CREATIVE AND STRATEGY PROJECT 1
25/04/2025 - 17/05/2025 | (Week 1 - Week 4)
Tyra Franchesca Valerie Anthony | 0368223
Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media
Project 1: Case Study & Campaign Proposal
INSTRUCTION
1A: Case Study – Rebranding Campaign Analysis
Select a successful rebranding campaign that is well established to analyze. The brand analysis should encompass its overall strategy, including story, objectives, key values, vision and mission, target audience, and positioning in the market. Explain how the brand creates experiences for the audience through its personality and brand activities. Additionally, explain the brand's key visuals and how its identity is conveyed across various platforms and media.
1B: Rebranding Campaign Proposal
Develop a creative brief for a rebranding campaign. This could be a new brand identity with a revised concept or a campaign for a new product line extension within an existing brand. Your brief should demonstrate how the brand will be repositioned and communicated to its audience through strategy, visuals, and storytelling.
TASK
1A: Case Study & 1B: Campaign Proposal
During Week 2, Mr. Fauzi familiarized us with our first task in this module. The assignment asked us to choose a brand with an established rebranding campaign and study its brand strategy. This entailed studying its brand narrative, goals and objectives, core values, vision and mission, target market, brand positioning, and overall brand experience. We were also supposed to examine the key images of the campaign and how they were utilized on different platforms. This exercise was to be completed in pairs.
Charmine and I decided to collaborate as a team during Week 3 and selected CHANEL as our case. We decided to examine how CHANEL built its brand identity without sacrificing its self-awareness. Following is the presentation slide deck that we prepared for our analysis.
SWOT Analysis: CHANEL Rebranding
Strengths
Deep Brand Heritage: Over a century of heritage through the visionary leadership of Coco Chanel, and therefore one of the world's most well-known luxury brands.
Powerful Brand Equity: Internationally recognized as the embodiment of timeless sophistication, elegance, and exclusivity.
Craftsmanship Excellence: Known for its creativity in fabric, design, and premium skincare supported by industry-best artisans and superior quality materials.
Weaknesses
Premium Price Barriers: The premium price bars widespread adoption, accessible only to a niche luxury consumer segment.
Slow Digital Evolution: CHANEL has historically shunned fast shifts into digital evolutions, including e-commerce and digital advertising.
Over-reliance on Traditional Image: Although long-standing, dependence on an old-fashioned image can expose the company to being labeled stodgy or out of touch with modern luxury consumers.
Opportunities
Sustainable Rebranding: Embracing clean beauty, eco-friendly packaging, and sustainable sourcing can revitalize CHANEL's brand image while staying current with global sustainability trends.
Younger Luxury Consumers: Millennials and Gen Z are seeking purposeful brands and authentic storytelling an opportunity for CHANEL to attract new adherents.
Expansion in Emerging Markets: Asia-Pacific, the Middle East, and Africa are increasing in size with excellent market potential.
Threats
Counterfeit Market: As a highly desired brand, CHANEL is a desirable candidate for counterfeiting, which can degrade brand worth.
Economic Instability: Luxury brands are vulnerable in times of economic turmoil worldwide, where discretionary spending is eliminated.
Fierce Competition: Players such as Dior, Gucci, and La Mer are investing massively in innovation, digital experience, and sustainability magnifying marketplace pressure.
FEEDBACK
This exercise was my initial experience working with branding strategically and analytically. It required me to set aside design thinking and start asking the question of why for every graphic choice and brand message. In doing so, I observed that good brands maintain consistency not only in visual identity but also tone, messaging, and core values across all mediums. I understood that great brands are built on a good foundation of understanding their audience, crafting narratives that connect with real human emotion and desire. That experience reaffirmed the importance of linking values, visuals, and execution. It was a reminder of learning that every brand decision has to be rooted in clear intent an insight that has completely reimagined my approach to creative work with a more holistic view.
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