Creative Brand Strategy

21.04.2026 - 00.04.2026 / Week 1 — Week 14

Chan Zhi-Ren Zenndan / 0369069

Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media / Taylor's University

Table of Contents

    1. Lectures

    2. Instructions

    3. Task 1

    4. Task 2

    5. Task 3

1. Lectures

Week 1

Mr. Max briefed the class on the module overview, outlining the semester's theme, assignment structures, and expectations for the upcoming tasks. We then consulted with him on our selected topic along with a problem statement.

Week 2

We explored essential components of brand strategy, specifically focusing on things like brand purpose, vision, mission, values, etc. This knowledge equips us with the necessary tools to break down and analyze our case studies and selected campaign later in the semester.

Week 3

We focused on developing our campaign proposal using the provided template. This involved defining our campaign direction, drafting a strong problem statement, identifying audience insights, and establishing the project's core mission, vision, and values.

Week 4

This week featured a brief lecture on brand positioning, focusing on the real-world application and importance of brand positioning maps. We also explored Unique Selling Propositions (USP) and Unique Value Propositions (UVP) to help define our own campaigns.

Week 5

Presentation Day

Week 6

This week briefs us on Task 2, and how we should build our brand identity foundation first before making any posters. Logo development is our first priority, and 20 sketches are to be presented next week. Need 10 icons from the 100 symbol references.

Week 7




2. Instructions

Fig 2.0 Module Information Booklet

3. Task 1: Case Study Analysis (Part A)

Assignment 1 has 2 parts: Part A is a situation analysis, and Part B is a presentation. For Part A, we had to choose an existing cause or campaign related to mental health awareness and analyze it as a case study. 

The narrowed-down idea I went with was "perfectionism" in young adults.

After a few searches, I was able to find 3 cases and got ready to start analyzing.

Case Study 1 - Why Do It?

Note: Out of the 3 studies presented, Case Study 1 was submitted for the Case Study Analysis Report assignment.


Fig 3.0 Case study 1

Case Study 2 - Reframes: Discovering the Possible

Fig 3.1 Case study 2

Case Study 3 - #ShareTheFirst

Fig 3.2 Case study 2

Proposal

After completing our case study write-ups, we filled out the assigned campaign proposal template. This allowed us to map out our ideas and adjust them based on what our case study had missed.


Fig 3.3 Campaign Proposal

Right after that, we are to prepare slides for our presentation on Week 5. The presentation requires us to go through our case study first, then our campaign proposal. See Fig 3.4 for the final presentation slides.

We were told before presentation day that we are to present our campaign proposal only. However, the slides attached shows both the case study and campaign proposal.
Fig 3.4 Campaign Proposal

a




























4. Feedback

Week 1

Consulted Mr. Max on the campaign topic of perfectionism and burnout in young adults. He approved the direction and confirmed it fits within the mental health awareness theme for the module.

Week 2

Mr. Max liked the Nike report's audience insight and brand analysis, but said the visual section needs to be more strategic and we need to add actual next steps for student burnout in our own proposal.

Week 3

Mr. Max approved the "Draft" direction, positioning, and booth concept, but I need to flesh out the visuals (color palette, typography, poster layouts, and display wall) before the presentation.

Week 4

Mr. Max approved the project for the presentation next week, liking the problem statement, audience insight, and experiential approach. However, he noted that the booth flow, customer journey, and prompt design require more sequential detail, the visual identity needs reference images, and the booth environment must remain low-pressure for students.

Week 5


Week 6


Week 7


Week 8


Week 9


Week 10
























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