Creative Brand Strategy - Task 3

-

(Week 6 - Week 13) 

Aisya Diva Anwagodsa (0365505) 

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

Task 3 - Campaign Branding

Table of Contents

  • Lectures
  • Instruction
  • Task 3
    • Campaign Video
    • Website
    • Instagram Post
  • Final Submission
  • Feedback
  • Reflection

Lectures

All exercises in Task 1

Instruction

Task 3

In this task, we finalize everything we do in tasks 1 and 2 based on the feedback we received from the research into websites.  During this task and Ying Ying focused on creating ig post design and making the website.  To make the work effective, Ying Ying divided our task. She will be in charge of making the ig post design and posters, and I will do the website.

Video
Before starting on the website, we also make a video campaign for Dunkin', we wanted the campaign to be straightforward to the customer, we make a step by step video for it.  As we don't have a real Dunkin' cup and after counting on the budget, it will be more practical if we just printed out the logo and stick them up to the cup as a property in the video. 

Fig. Dunkin cup DIY

Then we cut them and stick it on to the cup using a glue stick.  For the shooting we did it spontaneusly, because we know what't our direction is, however we provided a note to make sure that the shoot is consitent and come out as we desired:

Shooting:
  • Zoom in on the hand pulling the chair
  • Sitting down Zoom in at the actor's back
  • Side view showing the person putting the Dunkin' cup on the table
  • Drink the coffee and put the coffee back to the table
  • Then take out the pen to draw on the cup (2-3 camera angles) 
  • Drawing on the cup and then taking a picture of the cup 
  • Pretending to pose on social media (zoom in for detail like hashtags something) 
  • Displaying the notification that she won and got another free coffee 
  • The screen be blurred showing Dunkin logo (cta/message related to the campaign)
During the editing, I only used the simple cut-to-cut technique and added sound effects for the movement, because our video was supposed to be an ASMR video.

Fig. Editing

Below is the first draft of our campaign video:

Fig. First draft campaign

This video was intentionally made without any music or background sound. However, Mr. Fauzi suggested adding a background sound to create more feeling. So I decided to use a funny and silly music track that is popular in short videos, since the vibe we want to present is friendly and fun.

Fig. Second draft with music background

The song used in this video was Funny Song by Funny Song studio.

After sometimes while working on the poster and website, I found a clip by the official dunkin website, the clip showed an animated graphic of Dunkin' logo.  So I decided to add that in the of our campaign video:

Fig. Final Result

Fig. Animated logo
Source: Dunkin' website

Website
Done with the video, I began to collect some content that I wanted to put on.  Our design will consist of 3 sections:
  • Home page: Give a short explanation about Dunkin'
  • Campaign: Explaining the campaign itself, this is the main point of the website, where visitors can read and understand why we do this campaign and how to join it.
  • Product: Showcasing some of the products from Dunkin, as one of the qualifications of the campaign is to buy the coffee, we included this section so visitors could see the menu and were expected to order from our website.
Below is the first draft of our website: 

Fig. 1st draft website

For the first draft, we received some suggestions:
  • Add a gallery to showcase participations from customers around Malaysia and add the campaign video as well.
  • Try to emphasize more on the campaign by adding products section, it could distract the visitors from the campaign itself.
Based on the feedback, I decided to remove the product and change some of the elements and rearrange the website.
Fig. Final draft website

For the final draft of website, I removed all of the unecessary button such as 'more' button, because this is a landing page, so need a lot of button like that.  I also make sure that the links or button embeded are working properly, below is the link to go to our website:

Instagram posts & mockups
As I'm done with the website, I helped Ying Ying to make the instagram post too.  We planned to make the IG post emphasis on the campaign as well, previously we made an instagram contents too, but it does not resemble our campaign very well

Fig. 1st draft IG feed

It can be seen from the posts, we only included a few posts about our design, it doesn't elaborate the story of our campaign.  So I suggested that we create content based on this: 

1. Coming soon post (teaser for the campaign)
2. Why did Dunkin change its logo name
3. Purpose of our campaign
4. Winner of the week
5. Showcase cup doodle of every participant

For the design we're more heading on to something doodlish, and fun topop make it align with our campaign.  Me and Ying Ying is doing it together by sharing a same Adobe Illustrator file.

Fig. Instagram post design

Fig. Doodle for cup mockups

Below is the result of our social media feeds and poster:

Fig. Instagram feeds & poster

We showed our to Mr. Fauzi and he commented that our first draft was more appealing and directed us to combine the style of both design.  After receving the feedback I came back and discuss with Ying Ying, and we agreed on that, because the first draft design was more consistent and align with the Dunkin' Malaysia Instagram account.

 
Fig. Dunkin Malaysia Instagram account

After take a look and getting inspo from the feed, we re arrange and breakdown existed Instagram content, we sorted out which design should be remain and which one should be changed:

Fig. Sorting out the IG post


We also use canva so we could do the design in the same page, it makes us easier in mantain the consistency of the design: Canva link

After doing all of the post, it's my part to putting them into a mockups:
  • Instagram feed
    • For the IG feed, I used Figma plugins.
      Fig. Mockups on Figma
  • Dunkin' Signage
    • For the signage I took a picture from Dunkin' Malaysia and insert the poster we created using Photoshop.
Fig. Before editing

Fig. After editing

To make this happen, I use the selection tool to remove the original poster and then place the campaign poster in the selected area.  To make it realistic, I adjusted the position using a perspective tool.


FINAL SUBMISSION

Below is the final presentation slide, and the website contains our finalized work:

Fig. Final presentation slide


Campaign Video

Fig. DUNKinDoodle campaign video



Feedback

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

Week 7
  • Can start working on the Campaign video
  • For the website, make sure that the cup prototype has purpose to be placed in the website

Week 8
Independent Learning Week

Week 9
  • The website should have a button to link to Dunkin' official website
  • Make sure always have 2 version of video: using dunkin' advertisement video to align with the campaign video; but the video right now is good
  • Attach the campaign video to the website

Week 10
When making the video, it's suggested to add background music to give ambience and when pitching to client make sure that provide more than one option, it will help you to be selected to work with them and convince the client more.

Week 11
The campaign video is good to go, maybe can include the gallery of the people who participated in the campaign

Week 12
  • poster design is a 4 and 1080 x 1920 (same atmosphere design + but different layout)
  • Make the Instagram post design have a story and align with the campaign (don't have to be 9, depending on how much we need) + I want us to make more proper post design to explain about the campaign
  • Sir also suggested to make some post based on location, so like when we open ig or web can show that there's participants from another state

Week 13
Remove the unnecessary buttons from the landing page.
Make the design more aligned with the existing brand identity.

Reflection

In this task, I got the chance to experiment more with the design, which was both challenging and exciting.  I also learned that a successful campaign does not always require a big or complex execution.  Instead, it is about creating something that can capture people’s attention and deliver a meaningful impact to the target audience.  This made me realize that creativity is not only about making something visually appealing but also about being strategic and thoughtful in how the message is communicated.  I know I still have a lot to learn about how to achieve this effectively, but I really enjoyed the process.  It was also inspiring that in this module, Mr. Fauzi gave us a clearer vision of how things actually work in the real industry, which makes the learning experience feel more practical and valuable.



Comments

Post a Comment

Popular posts from this blog

Publishing Design

-
Image
5/3/2025 - 19/3/2025 (Week 1 -Week 14)  Aisya Diva Anwagodsa (0365505)  Publishing Design / Bachelor of Design (Hons) in Creative Media  Task 1 - Task 3 Table of Contents Lectures Instruction Task 1 Exercise 1 Exercise 2 Exercise 3 Exercise 4 Exercise 5 Task 2 Task 3 Final result Feedback Reflection Lectures Lecture #1 - Book The book is the oldest format of publishing, and most important advances in publishing were centered around the book.  A book is a medium to document and transmit ideas, knowledge, records, history, and so much more. A discussion session (one-way) Question: What factors influence and determine the format of a book? (Questioned by Mr. Vinod) Answer by Mr. Vinod: It depends, as a designer, we have to make sure that our design can work based on its function.  In this case, Mr. Vinod gave an example: if he were about to create a book, he would see the target audience.  If the book was meant for kids, he would make the size compatible for t...
Read more

Brand Corporate Identity - Task 1: Breaking Brand

-
Image
23/9/2024 - 14/10/2024 (Week 1 - Week 4)   Aisya Diva Anwagodsa (0365505) Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media Task 1 - Breaking Brand TABLE OF CONTENT Lectures Instruction Task 1 Process Final Result Feedback Reflection Further Reading LECTURES 1. Introduction to the module: explaining about the module and the flow of the assignments. 2. Brand In the past, branding used to look painful. Today, branding is about making sure that something that is 'yours' will not be stolen.  It used to be applied to humans or animals.  Now a brand is not about ownership only, but something you say about it, but how people think about it. Branding is the process of giving a meaning to specific organization , company, product, or service by (actively) creating and shaping a brand in consumers' minds.   It is a strategy designed by organizations to help people quickly identify and experience their brand, and give them a reason to choose their products o...
Read more

Information Design - Project 1&2

-
Image
03/02/2025- 19/02/2025 (Week 1-Week 3) Aisya Diva Anwagodsa (0365505) Information Design / Bachelor of Design (Hons) in Creative Media Project 1 Table of Content Lectures Instruction Project 1 Attempt 1 Attempt 2 Final Result Feedback Reflection Lectures All lectures in Exercises Instruction Project 1 In Project 1, we should make an animated poster based on an existing infographic. The aim of this project is to analyze the "delivery mechanism" that affects the outcomes of your infographic. So we have to find an infographic on the internet and remake it, ensuring that the remake version is better than the original version without removing the 'important' information. To begin with, I started to google infographics and use the keyword 'messy infographic' to filter my search better.  I showed Mr. Shamsul the infographic and he approved the infographic below:  Fig. 1.1 Fatigue Awareness From the infographic, I noticed that there are a lot of things that can be imp...
Read more