17.05.2024 - 30.05.2025 | Week 1 - Week 6
Maisarah binti Mohd Sufian | 0358458
Creative Brand Strategy | Bachelor of Design (Hons) in Creative Media
Project 2: Design Brief Proposal
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LECTURES
Week 1 - Week 4 lectures can be found here.
Week 5 - Ideation Event
Event Plan
= a guide for all the components of your event
AKA event management plan, this tool organises all of the steps and key information that go into running an event.
Core Features
- Event goals and objectives
- Individual roles and responsibilites
- Volunteers and volunteer training
- Budget
- Date and time of the event
- Event master plan
- Event Branding
- Event Itinerary
- Partnerships and sponsorship opportunities
- Promotional, advertising, marketing and publicity plan
- Day-of processes
- Vendor information
- Desired outcomes are achieved by developing a well planned event, combining all the aspirational efforts and strategies
- Helps in drawing a roadmap and step-by-step plan
- Makes a memorable impact to the audience
- Event management is about managing calculated risks
Week 6 - Creative Arts & Direction
Moodboard
= a visual collage of inspiration including illustrations, colors, fonts, textures, photos, and words.
- Sets the visual direction of a project, communicates ideas clearly, and aligns stakeholders early on.
- Save time and money by getting feedback before heavy design work begins.
- Keeps creativity focused and ensure the original vision is maintained throughout the process.
Stages of Mood Board Creation:
- Collecting: Gather all visual inspiration digitally (images, colors, fonts, keywords).
- Collating: Start arranging elements visually on a template. Group similar items and refine choices.
- Collaborating: Share with team or clients to get feedback, add ideas, and ensure alignment.
Additional Tips
- Mood boards evolve; they can be changed if better ideas come along.
- Print out the final mood board as a daily visual reminder.
- Mood boards help avoid going off-track in the creative process by referencing original inspiration.
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Project 2 - Design Brief Proposal
Instructions
For this project, we must develop a design brief and CTA for our proposed campaign, as well as begin to develop the moodboard.
Idea Development
SWOT Analysis
We first started by doing the SWOT Analysis.
Through this analysis, we decided to focus on the weakness that there is a lack of emotional connection between the brand and it's customers. We brainstormed some campaign ideas based on SanDisk's current tagline, Mindset of Motion.
Brainstorming
From Mindset of Motion, we came up with 3 campaign ideas.
1. Everyday Momentum
- Integrates Gen Z/Lifestyle
- Targets young people on the move, travel bloggers, students and remote workers
2. Create without Limits
- Creator focused Storytelling
- Looks at the lives of creatives (photographers, videographers, musicians, filmmakers, etc.)
3. Memory in Motion
- Tech meets emotion
- Focuses on preserving life's most precious moments, such as birthdays, personal achievements, anniversaries, etc.
Ultimately, we decided to combine 2 and 3, going with the name Memory in Motion and focusing on creatives.
Our CTA, 'Capture, Connect, Inspire.' comes from capturing life's most precious moments, connect with others in the world, and inspire to break beyond boundaries and push the limit.
Moodboard
We proceeded to gather visual references and create sketches for our deliverables, all compiled in a Canva moodboard.
Link to our moodboard: here.
Final Slides
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FEEDBACK
Week 5:
Specific feedback:
- Focus on who is the audience and who likes the new logo?
- How does the new target audience feel when they see the logo?
- Emphasize more on what SanDisk can do
- Focus more on the SWOT
- Elaborate more on Mindset of Motion, create another version of it.
Week 6:
Specific feedback:
- The design brief should relate to common keywords derived from the SWOT.
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REFLECTION
Experience
Working on this design brief really pushed me to think beyond just aesthetics. I had to focus on how a campaign communicates and connects with people. Starting with a big idea and building out the campaign name, message, and goals made me realise how much strategy goes into creative work.
Observation
The process of developing ideas and a clear design direction helped me explore different angles. Instead of jumping to the first idea, I learned to dig deeper—questioning the brand’s purpose, strengths, and how it could bring real value to its audience. It taught me the importance of staying aligned with the brand’s strategy while still being creative.
Findings
I found that sketching out multiple concepts opened the door to unexpected possibilities. Some of the best ideas came after pushing past the obvious ones. This method not only helped refine my design thinking, but also led to a clearer, more meaningful campaign direction that felt grounded and original.
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