Creative Brand Strategy - Task 2 Purpose, Positioning, & Personality

Week 5 - Week 10 (19/05/26 - 23/06/25)
Felice Jolin (0373636)
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Task 2 - Purpose, Positioning, & Personality 

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TABLE OF CONTENT

Instruction 

Lectures

Task

Feedback

Reflection

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INSTRUCTION

 
Fig 1.1 Module Information Booklet

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LECTURES

Week 5 
Now we begin to create the visual identity system. We should prepare at least 20 logo sketches and later one to chose the strongest direction. 

 
Fig 1.2 Lectures

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TASK

Students should work in this order:
1.Finalise campaign name and positioning 
2.Collect and organise 100 symbols / visuals 
3.Develop logo sketches 
4.Select strongest logo direction 
5.Build brand identity moodboard 
6.Decide colour palette 
7.Decide typography direction 
8.Develop icon / graphic element system 
9.Create key visual direction 
10.Start poster and campaign applications 

1. LOGO

The finalized brand name is 'THE NOW' while the campaign name is 'Come Back Now'. After clear name, I started with logo sketches. Initially, as the brand name has the word 'now', I was quite blur on what element or icon should I apply in my logo. Therefore I started with tangled string, bubble, bulb, clock, sitting posture, and wave. 

Fig 2.1 Moodboard/reference (Week 5, 22/05/2026)

 

 

Fig 2.1 Sketch (Week 5, 22/05/2026)

 

After consulting with Mr.Max he said that he didn't feel the now when looking at the sketches, the direction is too broad. He suggested me to do another sketches with elements like gift box, sparkle, and star. I look for references in pinterest. 

 

 

Fig 2.3 References (Week 6, 26/05/2026)

 

From the sketches, Mr.Max chose the 3 below and told me to digitize it first to see which one suit the most. 

 Fig 2.4 Sketch (Week 6, 28/05/2026)

Moving on, I proceed to digitize the 3 sketches. For the first direction, I made 4 variations with different oval shape and using serif and sans-serif typeface. For the second direction, I tried with both shart and rounded edges. While for the third direction, I had variations of thick and thin storkes. 

 

 Fig 2.5 Digitize (Week 7, 01/06/2026)

Mr.Max mentioned that direction 1 & 3 have more potential than direction 2. as direction 2 feels too decorative. Direction 1 has potential but the symbol is quite dominant and the word “NOW” becomes a bit interrupted. While direction 3 is the most workable direction. But I should further refine the “O” symbol that clearly connects back to my brand meaning — being present, slowing down, finding balance, or creating a mindful pause.

Therefore, I redesingn direction 1 with smaller 'o' symbol. Although I was just supposed to stick with the gift/star direction, I tried with different elements for the second direction.  

  Fig 2.6 Digitize (Week 7, 05/06/2026)

Mr.Max mentioned that my logo needs abit more refinement, you can look for references like below which has balance and clean style. 

   Fig 2.7 Reference (Week 7, 05/06/2026)

So I come up with 4 design with the idea of 'gift' and 'spark'. Mr.Max mentioned that he likes the bottom left and told me to try with thin and thick space within each letters. 
 

   Fig 2.9 Digitize (Week 8, 09/06/2026)

After trying with different spacing Mr.Max suggested me to go with the larger space. 

   Fig 2.10 Digitize (Week 8, 09/06/2026)

 FINALIZED LOGO

   Fig 2.11 Finalzied Logo (Week 8, 09/06/2026)

The Now logo is designed to reflect mindfulness and the value of living in the present moment. It has a bold and structured letterforms to convey clarity, direction, and confidence which reflects the brand’s goal of helping yough adult to be emotionally aware and take control of their emotions. The letter “O” is stylised as a gift box which symbolizes the belief that simply being in the present moment is a gift that is often overlooked.

 

   Fig 2.12 Finalzied Campaign Logo (Week 8, 09/06/2026)

For the ‘Come Back Now’ campaign, a sparkle element is applied on the logo to symbolise a light which captures audience’s awareness and attention to come back to the present moment. The sparkle is placed overlaping some letters to represent there is always hope in the middle of emotional exhaustion, as well as a reminder to slow down, pause, and creconnect with the present moment. The secondary campaign logo is a simplified version designed for flexible applications across different touchpoints.  

*The sparkle is a flexible element that can be replaced with other elements across different campaign while maintaining the main brand logo of THE NOW.

Logo in Black & White

 Fig 2.14 Logo Black & White (Week 8, 09/06/2026)

Logo in Primary Color

 Fig 2.15 Logo in Primary Color (Week 8, 09/06/2026)

Logo in minimum size

Fig 2.16 Logo Minimum Size (Week 8, 09/06/2026) 

Logo Clear Space

Fig 2.17 Logo Clear Space (Week 8, 09/06/2026) 

Logo Construction Grid 

Fig 2.18 Logo Construction Grid (Week 8, 09/06/2026)

Logo with Backgrounds

 Fig 2.19 Logo with Backgrounds (Week 8, 09/06/2026)

Logo Misuse

Fig 2.20 Logo Misuse (Week 8, 09/06/2026)

2. COLOR

Color style: Calm and fresh 

Blue: Calm, trust, reliability
Cream: Soft, natural, space 
Orange: Warmth, emotional, comfort 
Yellow: Hope, support, positivity  
Charcoal Grey: balance

   Fig 3.1 Finalzied Color (Week 9, 16/06/2026)

 

3. TYPOGRAPHY

Below are some options I've gathered. I decided to pick the sans serif with sharp edges 'League spartan' paired with 'Bad Script'. However, after trying the combinantion again, the hadwritten font doesn't match with the font 'league spartan'. Mr.Max also suggested me to find other scripted font. 

    Fig 4.1 Typography (Week 9, 16/06/2026)

     Fig 4.2 Typography (Week 10, 23/06/2026)

 

Therefore, I search for another scripted font and decided to go with 'Birds of Paradise.

     Fig 4.3 Typography (Week 10, 23/06/2026)

For 'League spartan, it will be used for headings, sub-headings and body. While 'Birds of Paradise' will be used for emphasized or highlighted words. 

     Fig 4.4 Typography (Week 10, 23/06/2026) 

4. PATTERN

Below are some variations of pattern that I've made from the brand's logo. Pattern 1, 3, and 4 is derived from the campaign element which is the sparkle. While pattern 2 is derived from the sparkle in the logomark and pattern 5 is the logomark itself. 

    Fig 5.1 Pattern (Week 9, 18/06/2026)

 

After consultation Mr.Max mentioned I can either proceed with pattern 1,2 or 4. I chose pattern 2 as it feels more related to the campaign. The repetitive tiny sparkle has continuously visualize a gift box. Hence, I think this would suit better for my campaign as to show being in the present moment is a gift. 

   Fig 5.2 Finalzied Pattern (Week 9, 18/06/2026)

 

5. ICONS

We were told to search for 100 icons/symbol that is related to our campaign. Below I have gather 100 icons in docs. 

 
   Fig 6.1 100 Icons (Week 7, 05/06/2026)

From the 100 above, Mr.Max has suggested me to proceed with some below:

• Tangled strings 
• Different string colours
• Cloud 
• Clock / sand timer 
• Pathway
• Compass 
• Eyes 
• Sticky notes 
• Pause 
• Crossroads 
• Window 
• Bridge 
• Heartbeat line 
• Spiral
• Muted notification 
• Brain maze 
• Reset button / power button / switch
• Phone notification chaos 

With that, Mr.Max has also sugegsted me to combine some icons to haave more originality.
tangled string + heart
muted notification + pause
battery + heartbeat
compass + pathway
window + cloud.

Below is my first draft for the icon. After consultation, Mr.Max mentioned that he cannot relate the icons witht he brand as the brand's logo is very bold while the icon looks very subtle. He suggested me to fill up the space or thicker the outlines. 

   Fig 6.2 Icons (Week 9, 16/06/2026)

From 1 stroke size, I changed into 5 point size. Now the icons feels more connected to the brand. However, there were some icons that still feels out of the place such as pathways, restart button, eye, and bridge. The eyes also looks quite scary. 

    Fig 6.3 Icons (Week 9, 16/06/2026)

 

Mr.Max said the ones that feels odd I can either redesign or remove it as needed only 10-15 icons. Therefore, I decided to eliminate pathway, and bridge. While for restart buttton and eyes I will redesign it. After consultation with Mr.Max, he mentioned that the icon cloud+window, brain maze, eye looks odd among the brand design while the rest is ok.

    Fig 6.4 Icons (Week 9, 16/06/2026) 

I decided to refine the and come up with 2 variatiosn for the cloud+window and brain. For the eyes I decided to eliminate the lashes. Mr.Max approved the eyes icon and told me to proceed with the right side icon for both cloud+window and brain. 

     Fig 6.5 Icons (Week 9, 18/06/2026)

Before proceeding, I also showed Mr.Max the rest icons with consistent stroke size and rounded 2 points edges. Mr.Max mentioned the 4 icons seems left out from the family as it don't have white lines or element inside like others. He suggested me to add lines as highlights to have consistency across brand. 

      Fig 6.6 Icons (Week 9, 18/06/2026)

Below are finalized 14 icons. 

 

      Fig 6.7 Finalized Icons (Week 9, 18/06/2026)

6. PHOTOGRAPHY

Below are some photography that I will use for the campaign. The category will be mountain, lake and roadway. As mountain stands for growth and balance, lake for calmness, and roadway for journey and progress. 

      Fig 7.1 Photography (Week 9, 16/06/2026)

7. CORPORATE ASSETS 

After completing all the brand identity elements, I moved on to designing the corporate assets. I desided to create a letterhead and a business card. 

Fig 8.1 Letterhead (Week 9, 16/06/2026) 

 

This is the letterhead design with the primary logo on top-left corner for the content while bottom-left corner for the cover. For the content it is dummy text, just for a template reference to consistently used across the brand.

 

Fig 8.2 Business Card(Week 9, 16/06/2026)

 

This is the business card design with the primary logo on the centre for the back side. While for the front side it has the brand's details with the logomark and patttern below.

After finalizing all necessary items, I compiled it into an e - brand guideline.

      Fig 9.1 Brand Guideline (Week 10, 23/06/2026) 

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FEEDBACK

Week 9
I should continue to ⁠work on icon my icon and make it all looks consistnet. Then I can proceed to ⁠complete the brand guideline. For section 07 which is photography, I should include it as my campaign will use images, I should also include the explanation of how it is related to the campaign. For the 3 application I am thingking of making poste, mindfulness card and ig post, Mr.Max approved. If I want to make journal for the application, just need design no need to really working. Notes for final impactful project is quiz: "how much you are feeling lost" or "helping you to find now"

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REFLECTION   

The next task was to develop the brand guideline, which allowed me to move from writing and research into developing the visual identity of my brand. One of my main challenges was designing the logo, as I initially struggled to find a suitable element to represent the brand. With guidance from Mr. Max, I was able to refine my ideas and finalise the logo.  

I also faced difficulties designing the icons, as my initial thin-stroke icons did not match the bold style of the logo. After refining them, I created a more consistent visual identity. Also, compiling the brand guideline into a PDF required more time and attention to detail than I initially expected. This process taught me the importance of consistency and careful organisation when developing a complete brand identity. 

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