Branding Corporate Identity - Project 3

Seoh Yi Zhen (0328497)
Branding Corporate Identity
Project 3: Positioning

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INSTRUCTIONS

Project 3: 20%

The Brief

Positioning: Naming, big idea, tone & manner

Duration of Assignment

Week 1 – 6

Deadline

Week 6

Description

Based on your understanding of Project 1 & 2, create your own brand. You need to be able to articulate the brand by writing a description and concept of your logo (brand story, brand name, target audience, big idea). In addition, you are to construct a set of mood boards that will showcase the tone and manner of your brand (typography, colour, references/research).

Requirements / Submission

Creative brief & mood boards

Objective

To gain knowledge on how to present a proposal.

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PROJECT 3

Initial Research

Presentation

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FEEDBACK

Week 4
Feedback could not be given because there was not much work done for this project.

Week 5

Initial research is quite detailed and complete. Based on the seniors' works, decide for yourself what information is necessary and what is not regarding the brand story. As for the chosen typefaces, they are both quite similar so choose something else with more contrast. Typeset a paragraph so that a clearer picture of how the typefaces look together can be seen.

Week 6

Positioning of the brand is quite strong and the pacing of the presentation is good. However, the presentation skills could be improved.

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REFLECTION

Experience

It was interesting to build my own brand from scratch because I never realized how much thought was put into this process. During the course of this project, the identity of my brand became so much clearer to me, and it helped me along with Project 2. However, my presentation could have been a lot better, and as much as I hate giving excuses for anything, I was just way too tired at that time, and it was also awkward to present in front of a crowd that wasn't paying attention.

Observation
As I was constructing the mood boards, I noticed that every individual element came together to form a cohesive, overall brand identity. Each photo that I chose had similar design elements to photos from other categories, and this consistency was what built the cohesiveness of the brand identity.

Findings
Having a clear direction is really important because it directly affects the image of the brand, built up of visual elements like the logo, interior spaces, and packaging. Without a strong concept, these elements would be all over the place and there would be no unity in the brand image. Positioning is also really important because it sets a brand apart from other competitors in the market and presents a unique image in order to persuade customers to buy into the brand.