Creative Brand Strategy | Task 3
30/5/2025 - 25/7/2025 / Week 6 - Week 13
Kerly Ooi / 0358726
Creative Brand Strategy/ Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 3 | Campaign Branding
INSTRUCTIONS
TASKS
Week 7
In Week 7, before we proceeded with production, Wee Han and I decided to split up the responsibilities for our campaign deliverables to work more efficiently. Wee Han focused on designing the posters and social media content, while I took on the development of the campaign website. We also collaborated closely on producing the video campaign, combining our ideas and skills to bring the concept to life.
Week 8-13
Social Media Posts & Posters
During consultation, My group mate, Weehan showed her initial draft of the A4 poster shown below. Mr. Fauzi said it was important to have a font type that fits with Coach's official brand identity. He also said that we should put our poster next to a real Coach marketing graphic to see how well it works. The draft was a nice start, but it didn't yet have the visual impact or consistency we wanted, so we had to go back and look at the design direction again.
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Fig 2.1 Attempt #1 poster
She then continued to explore alternative design variations, while doin that she also ensuring that our campaign name and call-to-action were integrated more prominently into the composition.
Draft #2 :
Mr Fauzi commented that our poster lacked key details like location, date, and time, which could confuse the audience. We then refined the design to make the message clear, direct, and informative.
Fig 2.2 Refined version posters
Final version:
A4 poster & Vertical poster
Fig 2.3 Final A4 poster & Vertical poster
Social Media Posts
Progresses on Miro:
Fig 2.4 Miro board (progresses)
Draft # 1:
Fig 2.5 Attempt #1 | Social Media 9-grid Posts
Final version:
Fig 2.6 Final version | Social Media 9-grid Posts
Campaign Website & Video Campaign
Before I started designing the website, I did some visual research by gathering references and ideas that fit with the general theme of our CTRL campaign. I looked at several layout styles, UI elements, and design methods to learn more about how to make a user experience that is both interesting and consistent. With these ideas in mind, I started making the first layout in Figma. Here are my first drafts of the CTRL campaign website, which focus on visual hierarchy, user flow, and staying true to the brand identity.
Fig 2.7 Progression on Miro | Website
Draft # 1:
These were my initial drafts of the website layout. During the consultation, Mr. Fauzi advised removing the shopping section, as it could distract from the core message of the CTRL campaign and reduce user engagement. He also pointed out that the cover page or header featured too many colors, which made it visually overwhelming. He suggested exploring alternative visuals with a more limited and cohesive color palette to better match the overall tone and aesthetic of the campaign.
Fig 2.8 Attempt 1 | Website
Draft # 2:
I made revisions based on the feedback received last week. Following our consultation with Mr. Fauzi, we were advised to incorporate the video campaign and posters directly into the website, each with a brief description to improve clarity and better guide users through the overall experience.
Fig 2.9 Attempt 2 | Website
Final version:
Our platform also connects to an AR feature through the app, allowing users to virtually try on bags using playful, dynamic filters. For those who enjoy real-world interaction, we’re hosting pop-up events and hands-on workshops to offer a more immersive, in-person experience. The workshop section is clearly laid out, ensuring everything is easy to navigate and accessible. In addition, our Mood Match quiz, campaign video, and all other key campaign elements are available directly on the website, creating a seamless and engaging user journey from start to finish.
Fig 2.10 Final Attempt | Website
Link : Coach CTRL
Week 11
Video Campaign Filming
For our video campaign, we wanted to create something that felt genuine and relatable, so we decided to take a hands-on approach and film the content ourselves. The core message centers around creativity and self-expression, encouraging individuals to design their own Coach bag in a tactile, screen-free experience. Participants can mix and match charms, straps, patches, and other accessories that represent their personal style. Whether you're bold, playful, chill, or somewhere in between, the campaign invites you to make something uniquely yours.
To kick off the process, we planned the concept and structure of the video, discussing how to clearly communicate our campaign message. We also gathered visual references and studied examples from other content creators to help shape our creative direction.
Fig 2.12 Video Campaign Planning on Miro board
After finalizing our ideas, we met on Wednesday of Week 11 to carry out the filming, ensuring we captured the spirit of the campaign through a collaborative, hands-on shoot. We prepared a variety of materials for the video shoot, such as bag charms, beads, and props to support the hands-on customization scenes. The filming session was held on location in Chow Kit, Kuala Lumpur.
Fig 2.13 Materials for Video Shooting
Here is the final result of our customized Coach bag, decorated with a variety of bag charms to represent the hands-on activities showcased in our campaign.
Fig 2.14 Customized Coach bag for filming
Capcut - Video Editing
After completing the filming, we proceeded to edit the first draft of our video using CapCut, which allowed us to organize and refine the footage effectively.
We also made a shared Google Drive folder to make our work easier and keep all of our files in one location. This made it easy for us to keep track of and access anything we required during the editing and presentation process, such as raw video footage, behind-the-scenes photos, and other visual resources. This organized system helped us stay efficient and ensured nothing was overlooked during the production phase.
We also consulted with Mr. Fauzi, who favored the second version created by Me. He recommended a few minor improvements, including the addition of key instructions and essential messaging to make the content clearer and more effective in communicating the campaign’s intent.
Refined version:
I made a number of adjustments to our campaign film based on the comments we got to make it clearer and more exciting. Adding subtitles to the whole video was one of the most important changes.
This not only makes the message clearer, but it also makes the information easier to find and more interesting, especially for people who are watching without sound or on social media. We wanted to make sure that everyone could easily comprehend the story and important instructions by adding subtitles.
Final Video Campaign
Link to Video Campaign: https://www.youtube.com/shorts/vy2mhKJdzfk
SUBMISSION
Final Presentation Slide
FEEDBACK
Week 7
Exercises :
Specific feedback : The moodboard could be better organized using a flowchart format, making the information easier to follow and understand at a glance.
Week 8 (online)
Exercises :
Specific feedback : Mr. Fauzi said that to determine whether our design for CTRL was successful, we should place our final poster next to the reference. This would help us clearly assess if our design effectively communicated the campaign’s message and maintained the intended visual direction.
Week 9
Exercises :
Specific feedback : Start your video shoot by deciding whether to film new content or edit existing footage. To test if your poster works, compare it with a reference to see if it stands out and matches the visual style.
Week 10
Exercises :
No feedback given (No class)
Week 11
Exercises :
Specific feedback : The website layout looks good, and the second video has a better flow, making it a strong option for your final campaign. To improve it further, you could add short on-screen instructions during the hands-on parts. This will help grab attention and make the campaign message clearer and easier for viewers to understand.
Week 12
Exercises :
Specific feedback : Use a bold and eye-catching headline like "Design Your Own Bag" for the social media post to make it obvious what the campaign is about. A concise and direct title can assist attract people's attention and make them want to learn more since they scroll quickly.
Week 13
Exercises :
Specific feedback : Make sure all deliverables clearly show important details like the location, date, and time. This helps the audience quickly understand what the campaign is about and avoids any confusion.
Week 14
Exercises :
General feedback :
- If your presentation ends too early, elaborate further on the reasonings and details on the campaign.
- Making eye contact with the audience is important because it shows confidence and helps keep them interested.
REFLECTION
Completing the CTRL campaign has been an incredibly rewarding experience that challenged me to think critically about branding, design strategy, and audience engagement. From the early stages of ideation to final execution, the process of shaping CTRL – Create to Reflect Life helped me explore how a luxury brand like Coach can resonate with Gen Z through values like individuality, authenticity, and self-expression.
Weehan and I were able to visually define the tone of the campaign by making the moodboard and stylescape. This combined Coach's high-end image with a modern, digital edge. This was the starting point for all of our design touchpoints, including posters, mockups, an interactive website, and AR try-on features.
Designing the CTRL website gave me the chance to focus on the user experience by mapping out clear steps like Customize, Connect, and Reflect. Creating assets such as the promotional posters and mockups helped us visualize how the campaign would live across digital and physical platforms.
One of the most valuable parts of this project was the weekly feedback sessions, especially from Mr. Fauzi, who guided us to refine our design brief, simplify our messaging, and strengthen our concept. We were encouraged to focus on the Opportunities section of our SWOT analysis, which led us to emphasize interactivity, personal storytelling, and meaningful brand engagement.
I was genuinely happy to work on the CTRL campaign, as it allowed me to apply both creative thinking and strategic planning in a project I was passionate about. Working in a team also helped me gain new perspectives and improve my collaboration skills, while learning from my groupmate’s strengths.
Finally, seeing what other groups had done was motivating and helpful. It helped me learn more about different design styles and how stories can be told in numerous ways. This project made me think more about how to blend creativity with structure, and it made me appreciate branding that is based on experience.Mr. Fauzi advised that we should put our final poster next to the reference to see whether our design for CTRL worked. This would allow us easily see if our design got the campaign's message across and kept the visual direction we wanted.
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