Creative Brand Strategy Task 3

( Week 10 - Week 14 )

Taylor's University

Shubashini a/p Subramaniam / 0367697 / Bachelor of Design (Hons) in Creative Media

Creative Brand Strategy ( MKT63904 )

Task 3

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Table of Content :

1. Module Information Booklet

2. Lectures

3. Task

4. Task Compilation

5. Reflection

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Module Information Booklet :   

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Lectures

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Task 3

Task 3 : Brand and Campaign Strategy Design 

Task 3 builds on the completed Brand Guideline (Task 2) by applying the brand identity consistently across all campaign outcomes. Every design should reflect the campaign’s logo, colours, typography, visual style, and tone of voice while supporting the approved theme, target audience, and key message.

Requirements:

• Campaign Application Design: Develop 3 functional campaign applications (e.g., posters, social media, toolkit, website) that communicate the campaign message. Each design should explain its purpose, target audience, usage, audience interaction, and connection to the Brand Guideline, and be presented as professional mockups.
• Impression Artwork / Journey Map: Show the audience journey from campaign discovery, interaction, and experience to the final action and impact.
• Impactful Project: Create one key campaign piece, such as a 30–60 second promotional video, interactive quiz, or illustration book, submitted in a functional format.
• Final Presentation: Present the campaign through a branded slide deck covering the campaign overview, objectives, target audience, key message, application designs, journey map, impactful project, and expected impact.

Submission: Compile the campaign mockups, Journey Map, and presentation into one PDF, while submitting the impactful project separately in its appropriate functional format.

Week 10 - Week 14

For my campaign I decided to go with these Application and Impactful Project :

Applications :

1. Flyers

2. Comics

3. Stickers

4. Umbrella

Impactful Project :

Illustration Book

I decided to tackle one project at a time to get it done with.

Comic Book

I first started with the comic book, I wanted to have its art style fixed since I was planning to do three sets of comic. I created a mood board to kind of get inspiration of what I wanted to create.

Figure 1, Comic Moodboard & Idea Rationale

I gathered that I wanted my comic to be in black and white to show the seriousness of mental health and to maintain a transparent message to its viewers. I also did not want the comic to have many words in it, its suppose to be something university students can digest easily. With this, I created my first draft of the comic :

Figure 2, First Comic Draft

I showed this comic prototype and he said this art style was good and I could carry on with doing the rest of the comic after picking out the topics I wanted to draw on.

I decided to make my comics on three topics students face :

Figure 3, Comic Strip Ideas Brainstorm

After getting the ideas and storyline for the three set of comics approved, I began creating the comic :

Comic 1 :

Figure 4, First Comic Strip

Comic 2 :

Figure 5, Second Comic Strip

Comic 3 :

Figure 6, Third Comic Strip

I refined the art style for it to have a more polished and clean look and it got approved by sir.

Flyers

I wanted to create three variations of the poster inspired by the comic illustration and something minimalistic as I thought too much information could make the viewer feel overwhelmed. I created the first prototype and sent it to sir for his feedback :

Figure 7, First Flyer Prototype

Sir told me for the flyer, a minimalistic approach is fine, but make sure it still has enough information. It should include:

• Campaign name: The Umbrella Club
• Main message: Am I Okay?
• Short explanation of what the campaign is about
• Date, time, and venue if it is for an exhibition/event
• QR code with a clear CTA, for example: Scan to read the comics / Scan to explore support resources
• Social media/contact if relevant

Based on the feedback given, I redid it and and got his approval :

Figure 8, Final Flyer Prototype

Stickers

For the stickers, I decided to use the symbols I created so I just needed to create a mock-up to show how the stickers can be used. I used Photoshop to edit the mockups to insert my visuals in it.

Figure 9, Sticker Symbols

    

Figure 9, Sticker Symbols on a Laptop Mockup

Umbrella 

It was the same for the umbrella as well, all I had to do was edit its colour to match my brands colour palette. I created a cover for the umbrella using my b rands pattern :

Figure 10, Umbrella Application Design

Figure 11, Umbrella Application Design Variations

Impactful Project

For my Impactful Project, I decided to do an Illustration Book for one of my main campaign application, to continue and give an ending to the comic. For the Illustration Book I planed to create two additional endings for the comics, a good ending in where the main character accepts their pain and chooses to seek help and a bad ending where the mc normalizes whatever they are going through.

I wanted to make the good endings longer to symbolise changing for the good is not easy and is a long process but it is worth it. However the bad ending would just be a creative illustration of what happens when you don't change, don't accept yourself going through problems and brushing your problem aside.

Illustrations of the Bad Ending :

Figure 12, Illustration of Bad Ending Comic 1

Figure 13, Illustration of Bad Ending Comic 2

Figure 14, Illustration of Bad Ending Comic 3

Illustrations of the Good Ending :

Figure 15, Illustrations of Good Ending Comic 1

Figure 16, Illustrations of Good Ending Comic 2

Figure 17, Illustrations of Good Ending Comic 3

After compiling all the artwork, I began designing the book in Indesign. I created a prototype with not complete work to show sir the structure I was going for :

Figure 18, First Prototype of Illustration Book

Sir mentioned a few things to improve:

1. Fix the front matter
   Please check the typo and formatting:
   • “Am i Okay ?” should be “Am I Okay?”
   • “Table of Content” should be “Table of Contents”
   • The table of contents is repeated, so clean that section.
     
2. Character Introduction needs to be developed
   Since you have not added the character details yet, this is important. Remember to add the character’s name, personality, emotional struggle, visual traits, and role in the story. This helps the reader connect with the comic before entering the story.
   
3. Comic pages need stronger flow
   The illustrations are expressive, but some pages have inconsistent image sizes and spacing. Try to align the comic panels more cleanly. Some panels can be enlarged, while repeated titles can be reduced so the artwork becomes the main focus.
   
4. Alternative endings need clearer navigation
   Since your concept is based on multiple outcomes, add a clearer transition page such as:
   “What happens next depends on the choice…”
   Choice A: Reach out / Choice B: Stay silent
   This will make the good and bad endings feel more intentional, not just separate sections.
   
5. Bad Alternative Endings
   When you add the bad endings, be careful with how you present them. Keep them symbolic and reflective, not too direct or overly dark. The message should still guide the reader toward awareness, support, and hope.

After discussing the book structure, we decided to organise the illustration book by comic instead of separating all the original comics and alternative endings into different sections. Each comic will contain the original story followed immediately by its alternative ending, allowing readers to experience the complete narrative in one sequence without flipping between pages. We also agreed to improve the transition between the two endings, as the change felt too sudden. A transition page with a short reflective message will be added to create a smoother flow and stronger emotional connection before presenting the alternative ending. A prototype will be prepared using this revised structure for further review.

Thus, I created the second prototype :

Figure 19, Second Prototype of Illustration Book

Sir told me the layouts were fine and I could proceed but there were a few adjustments needed :

1. He mentioned I should not put the wording like this, make it like a book, by Shubashini Subramaniam will do

Figure 20, Correction Needed on Cover of the Book

2. He noticed the wordings are very clear but when it comes to my images, they're super blur.. He told me to fix that

He said thats all improvements needed for the book and I should be able to began printing with this.

Presentation Slides

I decided to do my slides in Illustrator as I wanted the freedom to use and create my own symbols and layouts.

Figure 21, Presentation Slides done in Illustrator

My first prototype :

Figure 22, First Prototype of Slides

After reviewing the presentation slides, we discussed simplifying the content by reducing long paragraphs into concise key points, allowing the detailed explanations to be delivered verbally during the presentation. We also decided to differentiate the Campaign Objectives and Key Message slides by making the key message a single impactful campaign statement rather than repeating the objectives. In addition, the text hierarchy will be improved by reducing the amount of body text and increasing spacing for better readability.

We also agreed to strengthen the presentation of the campaign applications by explaining the purpose of each item, such as how the flyer creates awareness, the comics build emotional understanding, the stickers and keychain serve as daily reminders, and the umbrella reinforces the campaign identity. The illustration book slides will be adjusted to display fewer comic pages at a larger size so the visuals are easier to see, while the journey map will be refined by renaming repeated stages to create a clearer and more progressive user experience.

My second prototype :

Figure 23, Second Prototype of Slides

After the final review, we agreed to make several refinements before submission. The Target Audience slide will be made more specific by clearly identifying university students experiencing academic pressure or feeling overwhelmed rather than repeating the problem statement. The Icon slide will be cleaned up by removing placeholder text, ensuring all icon labels are consistent, and using a uniform visual style. The Journey Map will also be improved by showing a clearer progression between campaign applications, such as Flyer → Comic → Illustration Book → Stickers/Umbrella, to better illustrate the audience's journey.

We also decided to correct all remaining typos, check the PDF for any font or export issues, and clearly distinguish the Illustration Book from the Comic during the presentation. The comic will be explained as a campaign application, while the illustration book will be presented as the main impactful project that encourages reflection through alternative story outcomes. Overall, only these final refinements are needed to improve the clarity, consistency, and professionalism of the final submission.

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Task 3 Outcome Compilation:

Presentation Slides :

Figure 24, Final Presentation Slides

Illustration Book :

Figure 25, Final Illustration Book

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Reflection

Experience:

Throughout Task 3, I experienced the complete process of developing a campaign from concept to final execution. I designed the campaign applications, including flyers, comics, stickers, and an umbrella, before creating the illustration book as my impactful project. Regular consultations and feedback sessions helped me refine my ideas, improve the overall structure, and ensure every outcome aligned with my campaign identity. I also gained experience presenting my work professionally by designing and refining my final presentation slides.

Observations:

I observed that a successful campaign requires more than attractive visuals. Every application needed to have a clear purpose and work together to communicate the campaign message. Feedback also showed me that organisation, visual hierarchy, transitions, and readability are just as important as the design itself. Small details such as consistent layouts, typography, image quality, and clear navigation greatly influenced the overall effectiveness and professionalism of the campaign.

Findings:

This project taught me the importance of iterative design and being open to constructive criticism. Through continuous revisions, I learned how to improve storytelling, strengthen audience engagement, and create a more cohesive campaign experience. I also realised that every design decision should support the campaign's objectives and provide a meaningful experience for the audience. Overall, Task 3 strengthened my skills in campaign development, visual communication, presentation, and applying feedback to produce a polished final outcome.