9 / 05 / 2025 — 23 / 05 / 2025 (Week 04 — Week 06)
Kim Seoyoon / 0357755
MKT 62504 / Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media / Taylor's University
Project 2A&B / Design Brief Proposal
TABLE OF CONTENTS
LECTURES
INSTRUCTIONS
PROJECT 2A,B
FEEDBACK
REFLECTION
LECTURES
CLICK HERE TO VIEW LECTURE NOTES ON: PROJECT 4- FINAL COMPILATION.INSTRUCTION
Module Information Booklet
Timeframe: Week 04 – 06 (Deadline Week 06)
2A: Ideation
From the Brand Touch Points identified in the Campaign Proposal (1B), continue to research for application references that represent or symbolize your Brand Campaign. Select only the MOST relevant (unique and portrays the subject in every context) touch points to build your Critical Application List, and include a short description for each application. Consider how each touch point would help to elevate or achieve the overall Brand Campaign.
2B: Design Direction
You are to articulate the design direction by developing a set of mood boards or Stylescape, comprising logo style, visual style, colour palettes, typography, graphic elements, tone of voice/ personality & etc. This will be the proposed look and feel of your Brand Campaign.
PROJECT 02 – DESIGN BRIEF PROPOSAL
Week 4,5 – Project 2 Briefing & 2A Ideation
In week 4, Mr Fauzi gave us a briefing on project 2 and instructed us to begin on the ideation stage of our campaign.
Fig 1.1 Project 1 Slides, Week 04
Ideation
Before creating a design brief for our campaign, we began with our campaign's communication goals and key message.
Fig 1.2 Campaign communication goals & key message, Week 04
After building our key message, we moved on to the critical application list and listed out the things that are needed for the campaign:
Fig 1.3 Critical application list, Week 04
We also briefly added a few images of what our campaign would be like in the form of a simple vision/ moodboard. For the call-to-action of our campaign, we decided to go with "LEGO Your Way" as a simple message towards everyone who is seeking to be creative in their own style.
Fig 1.4 Vision board, call for action, Week 04
Design Brief
After showing our ideas to Mr Fauzi, he instructed us to create a design brief for our campaign. At first, we kept it in a paragraph form like a brand positioning statement. However, after Mr Fauzi's feedback that our brief is too long, we made several draft samples that are shorter, but straightforward to convey our campaign goals.
Fig 1.5 Design brief before and after (left & right), Week 04,05
Below is the final slides to Project 2A:
Fig 1.6 Project 2A Slides, Week 05
Week 5,6 – 2B Moodboard (Design Direction)
For the moodboard, Mr Fauzi instructed us to create a moodboard for our campaign. We were advised to use platforms like Miro, Milanote, or Canva to create the moodboard. Rafa and I decided to use Miro and began gathering the references and placing our campaign details.
We were instructed to create our moodboard in the form of a flowchart, so we planned out our moodboard details into sections and subtopics under big branches so that it is easier to look at once.
We began by adding a section for our campaign idea to briefly recap and so that we can refer to our design brief during our planning stage for design direction:
Fig 2.1 Campaign Idea, Week 5
We also planned out some of our campaign guidelines, like tone of voice, organizers, and key platforms that our campaign would be held on.
Fig 2.2 Critical Application list, Week 5
Based on the critical application list we created, we moved on to the design direction part of our campaign, where we settled down with campaign typeface, colour palette, design keywords, and design references for our campaign posters.
Fig 2.3 Campaign design direction, Week 5
Below is our finalized moodboard for Project 2B:
Fig 2.4 P2 Finalized Moodboard on Miro, Week 6
FEEDBACK
Week 4: Simplify your design direction
Week 5: Start creating your moodboard with design directions, campaign keywords, etc.
Week 6: Moodboard looks good– proceed with poster designs for Project 3.
REFLECTION
Completing projects 2A and 2B was a valuable learning experience. In 2A Ideation, I focused on choosing the most important and unique brand touchpoints that best represent and support the campaign’s message of combining physical LEGO bricks with augmented reality. This helped me understand which elements would truly engage users and keep the campaign consistent. For 2B Design Direction, creating mood boards and a stylescape allowed me to turn those ideas into a clear visual identity. My group member and I picked colours, fonts, graphics, and a tone that reflect both LEGO’s playful nature and the new digital/AR aspect. This process improved my ability to make a unified look and feel that fits the brand and appeals to the audience. Overall, this project taught me how research, thoughtful selection, and visual design work together to build a strong and clear brand campaign.
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