Creative Brand Strategy | Task 2

9/5/2025 - 23/5/2025 / Week 4 - Week 6

Kerly Ooi / 0358726

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

Task 2A & B | Design Brief Proposal 

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 INSTRUCTIONS

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.

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TASKS

2A: Ideation

Week 4

In week 4, Mr Fauzi gave us a briefing on project 2 and instructed us to begin on the ideation stage of our campaign.

For Task 2A, my groupmate Weehan and I developed CTRL, a brand campaign that reimagines Coach through a Gen Z lens. Rooted in our design brief, CTRL merges Coach’s heritage in craftsmanship with modern values of self-expression, interactivity, and individuality,  ultimately inviting users to shape their own unique experiences.

To evaluate our strategy, we created a SWOT analysis to assess the campaign's strengths, weaknesses, opportunities, and threats. While CTRL's hands-on digital personalization offers a strong competitive edge, we also acknowledged the risks tied to tech reliance and high setup costs.

Fig 2.1 SWOT analysis

From the four SWOT pillars, we chose to expand on Opportunities. This led us to explore how CTRL could drive long-term brand engagement by boosting user-generated content, launching digital accessories, and creating interactive experiences like AR try-ons and charm workshops, all with the goal of establishing a lifestyle community around the brand.

Week 5

In Week 5, we began finalizing the key components of our campaign by completing the Design Brief, crafting a clear Call to Action, and identifying three core keywords that capture the essence of CTRL.

Design Brief:

Coach CTRL is a tech-driven personalization initiative that transforms the consumer experience by allowing individuals to design products based on their mood, identity, and personal narratives. 

Through an app-based platform featuring AR try-ons, dynamic filters, and social sharing tools, Coach empowers users to become co-creators, deepening emotional engagement and enabling product customization that reflects unique self-expression.

To enhance this journey, Coach will extend the experience through immersive pop-up and workshop, bringing personalization and self-expression into physical spaces.

Call to action:

Create to Reflect Life

It speaks directly to Gen Z’s desire to make fashion personal, not just to wear Coach, but to co-create it.

Keywords:

• Premium
• Authenticity
• Individuality

Critical Application Lists

We then proceeded to complete the Critical Application List, outlining the essential touchpoints required to bring our campaign to life. We also had discussions to ensure each application aligned with our concept and effectively supported our campaign goals.

Below is the final slides to 2A: Ideation

2B: Design Direction

Draft Moodboard and Colour Palette 

Moodboard Miro Link: https://miro.com/app/board/uXjVIrn55e8=/

Below is the final slides to 2B: Design Direction

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SUBMISSION 

 

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FEEDBACK

Week 4

Exercises : 

Specific feedback : Mr. Fauzi asked us to identify which area of our SWOT analysis we would focus on, we decided to explore the Opportunities section while also being advised to simplify our design brief for clearer alignment with our campaign strategy.

Week 5

Exercises : 

Specific feedback : Start creating your moodboard with design directions, campaign keywords, etc.

Week 6

Exercises : 

Specific feedback : Mr. Fauzi stated that our campaign name, CTRL, was effective since it naturally corresponded to with our call to action, Create to Reflect Life, and advised us to  proceed with developing the concept further. He also observed that our moodboard was visually appealing and supported our campaign's direction.

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REFLECTION

Reflecting on the conclusion of Projects 2A and 2B, this campaign journey has been a valuable and insightful learning opportunity. In Task 2A: Ideation, my groupmate and I worked on finding the most relevant and effective brand touchpoints to help bring our CTRL campaign to life. By evaluating Coach's legacy and matching it with Gen Z ideals, we discovered opportunities that emphasised originality, authenticity, and premium experience, all of which support our call to action: Create to Reflect Life.

In Task 2B: Design Direction, we turned those concepts into a compelling visual identity. Creating moodboards allowed us to experiment with colour palettes, typography, and visual elements that reflected Coach's past as well as CTRL's current, digital-forward identity. Mr. Fauzi’s feedback on our campaign name and moodboard reinforced the clarity of our concept and motivated us to refine it further.

This method helped me learn how research, strategic planning, and visual design all work together to produce a coherent brand experience. From selecting the appropriate touchpoints to creating a visual language, this project showed me how each decision contributes to the creation of a campaign that feels important and relevant to its target audience.