CREATIVE AND STRATEGY PROJECT 2
25/04/2025 - 17/05/2025 | (Week 1 - Week 6)
Tyra Franchesca Valerie Anthony | 0368223
Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media
Project 2: Design Brief Proposal
INSTRUCTIONS
2A: Ideation – Campaign Touchpoints
Using the touchpoints developed so far, select certain platforms or apps that best represent and suit your rebranding campaign for CHANEL. For each chosen touchpoint, provide a brief explanation of how it is connected to the campaign theme, improves the user experience, and represents CHANEL's brand values. Give priority to selecting touchpoints that are innovative but also emotionally engaging, evoking more interaction without straying away from the character of the brand.
2B: Visual Strategy - Design Direction
Develop a mood board or style map that sets a common visual direction for the campaign. This will be the intended aesthetic and tone for the rebranding, and will inform both digital and physical brand experiences. Make sure to think about typography, color palette, imagery, layout style, and textures to create visual consistency across all touchpoints and platforms. Your visual guide will be the basis of the campaign's ultimate execution.
TASK
2A: Ideation
Week 4 was when we began formulating the strategic direction that we learned from SWOT analysis done in Task 1. We, as a team, chose to conduct the process of ideation in the order of prioritizing the internal and external factors: Opportunities → Threats → Strengths → Weaknesses. This organized our process to start with current market trends and possibilities in the future and then work its way down to the internal capability and constraint of the brand. In doing so, we were in a position to make sure that our campaign strategy was both strategically grounded and pertinent to CHANEL's evolving brand landscape.
To support this, we set out on a further investigation of every aspect of the SWOT with a view to revealing rich insights that could inform innovative touchpoints and guide us towards a campaign concept with clear market positioning and high emotional connection.
Fig 2.1 SWOT, Week 4
Week 5: Refining the Campaign Direction
We spent Week 5 on finalizing the Design Brief, writing a Call to Action, and choosing three primary keywords to anchor the tone and message of the campaign.
Design Brief:
CHANEL maintains its heritage of beauty, luxury, and trust by adhering to ingredient transparency and product safety. Each formula is developed with attention to detail, incorporating high-performance ingredients that adhere to rigorous safety standards. Joining sophisticated scientific know-how with precise artisanal techniques, CHANEL ensures a rich luxury skincare experience that reflects timelessness and purity.
Call to Action:
Heritage of Beauty
Timeless Elegance
Three Keywords:
Elegance
Luxury
Consistency
Note from Mr. Fauzi:
Mr. Fauzi was pleased, stating that our direction most of all embodied the brand voice of CHANEL and aligned with the purpose for our campaign. He also recommended that we try to make it more tangible and actionable for certain engagements or can inform the user behavior.
Next Step:
In line with his suggestion, we will experiment with the potential for a revised Call to Action that remains sophisticated and heritage-conscious yet also encourages more specific user engagement either through discovery, product experiences, sustainability interaction, or storytelling participation.
Week 6: Naming & Focus Refining
In Week 6, we began to refine the campaign concept by proposing the name "Behind the Chemical" with the objective of highlighting ingredient transparency and the science of skincare. However, in our meeting with Mr. Fauzi, it was noted that the name had a negative ring and was not in line with CHANEL's refined, emotional, and high-end brand image.
Consequently, we revisited our Design Brief and reevaluated the campaign direction as a whole. After sharpening our approach, we brainstormed a fresh campaign name:
Chanel: Precision & Purity
The new name better reflects CHANEL's commitment to high-performing formulation and ingredient integrity, while continuing to be polished and dependable. The alteration was warmly received by Mr. Fauzi, who appreciated fit with CHANEL's core values.
In addition, Mr. Fauzi proposed that we concentrate our products to avoid diluting the campaign's power. Instead of shooting three product lines (Perfume, Beauty, and Skincare), we conducted a comparative study among CHANEL's flagship product lines. After weighing their niche propositions for sale and their relevance to our theme, we selected the:
Hydra Beauty Skincare Series
This line's emphasis on hydration, antioxidant protection, and scientific technology is the ideal conjunction with the theme of precision, purity, and premium skincare for the campaign to make it a great product anchor for the campaign.
Fig 2.2 Category Research, Week 6
The Hydra Beauty Skincare Series shines a light on CHANEL's leading-edge hydration technology, of which Camellia is the star. The plant-based star seamlessly distills the campaign's spirit of Precision and Purity, reflecting CHANEL's dedication to scientific innovation, natural effectiveness, and decadent skincare moments.
Fig 2.3 Hydra Beauty Research, Week 6
To gain a clearer insight into the Hydra Beauty Skincare Series, we conducted an intense analysis of the below mentioned key areas:
Product Range – Exploring the product range within the range, including creams, serums, mists, and moisturizers.
Market Positioning – Investigating how Hydra Beauty is positioned in the luxury skincare sector, with the emphasis being placed on hydration, glow, and scientific innovation.
Hero Ingredients – Identifying the essential role of Camellia Alba PFA and Blue Ginger, both of which offer antioxidant protection and maximum hydration.
Target Audience – Understanding the way of life and sensibilities of the modern CHANEL consumer who is predominantly women aged 25–40 who value sophistication, skincare efficacy, and ingredient clarity.
Fig 2.4 Competitors Research, Week 6
We also conducted a comparative analysis between CHANEL and its closest rivals Dior, Hermès, YSL, and La Mer on three main areas:
Brand Identity – Evaluating how each brand reflects its personality, heritage, and beliefs in the skincare industry.
Key Product Focus – Establishing the flagship skincare lines or ingredients that define each brand's luxury skincare doctrine.
Pricing Strategy – To compare the price levels across similar product categories to understand how CHANEL is positioned in the premium skincare segment.
This comparison helped us better articulate CHANEL's value proposition and further refine our campaign strategy to highlight its strengths and differentiators.
This strategic framework enabled us to clearly define CHANEL Skincare's value differentiation and place the brand in the competitive luxury skincare market. CHANEL stands out on the basis of a union of scientific brilliance, advanced beauty, and a persistent commitment to ingredient purity. To encapsulate this vision, we defined our campaign's Call to Action:
Beauty in Motion
This sentence is clear but emotionally resonant, communicating the sheen of hydrating and the soft, "watery glow" of the Hydra Beauty line. It unites the dynamic energy of the science of skincare with the long-lasting class of CHANEL, so it is memorable and visually rich.
I completed Application List in Week 7, where we designed a campaign experience integrating both online and offline touchpoints seamlessly. This two-way method ensures the message of the brand is delivered consistently throughout all touchpoints, making the user engaged and emotionally attached to the campaign.
Fig 2.5 Application list, Week 7
Application List: Digital & Physical Touchpoints
To create a cohesive and immersive campaign experience, we developed a range of digital and physical applications that capture the essence of Beauty in Motion and promote the elegance of CHANEL's Hydra Beauty line.
Digital Touchpoints
1. Social Media Content
- Instagram multi-image carousel
- A4 banner for promotional purposes
- Vertical story format (1080x1920) for Instagram/Facebook Stories and Reels
Purpose: To engage online audiences with elegant, scroll-stopping visuals that emphasize hydration and glow.
2. Campaign Microsite
- Dedicated event landing page
- Features campaign details, product features, and exclusive content
Purpose: Serves as the campaign's central hub, providing visitors with a premium, informative, and interactive experience.
3. Promotional Video (10–30 seconds)
- Dynamic video content with watery textures, glowing skin, and skincare application steps
Purpose: Visually convey the luxurious fluidity of the Hydra Beauty line and create emotional connection.
4. AR Filter – "Hydra Glow"
- Interactive Instagram/FB filter replicating hydrated, glowing skin
Purpose: Gives users an engaging, branded experience that reinforces the skincare benefit and encourages social sharing.
Physical Touchpoint
1. Try-It-On Experience Booth
- In-store or event-based skincare zone
- Features a one-on-one "One-Minute Skincare Demonstration"
Purpose: Extends brand immersion, builds trust through live interaction, and boosts product conversion by enabling users to physically experience Hydra Beauty benefits.
Fig 2.6 Moodboards 1, Week 7
2. Product-Oriented Visual Style
Color Palette:
A tried and tested black and white foundation, with subtle hints of crystal-clear water blue to promote hydration and purity.
This design takes cue from the visual identity of Hydra Beauty skincare. It is a watery, clean, and pure look that resonates with the product's emphasis on freshness, radiance, and high-performance hydration. Overall, it has a modern minimalism with luxurious sophistication, resonating with CHANEL's timeless beauty while visually supporting the concept of Beauty in Motion.
Fig 2.7 Final Moodboard, Week 7
Week 8: Design Direction Feedback
We also had our discussion with Mr. Fauzi in Week 8 to obtain his response to our proposed direction of design. He assured that we should use the second mood board, valuing its product-driven and emotive tone as more representative of the soul of CHANEL Skincare.
Mr. Fauzi described this visual direction as the best way to express the purity and fluidity at the heart of our campaign. The minimalist, water-inspired design reinforces Hydra Beauty line's core values yet still communicates the kind of elegance and refinement worthy of the CHANEL brand.
Final Project 2 Design Brief Proposal
Moodboard Link: P2_CHANEL_MOODBOARD
FEEDBACK
Week 4
During our session, Mr. Fauzi asked us to identify the specific scope of analysis in our SWOT analysis whether it would be market, product, or brand. We had not yet made the decision. He emphasized that having a clear scope of analysis is extremely crucial because it forms the foundation for the campaign as a whole.
Week 5
Mr. Fauzi praised us constructively, opining that our proposed direction could seamlessly integrate with CHANEL's brand tone and overall campaign intent. However, he asked us to refine our Call to Action to make it concise and actionable so that it would be effective in guiding user engagement and campaign messaging.
Week 6
We proposed the campaign name “Behind the Chemical,” aiming to highlight transparency and scientific formulation. However, Mr. Fauzi felt the name carried a negative tone that conflicted with CHANEL’s luxurious and elegant image. He advised us to avoid using negative language especially in titles or visuals and instead consider reworking the message as part of the campaign brief or replacing it with a more emotionally appealing campaign name.
Week 7
Mr. Fauzi insisted that we limit our scope to one product category: Makeup, Skincare, or Perfume. We were asked to select one category and perform a thorough analysis of how it is doing in the market, who its rivals are, and its internal weaknesses and strengths. This will narrow down our campaign focus and ensure strategic clarity.
REFLECTION
This project challenged me to be visually creative and strategically aware, since every design decision had to justify itself based on the brand's message. I learned that mood boards must be cohesive from color palette and photography aesthetic to typography and tone, every element must support the story of the campaign.
I’ve come to understand that creative direction is an iterative and reflective process. It’s not merely about generating ideas, but about refining and aligning them with clear objectives. Through this experience, I’ve strengthened my visual communication skills and developed a more rational and confident approach to creative problem-solving.
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