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Creative Brand Strategy - Task 2

 26/05/2026 - 23/06/2026 (Week 6 - Week 10)
Anggia Tsani Rachmadiyanti, (0368487)
Creative Brand Strategy MKT62504 / Bachelor in Design (Hons) in Creative Media / Taylor's University
Task 2: Purpose, Positioning & Personality

 CONTENT LIST 


     Lecture Notes 

    Week 6
    • Move from proposal into visual design development > clear visual identity system
    • Start doing:
      • Brand/Campaign Name
      • Logo Development
      • Brand Identity Moodboard
      • Colour direction - always justify
      • Typography Direction - justify
      • Icon/Symbol system
      • Visual Style
      • Poster/Campaign Application
    • Research find symbols/icons that represents your campaign
    • Do at least 20 sketches for logo
      • makesure the logo match campaign purpose
      • memorable, simple
      • is it suitable for target audience?
    • A good campaign logo should communicate: 
      • what the campaign is about 
      • the emotional tone of the topic 
      • who the campaign is for 
      • what makes the campaign different 
      • whether the campaign feels calm, serious, friendly, bold, hopeful, or supportive

    Week 8
    • We had a workshop with Professor. Phil, where he told us to print one of our favourite logomark, without the word/name of brand.
    • In class we had to sketch and make a font which reflects the brand logo.
    • I chose Quicksilver, and tried sketching and developing some letters inspired by the logo..
    • Each student had to later share their typefaces, guessing each other's logo. Alot of the students and teacher said mine was quite challenging but interesting. Many guessed Roxy/surfing brand which was really close.

    (Fig. 1.1) - Week 8,  Professor Phil Workshop

    (Fig. 1.1) - Week 8,  Professor Phil Workshop

     Assignment 2: Purpose, Positioning & Personality 

    Instructions: 

    (Fig. 2.1) - Lecture Notes

    Week 6-8

    Confirmed brand name : "CloudHug"
    Confirmed campaign name : "Beautiful Flaws"

    Clear campaign positioning: 



    Logo sketches:

    In week 6 class, I started sketching and ideating on my logo for the brand. I wanted it to depict softness, lightness and warmth, so I intend to include a cloud in the logo. We had to first sketch 20 ideas for the logo at least.

    These were some of my initial sketches:

    (Fig. 2.2) - Logo sketches

    (Fig. 2.3) - Logo sketches

    Mr Max said he liked the middle one and told me that I can start digitizing in Illustrator already.

    (Fig. 2.4) - Logo Digitization

    Selected Finalised Logo & Rationale:

    (Fig. 2.5) - Final Logo

    Logo Symbolism:

    The Cloudhug logo features a smiling cloud gently hugging a heart, creating a simple yet meaningful visual identity.

    • Cloud Character → Represents a safe emotional space, comfort, softness, and peace.
    • Closed Eyes & Gentle Smile → Symbolize calmness, self-acceptance, reassurance, and emotional healing.
    • Heart → Represents self-love, self-worth, compassion, and emotional wellbeing.
    • Wrapping Arms → Symbolize support, protection, understanding, and the feeling of being cared for.
    • Rounded Doodle Style → Creates a friendly, approachable, youthful, and non-judgmental personality that resonates with Gen Z audiences.

    Connection to the Campaign "Beautiful Flaws":

    Cloudhug supports the message of Beautiful Flaws by reminding individuals that imperfections are not something that needs to be hidden, fixed, or changed. Instead, imperfections are what make people real, unique, and human.

    The brand encourages young people to view themselves with the same kindness and compassion they would offer someone they care about. Through emotional support, self-reflection, and positive connection, Cloudhug helps individuals understand that their worth is not defined by appearance, beauty standards, or comparison, but by who they are as a person.

    Brand Essence

    "A gentle hug for the days you feel like you're not enough."

    Cloudhug exists to help people feel lighter, safer, and more accepting of themselves—because being real is more important than being perfect.


    Logo with Cloudhug Name:

    (Fig. 2.6) - LogoMark With Wordmark

    (Fig. 2.7) - LogoMark With Wordmark


    Moodboard:

    (Fig. 2.8) - Campaign Visual Moodboard

    Colour palette 

    In week 7 consultation, I finalised the colours with Mr Max, and he told me to adjust some. Here is the final colour palette:


    (Fig. 2.9) - Campaign Colour Palette

    (Fig. 3.1) - Colour Palette Rationale

    Typography Direction 



    (Fig. 3.2) - Campaign typefaces

    100 symbolism/icons references:

    (Fig. 3.3) - Campaign Visual Icons & Elements Table

    Mr Max said that out 0f the 100 icons ive done, the strongest one to use are: Mirror, broken mirror, filter icon, phone screen, magnifying glass, mask, puppet strings, mute icon, stitched heart, thread, key/lock, bandage, mask.  i have to choose 10-15 final symbols and redesign them into one consistent visual style. 

    Make sure the icons have the same stroke weight, same line quality, same level of detail, and same overall personality. You can also combine some icons to make the system more original, for example: broken mirror + fingerprint, phone screen + mask, filter icon + cracked glass, thread + stitched heart, measuring tape + mute icon, or lock + key + heart.

    Icons Art Style exploration:

    I did the chosen 15 icons on procreate where i drew each of them manually on Ipad, as my art style has a doodle texture style, so I used a brush that gives off those texture. Sir told me to makesure it still uses and follows my colour palette consistently.

    (Fig. 3.4) - Campaign Icons Final Digitized


    (Fig. 3.5) - Campaign Icons Digitized

    I started working on putting the brand identity in the slides on Illustrator, following the template sir gave us...

    (Fig. 3.6) - Brand Identity Slides Progress

     Week 9 - Final Brand Guideline Book Task 2: 

    (Fig. 3.7) - Final Brand Guideline, PDF slides


     Feedbacks 

    Week 6:
    General Feedback: Briefing on task 2. We have to start sketching and finzlising logo by next week and show initial colour and typeface by next week.
    Specific Feedback: Mr Max first said I can further develop 3 of the sketches of the logo he chose, and I refined it and came up with out final revised sketch and sir told me to start digitzing in illustrator.

    Week 7:
    General Feedback: Only online consultation
    Specific Feedback: Mr Max said that i have good progress. Sir helped me choose on the colour palette, making sure the colours for mine were consistent, since some currently have soft pastel and vibrant. He said that i should stick with more vibrant ones, instead of a duller one. Play around with colour combos. Sir also told me that the moodboard is just work in progress, dont have to be included in the final slides. Mr max said that it's good I have written meanings of what each colours symbolizes. Makesure my logo in BnW stand out. He said the font is good, the logo mark is also good and main logo with colour. He said that i should continue doing my 100 icons on docs, so he can check which is the best icons later on.

    Week 8:
    General Feedback: -
    Specific Feedback: Mr Max said that out 0f the 100 icons ive done, the strongest one to use are: Mirror, broken mirror, filter icon, phone screen, magnifying glass, mask, puppet strings, mute icon, stitched heart, thread, key/lock, bandage, mask.  i have to choose 10-15 final symbols and redesign them into one consistent visual style. 

    Make sure the icons have the same stroke weight, same line quality, same level of detail, and same overall personality. You can also combine some icons to make the system more original, for example: broken mirror + fingerprint, phone screen + mask, filter icon + cracked glass, thread + stitched heart, measuring tape + mute icon, or lock + key + heart.

    Week 9:
    General Feedback: I was exempted from physical class since sir said I have already finished my icons.
    Specific Feedback: Mr Max said that i need to proceed on my campaign applications, poster designs this week. Finish my guideline book until corporate assets only by next week 23rd.

     Reflections 

    Experience: During Task 2, I focused on developing the complete brand guideline book for CloudHug. This process involved creating and refining various branding elements, including the brand name, logo, colour palette, typography, visual style, brand values, tone of voice, and supporting illustrations. Since CloudHug is connected to the Beautiful Flaws campaign, I needed to ensure that every design decision reflected the campaign's purpose of supporting Gen Z girls who struggle with body insecurity and body dysmorphia.

    One of the most enjoyable parts of this task was exploring different visual directions and researching how colours, symbols, and typography could communicate emotions such as comfort, safety, self-acceptance, and support. I spent time experimenting with different logo concepts, colour combinations, and illustration styles before deciding on a sketchy doodle aesthetic that felt relatable and appealing to Gen Z audiences. Although it was sometimes challenging to balance aesthetics with meaning, the process helped me better understand how branding can communicate emotions and messages beyond words.

    Observations: Throughout this task, I observed that effective branding is not only about creating attractive visuals but also about creating a meaningful and consistent identity. Every design element must work together to communicate the same message and emotional experience. I noticed that colours play a significant role in influencing how people feel about a brand. Softer colours such as pastel pinks, blues, yellows, and purples helped create a welcoming and comforting atmosphere, while stronger colours provided balance and visual interest.

    I also observed that Gen Z audiences are often drawn to visuals that feel authentic, approachable, and expressive rather than overly polished or corporate. This influenced my decision to use hand-drawn doodle-style illustrations, as they reflect imperfection, individuality, and humanity, which align closely with the Beautiful Flaws campaign message. Additionally, I found that using rounded typography and friendly visual elements helped reinforce CloudHug's personality as a warm and supportive companion rather than a formal mental health organisation.

    Findings: From this task, I learned the importance of consistency in building a strong brand identity. A successful brand is created when all elements, including the logo, colours, typography, illustrations, mesasaging, and tone of voice, work together to create a clear and memorable experience. I also learned that branding can be used as a powerful tool to communicate emotional support and build connections with an audience.

    The final CloudHug brand guideline successfully reflects the campaign's core values of self-acceptance, empowerment, compassion, and connection. Through its soft visual language, comforting colour palette, and supportive communication style, the brand creates a safe emotional space where Gen Z girls can feel understood, reassured, and encouraged to see their worth beyond physical appearance. Overall, this task strengthened my understanding of strategic branding and demonstrated how thoughtful design choices can help communicate meaningful social messages and create a stronger emotional impact.


    SEM:

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