CREATIVE BRAND STRATEGY - PROJECT 3
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29.04.2020 (Week 9 - Week 13)
Rausha Aminath (0337000)
Creative Brand Strategy
Project 3
INSTRUCTIONS
WORK
Week 8
For this project we have to start with the design execution of the event we proposed. We were to design the event applications we proposed in our creative brief.
Applications:
1. Posters 2. Invitation
3. Tickets 4. Website / Mobile Website
5. Social Media Post 6. Event Bracelets
7. ID Tags 8. Wayfinding
9. Outdoor Banners 10. Tshirts
11. Pins 12. Totebag
I started by sketching and extracting the patterns from the reference images, which would build the foundation of my event identity.
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| Extracting Patterns |
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| Symbols |
Week 9
After getting the approval for the extracted shapes and then digitised the pattern. I had many variations and explored in order to come up with the symbols for each events; Exhibition, Live painting, Music, Panel Discussion and installation.
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| Logo and Typography Exploration |
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| Pattern Exploration |
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| Symbols Exploration |
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| Logo Variations |
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| Typeface |
Week 10
Week 13
PROJECT 3 Submission
After getting feedback, I made the changes to the symbols and started developing more on the posters and finished the primary poster and also the 5 secondary posters.
Over the weekend, I sent over a draft of the applications and made changes accordingly for the next class.
Week 11
I tried my best to finished most of the applications and show more progress. This week I finalised the primary poster while the secondary posters are still working progress. I also developed the rest of the applications, way finder, event invitation and tickets and also the bracelets, tshirt and pins as well.
More to do: Merchandise Beach bag and website
Week 12
I made more changes to my existing designs and proposed a more simpler and more minimalistic approach to the application designs. Taking into consideration of my initial idea of implementing gradient in the designs, most of my application backgrounds are changed to gradient hue and I reduced the amount of secondary color usage.
Below are some process work and application work in progress.
I had almost all applications complete. However, my design direction is still not clear and need more work.
I made more changes to the designs and created the overall designs for all the applications and showed my progress. Since I faced issues with my Laptop my progress was slow, however I consulted twice during the weekend and was able to finalise my approach and designs and managed to focus on the animation video. Below are the progressions.
Animation video work in progress.
Animation Video Draft Preview:
After previewing it, I made few more changes: The gradient hue had more red and less blue, the changes were made and when consulted with Ms.Low she said it looked good, however, she suggested maybe keeping the dust particles only in the beginning frames and end the video with a clean look.
Week 14
By this week all our work is compiled and ready to be pitched. I did some final touchups on my event video and finished all the mockups.
PROJECT 3 JPEGS
Pre Event
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| Primary Poster |
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| Primary Poster (Outdoor Mockup) |
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| Secondary Posters |
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| Website Landing Page |
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| Website Programme |
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| Website - Info |
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| Website Pages |
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| Ipad and Phone - Landing Page |
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| Instagram Posts |
Instagram Scrolling (Left side Carousel - Unknown Color Issue with Render)
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| Instagram Post |
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| Instagram Story (Promotional Video-Sponsored) |
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| Invitation |
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| Tickets |
During Event
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| Event Bracelets |
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| Event Id Tags |
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| Wayfinder |
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| Outdoor Banners |
Post Event
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| Merchandise: Totebag |
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| Merchandise: Pins |
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| Merchandise: Tshirt |
Video is to be used on Instagram sponsored ads and facebook as well.
Event promotional Teaser Video
PROJECT 3 Submission
Final Pitch Deck
FEEDBACK
Week 9:
The patterns extracted are very nice and there are no issues there, the direction is pretty clear and precise. Start developing the digitised version and try to finish the pattern for next week in order to see how it it looks when it's used.
Week 10:
The pattern is okay, try to find a way to use the pattern on the poster in a better way. use more variations or come up with a consistent pattern that can be utilised in all collaterals.
Online Feedback: Secondary posters: background colours are looking good, perhaps the amount of supportive patterns surrounded the main pattern needed to be similar for all five posters. To take 'INSTALLATIONS' poster as standard.
Event bracelets: looking ok, maybe need to add information?
Week 11:
Week 12:
Good progress on the applications. The poster layout works, just need to adjust the sizing and also the placement of the small texts. Try reducing the usage of the swash letters from the typeface since it seems like it is too decorative. Need to create a balanced flow of the secondary posters. Keep the information presentation consistent in all the posters. The name tags could include event recognition logo or tagline so that people know it is Katti Hivvaru. Other than that it is fine. Social media posts need some more work. Avoid keeping just visuals with no context.
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| Feedback Notes During class -1 |
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| Feedback Notes During class - 2 |
Week 12:
Good progress on the applications. The poster layout works, just need to adjust the sizing and also the placement of the information presented.
Online Feedback Application: Hi Rausha, the overall design applications are looking fine, the layout composition has becoming more refine and matured.
However, the visual language seems to be pushing toward the usage of gradient, the detail of pattern you had created earlier has been much muted. Shall we remain the pattern in some of our application? e.g. the poster? The pattern has successfully portraying the event 'Kutti Hivaru' is rich in its art & cultural aspect, it will be a pity if letting it over-shined by the gradient effect.
Week 13:
Online Feedback Application:Overall the designs are looking better and well composed, you may finalise it after going through the comments. The poster composition is good, but you may need to adjust the colour, so the shapes can be slightly more obvious, now they are blending into the background.
Online Feedback Animation: Hi Rausha, the video looks good, the audio synchronised well with the motion too, well done! I was thinking the glitch effects can appear only at the beginning, we ends the video with fresh and clear look.
Week 14:
Really good job keeping inline with your initial ideas and plans. Even though you had a lot of different directions, eventually you were able to deliver the outcome that reflects the event that you proposed and everything works really well together. Very good job with the event promotional video, the audio in sync with the video and shows the excitement and the energy of the event. Good job! The only change I would make is the focus on the Thaana script, make sure to mention that this font has been developed for this event and is developed to keep in line with the geometrical design elements of the event.
REFLECTIONS
This part of the event, the application and execution had made me realised how sure we have to be of our approach before moving on to the design stages. When it comes to implementing the design ideas we have, what we have in mind might not work for all the applications. It is important to choose a style that fits well with the event objectives that is flexible in ways that can be used in different applications of the event. Before this module, I did not comprehend the amount of planning and thinking that goes into the development of the brand identity, the crucial details that must be considered before executing anything that is linked to the event. Most importantly, the social media posting differences were something that can be very effective when done correctly but executing it well is a tough job. All in all the module has opened my eyes to event branding alot more than before.
FURTHER READING
This article gives an overview on how we can create more engagement digitally, for events at touchpoints. The article touches many touchpoint and explains very well how to make it more engaging:
1. Digital Engagement: Alot of people nail the invitation email, however a confirmation email gives you more opportunity to engage with audience and let the brand voice shine. Adding reminder emails gets people excited and after the event, a thank you could include a linkt to promote future event. When it comes to post event, you can convert your event page to post-event stage, where the page could include beautiful thank you message, a photogallery and video contents.
2. Social Promotions: The thumbnail image for the event, which at splash is called event card. The event card populates when your share your event URL on social media or text to a friend. This image is meant to compliment the link itself, so we have to make sure that it's on brand. Social promotion also include 30 second video promo on your Instagram story, or a Facebook post that links to an interview with a speaker tht's going to be at the event.
3. Onsite experience: First thing, a check in app, will be branded for the event and really easy to fill out. After check in usually people get a badge, as the event continues, you can also utilize a gues app which allows users to subscribe to certain sessions, chat attendees, live feedbacks. This creates branding of the event within the app.
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