Final Task: Campaign Branding
29.17.2024 - 10.12.2024 (Week 6 - Week 13)
Tiffany Tan Xuan / 0362472
Creative Brand Strategy / Bachelor of Design in Creative Media
INSTRUCTION
LECTURES
Working on Task 3: Campaign Branding for Oreo Mix It Up was a challenging yet deeply rewarding experience. This task required me to take everything I had learned from the previous tasks and synthesise it into a fully realised campaign for both online and offline platforms.
From creating a campaign logo to refining packaging, designing a website, developing social media content, and even producing a promotional video, the journey was as creative as it was detail-oriented.
Week 6:
The campaign began with designing a campaign-specific logo that would complement Oreo’s original logo. I knew the Oreo logo itself was untouchable—it’s iconic and recognizable—but the campaign needed its own identity to highlight the new Oreo Mix It Up product.
My reference logo has a round font like this, so I started designing the font of my logo. It was mainly formed with this rounded font, so I started to draw some sketches on my iPad.
My ideal design is to integrate the illustrated elements of Oreo cookies into my campaign logo design, which is planned based on the reference of my task 2. So when I started designing the font for the logo, I also drew a rough draft of the Oreo cookies.
My first concept featured a playful design with a blue dot over the “UP” in “Mix It Up!” While I thought it added a fun touch, feedback revealed that the blue dot disrupted the balance and readability of the logo.
After removing the dot and adjusting the typography, the logo felt cleaner and more cohesive. This taught me how small adjustments can make a significant difference in creating a professional and polished design.
With the campaign logo finalized, I moved on to the visual style. Oreo’s signature black, white, and blue colors were a natural choice, but I added creamy accents to reflect the drink mix’s connection to milk and beverages.
I wanted the visual elements to evoke nostalgia while also feeling fresh and modern. However, finding the right balance between playful and professional required multiple iterations, especially when designing the packaging.
Week 8:
During Independent Learning Week, I focused on revising the packaging and social media content based on feedback. For the packaging, I had initially included illustrated elements like cartoon-style Oreo cookies, but feedback suggested replacing these with actual photography for a more realistic and premium look. Incorporating high-quality images of Oreo cookies transformed the design, making it more visually appealing and professional.
Another critical update was adding the side and back panels of the packaging, which were missing in my initial submission. I included detailed usage instructions, a nutritional information table, and a sustainability message about the recyclable packaging. This process taught me how important it is to consider both form and function in packaging design. It’s not just about making it look good—it has to be practical, informative, and easy for consumers to engage with.
On the social media front, I reworked several posts to strengthen the campaign’s identity.
Feedback revealed that one of the typefaces I had chosen didn’t align with tone of the campaign, so I replaced it with another font.
I also restructured carousel posts by separating text and images, making the layout cleaner and more engaging.
Additionally, I replaced one of the less impactful posts with a promotional video that highlighted the ease of preparing Oreo Mix It Up. These revisions helped me create a cohesive and engaging online presence for the campaign.
Week 10: Planning the Website and Completing Campaign Deliverables
By Week 10, I started planning the website, which would act as the central hub for the campaign. The homepage featured a bold hero banner with an animated image of Oreo Mix It Up swirling into milk, accompanied by the tagline, “Your Favorite Oreo, Now in a Drink!” Other planned pages included:
- Product Page: Detailed information about the mix, including flavors, packaging options, and preparation instructions.
- About Us Page: A brief history of Oreo and the inspiration behind Oreo Mix It Up.
The website needed to balance bold visuals with user-friendly navigation. Feedback confirmed that my overall direction was on track, but I needed to focus on refining the details and ensuring consistency across all touchpoints. This process helped me understand how a well-designed website can enhance the overall campaign experience by providing consumers with an interactive and informative platform.
Week 11: Refining the Promotional Video and Digital Touchpoints
The promotional video was a crucial part of the campaign. Designed to be not less than 30 seconds, the video showcased a relatable scenario of someone rushing in the morning and quickly preparing Oreo Mix It Up.
Feedback during this stage emphasized the importance of adding subtitles in the campaign’s typeface for consistency. I also included a final frame with the website link and social media handles to encourage viewers to engage further. These updates made the video feel more polished and professional.
For the digital poster, I transitioned from a static design to one with movable elements and animations, making it more engaging for digital platforms. The poster featured playful visuals of Oreo Mix It Up, along with key campaign messages like “Your Favourite Oreo, Now in a Drink!” This shift from static to dynamic design taught me how to leverage the unique advantages of digital media to captivate the audience.
Week 12: Final Touches on Offline and Online Materials
During the final week, I focused on perfecting every element of the campaign. For the coupons, I completed the back panel with detailed terms and conditions, ensuring they were practical and ready for real-world use.
For the event booth, I added more text to introduce the campaign and provide navigation, making the design more engaging and informative.
On the website, I scaled down the nutritional and ingredient lists on the product page to create a cleaner layout. This adjustment emphasized the product’s key features without overwhelming the user with information.
I also added missing details, like website and social media links, to the digital poster and other materials, ensuring consistency across all platforms.
FINAL SUBMISSION:
PDF Digital Artwork
PDF Digital Artwork with Mockups
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DIGITAL ADVERTISING POSTER GIF
PROMOTIONAL VIDEO
FINAL PRESENTATION SLIDES
Ppt Link:
https://docs.google.com/presentation/d/1EdJNP1k7dLDB2U9tA_tJttuWiE8aneqglxWLqcTxvmY/edit?usp=sharing
PDF Task 3: Campaign Branding ppt
FEEDBACKS
WEEK 6 29 OCTOBER 2024
FEEDBACK
The brand's logo could remain the original Oreo logo, not need to change but need to design a campaign logo for this Oreo drink mix campaign.
NEXT PLAN OF ACTION
campaign logo
visual style
packaging
merchandise
instagram posts
websites
WEEK 7 05 NOVEMBER 2024
ABSENT WITH MC
WEEK 8 12 NOVEMBER 2024
FEEDBACK
make some changes of the logo (move away the blue dot on the middle of the UP)
packaging:
prefer the second one, but illustrated elements too much, maybe can change the illustrated oreo cookies into an actual photography cookies
missing the side and back of the packaging
social media:
2nd typeface not suitable
3rd it not convincing, identity not strong
5th separate the photos and the text, make the photos in the second image of the post
6th replace it with promo video
NEXT PLAN OF ACTION
working on the website
modify the logo
modify the design of the packaging and add the back side of it
update the social media
WEEK 9 19 NOVEMBER 2024
INDEPENDENT STUDY WEEK
WEEK 10 26 NOVEMBER 2024
FEEDBACK
Overall ok, plan on the website.
NEXT PLAN OF ACTION
complete website design (plan-design)
complete promo video
digital poster
coupons design
WEEK 11 03 DECEMBER 2024
FEEDBACK
promo video:
subtitle must use back campaign typefaces
at the end of the video need to flash out the details of the website link and social media account
digital poster:
since its a digital one, so no need to make it as a static photo, such as movable icons or gif
coupons:
missing the back part, front part is ok overall
event booth:
the stand information is not enough, navigation not strong. can add more text on it to introduce the campaign instead of just showing the packaging
NEXT PLAN OF ACTION
modify
complete website
WEEK 12 10 DECEMBER 2024
FEEDBACK
digital poster:
missing website and social media information
coupons front and back ok
website:
product page details (nutrition list and ingredient list) no need so big, can put smaller
NEXT PLAN OF ACTION
complete blog
SUBMITTT
REFLECTIONS
Task 3 was an intense but rewarding experience that taught me valuable lessons about branding, and the design process. One of the biggest takeaways was the importance of iteration. Every round of feedback helped me refine my work and pushed me to think more critically about the campaign’s goals and how to communicate them effectively. From adjusting a small detail in the logo to completely rethinking packaging elements, I learned that even minor changes can have a significant impact.
Another key lesson was the importance of consistency across all touchpoints. Whether it was a social media post, a coupon, or the website, every element needed to reflect the core message of the campaign: “Your Favorite Oreo, Now in a Drink.” This consistency helped create a unified brand identity that was both engaging and memorable.
Finally, Task 3 deepened my understanding of how design can shape a consumer’s experience with a brand. By focusing on the customer journey, I was able to create touchpoints that were not only visually appealing but also meaningful and functional. Whether it was the convenience of the product, the nostalgia of the Oreo brand, or the excitement of the campaign, every design decision was aimed at connecting with the audience on a deeper level.
A big thank you to Ms. Lilian for her guidance and constructive feedback throughout this project. Her insights helped me see the bigger picture while refining the smallest details, making this campaign stronger and more cohesive. Her support has been invaluable in helping me grow as a designer.
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