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Creative Brand Strategy | Project 2: Design Brief Proposal

16.05.2025 - 06.06.2025 / Week 4 - Week 7
Khu Ying Ying / 0357306
Creative Brand Strategy / MKT62504 / Bachelor of Design (Honours) in Creative Media
Project 2: Design Brief Proposal

TABLE OF CONTENTS








LECTURES

All lectures 1 to 5 are completed.

INSTRUCTIONS

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PROJECT 2A: IDEATION

Week 4 (16/05/2025)

Requirements:
  1. Carry on from Project 1B Campaign Proposal, develop a design brief based on the selected brand touchpoints for your proposed campaign. 
  2. Follow the outline/framework that is provided for the design brief:
    1. Campaign Name
    2. Communication Goals 
    3. Key Message based on the Big Idea
  3. From this foundation, develop the Ideation & Design Direction to explore strategic, creative opportunities that align with the brand and offer value to the target audience.
  4. Select the most relevant brand touchpoints from your proposal and create a Critical Application List with brief descriptions showing how each supports the campaign.

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:

DUNKinDoodle Campaign Overview

Campaign Recap:
As we finalised the brand touchpoints for Dunkin’s campaign proposal, here is a detailed recap highlighting how the brand delivers value to its target audience. 
  • Campaign Name: DUNKinDoodle
  • Concept: An activity allows customers to draw/doodle their versions of Dunkin’.
  • Purpose: To promote Dunkin’s brand changes using the coffee cup as the main medium, supported by social media and the website for wider engagement.
  • Execution: The slogan "Let's Dunkin" is used in the campaign to convey a happy, engaging tone for young adults and families with a grab-and-go lifestyle. Customers can draw on Dunkin' cups and submit their artwork on Instagram with #DUNKinDoodle. The most popular entries will earn a prize and be displayed on Dunkin's official social media pages, supporting innovation, recognition, and a greater connection to the brand. This approach resembles the brand experience by engaging customers directly in the campaign.
  • Budget Consideration: This low-budget campaign utilises current packaging and social media to increase awareness and sales, showcasing Dunkin' as vibrant, innovative, and youth-focused while keeping production costs low.


Design Brief:
To ensure continuous design development and to guide the campaign, we developed a draft design brief at the beginning of our brainstorming process.
  • Campaign Direction: To strengthen Dunkin’s global presence by highlighting its fresh, quality donuts and food offerings through a fun campaign that builds on its renewed brand identity and strong recognition.
  • Positioning Statement: Dunkin’ offers fresh, high-quality coffee, donuts, and other options, transforming everyday moments into delightful experiences for customers around the world.
  • Design Brief: Fun, creative, playful
  • Call to Action: Let's Dunkin'

PROJECT 2B: DESIGN DIRECTION

Week 5 (23/05/2025)

Requirements:
  1. Carry on Project 2A Ideation, develop the design direction by creating a moodboard that showcases the visual identity of your brand campaign. 
  2. Follow the outline/framework that is provided for the moodboard:
    • Proposed Visual Style 
    • Colour Palette 
    • Typography
    • Graphic Elements
    • Other Key Design Components

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

Progress:

Refined Design Brief

After receiving feedback from Mr. Fauzi, we realised that adaptations were necessary because the initial positioning statement was overly focused on "a place," which failed to represent our primary idea. Instead, we wanted to focus on a movement: fostering creativity through cup doodling. We then adjusted our campaign direction accordingly and finalized it.

We mainly revised the campaign direction and design brief to better align with our concept and provide clearer guidance. The updated direction offers a more specific focus, while the design brief retains Dunkin’s existing identity, enhancing it with elements of playfulness and creativity to suit our campaign.
  • Campaign Direction: To strengthen Dunkin’s global presence by highlighting its fresh, quality not only donuts but also beverages through a fun campaign that builds on its renewed brand identity and strong recognition.
  • Positioning Statement: Dunkin’ offers fresh, high-quality coffee, donuts, and other options, transforming everyday moments into delightful experiences for customers around the world.
  • Design Brief: Fresh, quality, and delightful
  • Call to Action: Let's Dunkin'

Week 6 (29/05/2025)

Executions & Moodboard

Cup Doodles:
I sketched the cup doodles, and Aisya digitalised them into a mockup to give a clearer visual of how DUNKinDoodle would look using the coffee cup as the main medium.
Figure P2B.1: Cup Doodles, Week 6 (29/05/2025)


Social Media Posts:
I was in charge of the social media posts. At first, I had no clear idea how to create the content, so I referred to Dunkin's official Instagram page (specifically Malaysia) for inspiration. Based on that, I created a mockup of the Instagram feed with 9 posts to reflect the campaign's style. 
Figure P2B.2: Social Media Posts Mockup, Week 6 (30/05/2025)


A4 Posters:
For the A4 posters, Aisya and I explored visual references for inspiration and sketched a few ideas. 
  • Poster #1: Features a nostalgic school vibe, with the title hand-drawn in crayon or marker pen and playful stickers scattered across a notebook background. Classic Dunkin’ donuts and drinks are positioned on the right, illustrated with expressive eyes and a mouth, evoking a fun, doodle-on-notebook feel reminiscent of school days.
  • Poster #2: Combines vintage and modern aesthetics using comic-style panels and scattered stickers. Various drawing styles are used to represent the “DUNKin Doodle” campaign, encouraging the audience to express themselves freely through their own artistic styles.
  • Poster #3: Presents a surreal, mixed-media concept. Dunkin’ food items are illustrated as drawings, while the drink is shown as a real photograph. Scribbles and playful random elements are added to create a casual, spontaneous visual style.
  • Poster #4: Coffee is the center of attention, as it serves to inform the audience that Dunkin’ is currently focusing on coffee, and the doodle creatures resemble the trend/campaign. There will be a doughnut element featured in the poster to let people know that Dunkin’ is still selling doughnuts

We then eventually selected Poster #1 and Poster #2 to digitise. 
Figure P2B.4: A4 Poster Sketches, Week 7 (06/06/2025)


Website: 
Aisya was in charge of the website, which primarily featured three sections.
  • Homepage: Briefly introduces Dunkin’.
  • Campaign (Main Focus): Explains the purpose and how to join.
  • Product: Showcases menu items, encouraging visitors to order as part of campaign participation.
Figure P2B.5: Website (Initial), Week 7 (06/06/2025)


Video:
For the video, our initial idea was to use a simple prototype by printing the Dunkin' logo and paper cups for practicality, as our limited budget didn’t allow for more elaborate production.


Moodboard:
We then began creating a moodboard by applying our idea breakdown, visual inspirations, and a critical application of the listed concepts. It included our poster sketches, early digitalisation attempts, and initial video experiments. Following Mr. Fauzi’s feedback, we refined the moodboard to be more visually appealing and engaging for the client presentation.
Figure P2B.6 Moodboard, Week 6 (30/05/2025)

Week 7 (06/06/2025)

Final Submission of Project 2

Moodboard: Link 
Figure P2.1: Final Submission of Project 2 - Moodboard (PNG), Week 7 (06/06/2025)

Figure P2.2: Final Submission of Project 2 - Design Brief Proposal (PDF), Week 7 (06/06/2025)

FEEDBACKS

Week 5 (23/05/2025)

Specific Feedback: Revise the positioning statement to focus on the campaign as a movement that fosters creativity through cup doodling, rather than positioning it as a physical place. This shift better reflects the core idea and purpose of the campaign.

General Feedback: Continue to work on Project 2 - Design Brief Proposal.

Week 6 (30/05/2025)

Specific Feedback: Use the SWOT analysis to identify weaknesses and gaps, then guide the brand’s direction by leveraging strengths, exploring opportunities, and addressing threats. The campaign direction should be placed first to clearly establish the purpose. In the design brief, ensure the focus includes donuts, not just coffee. A clear positioning statement is needed to define the brand’s identity. 

General Feedback: Make the moodboard look visually aesthetic.

REFLECTIONS

Experience
I noticed that aligning all campaign elements, like posters and social media posts, under a consistent visual identity was more challenging than expected. It is important to maintain focus on the campaign’s core message.
Observation
Working on Project 2 allowed me to apply the campaign proposal practically by developing visuals, mockups, and a moodboard.
Findings
I learned that a strong design brief helps streamline the creative process and avoid confusion during execution. 

QUICK LINKS

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