Creative Brand Strategy - Task 3 Cause/ Campaign/ Event Branding

Week 1 - Week 14 (21/06/25 - 21/07/26)
Felice Jolin (0373636)
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Task 3 - Cause/ Campaign/ Event Branding 

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TABLE OF CONTENT

Instruction

Lectures

Task

Feedback

Reflection 

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INSTRUCTION

 
Fig 1.1 Module Information Booklet
 

1. Campaign Application Design 
Each student is required to develop 3 campaign application designs. These application designs must be functional, purposeful, and meaningful to your campaign. You should not only look visually attractive, but must also help your campaign communicate, educate, engage, support, or encourage action from the target audience.

For each application design, you should explain clearly:  
What the application is 
Who it is designed for 
Where or how it will be used 
What purpose it serves in the campaign 
How it communicates the campaign message 
How the audience is expected to interact with it 
How it connects back to your Brand Guideline and campaign identity 

Your application designs should be presented as proper mockups. They should feel like part of one consistent campaign system, not three separate or unrelated design pieces. 

2. Impression Artwork / Journey Map 
Each student is required to create an Impression Artwork or Journey Map to explain how your campaign applications work together as a complete audience experience.  This section should show how your audience first discovers the campaign, how they interact with the campaign touchpoints, what they are encouraged to do next, and what they gain from the campaign experience. 

3. Impactful Project 
Each student must produce one impactful project as the main highlight of your campaign.    

You may choose one of the following options:  

• 30–60 Second Promotional Video

A short campaign video that introduces, promotes, or emotionally communicates your campaign message.

• Interactive Quiz App 

A simple interactive quiz or digital experience that allows the audience to engage with your campaign topic. 

• Illustration Book 

A visual storytelling book that communicates your campaign message through illustration, narrative, or educational content. 

Your impactful project must be submitted in a workable and functional file format. It should not only be shown as a static mockup. The project should be viewable, playable, readable, clickable, or usable depending on the format you choose. 

4. Final Presentation / Proposal Slides  
Each student is also required to prepare a final presentation / proposal slide deck.  Your slides should be designed using the visual identity system from your completed Brand Guideline. This means the slide design should follow your campaign’s logo, colours, typography, icons, visual elements, layout style, and overall brand personality.  The purpose of the presentation deck is to help you pitch your campaign clearly and professionally. It should explain your campaign idea, visual direction, application designs, journey map, and impactful project in a clear and convincing way.  Your final presentation / proposal slides should include:  

• Cover page >
• Brand and Campaign introduction >
• Mental health issue / problem statement >
• Target audience >
• Campaign objective >
• Key message >
• Brand direction and visual identity summary >
• Overview of the 3 campaign application designs 
• Explanation of how each application works 
• Impression artwork / journey map 
• Impactful project explanation 
• Expected audience outcome / campaign impact 
• Final closing slide 

 

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LECTURES

Refer to Task 1 & Task 2 blog. 

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TASK

1. Campaign Application Design 

First, of all I start with the application design where I decided to do posters, cards, and social media post.

1.1 Poster 

I decided to make 2 posters. For the first poster, it will consist the information of the campaign event and date. While the second poster is more to emotional with quotes. 

I begin to find references

Fig 2.1 Reference

I start by editing the image color giving it a green effect so it feels like film and also edit the title overlaping in Photoshop.
 

Fig 2.2 Poster 1

Then I continue in Illustrator to add other contents. Mr.Max mentioned that having the icons elements around the picture looks too messy. I can try to place 3 icons only and then the NOW word just use normal NOW. After revision, Mr.Max mentioned that I can just eliminate the eye and mute icon to make things more clean and clear.

Fig 2.3 Poster 1

 FINAL

Fig 2.4 Poster 1

Moving on for the second poster, Mr.Max suggested me to just eliminate all the icons on top as it looks cluttered. He also suggested me to swap the title in the bottom and the rest information above so it match the pattern of first poster. 

Fig 2.5 Poster 2

Below is after revision. Mr.Max mentione that the layout is abit messy, especially the mass of wording part on the top white area. In addition, there's too many fonts used. 

Fig 2.6 Poster 2 

 

Below is the revision, I tried to make the design in axial system. Mr.Max suggested me to exchange the sequence of the date and venue to the last and move everything up one step.

Fig 2.7 Poster 2

 

Mr.Max was has yet to approve my design and provided me with some references for the layout design. 

 

Fig 2.8 Reference

 

Therefore, I come up with 2 different designs. Mr.Max said I can proceed with the left poster and eliminate the storke on top left and rigt side. 

 

Fig 2.9 Poster 2 & 3
 

 FINAL

 

Fig 2.10 Poster 2

 

After finalizing the posters design, I look for 2 posters wall mockup and begin edit in Photoshop. 

Fig 2.11 Poster Mockup
 

 FINAL OUTCOME

 

Fig 2.12 Posters Final

 

These posters purpose is to create the campaign awareness and encourages audiences to participate. The poster will later be displayed around campus to attract attention and direct audiences to Instagram page to learn more through a QR code.

 

1.2 Social Media

The next application is social media. I planned to make 9 posts. As I have 6 activities in my campaign (Reflection Journaling, Guided Breathing, Sensory Awareness, Listening Awareness, Mindfulness Card Deck.) i decided to make the 6 post the information of each activities. For the other 3, it will be the poster, logo with pattern, and quote.

 

Below will be the first, second and third IG post.

 

 

 Fig 3.1 Instagram Post 1

 

Fig 3.2 Instagram Post 2

  

Fig 3.3 Instagram Post 3

 

Below are the 6 post to introduce the campaign activities. I designed it in 1 theme to make it consistent around the social media. In addtion, I also added the qr code to direct audeicnes to the mindfulness quiz. 

 

Fig 3.4 Instagram Post 4

  

Fig 3.5 Instagram Post 5

 

Fig 3.6 Instagram Post 6

 

Fig 3.7 Instagram Post 7

  

Fig 3.8 Instagram Post 8 

 

 

Fig 3.9 Instagram Post 9

After finalizing the design, I prepared the phone mockup for the social media. 

 

 

Fig 3.10 Instagram Mock-up

 

 

 FINAL OUTCOME 

 

Click here to Instagram

 

Fig 3.11 Social Media Final

 

The purpsoe of this social media content is to build awareness by sharing campaign details, introducing mindfulness activities, the card deck, and directing audiences to the mindfulness quiz.

 

For the user interactiion it is to attract attention and provide information before the campaign event. Audiences can learn about the campaign, and engage with the content before attending the event. *For audiences who cannot join offline, they can also try the mindfulness quiz by scanning the QR code in the instagram post.

 

1.3 Event Booth

As there will be the campaign event, I decided to find a booth mockup for my campaign. For the booth theme, I am using the cream and blue color, to have consistency throguhout the campaign. 

 

Fig 4.1 Event Booth Mockup

 

  FINAL OUTCOME 

Fig 4.2 Event Booth Final

 

The purpose of the booth is to create an interactive mindfulness experience that encourages participants to slow down, be present, and develop emotional awareness. Here, participants can engage in interactive mindfulness activities that help them pause, reflect, and reconnect with the present. 

1.4 Cards

Before designing the cards, I begin to make the content first. Below I compiled the draft and finalzied content for the cards. So basically it is a daily mindfulness card. Initially, i just planned to make 7 cards. However I think of why don't I make 7 cards but into 4 sets so it will be for 4 week (1 month). 

Therefore I begin to make different theme for each week. Week 1 is awareness, Week 2 is grounding, Week 3 is acceptance, Week 4 is Growth. 

Each week includes 7 daily cards with the same categories such as mantra, mindfulness activity, emotional check-in, reflection, self-compassion, affirmation, and weekly review. However, the content is adapted to the week’s theme. 

 

Fig 5.1 Card Content Idea

After finalizing the content, I begin to find card deck mockup to know the size of artboard for Adobe Illustrator.  

 

Fig 5.2 Card Deck Mockup

I begin in Illustrator for the design. I started with the back design of the card. I decided to include 4 difference images for the design. 

Fig 5.3 Card Back Side

Week 1 is the Awareness theme and includes 7 daily cards: a mantra, mindfulness activity, emotional check-in, reflection, self-compassion, affirmation, and weekly review. Each card is designed to help users become more aware of their thoughts, emotions, and the present moment.

 

 

Fig 5.4 Card Front Week 1 - Awareness 

 

Next, for Week 2, the theme is Grounding, also with 7 daily cards of the same category. These cards are designed to help users reconnect with the present by becoming more aware of their body, surroundings, and the present moment. 

Fig 5.4 Card Front Week 2 - Grounding

 

Next, for Week 3 the theme is Acceptance with 7 daily cards of the same category. For this week, the cards are designed to help users accept their emotions, sor it on which one they can control and let go of what they cannot control to be more present with peace.

 

Fig 5.5 Card Front Week 3 - Acceptance

 

Week 4 is the Growth theme also with 7 daily cards of the same category. Each card is designed to help users recognise their personal growth, also to build mindfulness habits and become more present in their daily life.

 

Fig 5.6 Card Front Week 4 - Growth

 

After finalizing all the 28 cards design, I begin to design the card deck box. I keep it simple with clear indication on the front part with a photography and included the brand pattern in it. 

 Fig 5.7 Card Box Design

Moving on, I put all the design in the mockup that I have found before. 

 

Fig 5.8 Card Deck Mockup

 

 

 FINAL OUTCOME 

 

Fig 5.9 Card Deck Box Mockup

 

 

Fig 5.10 Card Deck Week 1 Mockup

 

 
Fig 5.11 Card Deck Week 2 Mockup

 

 
Fig 5.12 Card Deck Week 3 Mockup 

 

 
Fig 5.13 Card Deck Week 4 Mockup

Fig 5.14 Card Deck Mockup

 

The purpose of the mindfulness card deck is to provide a continuous mindfulness practice beyond the campaign event by encouraging participants to slow down, acknowledge their emotions, and reconnect with the present moment through one guided activity each day. 

 

After participating in the campaign activities, participants can purchase the Mindfulness Card Deck to continue their mindfulness journey.  

2. Impression Artwork / Journey Map 

The next thing to do is journey map. Here we should show how audience first discovers the campaign, interact with the campaign touchpoints, what they are encouraged to do next, and what they gain from the campaign experience.

 

First, I look for some references from Pinterest to brainstorm ideas.

 

Fig 6.1 Reference

 

Next, I begin in Illustrator with artboard size 1500px(w) x 3000px(h). The left size is my first draft design. However, I don't feel satisfied as the design looks quite packed and not clear with keypoints. I decided to do another design. For the second design, I decided to enlarge the artboard into1820px(w) x 3300px(h). For the second design, I made the journey cleaere with sharp edges paths. Then I also included an image at the top to have consistent brand identity across all the applications. 

 

 

Fig 6.2 Journey Map Design 1 & 2

Mr.Max suggested me to go with the second design of the journey map as it is a stronger alternative. However, there were some inputs for me to revise:

Reduce visual clutter 
Some areas feel slightly crowded, especially where the mockups, icons and text are close together. 
Give each section a bit more breathing space. 
Improve text readability 
Some descriptions are quite small. Since this is a journey map, the audience should be able to understand the flow quickly without zooming in too much. 
Make the path cleaner 
The coloured path is nice, but make sure it does not overpower the content. It should guide the eye, not compete with the mockups. 
Keep the numbering consistent 
The large 01–05 numbers are good, but make sure their placement and size feel consistent across all stages. 
Clarify the user action at each stage 
Each stage should clearly answer: What does the audience see? What do they do? What happens next? 

As suggested from Mr.Max, below is the revision of the journey map. Mr.Max appproved this design but he reminded me to consider later how Iwill include this in the slides presentation. He suggest that I make this layout into a horizontal one.

 

 Fig 6.3 Journey Map

 

FINAL OUTCOME 

 

 Fig 6.4 Journey Map Final

 

The Come Back Now campaign is designed as a step-by-step journey that encourages audiences to first discover, learn, then experience, reflect, and continue practicing mindfulness.

3. Impactful Project

For the impactful project, I decided to do Interactive Quiz App that allows the audience to engage with my campaign topic. 

First of all, I started to design the questions and result. I documented it in docs to have clear notes. Mr.Max has some suggestion for me regarding the quiz:

• Clarify that the quiz is a self-reflection guide, not a psychological assessment. 
• Make answer choices feels natural and less judgemental to encourage honest responses.
• The result should based on the overall answer pattern (mostly A, mostly B, or mixed), rather than only based on the first question. 
• I should also include a clear next action in the results page (Take one deep breath, Write down one thing you can do today, Choose one small action within your control, Scan / continue to the mindfulness activity, Save this reminder card)
• For the Figma prototype, two simple paths are ok. Just explain the intended scoring logic in the presentation.

Fig 7.1 Quiz Cotent Draft 1

With the suggested inputs from Mr.Max, below is the revised version. However, Mr.Max has some new suggestion for me:

• I should clearly explain the scoring during presentation such as (7–10 A: You're Caught in Your Thoughts 4–6 Mixed: You're Finding Your Way 7–10 B: You're Returning to the Present)
• Personalise the action step for each result so the advice feels more relevant.

Fig 7.2 Quiz Cotent Draft 2 

Below is the final content for the quiz.

 
Fig 7.3 Quiz Cotent Final

Next, I begin to find reference for the quiz layout design.

 
Fig 7.4 Reference

 

 Next, I begin to try some design layout in Adobe Illustrator with artoboard size 402px(w) x 874px(h). 

Fig 7.5 Layout Design

Moving on, I start in Figma with frame size 402px(w) x 874px(h). However, when I try to preview at phone, the screen is cut, the pattern below is not seen. So I decided that I will change the frame size.

Fig 7.6 Figma Prototype

I decided to change the frame size into 402px(w) x 720px(h). Although the prototype is for phone size, I also added the button hover so for participants who do the quiz on laptop can interact with this effect.

 

Fig 7.7 Figma Prototype Questions

 

After designing all the questions pages, I made the loading page. I made the animation masking for the logo, text, and also made the loading dot animation.

 

Fig 7.8 Figma Prototype Loading Page

 

After the laoding page, it will direct you to the home page for short introduction befor starting the quiz. 

 

Fig 7.9 Home Page

 

Lastly, I design the result pages. I made it like postcard style, with the title of the result, explanation and action specified for each result.

 

Participants with 7–10 A responses are still caught in past or future thoughts and will receive Result 1.  

 

Participants with mixed responses (4–6 A or 4–6 B) are finding balance of wandering and coming back to the present and will receive Result 2.  

 

Participants with mostly 7-10 B responses are already becoming more present and will reveice Result 3. 

 Fig 7.10 Result 1, 2, 3 Page

Below is the Figma preview

 

Fig 7.11 Figma Preview

 

Click here to Figma Prototype

 

Below is the video walkthrough for the quiz.

 
Fig 7.12 Quiz Video Walkthough

4. Final Presentation / Proposal Slides   

After finalizing all the work, I begin to design the presentation slides in Adobe Illustrator. I made the slides pretty compact with brand overview, campaign overview, application, journey map, impactful project, and lastly the campaign impact. 

  Fig 8.1 Presentation Slide

 

RECAP:
Figma Link

Instagram Link

Drive Folder Link

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FEEDBACK

Feedback is written above throughout the progress. 

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REFLECTION

Finally came the last and most heavily weighted task of the module. I initially planned to create an online journaling platform, but since it was not one of the available options, I changed my direction and developed a mindfulness quiz to help users reflect on their presence and awareness.  

For the four campaign applications, posters, social media, the event booth, and mindfulness card deck, I carefully planned how each element connects within the overall campaign journey. I initially planned to create seven cards for one week, but I expanded the idea into a 28-day card deck to create a more lasting impact.  

I also faced challenges when developing the quiz prototype and its result logic, but with Mr. Max's guidance, I found a simpler and more effective approach. Overall, this module helped me develop my critical thinking and taught me how to create designs that are not only visually appealing but also meaningful and connected to a larger campaign.

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