Creative Brand Strategy Task 1
20.04.2026 - 00.00.2026 ( Week 1 & Week 6)
Taylor's University
Shubashini a/p Subramaniam / 0367697 / Bachelor of Design (Hons) in Creative Media
Creative Brand Strategy ( MKT63904 )
Task 1
Table of Content :
1. Module Information Booklet
2. Lectures
3. Task
4. Task Compilation
5. Feedback
6. Reflection
Lectures
In Week 1, I was introduced to the Creative Brand Strategy module and the semester theme, which is Mental Health Awareness. I learned that this module is not only about creating nice visuals, but also about understanding research, strategy, audience, message, and brand experience.
The lecture explained that I need to choose one specific direction under mental health awareness, such as student stress, emotional burnout, social anxiety, or stigma around seeking help. I also understood that this topic must be handled with empathy, sensitivity, and proper research.
For Week 1, the main task is research and direction setting. I need to narrow down my topic, identify the problem, target audience, message, desired impact, and creative opportunity. I also need to find references from existing mental health campaigns, exhibitions, and interactive/public engagement examples.
Overall, Week 1 helped me understand that a strong campaign should begin with clear research and strategy before moving into design.
In Week 2, I learned that strategy comes before design. Before creating any logo, poster, or campaign visual, I need to understand the issue, audience, message, emotional tone, and brand experience.
The lecture explained the key parts of brand strategy, such as brand purpose, vision, mission, values, positioning, audience insight, personality, voice and tone, big idea, tagline, visual identity, touchpoints, and customer journey.
I also learned how to analyse an existing mental health campaign as a case study. Instead of only saying the design looks nice, I need to explain why the design choices work and how they support the campaign message.
Overall, Week 2 helped me understand that a strong campaign needs clear thinking and research before moving into visuals.
In Week 3, the lecture focused on Situation Analysis and Campaign Proposal Planning. We learned how to connect our case study research from Week 2 to our own mental health awareness campaign direction. The main goal was to understand how to fill in the Campaign Proposal Template and prepare our draft ideas for Week 4.
The lecture explained that our proposal should follow a clear flow: Issue → Problem → Audience Insight → Strategy → Concept → Visual Direction → Touchpoints → SWOT. This means we should not jump straight into designing logos or posters before understanding the problem, audience, message, and strategy.
We were also reminded that the campaign must be specific, research-based, audience-aware, sensitive, and strategically clear. By the end of the week, we should have started defining our campaign topic, problem statement, audience insight, purpose, vision, mission, big idea, tagline, visual direction, touchpoints, customer journey, and SWOT analysis.
Overall, Week 3 was about clarifying our campaign direction and preparing a strong draft proposal for Week 4 consultation.
Assignment 1
Assignment 1: Presentation & Situation Analysis
Students are given tasks that allows them to understand how a cause/campaign/event branding is developed and strategized with an emphasis on the visual aspect of Brand Identity and how it influences Brand Experience. In addition, students are to propose a cause/campaign/event branding and conduct a throughout research of its market to find a niche for strategizing.
a) Presentation: Case study on an existing cause/campaign/event branding with an emphasis on how the visual aspect of Brand Identity influences the Brand Experience supported by a customer journey map.
b) Situation Analysis: Propose a cause/campaign/event branding and analyse the subject and its market looking at SWOT. Determine its brand goals and brand objectives as well as its targeted audience and map the study with a customer journey map.
Week 1
I need to submit:
- Topic title
- Problem statement
- Audience focus
- Research summary with 3–5 key findings
- At least 3 precedent examples with short analysis
- Opportunity statement
- Initial concept direction
- 2 existing mental health campaigns/events
- 1 art exhibition reference
- 1 interactive reference
By Week 2, we were told to :
- Chose one existing mental health campaign
- Start the case study analysis report
- Research the campaign background
- Analyse its brand strategy
- Identified target audience and insight
- Looked at visual identity and touchpoints
- Started SWOT analysis
- Written learning points for your own campaign
Week 3
By Week 3, we were asked to choose our campaign topic and identify the specific mental health issue we wanted to focus on. We also needed to define our target audience, write a problem statement, and develop an audience insight.
We were also asked to draft the campaign purpose, vision, mission, brand values, positioning, personality, voice, and tone. Besides that, we had to start forming the big idea, tagline options, visual direction, touchpoints, customer journey, and SWOT analysis.
Overall, Week 3 was about preparing our draft campaign direction for Week 4 consultation.
Week 4
We also needed to define our target audience, write a problem statement, and develop an audience insight.
We were also asked to draft the campaign purpose, vision, mission, brand values, positioning, personality, voice, and tone. Besides that, we had to start forming the big idea, tagline options, visual direction, touchpoints, customer journey, and SWOT analysis.
Overall, Week 3 was about preparing our draft campaign direction for Week 4 consultation.
Week 5
We had our presentation done online.
Task 1 Outcome Compilation:
Feedback
Overall, the feedback for my Creative Brand Strategy presentation was positive and encouraging. My lecturer mentioned that my research effort and campaign direction were meaningful and well-developed. The case study I selected, MENTAL: Colours of Wellbeing, was considered relevant because it successfully showed how mental health awareness can be communicated through immersive installations, sensory experiences, interactive design, and non-clinical storytelling. The explanation of the case study was also clear, especially in terms of campaign background, audience insight, brand values, positioning, visual identity, touchpoints, customer journey, SWOT analysis, and learning points.
For my own campaign, The Umbrella Club / Am I Okay?, the feedback highlighted that the direction feels gentle, relatable, and student-friendly. The umbrella symbol was seen as suitable because it represents protection, comfort, emotional shelter, and support. The campaign name, “Am I Okay?”, was also recognised as relatable since it encourages students to pause and reflect on their emotional wellbeing instead of ignoring stress, burnout, emotional numbness, or anxiety.
One of the strengths mentioned was the campaign strategy itself. My campaign uses visual storytelling, reflection prompts, comics, QR videos, interactive booths, and support resources to help students recognise hidden emotional struggles in a softer and more approachable way compared to fear-based or clinical mental health campaigns.
However, there were also several improvements suggested. One major point was the slide arrangement and reading load. Some of my slides contained too much text and felt crowded. I was advised to reduce long paragraphs, create more white space, and improve the visual hierarchy so the presentation feels calmer, clearer, and easier to follow. Since my campaign focuses on emotional safety and reflection, the presentation design should visually reflect that feeling as well.
Another important feedback point was that my campaign direction currently feels slightly too broad because it discusses hidden emotional distress, trauma, PTSD, stress, burnout, and emotional patterns all together. I was advised to narrow the focus more toward emotional acceptance and recognising hidden emotions instead. This would make the campaign feel less diagnostic and more appropriate for a student awareness campaign.
The feedback also mentioned that I need to explain the connection between trauma and emotional acceptance more carefully. Rather than suggesting the campaign can “cure trauma,” it should focus on helping students recognise emotional warning signs, validate their feelings, and encourage them to seek support when necessary.
In addition, my tagline needs further refinement. While “Am I Okay?” works well as a reflective question, it still feels incomplete as a campaign tagline. I was encouraged to add a stronger emotional statement such as “Your feelings deserve to be noticed” or “It is okay to pause and feel” to create a clearer emotional message.
For the visual direction, the feedback mentioned that the calm colours, umbrella imagery, and soft typography work well emotionally, but the visual system could become more distinctive and symbolic. Suggestions included using rain to represent hidden pressure, clouds as unspoken emotions, and light under the umbrella as emotional support or recognition. One visual reference involving eyeballs was also considered slightly confusing unless it clearly represented feelings of judgement or social pressure.
Lastly, the touchpoints of the campaign were considered strong, including posters, social media, QR codes, videos, event booths, interactive activities, and merchandise. However, I was encouraged to create more mockups and visual examples, such as reflection cards, comic panels, posters, booth setups, and QR landing pages, so the audience can better visualise how the campaign would function in real life.
Overall, the feedback helped me understand both the strengths and weaknesses of my project. Moving forward, I will focus on improving my slide presentation, refining the campaign focus, strengthening the visual identity, and making the emotional message clearer and more supportive.
Reflection
Experience:
Throughout this project, I experienced the full process of developing a creative brand campaign, from research and strategy planning to visual development and presentation. I explored how mental health awareness can be communicated in a softer and more relatable way for university students. I also experienced the challenges of balancing emotional storytelling with clear communication and visual presentation. Presenting my campaign and receiving feedback helped me understand how important structure, clarity, and emotional direction are in branding.
During the feedback session, I observed that my campaign concept was emotionally meaningful and relatable, especially through the use of the umbrella symbol and reflective storytelling. However, I also noticed that too much information on slides can make the presentation feel overwhelming and difficult to follow. I observed that visual hierarchy, white space, and focused messaging play a big role in how audiences understand a campaign. I also realised that visual elements and symbols need stronger explanations so the audience can clearly connect them to the campaign message.
Findings:
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