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Creative Brand Strategy | Project 1: Case Study & Campaign Proposal

02.05.2025 - 16.05.2025 / Week 2 - Week 4
Khu Ying Ying / 0357306
Creative Brand Strategy / MKT62504 / Bachelor of Design (Honours) in Creative Media
Project 1: Case Study & Campaign Proposal

TABLE OF CONTENTS







LECTURES

All lectures 1 to 5 are completed.

INSTRUCTIONS

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PROJECT 1A: CASE STUDY

Week 2 (02/05/2025)

Requirements:
  1. Work as a group (2 persons per group) to analyse a well-known rebranding campaign, preferably from a major brand, for easier and comprehensive evaluation.
  2. Follow the outline/framework that is provided for the brand research:
    • Brand Story
    • Objective & Purpose
    • Brand Values
    • Vision & Mission
    • Target Audience
    • Brand Positioning
    • Reviewing Key Visuals
  3. Understand the brand experience by describing its features and activities.
  4. Review the key visuals and applications by evaluating the brand's identity and its usage across different platforms.

Submissions:
  1. Group: Submit your slide in Google Sheets using the provided format.
  2. Individual: Submit your slide and blog link in Google Classroom.

Progress:

Grouping & Research

Before forming groups, Mr. Fauzi conducted an ice-breaking session to determine whether we were more left-brained (analytical and logical) or right-brained (creative). He encouraged us to pair up with someone who had a different brain dominance. However, most of us, including myself, turned out to be left-brained.

We were then asked to form groups of two, so Aisya and I teamed up to work on the project. Aisya suggested looking into Dunkin' since she just discovered that the brand went through a rebranding, something many of us had overlooked (even me :0), despite Dunkin' being a well-known brand famous for its doughnuts.

After that, Aisya created a Google Docs for us to complete the Dunkin’ research based on the framework provided before finalising it in Canva.
Figure P1A.1: Dunkin' Research - Case Study, Week 3 (08/05/2025)

We then moved the information from our research to Canva for editing (Aisya did so good on the Canva editing, I'm jealous).
Figure P1A.2: Editing Canva, Week 3 (08/05/2025)

PROJECT 1B: CAMPAIGN PROPOSAL

Week 3 (09/05/2025)

Requirements:
  1. Carry on from Project1A Case Study and continue to develop a branding campaign. The campaign can be either:
    • A rebranding exercise introducing a new concept.
    • A new product line launch under an existing brand.
  2. Follow the outline/framework that is provided for the brand campaign:
    • Campaign Description
    • Organisers 
    • SWOTs
    • Customer Journey Map (Optional)

Submissions:
  1. Group: Submit your slide in Google Sheets using the provided format.
  2. Individual: Submit your slide and blog link in Google Classroom.

Progress:

SWOT & Campaign Proposals

After completing the research, we were required to conduct a SWOT analysis for Dunkin’ to identify key points that could guide our campaign in a more focused and evidence-based direction. Mr. Fauzi advised us to present clients with a few well-considered options, varying in aspects like budgeting and effectiveness. He also reminded us not to overwhelm them with too many choices (or you head big T-T).
Figure P1B.1: Dunkin' Research - SWOTs & Campaign Proposal, Week 4 (15/05/2025)

Week 4 (16/05/2025)

Final Submission of Project 1

Figure P1: Final Submission of Project 1 - Case Study & Campaign Proposal (PDF), Week 4 (16/05/2025)

FEEDBACKS

Week 3 (09/05/2025)

Specific Feedback: Present clients with a few carefully considered campaign options that vary in terms of budget and effectiveness, without overwhelming them with too many choices. 

General Feedback: Project 1A - Case Study is good to go, can move on to Project 1B - Campaign Proposals with utilising SWOT analysis.

Week 4 (16/05/2025)

Specific Feedback: Can proceed with the campaign proposal using “Dunkin’ Doodle,” as it was considered impactful due to its effective use of both print and digital media, encouraging organic engagement while keeping costs low.

General Feedback: Start to work on Project 2 - Ideation & Design Direction.

REFLECTIONS

Experience
I really appreciated collaborating with Aisya on this project, as I personally struggled with managing the process on my own. Working on the Dunkin’ case study and campaign proposal provided me with valuable hands-on experience in brand analysis and creative strategy.

Observation
I noticed that even well-known brands like Dunkin’ can rebrand subtly without most consumers noticing. It is also important to minimise options for clients to avoid overwhelming them.
Findings
A clear brand story and targeted visuals are essential for effective rebranding. Low-budget campaigns like “Dunkin’ Doodle” can still drive strong engagement when aligned with brand values.

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