Week 8 - Week 13
Wang Shengxiao/0369380
Bachelor of Design(Honours) in Creative Media
Creative Brand Strategy / Task 3: Campaign Branding
TABLE OF THE CONTENT
- Lecture
- Instruction
- Process
- Submission
- Task 1: Case Study & Campaign Proposal
- Task 2: Ideation & Design direction
- Task 3: Campaign Branding
- Feedback
- Reflections
- Further Reading
Lecture
Week 2
Week 3
Week 4
Week 5
Week 7
Instruction
Process
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.
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)
Design Process Overview
Part 1: Campaign Concept Development (same with P2)
At this point, the visual direction and color palette were not yet finalized. The layout mainly functioned as a brainstorming board, collecting references from runway shows, photography, architecture, typography, and spatial design. This stage helped me clarify the overall mood of the campaign and test how fragmentation, contrast, and experimentation could visually reflect Acne Studios’ brand philosophy.
fig.3.1.1 The first draft of the Moodboard (jpg)
After receiving feedback from the Mr. Fauzi, it became clear that
including too many activities would weaken the focus of the campaign. As a
result, the concept was refined by reducing the number of activities. The
pop-up store was removed, and the campaign was narrowed down to two key
formats:
a Fashion Show and a Photography Exhibition.
This decision allowed the campaign to become more cohesive, focused, and
conceptually strong, while maintaining a clear narrative around fashion as
living collage art.
At the same time, the color palette was finalized in the second design
stage, shifting towards more controlled and harmonious tones that aligned
better with Acne Studios’ minimalist yet experimental aesthetic.
fig.3.2 The Second draft of the Moodboard (jpg)
After the main concept and visual direction were confirmed, I developed a
mind map to systematically organize the campaign structure. The mind map
places Acne Studios at the center, with "Fragmented Identity" as the core
theme, branching out into key components such as campaign concept,
activities, visual references, typography, and color palette.
This process helped translate abstract ideas into a clear design system.
Each branch of the mind map represents a specific design decision,
including:
The selection of fashion show and photography exhibition as the main
campaign formats
Visual references from runway spaces and editorial photography
Typography choices, combining structured serif fonts with experimental
styling
Color exploration inspired by Acne Studios’ collections and materials
By using the moodboard, I was able to clearly see the relationship between
concept, visuals, and execution. It also ensured that all design elements
worked consistently under one central idea, rather than appearing as
separate or disconnected components.
Overall, the mind map played a crucial role in refining the campaign
direction and transforming the initial experimental ideas into a more
focused and well-structured brand campaign proposal.
Part 3: Social Media Posters (Multiple square post)
My design concept uses collage art as a visual and conceptual tool to
express the theme of "fragmented identity". Through fragmented, layered and
reorganized approaches, it reflects the dynamism, constructiveness and
continuous changeability of identity in contemporary fashion culture.
In visual creation, I break down the characters' images and clothing elements into separate components - such as hands, legs, accessories and clothing - and then recombine them in unexpected ways. For instance, I use the hands or legs of a mannequin model, combine them with brand products for collage, and when creating Social Media Posters, I also add some other little touches, such as a brush with a denim zipper-like design for outlining, to make my materials less monotonous.
This creative approach aligns with the brand philosophy of Acne Studio, which often challenges traditional notions of perfection, completeness and traditional beauty.
This collage technique can also give new meanings to fashion items. By taking individual items such as denim fabric, bags or boots, or models out of context and placing them in an abstract background, the focus shifts from practicality to expression. Fashion thus becomes a medium for exploring one's identity rather than a finished product. The visible cutting edges and multi-layered contours further emphasize the sense of incompleteness, strengthening the tension between structure and destruction.
My main design concept was inspired by the visual experience during a model's runway show. I was inspired by the dynamic appearance of the models in different angles and postures, and created the poster by combining multiple angles of the model's images to echo the concept of "Fragmented Identity" in the theme. In the image processing, I emphasized the characters and key elements through outlining, making the visual focus clearer. In the design of the second poster, I integrated the visual language used in designing the PPT, such as the simple black triangle with diagonal composition, to compress the frame and highlight the main subject. At the same time, I used dark products as the background and light-colored models as the center of the picture to form a relatively symmetrical visual structure to enhance the overall balance. Additionally, I also used different colors and reduced transparency of Acne Studios' fonts as background layers to increase the richness of the picture. After clearly defining these design directions, I discussed with my team members, and Guo Yi further implemented these ideas into a complete poster design.
In visual creation, I break down the characters' images and clothing elements into separate components - such as hands, legs, accessories and clothing - and then recombine them in unexpected ways. For instance, I use the hands or legs of a mannequin model, combine them with brand products for collage, and when creating Social Media Posters, I also add some other little touches, such as a brush with a denim zipper-like design for outlining, to make my materials less monotonous.
This creative approach aligns with the brand philosophy of Acne Studio, which often challenges traditional notions of perfection, completeness and traditional beauty.
This collage technique can also give new meanings to fashion items. By taking individual items such as denim fabric, bags or boots, or models out of context and placing them in an abstract background, the focus shifts from practicality to expression. Fashion thus becomes a medium for exploring one's identity rather than a finished product. The visible cutting edges and multi-layered contours further emphasize the sense of incompleteness, strengthening the tension between structure and destruction.
fig.3.3.1-3.3.9 The Social Media posters (ins)(png)
fig.3.3.10 The Social Media posters (ins)(png)
Design By Wang Shengxiao
Part 4: A4 Posters & Vertical Posters
My main design concept was inspired by the visual experience during a model's runway show. I was inspired by the dynamic appearance of the models in different angles and postures, and created the poster by combining multiple angles of the model's images to echo the concept of "Fragmented Identity" in the theme. In the image processing, I emphasized the characters and key elements through outlining, making the visual focus clearer. In the design of the second poster, I integrated the visual language used in designing the PPT, such as the simple black triangle with diagonal composition, to compress the frame and highlight the main subject. At the same time, I used dark products as the background and light-colored models as the center of the picture to form a relatively symmetrical visual structure to enhance the overall balance. Additionally, I also used different colors and reduced transparency of Acne Studios' fonts as background layers to increase the richness of the picture. After clearly defining these design directions, I discussed with my team members, and Guo Yi further implemented these ideas into a complete poster design.
fig.3.4.1 & 3.4.2 The A4 Posters & Vertical Posters (png)
Design By Qian Guoyi
Part 5: Website
During the design process, I broke down, reorganized and overlaid these materials to create a visual effect on the page that is non-linear, fragmented but still orderly, thus echoing the theme that "identity is not a complete and unified whole, but is composed of multiple fragments". For example, on the homepage, I used visual elements similar to curtains, making the entire website look like the opening of a stage play, suggesting that the viewer is entering a narrative space about identity and fashion. This stage-like treatment also strengthened the conceptual background of the fashion show and photography exhibition.
The overall design balances the visual complexity brought by the collage through blank spaces, symmetrical structures and low-saturation color schemes, making the fragmented presentation appear restrained and intentional. It should be noted that except for the product introduction which was assisted by Guoyi, the design and production of the remaining pages were all completed by me.
fig.3.5.1 Website screenshot (jpg)
Design By Wang Shengxiao
Design By Wang Shengxiao
Part 6: Video Campaign
During the editing process of our promotional video, we adopted the same collage technique as in our other design works to visually express the theme of "fragmented identity". The creation began with a series of original visual materials - fashion photos, magazine articles, and runway shots. After the first version was created, we felt that it was not closely related to our theme of fragmented identity and collage. So, we added various materials and editing techniques.
During the conception of this concept, we used a visual processing technique similar to a collage to enhance the narrative and texture of the video. For example, in the beginning part, we added a layer of torn-paper effect overlay to create a sense of image fragmentation and recombination, which is in line with the fragmented concept. In the middle part, we deliberately placed several video clips on a black background and showed them one by one, creating a simple and high-end visual rhythm, which reflects that in a refined space, the fragmented elements still maintain a unified feeling.
We also used various editing techniques, such as picture flashes and transition editing, to achieve the dynamic transition between scenes, making the video have a rhythm and helping to connect different visual segments. These techniques are quite similar to the effect of dynamic collage - arranging the fragments in sequence while maintaining visual coherence through rhythm and contrast.
Overall, this video editing process is not just about stitching together the shot materials, but also about integrating independent visual segments into a coherent and layered overall experience to reflect the core design theme.
Submission
Feedback
Regarding feedback
Starting from the ninth week, Mr. Fauzi, after ensuring that our initial concept was error-free, gave us more time to further develop our own ideas.
What made me very happy was that there was a feedback halfway through. Mr. Fauzi praised the uniformity of my design style, but he reminded me that in the later stages, especially in the rebranding process, we should more closely follow the brand's own tone.
Reflections
Through Task 3, I gained a deeper understanding of how a brand concept can be translated into a cohesive visual system across multiple platforms, including posters, video, and website design. This task required not only creative exploration but also critical thinking, refinement, and collaboration, which significantly developed my design approach.
At the beginning of the project, my main focus was on the concept “Fragmented Identity,” which I explored primarily through collage as a visual language. Before designing, I conducted extensive visual research by collecting minimalistic references that matched our overall color palette. Rather than directly producing final outcomes, I continuously experimented with combining and recomposing these materials. This trial-and-error process helped me understand how fragmented elements could coexist within a structured design system, reinforcing the idea that identity is constructed through multiple layers rather than a single, unified form.
In the poster design process, I drew inspiration from runway shows and the dynamic movement of models. By presenting models from multiple angles and using outlines to emphasize key elements, the posters visually reflected the fragmented yet intentional nature of identity. In the second poster, I incorporated diagonal black shapes—inspired by my earlier PPT designs—to compress the visual space and guide attention toward the main subject. The contrast between dark product backgrounds and lighter models further strengthened visual focus and balance, while repeated Acne Studios typography with reduced opacity added depth without overwhelming the composition.
For the website design, collage continued to play a central role. I aimed to create an immersive experience that felt curated rather than purely functional. Elements such as curtain-like visuals were introduced to make the website resemble the opening of a stage, symbolizing the audience entering a narrative space shaped by fashion, performance, and identity. The layout balances fragmentation with symmetry and white space, ensuring that the visual complexity remains controlled and concept-driven.
The campaign video further extended the idea of collage into motion. Initially, the video consisted only of edited fashion photography, magazine editorials, and runway footage. As the editing progressed, collage techniques such as torn-paper effects, black-background material showcases, and flash-frame transitions were added. These techniques allowed fragmented visuals to appear intentional and refined, transforming static fashion imagery into a layered, cinematic narrative that aligned with the campaign theme.
Overall, this task taught me that strong design is not about adding more elements, but about making deliberate decisions. Feedback from the lecturer helped me realize the importance of reducing unnecessary components and focusing on clarity and consistency. More importantly, I learned how a single concept can be communicated across different media while maintaining a unified visual identity. Task 3 strengthened my ability to think conceptually, work collaboratively, and translate abstract ideas into coherent and meaningful design outcomes.
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