Creative Brand Strategy – Task 3
Creative Brand Strategy – Task 3
BRAND AND CAMPAIGN STRATEGY DESIGN
WANG JIHENG 0378904
Bachelor of Design (Hons) in Creative Media
MKT63904 Creative Brand Strategy
Task 3: Brand and Campaign Strategy Design
Submission Date: 19 July 2026
LIST
- MIB / Task Requirement
- Campaign Direction Recap
- Campaign Application Design
- Application 1: Poster Series
- Application 2: One-Minute Reset Reminder Card
- Application 3: One-Minute Reset Website / Mobile Guide
- Impression Artwork / Journey Map
- Impactful Project: 45-Second Promotional Animation
- Final Presentation / Proposal Slides
- Feedback
- Reflection
MIB
CAMPAIGN DIRECTION RECAP
My campaign is called Unfiltered. It is a mental health awareness campaign for university students, especially design students who experience academic pressure, long studio hours, deadlines, and physical signs of stress. The campaign focuses on the idea that emotional pressure often appears in the body first.
The key message of the campaign is:
Feel it. Press it. Release it.
Instead of presenting mental health support in a heavy or clinical way, Unfiltered uses a calm, simple, and practical visual language. The campaign encourages students to pause for one minute, notice where their body feels tense, press a simple pressure point, breathe, and continue with more awareness.
The visual identity follows the system developed in Task 2: black minimal line illustrations, soft purple accents, flowing wave elements, rounded icon strokes, clean typography, and a calm white or lavender-based layout. These elements are applied consistently across the poster series, reminder card, website, journey map, and promotional animation.
APPLICATION 1: POSTER SERIES
The first campaign application is a poster series. The posters are designed for university spaces such as design studios, libraries, classroom corridors, notice boards, and student common areas. The target audience is university students who may be experiencing academic pressure but may not immediately recognise how stress is affecting their body.
The poster series has a clear hierarchy. One poster works as the main visual poster, while the other two posters support the campaign by explaining the method and encouraging students to scan the QR code. This helps the campaign feel more structured instead of making all posters communicate the same thing.
The poster series communicates the campaign message through simple language, body-based illustrations, purple pressure points, and the repeated phrase Feel it. Press it. Release it. The audience is expected to notice the poster, understand the body signal, and scan the QR code for the full reset guide.
Poster 1 – Main Visual Poster
The first poster functions as the main visual. It introduces the campaign message that the body often notices pressure before the mind fully understands it. This poster is designed to attract attention and create an emotional connection with students who experience tight shoulders, chest pressure, or physical discomfort during stressful study periods.
Poster 2 – Reset Guide / QR Poster
The second poster focuses on guiding students to scan the QR code and enter the One-Minute Reset Guide. It uses the message “Take one minute for mental wellness” to encourage students to pause and access a simple digital body check-in. This poster works as a bridge between the physical campaign space and the mobile website experience.
Poster 2 – Reset Guide / QR Poster
The second poster focuses on guiding students to scan the QR code and enter the One-Minute Reset Guide. It uses the message “Take one minute for mental wellness” to encourage students to pause and access a simple digital body check-in. This poster works as a bridge between the physical campaign space and the mobile website experience.
Poster 3 – Method Poster
The third poster explains the core method of the campaign: Feel it. Press it. Release it. It breaks the reset process into three simple steps: noticing where the body feels tense, holding a pressure point for 60 seconds, and releasing tension through breathing. This poster is more instructional and helps students understand how to take small action when they feel under pressure.
APPLICATION 2: ONE-MINUTE RESET REMINDER CARD
The second campaign application is a pocket-sized reminder card. At first, I considered sticker-based outcomes, but after feedback, I realised that stickers may not be suitable for every student. A card is more flexible because it can be kept inside a wallet, pencil case, phone case, notebook, or student ID holder.
The card is designed to be the size of a standard bank card, making it portable and easy to keep. The purpose of the card is different from the posters. The posters attract attention and introduce the campaign, while the card works as a practical tool that students can use when they need a quick reset.
The front of the card introduces the campaign and the phrase One-Minute Reset. The back of the card provides a simplified step-by-step guide and common reset points. I refined the back design after receiving feedback that the previous version had too much information and small text. The final version makes the instructions larger, clearer, and easier to read.
Reminder Card Function
- What it is: A wallet-sized reset guide card.
- Who it is for: University students under academic pressure.
- Where it is used: Studio, library, classroom, dormitory, or during study breaks.
- Purpose: To remind students to pause, notice body tension, press, breathe, and release.
- Interaction: Students read the three steps, check the reset points, and scan the QR code if they need more guidance.
- Brand connection: The card uses the same logo, purple colour system, black line illustration style, rounded icons, and supportive tone of voice from the brand guideline.
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APPLICATION 3: ONE-MINUTE RESET WEBSITE / MOBILE GUIDE
The third campaign application is a mobile website called the One-Minute Reset Guide. This website is accessed through the QR code on the posters and reminder card. It is designed as the digital extension of the campaign, allowing students to complete the reset process in a clearer and more guided way.
The website is not a general homepage. It directly leads students to a specific reset guide page. This decision was made based on feedback that the QR code should have a real function. When students scan it, they should immediately understand what the One-Minute Reset is and what they need to do next.
The website includes a landing page, body tension selection page, 60-second reset timer, breathing guidance, and support resources. It keeps the same visual identity as the posters and card, using the Unfiltered logo, purple interface elements, black line icons, soft lavender shapes, and simple supportive language.
Website User Flow
- The student scans the QR code from a poster or reminder card.
- The website opens the One-Minute Reset landing page.
- The student taps “Start Your Reset”.
- The student chooses where they feel tension: Neck, Shoulders, Chest, or Wrist.
- The website starts a 60-second reset timer.
- The student follows the instruction to press, breathe, and release.
- The website ends with a calm message and support resources.
IMPRESSION ARTWORK / JOURNEY MAP
The impression artwork / journey map explains how the three campaign applications work together as one complete audience experience. It shows that Unfiltered is not just a collection of separate visuals, but a connected communication journey.
The journey starts with a student feeling pressure during long study hours. The student then discovers the campaign through posters in a studio or library space. After noticing the message, the student takes the pocket-sized reminder card and scans the QR code. The QR code opens the One-Minute Reset Guide website, where the student chooses a body area, completes the reset, and returns to work feeling more aware, calmer, and ready to continue.
Journey Map Breakdown
- Entry Point: The student first discovers the campaign through posters placed in university spaces.
- Interaction: The student reads the posters, takes the reminder card, and scans the QR code.
- Experience: The student learns to notice body tension and follow a one-minute reset guide.
- Action: The student chooses a tension area, presses, breathes, and releases.
- Outcome / Impact: The student becomes more aware, calmer, and ready to continue.
The visual structure uses a left-to-right flow, numbered stages, purple route lines, and consistent illustration style. This helps the viewer understand the campaign journey quickly and clearly.
IMPACTFUL PROJECT: 45-SECOND PROMOTIONAL ANIMATION
For the impactful project, I chose to create a 45-second promotional animation. I selected animation instead of live-action filming because the existing campaign is strongly based on line illustration, motion graphics, purple wave elements, and mobile UI interaction. Animation allows the campaign to stay visually consistent with the posters, card, website, and journey map.
The promotional animation follows the same narrative as the journey map. It shows a student experiencing pressure, discovering the Unfiltered posters, taking the reminder card, scanning the QR code, using the mobile reset guide, and finally feeling calmer. The animation acts as the emotional and communicative highlight of the campaign.
Animation Structure
| Time | Scene | Purpose |
|---|---|---|
| 0–4s | Brand opening | Introduce Unfiltered and the calm visual identity. |
| 4–10s | Pressure appears | Show that pressure often appears in the body first. |
| 10–15s | Discover posters | Show the student noticing the campaign in a university space. |
| 15–20s | Take the card | Show the reminder card as a portable reset tool. |
| 20–28s | Scan and open website | Connect the physical campaign to the digital guide. |
| 28–35s | Choose tension area and timer | Guide students through the one-minute reset process. |
| 35–41s | Outcome | Show the student becoming calmer and more aware. |
| 41–45s | Closing CTA | End with the message “You matter. You’re not alone.” |
The animation uses soft motion, slow transitions, purple pressure dots, breathing waves, card flip movement, mobile UI transitions, timer animation, and a calm final message. The final video will be submitted as a functional MP4 file, which meets the requirement that the impactful project must be viewable and playable, not only shown as a static mockup.
FINAL PRESENTATION / PROPOSAL SLIDES
The final presentation / proposal slides will be designed as the last part of the Task 3 submission. The slides will use the same visual identity system from the Unfiltered brand guideline, including the logo, purple colour palette, black line illustration style, Avenir Next typography, rounded icon system, and clean layout structure.
The presentation deck will explain the campaign idea, mental health issue, target audience, campaign objective, key message, visual direction, three campaign application designs, journey map, impactful project, and expected audience outcome. The purpose of the slides is to clearly pitch the campaign as a complete and connected design system.
FINAL SUBMISSION PLAN
For the final submission, the campaign application design mockups, impression artwork / journey map, and final presentation / proposal slides will be compiled into one clear PDF document. The 45-second promotional animation will be submitted separately as an MP4 file.
The final submission will include:
- Three campaign application design mockups
- Final poster series
- Final One-Minute Reset reminder card
- Final One-Minute Reset website / mobile guide
- Final impression artwork / journey map
- 45-second promotional animation
FEEDBACK
During Task 3, I received important feedback that helped me refine the campaign applications and make the system more purposeful.
For the poster series, the feedback was that the three posters should not all carry the same function. I needed to decide which poster worked as the main visual and which posters worked as supporting materials. This helped me create a clearer hierarchy: one poster introduces the main message, one explains the method, and one encourages the audience to scan the QR code.
For the reminder card, the feedback was that the back side contained too much information and some text was too small. The card needed to work as a quick reminder and guide, not as an overloaded information sheet. Based on this feedback, I enlarged the important text, simplified the common reset points, and made the three steps easier to understand at a glance.
For the QR code and website, the feedback was that the QR code needed a clear purpose. It should not exist only as a decorative element. Therefore, I developed the One-Minute Reset Guide website as a direct landing experience. Students who scan the QR code can immediately understand what the reset is, choose where they feel tension, and follow the 60-second guide.
For the journey map, I learned that the campaign needed to show a complete audience experience. It was important to connect the posters, card, and website into one journey, from discovery to action and final impact.
REFLECTION
Task 3 helped me understand that a campaign application should not be created randomly. Every design needs a reason, a target audience, a context of use, and a clear connection to the campaign identity. Before this task, I mainly focused on making each outcome look visually attractive. However, through the development process, I realised that the more important question is how each design works within the campaign system.
The poster series taught me about communication hierarchy. I learned that not every poster should say the same thing. A campaign can become stronger when each poster has a different role: attracting attention, explaining the method, and guiding action.
The reminder card helped me understand the importance of usability. A design may look complete on screen, but it still needs to work in real life. Since the card is small, the text, icons, and layout must be clear and readable. This made me think more carefully about scale, print size, and how students would actually use the card.
The website development helped me connect the physical campaign with a digital experience. The QR code became meaningful because it leads students to a specific reset guide instead of a general homepage. This made the campaign more functional and interactive.
The journey map was especially important because it allowed me to see the entire campaign from the audience’s perspective. I could clearly understand how a student first notices the campaign, interacts with the applications, takes action, and receives emotional support from the final experience.
For the impactful project, I chose animation because it best fits the Unfiltered visual identity. By using motion, the campaign message becomes more emotional and easier to understand. The animation also allows the purple waves, pressure points, card flip, website interaction, timer, and calming outcome to appear as one connected story.
Overall, Task 3 helped me move from brand identity design into campaign system design. I learned how to apply a brand guideline across multiple touchpoints and how to make each outcome functional, purposeful, and consistent. The final Unfiltered campaign is designed to help students understand that small moments of awareness can make pressure feel more manageable.
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