Creative Brand Strategy / Task 2

on

19/05/25 - 26/06/25 Week 5 - Week 6

Sheren Princessa Davon / 0362134

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

Task 2: Design Brief Proposal

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, comprised with visual style, colour palettes, typography, graphic elements & etc. This will be the proposed look and feel of your Brand Campaign.

TASK 2: DESIGN BRIEF PROPOSAL

Brainstorming
Based on our SWOT Analysis, we started to brainstorm some key ideas for our campaign, we chose to focus on their weaknesses and come up with the opportunity for deeper emotional connection between the brand and its consumers. 

Fig 1.1 SWOT Analysis


We decided to expand more on their recent rebranding "Mindset of Motion". We ended up with 3 main ideas at first:

1. Targeting Gen-Z lifestyle consumers that are tech savvy and likes capturing everyday moments
2. Targeting Creators such as photographers, videographers, musicians who seek digital storage for their creative storytelling
3. Emotional technology, targeting everyone who wants to preserve life's most cherished memories such as big events like birthdays, graduations, etc.

We decided to focus on idea #3 while also including the target audience of #2. We named our campaign "Memory in Motion", a SanDisk campaign that aims to cherish life's most precious memories and safeguard them in a world of endless digital clutter.

Memory in Motion
We were to come up with the campaign outline, Design Brief, 3 call-to-action phrases. Our first attempt, we came up with 3 Design Brief statements, however they were all quite similar and contained the same meaning, so we combined it into one final Design Brief:

Fig 1.2 Design Brief

Our original CTA consisted of 3 sentences:
Capture each Moment.
Connect with the World.
Inspire Every Story.

However, it was too long so we ended up condensing it to "Capture. Connect. Inspire". It's short but it does the trick in conveying the message of capturing life's memories, uploading and connecting it to the digital world, and inspiring others with your story as we're all here to cherish life's moments.

Moodboard: (link here)

After solidifying our campaign, we were required to create the Moodboard for our Design Direction. We included all the necessary details about our campaign to start off.

Fig 1.3 Idea Breakdown

Then, we started to branch out and plan out the Critical Application List, which consists of 3 main touchpoints:

1. Unlock The Vault (Launch Event)
  • Launch event with a live photobooth that allows people to capture an image and upload it to the Memory Wall
2. The Memory Vault (Selling Point)
  • The main heart of the campaign, the release of SanDisk's cloud-based storage platform where users are able to store, organize, and revisit their most cherished moments
  • Pictures and videos can be organized with tags (feelings, location, themes, etc.) for both easy location finding and emotional attatchment
  • Welcoming UI design and very visual layouts
3. #MyMemoryVault (Social Media Campaign)
  • Online users, anywhere are invited to post their own cherished memories under the hashtag challenge #MyMemoryVault 
  • It allows for emotional engagement and viral storytelling
  • "Memory of the Week" highlight posts made by the official SanDisk page where we feature highlights posted under the hashtag
  • Influencer storytelling moments

FINAL SUBMISSION

Below are our final slides for the campaign proposal, ideation and link to the moodboard.

Link to Moodboard: Canva Moodboard


Fig 1.4 Final Task 2: Campaign Proposal - PDF. Week 6

FEEDBACK

Week 5
For the design brief, try to balance out: 
1. emotional connection
3. what is the product 
2. how to the product does what we want it to do

to ensure that we're selling out the message correctly

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