Packaging and Merchandising Design/Exercise

 CREATIVE AND STRATEGY PROJECT 3

25/04/2025 - 17/05/2025 | (Week 6 - Week 13)
Tyra Franchesca Valerie Anthony | 0368223
Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media
Project 3: Campaign Branding

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INSTRUCTIONS

Project 3: Campaign Branding

For the final phase, we have the responsibility of bringing together research and findings from Task 1 (Case Study) and Task 2 (Ideation & Design Direction) to design and present a cohesive campaign for the intended event.

The intention is to create and execute a thorough visual identity that represents the concept of the campaign, merging strategic concept and delivery of design. The process begins with establishing a strong key visual, which will determine the tone, the appearance, and the coherence of all the campaign material.

You must design, create, and deploy the campaign for the brand across both offline and online touchpoints. The campaign must be present in a minimum of four digital touchpoints, and the following must be included as a minimum requirement:

Campaign Website

Social Media Posts

Introduction/Promotional Video

Other online or offline applications could be AR filters, email newsletters, event installations, print posters, merchandise, or interactive booths.

This project provides an opportunity to demonstrate how well you can express brand values in visual language and create an emotionally engaging and strategically consistent campaign experience.

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Week 7: Early Design Development

Before we locked down the mood board, we began creating the first design concepts for two of the most critical applications: the A4 Campaign Poster and the Website Landing Page. The first drafts allowed us to visualize how our visual direction could be implemented into real touchpoints and experiment with compliance to the campaign tone of elegance, purity, and fluidity.

This process also helped us determine how well our mood board of changing design aligned with actual design output, bringing a coherent and strategy-driven visual identity to channels.

Fig 2.1 references, Week 7

In order to develop a visual language that would communicate the brand identity of CHANEL, we researched the brand's iconic existing visuals and used them as a foundation for inspiration. We then developed numerous versions of the website landing page and A4 posters, experimenting with layout, type, and imagery to find the most polished and coherent direction.

Poster:

Fig 2.2 Poster, Week 7

Week 7: Emerging Design Development

Before locking down the mood board, we began creating early design concepts for two of the most significant applications: the A4 Campaign Poster and the Website Landing Page. To understand how our visual direction could be translated into real touchpoints and tested against adhesion to the campaign tone of elegance, purity, and fluidity was made possible by the initial drafts.

This also enabled us to observe how well our mood board of changing design was mirrored in actual design output, giving channels a unified and strategy-driven visual identity.

Website Landing Page:

Fig 2.3 Website, Week 7

The landing page design was also the same visual aesthetic as our poster. I experimented with aqua blue accents, a clean white background, and incorporating images of flowers and skincare to compose a fresh, chic, and hydrating space that perfectly embodied the visual essence of Hydra Beauty line.

Week 8: Design Feedback and Direction Adjustment

We presented two mood boards with contrasting visual styles at our Week 8 session and received feedback on our A4 poster and website homepage for the first time.

Mr. Fauzi proposed that we proceed with the second mood board, which conveyed a softer, more feminine appearance more in keeping with the emotional and product-oriented direction of our campaign. He insisted it described the CHANEL Skincare and Hydra Beauty line more accurately.

After reviewing our initial poster and landing page ideas, Mr. Fauzi stated that the poster looked too simplistic and had a strong resemblance to CHANEL's present graphic pieces. While it was visually uniform, it did not come with campaign-specific information and innovative creative tone.

In turn, we decided to re-design the poster and landing page, adding more campaign-led content, visual narrative aspects, and emotion in an attempt to better convey the special message of the campaign and set it apart from existing CHANEL content

Poster:

Fig 2.4 Poster, Weel 8

As a part of the second phase of design, I and Charmine both designed a new version of the campaign poster. In these new concepts, we incorporated more descriptive details about the product, including model photography, product images, and moving water elements to visually reinforce the theme of hydration and purity.

We further incorporated imagery that emphasized the sensory nature of eating the product, complementing the emotional appeal of the campaign. This second design round emphasizes more on our slogan's visual language, "Beauty in Motion," as a way of having a more powerful, engaging relationship with the audience.

Website Landing Page:

Fig 2.5 Website, Week 8

Meanwhile, we went on developing the Website Landing Page to make sure the new visual language and layout style of our revised poster design were applied uniformly. This maintained the brand identity consistent across both digital touchpoints.

Week 9: Feedback & Refinements

In Week 9, we received positive feedback from Mr. Fauzi regarding our visual aesthetic and art direction. He assured us that our chosen aesthetic simple, smooth, and sophisticated was ideal for a skincare campaign and accurately aligned with the Hydra Beauty brand identity.

However, he also identified several important areas for improvement:

Lack of Campaign Details

While the visual tone was strong, the poster and landing page were missing crucial aspects of communication, including event date, location, and explicit Call to Action (CTA). These were essential to audience engagement and linking the campaign to a real experience.

Website Readability Problems

The font colors on the landing page also lacked sufficient contrast to read easily. However, the word "Invitation" was readable grew to like the styling applied to it. In order to provide overall clarity, we were told to reformat font colors across the site for greater readability and accessibility.

Video Campaign Guidance:

Since we were not able to utilize the actual product on shoot, we sought advice on how to produce an effective campaign video. Mr. Fauzi suggested that we merge stock footage and water-based video filters in evoking a sense of hydration, refreshment, and movement, consistent with our "Beauty in Motion" theme. He encouraged us to experiment freely but maintain visual and tonal consistency with the CHANEL brand.

In response to these critiques, we have made the following adjustments:

• Added required campaign data (event date, location, CTA) to both the poster and website
  
  
• Improved text contrast and font color choice throughout the website for legibility
  Started compiling stock footage and visual content for campaign video, focusing on watery movement, refreshment, and skincare regimen
  
  
• Expanded to create web and poster designs in order to enhance communication effectiveness without losing the luxury aspect

Poster:

Fig 2.6 Poster, Week 9

We added a prominent Call to Action, using language like "Welcome Beauty in Motion" or "Get Ready with Beauty in Motion" to speak to the audience and refer back to the campaign theme. We also added the date and place of the event to provide context and kept a consistent visual composition on all materials in line with our established art direction of fluid elegance, minimalist design, and luxury skincare aesthetics.

Website Landing Page:

Fig 2.7 Website, Week 9

Week 10: Independent Improvement – Invitation Design & Video Campaign

Due to the public holiday (Awal Muharram), no official classes or feedback sessions were held for Week 10. Nevertheless, we continued with self-improvement of our campaign elements.

Redesign of Invitation

Based on earlier feedback on the "An Invitation" title, we redid the design so that the message was clearer and aesthetically pleasing. We tried out two designs:

Version 1: All event details (date, time, location) were placed inside the envelope layout, creating a formal and enclosed reveal.

Version 2: The envelope cover featured only a welcoming phrase such as “You’re cordially invited” or “Join our special event,” with the event details positioned clearly below the envelope.

This approach improved the narrative readability of the invitation and gave it a more polished and compelling tone. As a response to past visual input, we also pushed the color palette across the design to maximize text readability and complement our brand vision.

Video Campaign Development

From the creative brief that was written during Week 9, I started creating the video campaign by making the most of the movement of water and light transition beautifully sequence into the theme of "Beauty in Motion."

Creative Direction Summary

Scene 01 - Opening Atmosphere (0s-5s)

Visual: Close-up of serenity, transparent water in soft blue and white tones. Micro-glowing particles pulse softly.

Motion: Slow ripples and beams of light start to radiate.

Text: "Purity in every drop.".

Scene 02 – Ingredient & Science (5s–10s)

Visuals: Camellia flower blooms underwater; petals dissolve into radiant droplet.

Motion: Glistening, floating petals; thumping serum.

Text: "Powered by Camellia science."

Subtitle: Microfluidic Hydration Technology

Scene 03 – Product Effect on Skin (10s–18s)

Visuals: Skin cross-section; serum droplets moisturize and soften surface.

Motion: Radiant particles flow and blur into enhanced skin texture.

Text: "Hydration that moves with you."

Scene 04 – Brand Reveal & Slogan (18s–25s)

Visuals: Soothing blues in the background graduate through to curling water forms. Droplets coalesce into CHANEL logo.

Motion: Sleek logo evolution; slogan zoom in gently.

Text: CHANEL

Subtext: Beauty in Motion.

Though this was the break, this individual piece still worked to build emotional tone and visual voice of our campaign video so that it remained consistent with both product brand identity and campaign story overall.

Despite the time-out, this self-study further boosted the emotional tone and visual language of our campaign movie so that it aligns with the product identity and overall campaign narrative.

Fig 2.8 Video Campaign, Week 10

During this period, I focused on obtaining the right visual material, including video content, water-themed filters, and product-related images. I began editing numerous campaign video versions, with each one experimenting with subtle differences in transitions, pacing, and employment of the water effects. This loop-back approach helped me identify which approach best reflected the emotional mood and fluidity of sophistication of the Beauty in Motion campaign so that the final cut would be reflective of the intended mood and brand spirit.

LINK: Video Campaign Draft 01
LINK: Video Campaign Draft 02
LINK: Video Campaign Draft 03

Multiple square post:

Fig 2.9 Multiple square posts, Week 10

Week 11: Presentation & Feedback – Poster, Website, Video, and Square Post Development

Week 11 saw us presenting the updated campaign content we had been working on for the previous fortnight, including the poster, website landing page, video campaign, and the initial square post concepts. Among the three versions of the video we made, we chose the second one as it was what best captured the tone, visual pacing, and emotional mood of our Beauty in Motion campaign.

Design Development: Carousel Post

Charmine began brainstorming concepts for a series of square posts, and I developed a carousel layout approach. Such layouts support narrative flow so that we could communicate the campaign's message through a sequence of visually linked posts ideal for sites like Instagram. We created some design scribbles to experiment with layouts, pacing, and transitions.

During our consultation, Mr. Fauzi supported the idea of a carousel-style post that blends storytelling with campaign highlights and encouraged us to move forward with developing the full sequence.

Mr. Fauzi’s Feedback Summary

Poster

• Overall visual quality was acceptable.
  
  
• However, the main campaign message was too small and lacked impact.
  
  
• Recommendation: Increase visual emphasis to ensure the slogan or key message stands out and captures immediate attention.

Website Landing Page

• The content sequence needed restructuring.
  
  
• Recommendation: The campaign reveal should precede the pivotal images (e.g., posters), and mission/vision statements.
  
  
• This would be a better narrative order and user experience.

Video Campaign

• It was visually engaging, but there were things that could be done better with accessibility and sound design.
  
  
• Users also consume content in mute mode, so on-screen text or subtitles are needed to ensure the message is conveyed clearly, nonetheless.
  
  
• Background music was experiencing abrupt jumps—it skipped a section and was jerky, transitioning from part 3 to part 5.
  
  
• Recommendation: Tighten the rhythm, mixing, and overall sound flow so that it has a smoother, more integrated listening experience.

Next Steps

With the feedback, we began making immediate tweaks to the campaign's three core components:

• Poster: Widening and re-positioning the central campaign message for maximum visual effect.
  
  
• Website Design: Rearranging the content flow to focus on the campaign intro and maximize storytelling hierarchy.
  
  
• Video Campaign: Adding subtitles for readability, and reworking music composition to enhance rhythm and emotional response. 

These modifications aim to make the communication more clear, accessible, and align with CHANEL's brand voice and user expectation for every design aspect.

Poster:

Fig 2.10 Poster, Week 11

To ensure that our event slogans were as visually prominent as possible, we increased the size of the important words "Ready in Motion," "Get Ready with Beauty in Motion," and "Welcome Beauty in Motion." This made it simpler to establish a more visual hierarchy and brought the slogans into prominence more quickly.

As a second step, we honed the overall poster design by increasing the size of the slogan text and reducing the size of event date and location data slightly. This allowed for a more balanced and layered look, which provided the main campaign message with emphasis without compromising on clarity and sophistication in the supporting information.

Website Landing Page:

Fig 2.11 Website, Week 11

Website Layout Overhaul

We entirely overhauled the website layout to improve content clarity, user engagement, and flow of narrative. The new format gives a far more intuitive and engaging user experience- it guides viewers through the campaign in a visually pleasing manner.

New Website Flow:

1. Event Introduction

The initial landing area introduces a concise yet highly visual opening introduction to the event that immediately establishes a tone and theme for the campaign.

2. A4 Poster & Core Content Highlights

We then introduce the A4 campaign poster and key campaign highlights to reinforce the overall visual identity and messaging.

3. Video Campaign Section

We integrated the campaign video here in order to provide an emotional, sensory experience and enhance the storytelling of Beauty in Motion.

4. Envelope-Style Invitation

A visually unique envelope layout brings in a formal invitation message (e.g., "You're Cordially Invited"), followed by event information presented in a clear manner (date, time, and location). The design increases readability and overall experience.

5. Interactive AR Filter Integration

To further enhance digital engagement, we integrated an AR filter event module. The interactive feature encourages consumers to become the glow of Hydra Beauty, creating a fun and shareable campaign moment.

6. Vision & Mission Statement

We position the vision and mission statements towards the bottom of the site to show the values of the brand first, so that users can engage with the event first on an emotional level before investigating its greater meaning. 

Footer

The site is finished off with a clean minimalist footer featuring navigation links as well as brand information.

Video Campaign

LINK: Video Campaign Draft 04

Video Campaign Enhancements

We made several significant enhancements to enhance the video campaign's clarity, accessibility, and emotional resonance.

1. On-Screen Overlays for Clarity (Silent-Friendly Viewing)

To ensure the campaign message remains clear when viewed silently a common habit of young viewers we added on-screen text overlays with the key phrases of:

• "Beauty in Motion"
  
  
• "Camellia"
  
  
• "Purity"
  
  
• "Chanel"
  
  
• "Precision"
  These are textual elements that were also scheduled in harmony with visual shifts to reinforce the brand narrative and maintain a unified tone throughout the video.

Rhythm & Visual Synchronization

We also optimized the audio editing by coordinating the video transitions and visual sequences to the beat and rhythm of the background music. This synchronization provided a smoother, more emotionally moving viewing experience, bringing the pace and movement feel of the video into synchronicity with the campaign theme.

Multiple Square Post:

Fig 2.12 Multiple Square Posts, Week 11

Week 12: Finalization & Feedback

This was a week when we continued to refine our campaign material with an acute focus on heightening visual communication and aligning all touchpoints.

Multiple Square Posts

We continued creating additional multiple square post designs since the original designs were half-baked and did not have significant storytelling depth. In a move to further bolster this, I created new layout options to experiment with new visual paths and uncover superior storytelling formats.

I also informed Mr. Fauzi that this portion of the campaign was in progress. So, we chose not to present the square post designs at this week's feedback in order to give extra development time.

Poster & Website Finalization

• Posters: General feedback on the new posters was good. Having worked on significant visual aspects and balance in layout in preceding weeks, we were able to finalize successfully the official design to release.
  
  
• Website Landing Page: We selected a final version of multiple candidates designs that was visually consistent and functionally unambiguous. The final design was endorsed by Mr. Fauzi, which marked the end of the website.

Video Campaign – Refining Still Needed

While progress from earlier weeks was made, the video campaign still saw constructive criticism. Comments noted that the video failed to make it clear it was presenting the core campaign idea and lacked adequate event-based specifics or incorporate interactive elements (such as the AR filter or invitation experience).

Accordingly, we found the need for:

• Improved narrative flow
  
  
• Improved display of interactive elements
  
  
• More effective integration of campaign messaging and visuals

We are working jointly to incorporate these omitted elements into the last round of video edits.

Poster:

Fig 2.13 Poster, Week 12

Along with enhancing the visual attractiveness of the poster, we also made the design more streamlined by introducing suggestive background elements such as bubbles and water beads. They served to reinforce the central message of hydration for the campaign, visually integrating into the fluid, refreshing essence of the Hydra Beauty line as well as the overarching "Beauty in Motion" concept.

Once the final poster design was completed and signed off, we extended the visual language to create vertical and horizontal social post layouts. It assisted in maintaining a consistent brand presence across platforms while enabling the design to be responsive for varied screen sizes and content configurations.

Video Campaign:

LINK: Video Campaign Draft 05

Week 13: Final Touches & Feedback

Keeping our last presentation in mind, we ensured that we completed and refined all campaign deliverables. This included refining the video campaign, finalizing poster and website designs, and updates on the series of several square posts.

Video Campaign – Improvements & Feedback

To ensure that the video campaign is informative and better organized, I added simply numbered steps (Step 1, Step 2, Step 3) to guide viewers through the skincare and makeup process. They were augmented with brief, easy-to-follow tips like "One-Minute Hydration" to make the Hydra Beauty process memorable especially helpful for viewers viewing the video on mute.

In the feedback session, nevertheless, our lecturer cautioned that the utilization of generic step labels may not effectively communicate the campaign message or emotional tone. He suggested replacing these with more emotive, descriptive phrases that are in line with CHANEL's tone and resonate with the target audience more effectively.

Campaign Elements Presented

• Final Poster Design – Approved and visually enhanced with hydration-themed imagery such as bubbles and water droplets.
  
  
• Website Landing Page – Final version submitted, with reworked layout flow and interactive features.
  
  
• Video Campaign – Final version submitted; more refinement of narrative phrasing is required.
  
  
• Multiple Square Posts – Although still in the works, we submitted drafts and layout directions to convey our idea and style of storytelling.

Final Reminder: Presentation Week 14

It was emphasized by our lecturer that Week 14 would be the final presentation week, and all campaign components poster, website, video, square posts, and supporting pictures—need to be fully completed and ready for submission next Friday.

Fig 2.14 Video Campaign, Week 13

Final Edits to the Video Campaign

With Mr. Fauzi's feedback, we revised text overlays of our video campaign by replacing the generic steps ("Step 1, Step 2, Step 3") with descriptive, evocative sentences. This edit aimed to more instinctively and emotionally guide the audience through the skincare routine, particularly to viewers who would watch the video with the sound turned off.

Having settled on the content and flow of the narrative in the video, the last attention our concern turned to be the color we would use for the on-screen text.

Between white and black text, we deliberated carefully before settling on white based on the following reasons:

• It provides better contrast with the video's mostly dark backgrounds and water settings.
  
  
• It enhances readability, especially from smartphones.
  
  
• It has a simple, refined, and modern design that is absolutely in line with CHANEL's brand image and the minimalist tone of our campaign.

This final adjustment placed the video in perfect harmony with our overall vision for the campaign streamlined, smooth, and emotionally compelling.

Multiple Square Post:

Fig 2.15 Multiple Square Posts, Week 13

Multiple Square Posts – Content Creation & Storyline Continuity

To increase the impact of our multiple square posts, we tried some fresh directions for content to become more information-rich, richer in story, and visually coherent. We wanted to convert the succession of posts into a carousel experience that flows like a mini campaign narrative.

We considered adding the following:

• Event Dates – To successfully communicate when the event is occurring, building urgency and timeliness.
  
  
• Event Highlights – A quick rundown of key experiences, such as AR filter, invitation design, and try-on demonstration.
  
  
• Product Features – Informative content highlighting the Hydra Beauty line, including features such as Camellia and Microfluidic Hydration Technology benefits.

Such organization allows the carousel to serve multiple purposes:

✔️ Storytelling – Bringing the beauty of Beauty in Motion to life

✔️ Event Promotion – Building awareness and visitation

✔️ Product Education – Highlighting the skincare benefits in simple terms

With the blend of visual narrative and practical information, the square post series enriches the campaign and supports our digital outreach strategy across platforms like Instagram.

FINAL SUBMISSION

A4 Poster

Fig 2.16 A4 Poster, Week 14

Vertical Poster

Fig 2.17 Vertical Poster, Week 14

Landscape Poster

Fig 2.18 Landscape Poster, Week 14

Multiple Square Post

Fig 2.19 Multiple Square Post, Week 14

Fig 2.20 Multiple Square Post, Week 14

Website
P3_CHANEL_WEBSITE

Fig 2.21 Website, Week 14

Video Campaign

P3_CHANEL_YOUTUBE

Fig 2.22 Video Campaign, Week 14

LINK

GOOGLE SHEETS
P1_CHANEL
P2_CHANEL 
P2_CHANEL_MOODBOARD
P3_CHANEL_WEBSITE

P3_CHANEL_YOUTUBE

Week 14

CHANEL FINAL PRESENTATION SLIDE

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FEEDBACK

Week 7
We were instructed to define our product category Makeup, Skincare, or Perfume clearly.

The value of conducting competitive research, understanding market performance, and identifying strengths and weaknesses to guide a focused campaign direction was stressed.

Week 8
Mood board was praised for emotional tone and suitability for CHANEL Skincare, conveying hydration and purity.

First poster was too literal and resembled existing CHANEL visuals too closely. It also failed to incorporate key event information (date/time).

Website was fine at this stage.

Suggested to explore water imagery and filters to establish atmosphere without relying on product photography.

Week 9
Poster still lacked key information: time, location, call to action.

Website readability was impaired by low-contrast font colors, though invitation tone was a strength.

Video campaign can utilize symbolic visuals (e.g., water/light) and explore motion graphics to advance storytelling.

Week 10
No feedback due to public holiday.

Week 11
Poster: Overall design was good, but the key message needed to be more emphasized.

Website: Content structure needed to be improved campaign introduction needs to be followed by poster, then video, and then event details.

Video: Needed subtitles for mute playback. Background music needed more rhythm and coordination with visuals.

Direction of multi-square post carousel was approved.

Week 12
Received positive feedback on poster and website and finalized them.

Video campaign community wasn't clear in emphasizing campaign activities and key message. More event-based visuals were recommended.

Week 13
"Step 1, 2, 3" video text was too generic; recommended using expressive and descriptive phrases.
Multiple square post drafts were presented. Direction was approved.
Reminder to prepare all materials for Week 14 presentation.

Week 14
Submission was well-received overall.

Main feedback: Presentation delivery lack of eye contact and confident smile in the final pitch.

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REFLECTION

Project 3 was the most comprehensive and challenging task of the semester, as it required the integration of strategy, design, and storytelling into a cohesive brand campaign. I developed several touchpoints, including:

Social media content (carousel and square posts)

Poster design

Website landing page design

10–30 second video campaign

Event experience concept

Coordinating timelines consistently across media was one of the greatest challenges. Each format possessed its own technical and creative specifications, but the brand message beneath had to be the same. I also discovered how small design details such as font color, text location, and transitions can have an enormous impact on the professionalism and ease of reading of the finished campaign.

I came to realize with this project that transmedia storytelling is as much about planning, trial, and error as it is about creativity. I also realized that even a short video, if properly structured, can convey a powerful, emotionally resonant message. Overall, this project allowed me to grow not only as a designer, but also as a strategic thinker and communicator, with more focus on user experience and attention to detail.