Creative Brand Strategy - Project 1
Graciella Limpah / 0364517
Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media /
Taylors University
JUMPLINK
INSTRUCTIONS
TASK 1
Week 1 - Meeting with TBS and SLAS
- Knowing what to do for the module, sharing the activities per week (timetable) until week 14
- Creating a teams together with the supervisor
- Put in names in google sheet
Task 1(A) - Rebranding Proposal
Research
First, we lookup through brands that have been rebrand. We first came
out with Dior, but unfortunately there are still little research about
it. So, we decided to go with Burberry.
Before going into the slide, we do research for Burberry before shorten
it into the slide. Here is the research document:
Then, we put the important research to a slide, here is the finished
slide before presenting it in Week 3.
Then, we are to come out with SWOT analysis for the brand we are
presenting. Here is the SWOT analysis :
Task 1(B) - Campaign Proposal
In this task, we have to come out with a campaign for the brand we
already choose which is Burberry, we come out with a limited showcase
where we can expand Burberry to more people and to much more area. We
first propose to Mr.Fauzi what we wanted to do for the campaign.
Here is the link of the campaign proposal together with the research
:
Summary of the campaign proposal :
Campaign Theme: “A Celebration of Modern British Identity”
The campaign centers around blending Burberry’s iconic British heritage
with modern innovation to appeal to younger, globally minded consumers. It
aims to reestablish Burberry as a modern luxury leader through immersive
experiences and exclusive offerings.
Campaign Components & Applications
1. Limited Showcase
What: A curated, exclusive exhibition space displaying iconic and reimagined Burberry pieces.
Why: Reinforces brand heritage, craftsmanship, and innovation.
Impact: Engages customers physically with the brand, fostering connection and excitement in a less formal setting than a boutique.
What: A curated, exclusive exhibition space displaying iconic and reimagined Burberry pieces.
Why: Reinforces brand heritage, craftsmanship, and innovation.
Impact: Engages customers physically with the brand, fostering connection and excitement in a less formal setting than a boutique.
2. Authenticity Checker App
What: A digital tool to verify product authenticity using AI.
Why: Builds trust and transparency in luxury markets, especially valuable in resale or online shopping.
Impact: Enhances consumer confidence and supports Burberry’s values of innovation and integrity.
3. JellyCat Collaboration
Why: Blends British heritage with whimsical charm, appealing to younger audiences and collectors while softening the brand’s image with a touch of fun.
4. Fashion Show
What: A physical or digital runway show presenting Burberry’s latest
collection.
Why: Immerses viewers in the brand narrative, showcasing a blend of heritage and modern style.
Impact: Boosts visibility, media attention, and brand relevance.
Why: Immerses viewers in the brand narrative, showcasing a blend of heritage and modern style.
Impact: Boosts visibility, media attention, and brand relevance.
Campaign Strategy
Key Message: Burberry embodies modern British luxury—timeless, innovative, and inclusive.
Target Audience
Primary: Gen Z & Millennials (ages 18–35), digitally savvy, value authenticity and sustainability.
Secondary: Existing loyal Burberry consumers and luxury fashion followers.
Creative Direction
- Classic elements (trench coats, check pattern) with bold, modern styling.
- Inclusive and diverse casting.
- British urban and natural landscapes as backdrops.
- Visual nods to sustainability.
- Confident, authentic, and forward-thinking tone.
REFLECTION
Working on a campaign proposal has been both a challenging and rewarding experience. It required me to think strategically, creatively, and analytically while aligning all elements toward a clear objective. Throughout the process, I learned how important it is to understand the target audience deeply, define a strong message, and ensure that every aspect of the campaign supports the overall goal.One of the key takeaways was the importance of research and planning. Identifying the audience’s needs, studying competitors, and analyzing market trends helped shape a campaign that was both relevant and impactful. It made me realize that a successful campaign isn’t just about being creative—it’s also about being informed and intentional.
Developing the campaign concept, strategy, and execution plan taught me how to break down big ideas into actionable steps. It emphasized the need for clear objectives, consistent messaging, and practical timelines. Working on budget estimates, media channels, and risk management also gave me insight into how much detail goes into turning a proposal into a real-world campaign.
Overall, completing the campaign proposal enhanced my ability to think critically, collaborate effectively, and communicate ideas in a structured way. It gave me confidence in my ability to manage projects and strengthened my understanding of branding, marketing, and audience engagement. Most importantly, it reminded me that thoughtful planning is the foundation of every successful campaign.
Comments
Post a Comment