Creative Brand Strategy - PROJECT 3
April 21, 2025 - (Week 6 - Week 13)
Linchenyi/ 0367008
Graphic design/Bachelor of Design in Creative Media
Creative Brand Strategy - Task 3
INSTRUCTIONS
LECTURE
WEEK 7
In a recent workshop, we delved into the Brand Brief—a strategic document that outlines a brand's core identity. It not only provides direction for branding but also ensures consistency across all communications.
What is a Brand Brief?
A Brand Brief typically includes the following elements:
- Vision and Mission: The brand's purpose and reason for existence
- Values: What the brand believes in
- Target Audience: The people the brand serves
- Positioning: What differentiates it from its competitors
- Tone of Voice and Key Messages: How the brand speaks and what it wants to convey
Why is it important?
- Maintaining consistency: A consistent brand direction is maintained across the team and externally
- Increasing efficiency: Collaboration is clearer and execution is faster
- Strengthening brand identity: Customers are more likely to remember your brand
- Strategic clarity: Every step has direction and the content stays on target
Fig 1.0 Week 7 Lecture
WEEK 8
Independent Study Week
Complete Project 3
TASK :
WEEK 7
This week, we continued to add new visual references and ideas to the mood board, trying to make the visual language of the entire event richer and more unified. After completing the basic concept, I started to make several A4-sized promotional posters.
Fig 2.0 A4 size promotional poster.
Continue creating different versions of the A4 poster.
Also, clarify the content of your social media posts.
At first, I was too focused on the beauty of the picture and chose a softer beige tone with font design, but when the teacher commented, I found a very practical problem: some texts were not clear at all. The background was too light or the font color was too weak, which would make the key information "disappear" in the picture. This was also the first time I really realized that design should not only be beautiful, but also clearly convey the content.
So I started to make some adjustments: adding a darker brand auxiliary color block under the text to improve the contrast, and the overall look was more stable and professional.
WEEK 8
Change the main slogan and adapt to different platforms
This week I started to try to make a 1080 x 1920 vertical format promotional picture.
Fig 2.2 Vertical promotional poster.
Visually, I maintained a unified style and continued to use the color blocks and text processing methods that I adjusted in the A4 poster. The teacher's feedback was: the visuals are good, but we need to further refine the copywriting. The original slogan "no filters, no pressure." Although it fits Glossier's usual relaxed and natural style, it is not "active" enough and lacks the power to encourage participation and interaction.
So we decided to change this slogan to a secondary slogan and change the main slogan of the event to "Make Beauty Playful", which is more in line with the theme of our offline interactive experience and is easier to attract passers-by and users to click or participate.
WEEK 9
The social media posts were published this week.
Fig 2.3 Social media posts
At first, the website we designed for the Glossier project was just a standard brand website. The page focused on product display, brand concept and visual style. Although the overall style was unified, fresh and simple, we overlooked a very critical point - our task this time was to promote a beauty experience event, not just introduce brand products.
Fig 2.4 Originally designed website content
Fig 2.5 Initial website PDF version
This is the first website structure draft we submitted. The page functions are mainly product information and brand stories. Although the visual style is unified and the layout is reasonable, users will not feel a strong "action guidance" or "sense of participation" when browsing.
The website after preliminary modification
I made two versions of the two web interfaces. The theme page scrolls, and the page pictures can be clicked to jump: when the user hovers over certain pictures, the photos of the product behind the real face will be automatically displayed.
Fig 2.6 Designed for two-sided touch
▶️ Initial website version link:
Week 10
This week, we focused on unifying our visual style. We ensured that all visual elements, including color blocking and font treatment, remained consistent with the previous A4 posters. This consistency helped create a clearer and more recognizable brand image across multiple platforms.
Teachers gave positive feedback on the overall visual presentation, but also noted that the textual content could be improved.
Fig 2.7 Vertical promotional poster. Version 2
Fig 2.8 Vertical promotional poster. Version 3
We started to redesign the campaign website；
Fig 2.9 New website design
After receiving feedback from the teacher, we realized that the website needed a more participatory "activity-oriented" structure, so that users can understand at a glance: "This is a beauty experience event that you can personally participate in!"
I took over the task of redesigning the website. I started the redesign, turning the website from "watching" to "participating". This week, I began to study how other brands promote events, such as through:
- Page pop-up window to introduce the event process
- Use eye-catching slogans and CTA (Call to Action) buttons
- Add event booking functions and user interaction entrances
- Use videos/pictures and texts to show the core highlights of the event instead of product information
I found that a successful event webpage must have three key elements:
- Clear event purpose and introduction
- Strong visual guidance and action entrance (such as the "book an experience" button)
- Emotional atmosphere and interactive content, so that users have the urge to "I want to participate"
In order to make the operation more convenient and the presentation more intuitive, I finally chose to use Canva to complete the design of the event promotion website.
The final Glossier event promotion website design link: https://g-lo-ssi-er.my.canva.site/dagq4zpg2to
Website PDF：
Week 11
Progress record this week: Promotional video editing and overall promotional material integration
This week we entered the stage of promotional video production, began to find and organize suitable video materials, and made preliminary editing. We tried two different versions of promotional videos, horizontal and vertical.
In the actual effect comparison, we found that the vertical video is more in line with the brand communication method on social media, which can better attract the audience's attention; while the horizontal video is suitable for the brand's official website or exhibition display, which has more visual integrity and scalability.
The following is the link of the first version of the video we edited (please add according to the actual situation):
Horizontal promotional video version 1: https://youtu.be/wBaaGgLj3eg?si=iFORDdPn66UGUEW2
Vertical promotional video version 2: https://youtube.com/shorts/TzBJfpjlIhc?feature=share
Week 12
In this version, we made the following optimization adjustments:
- Changed the font in the video and uniformly adopted our brand-specific font to make the overall style more eye-catching and coordinated.
- Moved the event address to the center of the screen to improve the readability of the information.
- The beginning and end of the video are processed independently to strengthen the brand impression and event theme.
In addition, we also updated other promotional materials simultaneously:
Integrate materials such as posters, website interfaces, and social media interfaces into the model for overall display.
For the event address, I designed an additional poster to help the audience get the event information more clearly.
These adjustments make the entire brand promotion system more complete and coherent, and also prepare for subsequent releases and presentations.
We edited the final brand event promotional ： https://youtube.com/shorts/PeUSjnOriKQ?feature=share
Week 14
In the last week we needed to give a presentation and made a new PPT:
Glossier project 2_ Design brief proposal 副本，作者 CHENYI LIN
Final Submission
Social Media Post: A4 poster Vertical Poster 1080 x 1920 Multiple square post Floor plan PDF:
Mockup:
Final Speech PPT：
Glossier project 3_ Campaign Branding ，作者 CHENYI LIN
FEEDBACK
WEEK 8
I think the second website page will be better and more attractive. As for the choice of poster, I think both are good, as long as the visibility of the text is ensured. Due to the background, the text on the poster cannot be read. I can try to expand a blank space to place my logo to make it more conspicuous.
WEEK 9
The website needs to have a pop-up window about the event I made, like a makeup tutorial. My task is to promote this event, not the product, just like we have to participate in this event, people like to promote it, I need to be more specific, people can get this information from this website. It would be better to change our event slogan to Make beauty playful as the first slogan.
WEEK 11
The information on the poster should be more centered and pay attention to the layout.
WEEK 12
A vertical video about offline participation in the event promotion might be better, as it is more suitable for social media than a horizontal video. The event address in the video is not prominent enough, and it is better to put it in the middle.
WEEK 13
The promotional video needs to include makeup steps, the products that can be used are not Glossier's, and the time and place parts need to be more obvious so that everyone can see them at a glance. There is no problem with the poster, and the website needs to include our promotional video.
REFLECTION
Experience
In this project, I focused on designing and improving the website content for the "Make Beauty Playful" event. My goal was to make the entire page not only attractive, but also clearly convey that "this is a beauty event that encourages participation" rather than simply selling products. Through the teacher's feedback, I realized that I needed to guide users to understand the content and highlights of the event in a more specific way.
In terms of posters, I also noticed that the background image affects the readability of the text, so I tried to add blank areas, blurred backgrounds or semi-transparent overlays to improve the recognition of text and logos and ensure the balance between visual effects and information communication.
Observations
Through the teacher's explanation, I learned that a good web page is not only beautiful, but also convenient for users to obtain information. Pop-up design is an effective way to guide users to focus on the focus of the event, especially when promoting offline events, it can quickly convey participation information. After changing the slogan to "Make Beauty Playful", the overall feeling is lighter, more interesting, and closer to the atmosphere of the event itself.
Findings
I learned that visuals are as important as functions: the core of design is not only to make people "see", but also to make people "move" - click, sign up, participate, forward and share.
Focusing on the task goal is the key to design decisions. I focused on the brand at the beginning, but the teacher's feedback reminded me that the "campaign itself" is the focus of this design.
Simple and intuitive guidance (such as pop-ups, CTA buttons) can greatly increase the user's willingness to act and is the key to the success of the website.
The slogan and brand language should not only be used as decoration, but should be the core driving element of the entire visual system and user experience.
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