25 / 04 / 2025 — 15 / 05 / 2025 (Week 01 — Week 04)
Kim Seoyoon / 0357755
MKT 62504 / Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media / Taylor's University
Project 1A&B / Case Study & Campaign Proposal
TABLE OF CONTENTS
LECTURES
INSTRUCTIONS
TASK 1A&B
FEEDBACK
REFLECTION
LECTURES
CLICK HERE TO VIEW LECTURE NOTES ON: PROJECT 4- FINAL COMPILATION.INSTRUCTION
Module Information Booklet
Timeframe: Week 01 – 04 (Deadline Week 04)
1A: Case Study
You are to analyse a well-established Rebranding Campaign of your choosing.
1. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission,
Target Audience, Brand Positioning.
2. Understanding its brand experience: features and activities.
3. Reviewing its key visuals and the applications: identity and usage from different platforms.
1B: Campaign Proposal
You are to propose a Branding Campaign. The campaign will be for a a glimpse of your choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch.
Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand
Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map.
Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand
Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map.
PROJECT 1A,B– Case Study & Campaign Proposal
Week 1- Report
In the first week, Mr Fauzi instructed us to write a summary of a product proposal by the Business School, where they presented their product DYO bottle. Below is my summary:
- In the first week, TBS held a presentation meeting with SLAS and TDS to brief them about the project.
- We were told to respect other courses' opinions, styles, and working phases. No forcing integration.
- We were instructed to establish a communication platform.
Fig 1.1 DYO Product Briefing, Week 01
In week 2, Mr Fauzi briefed us about the first task in this module. We were instructed to choose a brand with a well-established rebranding campaign and study their brand strategy, key features, activities, and review their visuals and applications regarding their rebranding campaign.
This task was to be done in pairs, so Rafa and I formed a group together and decided to go with LEGO as our chosen brand.
To begin with project 1, we did a case study on our chosen brand, LEGO's rebranding:
Fig 1.2 LEGO Case study, Week 02
Week 3,4 - LEGO Case Study Presentation & 1B
In week 3, we had a group presentation on our chosen brand study. Below is our presentation slide created by Rafa and me.
Fig 1.3 LEGO Rebranding Case Study Presentation(CANVA), Week 03
During the practical time of the class, Mr Fauzi instructed us to carry out a SWOT analysis on the chosen brand:
Practical Exercise (SWOT Analysis)
LEGO SWOT Analysis:
Strength
-Global brand recognition
-Quality products that last long
-Strong brand identity
- Diverse product range
Weaknesses
-High prices
-Heavily dependent on plastic
-Digital media competitors (children's TV/ videogames)
-Product complexity, which might be a hurdle for LEGO beginners
Opportunities
-Utilizing sustainable materials that appeal to environmentally conscious consumers
-Extending to new markets
-Integrating AR & VR technologies
Threats
-Intense Competition: Hasbro and Mattel
-Shifting Play Preference: A lot of kids prefer digital video games nowadays
-Supply chain can be impacted by natural events such as COVID-19 or natural disasters
1B Campaign Proposal
Task 1B was where we designed a campaign for the chosen brand, where Rafa and I came up with the idea of an augmented reality (AR) campaign. The main idea was built based on the SWOT analysis carried out previously, by analysing LEGO's current issues and how we solve the problem.
Fig 1.4 LEGO SWOT Analysis, Week 3
The main reason we decided to go with an AR campaign was because of LEGO's heavy reliance on physical toy products. Due to the rising trend of play depending on digital media, it is hard for LEGO to maintain its brand on physical toys; therefore, merging these two media would enhance their play experience deeper in both digital and physical aspects while maintaining their creative exploration.
Fig 1.5 Campaign proposal progress, Week 3
Project 01A&B Final Submission
Fig 1.4 Project 1A Slides, Week 04
Fig 1.5 Project 1B Slides, Week 04
FEEDBACK
Week 1: -
Week 2: Carry out research on the chosen brand that has recently done a well-established rebranding campaign and study their strategies.
Week 3: Conduct a SWOT analysis based on LEGO's branding and campaign. Start building your campaign based on this SWOT study.
Week 4: Begin to prepare design brief for proposed campaign (Project 2A)
REFLECTION
Completing Project 1A and 1B using the LEGO brand study helped me learn how a strong brand strategy can make a rebranding campaign successful. In Project 1A, studying LEGO’s comeback showed me how focusing on core values like creativity and play is important, especially when facing challenges. I also saw how LEGO’s clear story and use of new technology helped connect with fans, old and new. Looking at LEGO’s mix of physical products and digital experiences taught me how important it is to keep the brand consistent across different platforms. For Project 1B, creating my own campaign based on LEGO’s style helped me put together a clear message, goals, and target audience. Planning the customer journey showed me how to make the brand easy and engaging at every touchpoint. Overall, LEGO’s example taught me how to balance tradition and innovation to build a strong and lasting brand.
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