Creative Brand Strategy - Task 2

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(Week 1 - Week 6) 

Aisya Diva Anwagodsa (0365505) 

Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media 

Project 2 - Ideation & Design Direction

Table of Contents

Lectures
Instruction
Task 2
Feedback
Reflection

Lectures

All exercises in Task 1

Instruction

Task 2

Task 2A: Ideation
From the Brand Touch Points identified in the previous task, our group will continue researching application references that represent or symbolize my Brand Campaign.  I will select only the most relevant ones that are unique and really portray the subject in every context to build my Critical Application List.

Since the purpose of #DUNKinDoodle is to make the brand changes spread easily to people by using coffee cup as a medium, in here we wanted to focus on promoting the cup itself. That's why we decided to focus more on social media and website as a platform to promote and communicate the campaign to customers.  We also take on the SWOT analysis from the previous task and finalize the campaign that we propose in the previous week.

DUNKinDoodle:

Concept:
An activity that allows customers to express their creativity by drawing or doodling their own version of Dunkin’. 

Execution:
The campaign will use the slogan “Let’s Dunkin” to create a friendly and inviting tone, encouraging people to join the trend.  This approach is designed to appeal to young adults with a grab-and-go lifestyle, making the activity fun and easy to engage with.  Customers can doodle directly on Dunkin’s paper cups, turning an everyday coffee purchase into a creative experience.  As the target audience is young adults, they can do the drawing right after enjoying their coffee in a Dunkin store or anywhere they want, as long as they use the Dunkin cup.  After creating their designs, participants will be encouraged to post their artwork on Instagram using the hashtag #DUNKinDoodle.  To attract more people, we will also turn this into a sort of competition, where the most liked post can win a special gift from Dunkin.  Selected entries can be featured on Dunkin’s official social media, giving participants a sense of recognition while strengthening their connection to the brand.  This reflects the brand experience that I learned in the beginning of the semester about this module, hoping that customers could sense a feeling that they're involved in this movement by let them draw and get a chance to be featured on Dunkin's instagram account.

Budget Consideration:
This is a low-budget campaign as it uses existing packaging and relies on social media participation to drive awareness.  Since customers need to purchase a coffee to participate, it naturally encourages sales while boosting organic engagement.  The campaign supports Dunkin’s rebrand by positioning the brand as vibrant, creative, and in tune with young adults, all while keeping production costs minimal.

As our ideation began, we also started making a design brief and stuff to directed the campaign, and make the design progress more consistent.

Task 2B: Design Direction

In this process, we get some confusion regarding campaign direction and other stuff.  But gratefully, Mr. Fauzi gave us a direct example and helped us to find out what could relate and fit Dunkin' and our campaign.  This is what we came up with at first when making the design brief: 

  • Campaign direction
    • To increase brand awareness to the public that Dunkin’ has rebranded.
  • Positioning statement
    • Dunkin’ is a fun, creative, and playful space where great flavors meet self-expression, turning every visit into more than just a coffee run.
  • Design brief
    • Fresh, quality, and delightful.
  • Call to action
    • Let's Dunkin'
But as we received feedback from Mr. Fauzi, we still could improve on that, we have to come up something that reflects our idea, not like what we did in th epositioning statement as mentioning 'A place' because that was not the center of attention, we wanted this to be a move, where people could express their creativity, on a cup that they got from buying a Dunkin' coffee, and the campaign direction need to be fixed as well, so we finalized our thoughts with things listed below: 

  • Campaign direction
    • To strengthen Dunkin’s global presence by highlighting its fresh, quality not only donuts but also beverages through a fun campaign that builds on its renewed brand identity and strong recognition. (This is more aligned with and gives us clear and specific direction).
  • Positioning statement
    • Dunkin’ offers fresh, high-quality coffee, donuts, and other options, transforming everyday moments into delightful experiences for customers around the world.
  • Design brief
    • Fresh, quality, and delightful (by maintaining the current Dunkin' design, but still making it suitable for our campaign that symbolizes playfulness and creativity).
  • Call to action
    • Let's Dunkin'
By deciding this we came up with some design applications and its prototype, we also started working on the video and website. To make us easier for us to navigate the design and track our progess, we created a moodboard for it. We also made a PPT to summarize all of the information we gathered.

MOODBOARD
Fig. DUNKinDoodle Campaign by Aisya Anwagodsa


Fig. <iframe src="https://drive.google.com/file/d/1mPj1aH-b0Vj_eXt__ewcQRymAy4vyN1J/preview" width="640" height="480" allow="autoplay"></iframe>

Feedback

Week 3
In making the campaign needs to consider the impact and the budget, and make sure to give more options to be present.

Week 4
Can proceed to working on the selected campaign.

Week 5
The CTA, design brief need to be specified.  Make it focus on the campaign itself

Week 6
  • Organize the structure of the moodboard to make it easier to understand, can start to make the poster.
  • The design brief, CTA is okay, can continue making the website.

Reflection

While doing this task, I have learned a lot about what it really means to understand a brand. At first, it felt a bit tricky because I kept mixing up the design brief with the actual design direction.  I used to think that creating a design direction was just about compiling visual inspiration, but now I realize it is more than that. It also involves putting the concept into words.  Writing simple and clear sentences can make a huge difference because it helps clients easily grasp the vision of the campaign and keeps designers on track when developing the visuals and materials.


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