets Nature's Embrace.
Unplug, Unwind, Unleash the Serenity of Aswan.
Discover Tranquility in the Heart of Aswan.
Escape the Digital Grind, Embrace Aswan's Peaceful Oasis.
Wellness in Aswan: Renew, Refresh, Revive.
Where Wellness and Nature Converge.
Aswan's Serene Beauty: Your Path to Inner Peace.
Mind, Body, and Nature Harmony in Aswan.
Nourish Your Soul in Aswan's Natural Haven.
Aswan Alive: Reconnect, Refresh, Rejuvenate

Key Message:

Escape the Digital Hustle, Rediscover Your Inner Calm: Your Aswan Retreat.

This campaign's core message highlights the chance for a technology detox and the ability of Aswan's natural environment to heal and regenerate the mind and body.

Unplug and Reconnect: Step away from the screens and reconnect with the tranquility of Aswan. Experience true relaxation as you unplug and unwind in the heart of nature.

Nature's Healing Touch: Discover the natural healing properties of Aswan's pristine waters, organic fruits, and serene landscapes. Let nature's therapeutic embrace renew your mind and body.

A Digital Detox Oasis: Escape the daily grind and immerse yourself in a technology-free oasis. Recharge your spirit, reset your priorities, and find inner peace in Aswan.

Wellness Redefined: Experience a holistic approach to wellness that encompasses mind, body, and nature. Our campaign offers tailored experiences to revitalize your well-being.

Nubian Serenity: Embrace the Nubian traditions and hospitality of Aswan as you embark on a journey of serenity and cultural enrichment.

Elevate Your Senses: Awaken your senses to the beauty of Aswan's landscapes, the soothing sounds of the Nile, and the flavors of locally grown organic produce.

Your Path to Relaxation: Aswan beckons as your path to relaxation, where the pace of life slows down, and the journey to rejuvenation begins.

Disconnect to Reconnect: Disconnect from the digital world to reconnect with your inner self and the natural wonders of Aswan.

Rediscover Your Vitality: Leave behind the fatigue of everyday life and rediscover your vitality through the therapeutic embrace of Aswan's natural elements.

Aswan: Where Wellness Flourishes: In Aswan, wellness isn't just a concept; it's a way of life. Join us in this flourishing oasis of well-being.

Communication Goals:

Highlight Nubian Culture: Encourage participant cultural enrichment and interchange by promoting an awareness and appreciation of Nubian culture and traditions.

Educate on Wellness: Inform participants on the value of wellness, highlighting the advantages for both physical and mental health of rest and connection to nature.

Position Aswan as a Destination: Position Aswan as a premier destination for relaxation and rejuvenation, highlighting its unique natural beauty and cultural richness.

Promote Unique Experiences: Showcase the distinctive and tailor-made experiences offered by the campaign, emphasizing their appeal to individuals seeking unconventional wellness getaways.

Drive Engagement: Encourage active engagement with the campaign through social media, newsletters, and interactive content, building a sense of community among participants.

Showcase Success Stories: Share testimonials and success stories from past participants to illustrate the campaign's transformative impact.

Emphasize Sustainability: Communicate the campaign's commitment to sustainability and responsible tourism, appealing to environmentally conscious travelers.

Address Health and Safety: Provide clear and transparent communication regarding health and safety protocols, ensuring participants feel secure in their decision to join the campaign.

Generate Excitement: Create anticipation and excitement around the campaign's launch, special events, and unique offerings through teaser campaigns and exclusive previews.

Ideation

Touchpoints

Website

Create a dedicated website with detailed information about the campaign, itinerary, testimonials, and booking options.

Home
About the campaign
Guide to locations
Map
Contact and customer support

Figure 4 website refrences

Social media

use platforms such as Instagram, Facebook, and Tikok to increase engagement

Maintain active profiles on platforms like Instagram, Facebook, Tiktok, to engage with your audience, share updates, and showcase the campaign's experiences.

Instagram page
Instagram posts
Instagram reels, videos
A reel showing participants kayaking along the tranquil Nile River Caption: "Paddle your way to serenity along the gentle waters of the Nile. Join us for an unforgettable wellness adventure in Aswan.
Video showcasing the campaign's luxury accommodations and scenic surroundings

Promotional Video ( NOT SURE )

Reference : https://vimeo.com/341989332

[Opening Shot]

Start with a breathtaking aerial view of Aswan's lush landscapes and the tranquil Nile River at sunrise.

[Voiceover]

Voiceover: "Discover the Oasis of Aswan, where wellness meets nature.

[Clip 1]

Show participants arriving at the campaign location, greeted with warm smiles by the local staff.

[Voiceover]

Voiceover: "Escape the digital chaos and embark on a journey of self-renewal.

[Clip 2]

Highlight participants engaged in yoga and meditation sessions amidst Aswan's natural beauty.

[Voiceover]

Voiceover: "Nurture your mind, body, and spirit with mindfulness practices.

[Clip 3]

Showcase a group hike through Aswan's picturesque trails and participants marveling at the scenic views.

[Voiceover]

Voiceover: "Explore the hidden treasures of Aswan's lush greenery.

[Clip 4]

Feature participants enjoying traditional Nubian music and dance performances.

[Voiceover]

Voiceover: "Immerse yourself in the rich tapestry of Nubian culture."

[Clip 5]

Show participants savoring a feast of locally sourced organic fruits and Nubian cuisine.

[Voiceover]

Voiceover: "Savor the flavors of Aswan, where every meal is a celebration."

[Clip 6]

Capture the serenity of Aswan's starry night sky during a stargazing session.

[Voiceover]

Voiceover: "Connect with the cosmos under the starry canvas of Aswan."

[Closing Shot]

End with participants gathered around a campfire, sharing stories and laughter, symbolizing the sense of community and connection fostered by the campaign.

[Voiceover]

Voiceover: "Join us for an unforgettable retreat in Aswan. Reconnect, rejuvenate, and rediscover your inner calm."

[Text]

Display campaign details, website, and booking information.

[End]

Fade out with a serene view of Aswan's natural beauty as the campaign logo and slogan appear on the screen.

This promotional video concept combines captivating visuals, engaging activities, and a soothing voiceover to convey the essence of my campaign, encouraging viewers to embark on a transformative journey in Aswan.

Campaign Poster

Campaign Logo
Slogan

Campaign Brochures

Front Cover:
Welcome Page:
About Aswan
Campaign Overview:
themes of relaxation, wellness, and nature connection.
Wellness & Activities:
activities, such as yoga, meditation, and spa treatments, with images and explanations.
Highlight cultural activities, including Nubian dance, cooking classes, and market visits.
Nature Immersion
Cuisine & Dining
Testimonials
Cultural Enrichment
Nubian culture, from music and dance to local crafts.
how to book the campaign.
Include contact details for inquiries, customer support, and social media profiles.
QR code linked to the campaign website for easy access.
Back Cover

Environmental Graphics

Directional signs
Map board
Info board

Figure 5 Enviromental graohics refrences

Maps

Physical map
Listed key attractions on the map

Posters

Promoting the campaign

Brand Voice/Personality

Simple
Authentic
Tranquil
Cultural: Nubian culture

Figure 6 Social media refrences

Here is my Word document for my progress on possible campaign name and tagline

Google Drive Link :

Possible Campaign Name & Tagline

Figure 7 Moodboard progess

Task 2B: Design Direction

- Color palette

- Typography

- Logo

- Photography style

- Graphic elements

- Key visual etc.

Color palette

Figure 8 Colour pallete

Typography refrences

Figure 9 typography refrences

Logo refrences

Figure 10 logo refrences

Progress PDF

Task 2 Final Submission

FEEDBACK

Week 4

Miss Lilian said it's better to put the name of the city within the campaign name will be good.

Aswan Alive is good .

The tagline will be better if RRR , Refresh, rejuvenate, and reconnect

She likes "Aswan Alive" the most

Key message make it shorter and summarise as they are so many make it different lines not in paragraph.

Communication goals short list them , highlighting nubian culture one of the things they are quite relevant

Toucpoints is good , video is good as well but put refrences like links

Focus on wellness and activities

Typeface you have to try them do the experiements .

You still have room for improvement

Task 2 feedback

Ideation demonstrates ability to analyse with a quite detailed look at the three main touch points being designed. Perhaps more consistency needed to give weight to other forms of ideation in the same section. Mood board seems stiff and is visualised systematically (small visuals does not help as well) giving off a less powerful impact compared to if layout was better considered. May also benefit from creating a type specimen of the suggested typography to visualise the design direction better. Overall, design direction is somewhat there but not well presented. Perhaps more visual references could help to illustrate ideas better as shown during consultation.

REFLECTION

Experience:

It's been quite the roller coaster journey these past several weeks as we've got to know about the ideation and art direction for task 2. It was a lot of fun to look into other visual styles and conduct further research, and I discovered a tonne of incredibly intriguing information about Aswan that I had no idea existed. The art direction process was a difficult but undoubtedly instructive and entertaining one. Upon returning to Egypt, my first trip will be to Aswan <3. Apart from that, there were moments when everything went extremely well, which is clearly not real. Miss Lilian was quite willing to assist clear up any confusions, especially for me, and she was very patient.

Observation:

As I was gathering the information required for the art direction I am suggesting for the visual identity of my campaign, I saw that there are a lot of factors to take into account when incorporating these visual references and concepts. I was able to delve deeper into things and consider why I was including certain components in my art direction because each one should have a purpose and be relevant. As a result, I got to practise incorporating our design works that further push whatever we are branding rather than relying solely on preferences.

Findings:

For assignments such as these, time management is critical.

I was able to thoroughly investigate and learn more about the style I want to use going forward with this work.I also discovered that developing a distinctive, creative brand strategy for a campaign takes a lot of thought, something I felt like I missed in the middle of the confusion.

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Mariam Ayman (347638)