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Creative Brand Strategy - Task 3

23/06/2026 - 19/07/2026 (Week 10 - Week 14)
Anggia Tsani Rachmadiyanti, (0368487)
Creative Brand Strategy MKT62504 / Bachelor in Design (Hons) in Creative Media / Taylor's University
Task 3: Cause / Campaign & Event Branding

 CONTENT LIST 

 Instructions & Module Brief: 

In this module, we will work under one shared theme: Mental Health Awareness.

This means the projects will focus on branding a cause, campaign, or event related to mental health awareness. We will research existing campaigns, identify a possible direction, define a target audience, build a strategic brand identity, and apply it across different touchpoints. By the end of the semester, you will develop a complete branding proposal connected to the topic of mental health awareness.



     Lecture Notes 

     Assignment 3: Cause / Campaign / Event Branding 

    Instructions: 

    1. Campaign Application Design 

    We are required to develop 3 campaign application designs. These application designs must be functional, purposeful, and meaningful to your campaign. They 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

    Create an Impression Artwork / 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. 

    Your Impression Artwork / Journey Map should include: 
    • Audience Entry Point Explain how the audience first sees or discovers your campaign. Example: poster, social media post, event booth, QR code, video, peer sharing, school space, public space, etc.
    • Audience Interaction Explain how the audience interacts with your 3 campaign application designs.
    • Campaign Experience Explain what the audience sees, reads, feels, learns, or participates in during the campaign.
    • Audience Action Explain what the audience is encouraged to do next. Example: scan a QR code, answer a quiz, collect a card, join an activity, share a post, visit a website, watch a video, use a toolkit, or reflect on their own emotions. 
    • Final Outcome / Impact Explain what the audience should understand, feel, learn, or take away at the end of the campaign. 
    This part is important because it shows that your campaign is not only a collection of visuals. It must work as a connected communication journey with a clear purpose and outcome.

    3. Impactful Project 

    We may choose one of the following options: 
    • 30–60 Second Promotional Video
    • Interactive Quiz App 
    • Illustration Book - A visual storytelling book that communicates your campaign message through illustration, narrative, or educational content. 
    Examples of suitable formats: 

    Illustration book - PDF booklet, digital flipbook, or printable book layout. Your impactful project should strongly represent your campaign idea and create a stronger emotional, educational, or interactive experience for your target audience.

    4. Final Presentation / Proposal Slides 

    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.


    Week 10-11

    Applications and Poster:

    Before I started I planned on the 3 application (mockup) im doing for my Beautiful Flaws Campaign:

    1. Posters
    2. Booth Envelope design
    3. IG page feed
    4. Tote Bag - Extra
    5. Event affirmation card stickers
    6. Badges pin


    Designing the Applications

    In week 10 I first sketched ideas for the Beautiful Flaws campaign poster for the booth exhibition. I wanted it to gave a flow from a very compelling, attractive visual poster that depicts my topic, and then also leading to my campaign..

    (Fig 1.) - Posters sketches, Week 10 (22/6/2026)

    Mr Max chose the ones he marked in red. But for the reflection in the mirror he said the girl can maybe wear the mask. I then started working on the posters in Procreate and then transferred it to Adobe Illustrator to vectorize:


    (Fig 1.2) - Posters process on Illustrator, Week 10 (25/6/2026)

    Posters Reasoning:

    • A series of illustrated campaign posters promoting Beautiful Flaws and introducing the booth activities.
    • Designed for: Gen Z girls struggling with body insecurity, appearance pressure, and self-comparison.
    • Where/how used: Displayed around campus/event spaces and at the booth entrance to attract attention.
    • Purpose in campaign: To create awareness about body dysmorphia and encourage visitors to join the booth experience.
    • How it communicates the message: Uses empowering slogans, reflective messages, doodle-style illustrations, mirrors, notes, and expressive visuals to promote self-worth beyond appearance.
    • Audience interaction: Viewers stop, read, relate emotionally, scan QR codes, and are encouraged to enter the booth.
    • Connection to brand identity: Uses the Beautiful Flaws colour palette (indigo, fuchsia, yellow), handwritten typography, playful Gen Z illustration style, and reflective themes from the campaign branding.

    Compiled Posters Series PDF..

    (Fig 1.3) - Posters Series, PDF

    Event Booth Mockup

    I first sketched my booth installation event mockup. Since I couldn't find a proper mockup online, I did all manually on Ipad (Procreate), making sure I have a good flow of the entire booth activities.

    (Fig 2.1) - Booth mockup sketch, Week 10 (25/6/2026)

    (Fig 2.2) - Booth mockup sketch, Week 10 (25/6/2026)

    (Fig 2.3) - Booth mockup blank, Procreate on Ipad, Week 10 (25/6/2026)

    (Fig 2.4) - Booth references, Week 10 (25/6/2026)

    I finally made the final mockup of the event booth in illustrator. I made sure the flow is clear and in order: The entrance start from the left to right

    1) Welcome banner >> Posters and visuals board
    2) Envelope writing activity
    3) Mirror sticky notes installation
    4) Thread activity
    5) Merch and giveaways

    Final Booth Mockup

    (Fig 2.5) - Booth Final Mockup, Week 10 (27/6/2026)


    Envelope Design:

    (Fig 2.6) - Envelope Front Mockup, Week 10 (27/6/2026)

    (Fig 2.7) - Envelope Back Mockup, Week 10 (27/6/2026)

    Envelope Design Reasoning

    • What it is: A custom-designed envelope used in the insecurity letters and encouragement exchange activity.
    • Designed for: Visitors participating in the interactive booth activity.
    • Where/how used: Used inside the booth where participants write insecurities letters and later receive supportive messages.
    • Purpose in campaign: To create emotional connection, empathy, reassurance, and positive peer support.
    • How it communicates the message: symbolic visuals like locks, keys, hearts, and broken mirrors to represent healing.
    • Audience interaction: Visitors write personal thoughts, exchange encouragement anonymously, and keep the envelope as a meaningful takeaway.
    • Connection to brand identity: Matches the campaign’s soft illustrated aesthetic, handwritten style, and emotional empowerment concept.

    Messages Card Stickers Merch:


    (Fig 2.8) - Affirmation Cards Mockup, Week 10 (28/6/2026)



    (Fig 2.9) - Affirmation Cards Mockup, Week 10 (28/6/2026)

    Event Affirmation Card Rationale

    • What it is: Small affirmation sticker cards containing motivational and supportive messages.
    • Where/how used: Distributed as free giveaways at the end of the booth experience.
    • Purpose in campaign: To leave visitors with comforting reminders and positive emotional impact after the event.
    • How it communicates the message: Uses short uplifting phrases such as “You are more than your reflection” and “Your worth is not measured by likes.”
    • Audience interaction: Visitors collect, keep, decorate personal items, or share them with friends, or stick to their belongings eg: laptops.
    • Connection to brand identity: Features playful typography, hand-drawn elements, and campaign colours to maintain a cohesive visual system.

    Instagram Posts:

    (Fig 3.1) - IG Posts Mockup, Week 10 (28/6/2026)

    Instagram Feed Reasoning

    • What it is: social media feed posts promoting campaign awareness, positivity through quotes, and booth information.
    • Designed for: Gen Z social media girls and followers of the campaign.
    • Where/how used: Posted on Instagram before, during, and after the event.
    • Purpose in campaign: To spread awareness digitally and continue the campaign conversation online.
    • How it communicates the message: Shares affirmations, relatable quotes, booth visuals, educational facts, and reflective content about beauty standards and insecurity.
    • Audience interaction: Users like, share, comment, repost stories, tag us, and scan QR codes to engage with the campaign.
    • Connection to brand identity: Consistent use of campaign colours, typography, illustrations, and uplifting messaging creates a recognisable visual identity.

    Badge Pins Merch:


    (Fig 3.2) - Merch Pins Final Mockup

    Badge Pins

    • What it is: Small illustrated round pins with empowering campaign slogans.
    • Where/how used: Worn on bags, clothing, pencil cases, or lanyards as campaign merchandise.
    • Purpose in campaign: To create conversation, spread awareness, and allow participants to express support for body positivity.
    • How it communicates the message: Uses short bold statements like “Likes Don’t Define Me” and “More Than A Mirror.”
    • Audience interaction: Visitors choose their favourite designs and wear them as self-expression items.
    • Connection to brand identity: Continues the campaign’s handwritten typography, soft illustrations, and Gen Z-inspired colour palette for consistency across all applications.
    Tote Bag (extra merch):

    (Fig 3.3) - Tote Bag merch Final Mockup

  • What it symbolizes: The heart-shaped lock represents self-worth, emotional healing, and protecting your heart from negative self-talk. It reminds visitors that true confidence comes from within, not from appearance.
  • Connection to Beautiful Flaws: The design encourages Gen Z girls to unlock self-acceptance, embrace their imperfections, and value themselves beyond beauty standards.
  • Connection to Cloudhug Brand: The heart lock reflects Cloudhug's values of care, emotional support, connection, empowerment, and self-love, making the tote bag a meaningful keepsake that continues spreading the campaign message after the event.


    • Week 11-12 

    Short Illustration book:

    I plan to make an A5 size PDF booklet for a comic style panel illustration book (with mostly illustrations and a bit of text speech bubbles). 

    Title of the book: “What Body Dysmorphia Looks Like” 

    Message: You are worth more than what you see in the mirror

    The 3-part structure :

    1) First showing how she sees herself insecurely
    2) How the insecurity follows her into daily/social situations
    3) Finally ending with a softer emotional reminder that she is worth more than her appearance.

    Draft content story flow of the book: 

    (Fig 4.1) - Draft Docs of Story Flow

    Comic Illustration process:

    To create this whole comic book, it may seem short, but the process was really time consuming. I first did the sketch, outlines on procreate, but I realised it has to be a Vector later on, so I moved and did full coloured digital hand drawn drawing on my Ipad using Adobe Illustrator brush tool layer by layer one by one..

    (Fig 4.2) - Draft Initial Comic Sketches

    (Fig 4.3) - Process of doing digital comic illustration, Adobe Illustrator

    (Fig 4.4) - Process of doing digital comic illustration, Adobe Illustrator

    (Fig 4.5) - Process of doing digital comic illustration, Adobe Illustrator

    BnW Digitlised Outlines of Panels:


    I then arranged the artboard together with adding the comic PDF book cover and page numbers...

    (Fig 4.6) - Process of arranging the book layout, Adobe Illustrator

    Final Comic Book PDF :

    (Fig 4.7) - Final PDF Short Comic Booklet

    (Fig 4.8) - Final Short Comic Booklet, Flip HTML Interactive


    Campaign Journey Map:

    This is my campaign journey map, showing the flow of how visitors first know about Beautiful flaws, and how they move along until they participate the booth and finally, the impact they got.

    (Fig 4.9) - Final PDF Campaign Journey Map


    Week 13

    Final Pitch Deck Slides

    Finally, to end this module this is my final presentation slides Pitch Deck to show my overall campaign project, and the brand guideline. 

    (Fig 5.1) - Final PDF Pitch Deck Presentation Slides



    Week 14

    Final Compiled Google Drive Folder Link:



    In week 14, I presented my final slides to the guest panelists and Mr Max. The only feedback was to make the Gen Z target audience more wider for example 14 yrs old up till 25 yrs old.


    (Fig 5.2) - Final Presentation pictures, 21/7/2026

     Feedbacks 

    Week 10:
    General Feedback: Mr Max said makesure to check with him for task 2 before submission at 6 pm later. He briefed us and told us to start on our applications for task 3. 3 posters are still considered as 1 application. Makesure our application purpose has a reason leading back to our brand.
    Specific Feedback: Mr Max said my task 2 pdf is all good and nice with the patterns, i can submit it, but i need to just change the stroke of one of the icon to be a bit thinner. I showed sir my poster idea sketches, he said that i can do 3, i can put qr code to my ig in all posters. The tote bag with lock design is a nice idea, it may not be my application but can be an extra thing for the booth. Just make one tote bag.

    Week 11:
    Specific Feedback: Mr Max said my booth mockup is really good already. the posters are good but make the cloudhug logo all on top, not bottom. Sir told me to also make the "hello beautiful" title for one of the posters bigger. He told me fr the pins, makesure the bground colour of the round pins have enough contrast. Overall the design is good. Sir told me that for my upcoming illustartion book visuals, it doesn't necessarily need words but must be more impactful than my booth. It must make the viewers be wowed.

    Specific Feedback for my Illustration book draft: 

    The 3-part structure works quite well: first showing how she sees herself, then how the insecurity follows her into daily/social situations, and finally ending with a softer emotional reminder that she is worth more than her appearance. Correct me if I'm wrong ya. 

    However, before you start drawing the final illustrations, I suggest you refine a few things:

    1. Be careful not to make the story too direct or repetitive.
      Right now, many panels show her thinking she is “ugly” or insecure. You can reduce some of the repeated wording and let the visuals carry the emotion instead. For example, cracked reflections, distorted mirror shapes, cold colours, small anxious bubbles, or a mask can already show her inner struggle.
    2. Make Chapter 2 stronger as the main emotional peak.
      The cafe/friend dinner scene is the most important part because it shows that the issue does not only happen in front of the mirror, but also affects her social confidence. I think you can focus more on this section and make the contrast clearer: her friends are enjoying the moment, but she feels isolated in her own thoughts.
    3. The ending is good, but make it feel gradual, not too sudden.
      The friend comforting her is a nice direction, but avoid making it seem like one conversation immediately “solves” everything. Maybe show her feeling slightly lighter, slowly accepting herself, or seeing the mirror differently. That would feel more realistic and meaningful.
    4. Simplify the drawing workload.
      Since you are worried about drawing humans, you don’t need to draw full-body figures in every panel. You can use close-ups of hands, phone screen, mirror reflection, mask, eyes, clothing adjustment, shadows, and silhouettes. This will still look emotional and professional while being more manageable.
    2. Keep a consistent visual system.
      Decide clearly what each visual symbol means. For example, indigo blue can represent insecurity/inner pressure, yellow can represent warmth/support, cracks can represent distorted self-image, and the mask can represent hiding. Once you set this system, repeat it consistently throughout the booklet.
    include a little bit of text for her thoughts, but keep it very minimal. Since your booklet is mostly illustration-based, the text should only support the emotion, not explain everything. For example, use short thought bubbles like “Do I look okay?”, “What if they notice?”, or “Why can’t I feel normal?” instead of long sentences. Let the visuals, colour, mirror, mask, and body language carry most of the storytelling. Your draft already has a clear flow from insecurity, social pressure, and then emotional support, so it is okay to proceed after refining the text slightly.

    For the book size, I would recommend:

    A5 Portrait — 148mm × 210mm

     This size is good because it feels like a proper small booklet, easy to read as a PDF, and easier for you to manage the illustrations. It also works well for comic-style panels because you can place around 1–3 panels per page without making the page too crowded.


    Week 12:
    Specific Feedback: Mr Max said my comic is really good, just makesure the short text speech bubbles are clear enough to carry the stories to the next panels. Also, makesure the journey map fits in the slides for final. Final slides can be continuation of task 2 but the branding final slides must look more visually strengthened and clearer to the campaign of the brand.

     Reflections 

    Experience

    This Creative Brand Strategy Campaign project has been one of the most heavy, meaningful and challenging projects I have completed throughout this semester. Unlike previous projects that focused mainly on creating visual designs, and corporate brand identity, this project required me to think strategically about how branding, storytelling, and audience experience work together to communicate a clear message. It involves both corporate identity, and visual identity as well as strategy. I first began by researching existing body positivity, mental health awareness, and social impact campaigns to understand how they approached sensitive topics, connected emotionally with audiences, and encouraged participation. This research helped me identify the strengths and weaknesses of different campaigns and inspired me to create something that felt more interactive, relatable, and emotionally supportive for Gen Z girls.

    After understanding weaknesses of other existing campaigns, the issue of body dysmorphia and appearance insecurity, I developed the concept of CloudHug, a comforting and emotionally safe brand that supports young women struggling with unrealistic beauty standards. I then explored different visual directions through mood boards, illustration references, typography, colour palettes, icons, and brand personality before deciding on a playful sketchy style. I wanted the visual identity to feel suitable for Gen Z girls, catchy, approachable, expressive, and relatable while still addressing a serious topic. Throughout the design process, I constantly refined my ideas to ensure every visual decision reflected the campaign values of self-acceptance, empathy, connection, empowerment, and authenticity.

    One of the most challenging parts of the project was creating multiple campaign applications within a short period of time. Besides designing posters, merchandise, social media content, booth activities, and packaging, I also illustrated a short comic book that visually told the emotional journey of a girl experiencing body dysmorphia. Digitising every page while maintaining a consistent doodle illustration style, colour palette, and emotional storytelling within only three weeks was extremely demanding and was really tiring as digitzing layer by layer took a lot of time. There were many moments where I had to revise compositions, redraw illustrations, and rethink how each scene could communicate emotions more effectively without relying on excessive text. Although the process was tiring and time-consuming, I felt incredibly satisfied and proud seeing the campaign gradually come together into one complete and connected experience.

    Observations

    Throughout this project, I realised that a successful campaign is much more than producing attractive visuals. Every design decision had to communicate a purpose and contribute towards a larger brand experience. Consistency was the most important aspects of building a strong campaign identity. Every application, including dthe posters, Instagram feed, booth environment, illustration book, envelope activity, affirmation cards, badges, and tote bag, needed to feel like they belong to the same campaign and brand through the consistent use of colours, typography, illustration style, icons, and tone of voice. 

    I also observed how powerful storytelling and participation can be in creating emotional engagement. Instead of simply educating audiences about body dysmorphia through facts and statistics, I wanted visitors to experience the emotions behind the issue. Designing the booth journey taught me how important user experience is in campaign design. Every touchpoint was intentionally planned to guide visitors through a meaningful emotional journey, from discovering the campaign through posters and social media, entering the booth, reading the illustration book, participating in activities, reflecting on their own self-worth, and finally leaving with positive reminders they could keep. I realised that allowing audiences to actively participate creates a much stronger impact than simply asking them to read information.

    Another observation was how difficult it was to balance a sensitive mental health topic with a playful visual style. I wanted the campaign to feel approachable, hopeful, and comforting rather than dark or overly clinical. Finding the right balance between expressive doodle illustrations and respectful messaging required careful consideration. Every illustration, icon, colour, and slogan needed to feel emotionally supportive while remaining engaging for Gen Z girls. This process taught me that visual communication is not only about aesthetics but also about understanding audience emotions and designing with empathy.


    Findings

    Through completing this project, I developed a much deeper understanding of how branding, communication strategy, and user experience are interconnected. I learned that successful branding goes far beyond designing a logo or choosing colours. Every design application must consistently reinforce the same values, message, personality, and emotional tone in order to create a memorable and meaningful campaign. This project strengthened my ability to think strategically, ensuring that every visual element had a purpose and contributed towards the overall campaign objectives.

    I also discovered the importance of designing from the audience's perspective. Throughout the project, I constantly considered how Gen Z girls might feel when viewing my posters, reading the illustration book, participating in the booth activities, or receiving the campaign merchandise. This helped me understand that effective design is not simply about what looks visually appealing, but about creating experiences that make people feel understood, accepted, and emotionally connected. Small details such as positive affirmations, handwritten illustrations, anonymous message exchanges, and reflective activities all worked together to communicate kindness and reassurance in a more personal way.

    From a technical perspective, this project also improved my illustration, branding, layout, mock-up presentation, and campaign planning skills. I became more confident in creating a complete visual identity system while maintaining consistency across many different applications. More importantly, I learned to manage my time, organise a large amount of creative work, and continuously refine my ideas through research, experimentation, and feedback.

    Overall, this project has been one of my most fulfilling design experiences because it combines creativity with purpose. Rather than creating visuals for decoration, I designed a campaign that aims to make people feel seen, supported, and less alone. I hope Beautiful Flaws encourages young women to recognise that imperfections are part of being human and that their value is never defined by mirrors, filters, or social media. This project has reinforced my belief that thoughtful graphic design has the power not only to communicate messages but also to create genuine emotional impact and inspire positive change.
     
    SEM:

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