CREATIVE BRAND STRATEGY
23/04/2026 - dd/mm/yyyy (Week 1 - Week 14)
Valerius Ethan Wirawan / 0372774
Creative Brand Strategy / Creative Media / The Design School
Creative Brand Strategy / Creative Media / The Design School
Task 1:
TABLE OF CONTENT
1. Instruction
2. Process Work
3. Final Outcome
4. Feedback
5. Reflection
2. Process Work
3. Final Outcome
4. Feedback
5. Reflection
1. INSTRUCTION
Fig. 1.1. Module Information Booklet (MIB)
Fig. 1.2. Creative Project Brief for this Semester
2. PROCESS WORK
WEEK 1: INTRODUCTION & BRIEFING
This module focuses on creating a branding project for mental health
awareness, with an emphasis on meaningful communication rather than just
promotion. The goal is to encourage understanding, reduce stigma, and promote
healthier perspectives, while approaching the topic with empathy, sensitivity,
and strong research.
Branding here is about what a brand stands for, who it speaks to, and how it
builds trust and impact through design. The project must be interactive and
engaging to effectively reach the audience.
The process follows a clear flow: research → strategy → identity → execution.
By Week 5, we are required to present our initial ideas supported by case
studies.
For Week 1, we are required to focus on Parts 1–4 of the case study. This
stage is mainly about building a strong foundation through research and
understanding.
Fig. 2.1. Case Study Draft W1 (PDF - 27/04/2026)
WEEK 2: CASE STUDY & CAMPAIGN PROPOSAL
Feedback on the
The Diary of a CEO (DOAC) case
study indicates that the lecturer noted a key limitation: a podcast does not
represent a fully developed brand strategy, as it primarily functions as a
content platform rather than a structured brand system. Therefore, it lacks
the necessary depth for analysing elements such as brand positioning,
audience segmentation strategy, and integrated brand communication across
multiple touchpoints.
I come up with a new case study topic called 'Dads Rock'.
Fig. 2.2. Final Case Study Analysis Report (PDF - 28/04/2026)
After receiving this feedback, I continued developing my own campaign
proposal by refining the brand strategy, target audience, and communication
direction. I focused on strengthening the connection between the campaign
purpose, audience insight, and visual communication while ensuring the
message remained clear and meaningful. The feedback also encouraged me to
further explore peer storytelling, emotional connection, and relatable
content as part of the campaign development process.
WEEK 3: CAMPAIGN PROPOSAL
The campaign proposal document, here below.
Fig. 2.3. Final Campaign Proposal Document (PDF - 12/05/2026)
The feedback highlighted that my campaign direction is strong, clear, and well-positioned around the idea of redefining masculinity through “meekness as strength under control.” The proposal successfully addresses identity crisis among young men by reframing strength as emotional maturity, responsibility, and self-control rather than dominance or suppression.
The branding, strategy, and overall tone were considered consistent and intentional, with the big idea “Strength is nothing without control” providing a strong foundation for the campaign. The visual direction was also seen as powerful and suitable, although further development is needed to ensure the campaign communicates mental health and emotional depth, not only masculine or fitness-related energy.
The feedback also emphasised the importance of carefully framing the message to avoid misinterpretation as toxic masculinity. For the next stage, the focus should be on refining the presentation, strengthening the visual system, justifying the final tagline choice, and prioritising the most important campaign touchpoints for launch.
WEEK 4 & 5: CAMPAIGN PRESENTATION
We presented to the panels online for 7 minutes.
Fig. 2.4. Final Campaign Presentation Slides (PDF - 19/05/2026)
3. FINAL OUTCOME
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4. FEEDBACK
Week 1
Module briefing and introduction.
Week 2
Brand strategy is different with brand identity. Brand strategy is more on
the purpose, vision, mission, different with the good design itself because
design serves a purpose of communication. Continue case study analysis on Dads
Rock. The lecturer (Mr. Max) noted that my case study analysis is clear,
detailed, and shows a strong understanding of the Dads Rock campaign,
especially its role in supporting fathers’ mental health and reducing stigma.
He highlighted my strengths in audience insight, brand positioning, and the
big idea, particularly how I explained emotional barriers and reframed
help-seeking as a positive action. For improvement, I need to clearly define
my own target audience and their emotional barriers, and develop a more
consistent digital strategy using peer storytelling and relatable content.
Overall, the feedback shows that I am on the right track and ready to move
forward with my own campaign proposal.
Week 3
The feedback highlights that my campaign proposal has a strong and focused
direction, especially in redefining masculinity through the idea of
“meekness as strength under control.” The lecturer noted that the campaign
has clear positioning, a well-developed brand strategy, and strong audience
insight, making it more unique compared to general mental health campaigns.
The visual direction, touchpoints, and overall concept were seen as
consistent and meaningful, with good potential to become a movement rather
than just an awareness campaign. However, the feedback also emphasized the
importance of refining the presentation by strengthening the visual
communication, prioritising key touchpoints, justifying the final tagline
choice, and carefully framing masculinity to avoid misinterpretation as
toxic masculinity. Overall, the proposal was considered clear, strategic,
and ready to move into the presentation stage with further refinement and
sharpening.
Week 4
Week 4
Week 5
5. REFLECTION
Observation
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Experience
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Findings
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