Assignment 3: Brand Story Design


Points: 50 pts
Due date: Friday, Mar. 9 at 11:59 p.m.
Resources: Adobe Photoshop, Adobe Capture, Photoshop Mix
Summary: Develop a new creative concept based on a well-established global brand.


Assignment #3 Teams (.pdf)

Overview

For this assignment, you will work with a partner to create a new creative concept based on a well-established brand.

Resources

Tasks

Task 1: Decide on your brand

First, Decide on your brand. Select one of the Top 50 Global brands using the resources listed above.

Task 2: Research – Collect & Organize

Your first step is to research your client’s brand with an emphasis on the visual elements they use to construct a cohesive brand narrative.

Step 1: Create an InDesign file or a Powerpoint that you will use to collect images of your brand.

Step 2: Begin collecting items for your brand and placing them in your document. Don’t worry about sizing and organization. The goal is to get as many visual examples of your company’s brand as possible.

  • Begin by going to the company website
  • Then, visit their social media channels
  • Finally, do an online search for your brand.

Step 3: Once you have at least 20-30 different images of your brand, create a new page and select a “best of” from your image collection that begins to create a visual representation of your brand on a single page of your document. Size and copy your images as necessary

NOTE: You don’t need to turn anything in for this step, but you will want to keep your organized collection of brand materials. You will use them as visual elements in your video presentation in Task 5.

Task 3: Analyze – Brand Elements

Step 1: Visual Elements – Identify the persistent visual elements that your client uses to convey their brand. Make sure to pay attention to persistent visual elements over time and the current visual elements.

The visual brand elements should include:

  • Logo
  • Fonts
  • Color palette
  • Photography Style
  • Other graphics and visual elements

Step 2: Messages – What are the persistent messages the client uses to express their brand, including its value and relevance to the customer.

Step 4: Subjects/Customer – Who is the customer in these ads? How are they portrayed? What are the visual cues that help identify customer’s status, values, beliefs, interests, etc.?

Step 5: Setting – What is the setting in the ads? What is the physical environment? What is the situation – what activities are shown?

Step 6: Problem/Solution – What problem is presented in the ad and/or what solution is offered?

Step 7: Product/Value Proposition – What products are shown? What is the value proposition?

NOTE: You don’t need to turn anything in for this step. You will use your notes to construct the voiceover and text elements in your video presentation in Task 5.

Task 4: New Creative Concept

Based on your analysis in Task 3, develop a visual mockup that represents a new creative concept for your client. This can be the next iteration of a current campaign for a specific product. Or it can be a new campaign that builds on your client’s established brand strategy for a specific product.

Create your mockup using either Adobe Photoshop or Adobe InDesign.

Step 1: Select a Product – Select one of your client’s current products. It can be a recently introduced product or an established product.

Step 2: Identify Customer – Who is the customer/audience for the ad?

Step 3: Visual Concept – Develop a visual mockup of a new ad for your client. You can use the visual assets you collected in Task 2, or you can develop new visual assets as long as they match your client’s brand. The focus should not be on creating a fully refined, professional visual. Your goal should be to develop a creative concept in which the visuals are all intentional and are connected to your client’s established brand.

Your visual concept should include:

  • Headline
  • Main image
  • Additional images (optional, as needed)
  • Copy
  • Logo
  • Tagline
  • Call to action

Task 5: Video Presentation

Create a 2-4 minute video, using Adobe Spark, that identifies:

  1. The client (the brand you selected)
  2. The key visual elements that define their brand
  3. The product that is the basis of your new creative concept
  4. The value proposition for your product
  5. The customer for this creative concept
  6. A visual that represents the new creative concept
  7. A brief explanation of the visual concept, including:
    1. It’s connection to the client’s brand, including the use of visual elements from the brand
    2. Visual elements or text that reflect the value proposition of the product
    3. Visual elements or text that reflect the needs, expectations, and values of the customer
  8. Conclusion – one or two things you learned from the process

Turn it in

  1. Review your video – make sure it includes all either of the required elements defined in Task 5.
  2. Proofread and check grammar, sentence structure, and punctuation
  3. Log in to the 381 Blackboard, go to the Assignment Dropboxes section, and locate Assignment 3: Brand Story Design
  4. Under the Assignment Submission section, select Browse my Computer, and locate your final document file on your computer
  5. Select Submit

Grading Criteria

Your main goal with this task is accuracy and completion. Using elements of the standard Concept Development & Creativity rubric – you will be graded on content, completion, and conventions. Your instructor is looking for the following criteria:

  • Design & Planning: The concept is well designed, planned, and executed. It demonstrates a cohesive solution.
  • Audience: Concept shows evidence of consistent attention to audience and purpose.
  • Graphics and Media: Photos, icons, and other artwork are used creatively and work together thematically.
  • Content and Messaging: Content is creatively written and cleverly presented. Message platform is evident throughout.
  • Convention: Grammar, spelling, punctuation, and capitalization are correct. No errors in the text.
  • Resource Documentation: Student(s) demonstrate evidence of documentation throughout digital assets where possible including giving credit to any websites, photos articles, blogs or other resources used.