Creative Brand Strategy - Task 1 Presentation & Situation Analysis
Felice Jolin (0373636)
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Task 1 - Presentation & Situation Analysis
TABLE OF CONTENT
INSTRUCTION
Fig 1.1 Module Information Booklet
LECTURES
Week 1
During the first week, Mr.Max briefed us about our tasks
from Task 1 up to Task 4. For this week, we need to focus on what topic we
would like to explore further for the situational analysis which under the
theme of Mental Health Awareness.
How to raise the Awareness can be in 3 ways such as to let people know, to test their level, and to cure.
In Week 4, we are required to prepare the case study analysis as well as propose our own campaign which we will do presentation in Week 5.
Fig 1.2 Week 1 Lectures (Week 1, 21/04/2026)
Week 2
This week we need to focus on our case study. Mr.Max
explain to us about each important point of the brand strategy along with
the real existing brand.
Fig 1.3 Week 2 Lectures (Week 2, 28/04/2026)
Week 3
This week we need to focus on our own campaign proposal.
From the topic direction until the SWOT analysis.
Fig 1.4 Week 3 Lectures (Week 3, 05/05/2026)
Week 4
This week Mr.Max explained about brand positioning. If
we're confussed of what it is, just imagine it a sthe combination of the
brand's purpose, vision, mission and target audience. Mr.Max also explaned
about USP and UVP. Where those are very important to be stated in our own
camapign proposal as to show the distinguisment of our campaign from
others.
Fig 1.5 Week 4 Lectures (Week 4, 12/05/2026)
TASK
Week 1
I searched online for mental health awareness campaign
and founded some that suit to my topic which is mindfulness. From the all
the campaign example, we were just told to choose 1 for the case study. For
the campaign 'Mind Memo' I love the idea and the approach, while for 'Be
Free' campaign I found it related to my topic.
Fig 2.1 Campaign Ideas (Week 1, 21/04/2026)
Week 2
I decided to cose 'Love Yourself' campaign for my case study.
Fig 2.2 Case Study (Week 2, 30/04/2026)
Week 3
I start to think of ideas and do research for my own campaign and compiled it into docs below.
Fig 2.3 Own Campaign Ideas (Week 3, 05/05/2026)
Week 4
During this week, I have worked on and finish my own campaign proposal report.
Fig 2.4 Campaign Proposal (Week 4, 12/05/2026)
Week 5
Presentation Week
Fig 2.5 Presentation Slide (Week 5, 18/05/2026)
FEEDBACK
Week 1
I propose the topic Mindfulness to Mr.Max and he
mentioned it is a positive approach and I can proceed to think a more
specific scope to it. Whether to share knowledge about Mindfulness, test or
cure .
Week 2
This week, I have chosen a few campaign examples. Some
of them were a project campaign while others are real existing campaign. I
did analysis for 1 campaign project and 1 real campaign. Mr.Max said to
proceed with the real campaign for the case study. He also mentioned if I
cannot chose within the topic for my brand, I can at least tell how it is
related.
Week 3
This week, I have progressed for my own campaign
proposal and get feedbacks from Mr.Max. He mentioned that my overall idea is
already okay. For the 4 tagline that I provided, Mr.Max mentioned that none
of them really clicks to my topic, instead he recommended me to use
'slowdown' as my tagline. Mr.Max reminded me that I should reflect all the 5
values written in my proposal to my campaign (e.g empowerment audience
should feel supported and better well being after joining your activity). In
addition to that, Mr.Max also reminded me for the activities, I ask myself
whether I would play or not.
Week 4
This week, I have finished my campaign proposal report
and working on the presentation slides. For the brand name, I had 3 choices
of 'The NOW', 'Untangle', and 'Mindfully Yours'. Mr.Max recommended me to us
'The NOW' as it feels specific and to the point to the campaign itself.
Mr.Max also mentioned that the activities I propsoed is ok and I can write
the weaknesses in the SWOT part. In addition, I have given the nam efor my
campaign which is 'Come Back Now'. For the tagline 'Slow Down', I am not
really sure with it and propose another one 'Be Present'. Mr.Max reminded us
to state our USP and UVP.
REFLECTION
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