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Creative Brand Strategy - Task 2A & 2B

 22/10/2024 - 7/11/2024 / Week 5 - Week 7

Song Yang 0355576

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

Task 2A & 2B: Ideation & Design Direction


INTRODUCTION

Task 2A: Ideation 

For this task, I developed the initial campaign concepts and defined the core elements needed for the launch of ActiveBite. I focused on establishing a campaign name, slogan, communication goals, key messages, online and offline touchpoints, and visual references, which were informed by the customer journey map from Task 1B.


Fig 1.1 Initial thoughts about the campaign


Fig 1.2 Initial thoughts on brand touchpoints


Campaign Name & Slogan

The campaign name I decided on is “Snack Smart, Live Well,” which encapsulates ActiveBite’s mission to provide healthy, enjoyable snacks that align with an active lifestyle. This slogan highlights the brand’s focus on health and smart snacking choices for consumers who prioritize well-being.


Communication Goals & Key Messages

The communication goals are to introduce ActiveBite as a nutritious snack alternative, educate consumers on its health benefits, and build brand awareness in a fresh and engaging way. The key message centers around how ActiveBite offers a balance between flavor and health, making it easy for consumers to incorporate mindful snacking into their everyday lives.

Online touchpoints: 

  • Social media-Post a 9-grid post on Instagram to promote (new Mamee image, new logo, promotional poster, etc.)

  • Website- With the theme of "sports and health", it combines the image of the sports version of Mamee Monster, using vibrant colors and dynamic design elements.

  • Email Marketing-Use large-scale Monster motion graphics to attract consumers to click

  • Promotional video-A cartoon-like sports version of Mamee Monster is used for dynamic display. In the video, the Monster performs activities such as running and skipping rope, interacting with the brand's health products, highlighting the combination of exercise and nutrition.


Offline touchpoints（old）: 

  • Limited edition sports themed packaging-The sports version of Mamee Monster is printed on the packaging.

  • Billboard-Attract the attention of passers-by through sharp color contrast, sporty Monster posture and short and powerful slogans.

  • Limited badge-Badges with Mamee Monster in various sports poses as giveaways or additional gifts for promotions

  • Event flyer-The poster shows Mamee Monster participating in sports, encouraging participants to buy healthy snacks.


However, Ms. Lilian thought that the flyer part of the offline contact point was too old-fashioned, because many people nowadays would refuse to receive flyers, which would hardly have a brand promotion effect. Based on Ms. Lilian's suggestion, I modified the offline contact points.

Fig 1.3 Modified offline touchpoints


Offline touchpoints（new）

  • Limited edition sports themed packaging-The sports version of Mamee Monster is printed on the packaging.

  • Billboard-Attract the attention of passers-by through sharp color contrast, sporty Monster posture and short and powerful slogans.

  • Limited edition tote bag - a tote bag with Mamee Monster in various sports poses, which can be used as an extra gift for giveaways or promotions

  • Displays: Design custom displays that match the ActiveBite brand aesthetic. Place them in prominent locations throughout your store to draw attention to your product line.




Task 2B: Design direction 

Visual Ideation Process


Initially, my visual ideas were vague. I felt uncertain about which direction would be appropriate for a new brand aimed at the global market, which made it challenging to find suitable references. My initial thoughts were scattered, and I struggled to consolidate them into a cohesive visual approach.


Fig 1.4 Mood board reference


Ms. Lilian recommended starting by refining the website, social media posts, and promotional video styles. With this structured approach, I was able to gather more relevant visual references and gradually clarify my ideas. By reviewing these references and implementing feedback each week, my concepts for ActiveBite’s touchpoints became clearer, resulting in more consistent and grounded design ideas.


Fig 1.5 Social Media reference


Fig 1.6 Packaging reference



Fig 1.7 Billboard reference


FINAL TASK 2 SUBMISSION


FEEDBACK

Week 5 :

  • The badge size on the offline touchpoint is too small to effectively promote the brand. Consider increasing the badge's size or using it in a more prominent way so that it clearly conveys the brand message.
  • Flyers were noted to have limited reach and impact. Most people are unlikely to accept or read them, which decreases their effectiveness as a promotional tool. It may be worth exploring alternative approaches that offer more engaging or sustainable interactions with the audience.

Week 7 :

  • The website design lacks comprehensive content and needs to be updated to showcase all essential brand elements.
  • The sporty redesign of the Mamee Monster mascot could use further development to fully capture the brand's active and health-focused message.
  • Additionally, the logo layout could benefit from more experimentation to explore arrangements that better align with the overall brand aesthetic and mission.

REFLECTION

This project has helped me understand the importance of creating a cohesive brand experience across all touchpoints. Receiving feedback each week, especially regarding the clarity and impact of offline elements and the completeness of the website, pushed me to refine and align my design choices. I learned that every brand element—from packaging to online visuals—needs to be both functional and engaging, supporting the brand's identity and goals. This iterative process allowed me to explore diverse design options and strengthen the overall concept for ActiveBite.
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