PROJECT 3: CAMPAIGN BRANDING
June 5, 2025 - July 2025(Week 6 - Week 13)
WuZiyang/ 0368325
Graphic design/Bachelor of Design in Creative Media
Creative Brand Strategy - Task 3
Task 3. Description
You will synthesise the knowledge gained in Task 1 and Task 2 for developing a presentation deck for the campaign. By utilizing information gained through previous tasks, students are to execute the visual identity and design applications for the proposed campaign; the design process begins by developing substantial key visual and further adopting it to design application.
Based on Task 2A:
Ideation, create and execute a Brand Campaign applied both for online and offline experiences.
Design at least four online touch points (website, social media, and introduction video are compulsory).
Creativity and relevancy is crucial in applying the proposed branding strategy. Do consider how the design applications will engage with the target audience (consider customer journey and engagement). Video contents in social media are believed to be an effective campaign promotional tool, hence you are encouraged to create campaign promotional videos in the format of YouTube ads, IG Story & etc with time frame around 10 to 30 seconds.
Requirements: 15 minutes presentation on week 13, recommended in the format of Google Slide. Do include any relevant outcome in its original forms as well to fully support your idea.
Submission:
1. All gathered information documented logically and chronologically in the e-portfolio for the duration of the project in one post.
1.1: Research
1.2: Moodboard
1.3: Social Media Post:
1.3.1: 1 A4 Poster
1.3.2: 1 Vertical Poster 1080 x 1920
1.3.3: : Multiple square post (depending on your contents)
1.4: Website (1 landing page)
1.5: Video campaign (10 - 30 seconds)
You will synthesise the knowledge gained in Task 1 and Task 2 for developing a presentation deck for the campaign. By utilizing information gained through previous tasks, students are to execute the visual identity and design applications for the proposed campaign; the design process begins by developing substantial key visual and further adopting it to design application.
Based on Task 2A:
Ideation, create and execute a Brand Campaign applied both for online and offline experiences.
Design at least four online touch points (website, social media, and introduction video are compulsory).
Creativity and relevancy is crucial in applying the proposed branding strategy. Do consider how the design applications will engage with the target audience (consider customer journey and engagement). Video contents in social media are believed to be an effective campaign promotional tool, hence you are encouraged to create campaign promotional videos in the format of YouTube ads, IG Story & etc with time frame around 10 to 30 seconds.
Requirements: 15 minutes presentation on week 13, recommended in the format of Google Slide. Do include any relevant outcome in its original forms as well to fully support your idea.
Submission:
1. All gathered information documented logically and chronologically in the e-portfolio for the duration of the project in one post.
1.1: Research
1.2: Moodboard
1.3: Social Media Post:
1.3.1: 1 A4 Poster
1.3.2: 1 Vertical Poster 1080 x 1920
1.3.3: : Multiple square post (depending on your contents)
1.4: Website (1 landing page)
1.5: Video campaign (10 - 30 seconds)
Poster design process
The selling points of the three posters are not clearly expressed, and the price features of the event are not clearly stated. It is difficult for customers to be attracted, and there is a lack of promotional sense. The alluring effect of the food itself is not fully highlighted.
Fig 1.1 Poster Making Process
Fig 1.2 Poster Making Attempt 2
Vertical Poster
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After consultation with Mr. Fauiz, the first draft although conveys the theme of environmental protection and the concept of "Grow With Mekdi", the overall color matching lacks uniformity, the contrast between the text and the background is insufficient, and the important information is not prominent enough. The paragraph layout is too dense and lacks focus. At the same time, the lack of obvious call-to-action buttons and interactive elements makes it difficult for users to quickly understand and participate in the activity. Furthermore, the prices and promotional information lack appeal and fail to strengthen the purchasing motivation. Overall, although the page has a creative theme, it still needs improvement in terms of visual hierarchy, information transmission and user experience
Since the theme of the event is environmental protection, I referred to the environmental protection page of McDonald's global official website and the sustainable development event page of Starbucks to unify the color system. I also referred to the environmental protection event website of Coca-Cola and thought that the animation showing the planting process could be added to the website
Website Second Draft :
After receiving Mr. Fauzi's feedback, we only need to make some minor changes.
Website Final Draft :
This is the first draft of my Multiple Post (Instagram). I'm very lucky to have received approval after consulting with mr. However, the sequence needs to be adjusted because the first thing users see is the specific content of the event rather than long text.So I only needed to adjust the sequence before and after to complete this module. This is my final multiple post.
REFLECTION
This brand repositioning project of McDonald's has made me rethink how a mature global brand can reposition itself to cater to a younger and more lifestyle-oriented audience. Based on previous research and conception, I focused on modernizing McDonald's identity while maintaining its core values of familiarity and community.
One of the biggest lessons is to learn how to balance heritage and innovation. The main visual effects employ McDonald's signature colors and elements, but reinterpret them in a minimalist and modern way suitable for digital platforms. Design across different touchpoints - social media, websites, posters and videos - has taught me how to maintain visual consistency while adapting to different formats and user behaviors.
Through this project, I have enhanced my skills in strategic branding and cross-platform design. If I had more time, I would explore the interactive features of the website and try more localized content to further connect with different audiences. Overall, this project made me understand how creative brands can rejuvenate a familiar brand and connect it with new consumers.
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