Design Discipline Theory- Graphics dives into studying what branding and identity are, including the components, features, systems, … The first project was all about researching an animal – an example of an entity – through different methods to extract and compile characteristics that make up the said animal. I chose to work with the entity Tiger, creating matrices, and mindmaps that allow my findings to interact and form the Tiger’s identity. After that, I put together a research booklet, consisting of an identity map, which reflects the characteristics of the Tiger entity: Stealth, Power, Opportunist, and the identity style guidelines, which detail the components of the identity map, such as typography, colours, images...
In the next project, I established a branding for the entity, which targets a global audience. This is where the brand moves beyond its identity to create feelings and relatability that could potentially attract people. I used the story of how the Tiger overcomes its endurance limitation in hunting to encourage everyone to discover what they are good at and use it to better themselves, as we cannot be good at everything.
The final project concentrated on redesigning and proposing the Brand-Identity for a local audience. I created a campaign with bright-coloured posters for high school students in Vietnam. Using the story of the Tiger, but slightly modified, the objective is to provide the care and support that these students need, comforting them that it’s okay if they are not exceptional at some subjects, and encouraging them to discover their gifts, ultimately helping them become more comfortable and confident in making informed and correct choices for their future. I love how the course is delivered through these projects, which help me understand progressively from what an identity is, to what branding is and their roles in defining a brand.
Working Process
A 3-part design exercise that consists of a comprehensive design research process focused on exploring brand identity, followed by an exploration of the notion of a brand through a global branding video. Finally, a proposal for rebranding is developed specifically for the Vietnamese market, taking into account the unique cultural and market factors that shape the context of a new brand identity in Vietnam.
