MKT62504 | Brand and Campaign Strategy Design
30/06/2026 - 21/06/2026 (Week 11 - Week 14)
LIST OF CONTENT :
MIB
INSTRUCTIONS
PROCESS
We had to design 3 campaign applications for our campaign as well as a impactful project. I decided on designing posters, reflection cards and an educational website. My impactful project is linked with the website as I decided to do an interactive quiz format.
Posters
Posters were selected because they work as the campaign’s main awareness touchpoint and allow each emotional state to be communicated quickly through typography, colour and composition.
The four-poster series reflects the shifting nature of grief by presenting Restlessness, Overthinking, Numbness and Continued Functioning as separate but connected experiences. Rather than showing grief as a fixed or linear process, the posters demonstrate how a person can move between different emotional states over time.
Their public-facing format also supports the campaign’s purpose by reaching people in everyday environments and directing them toward the wider Between States experience, including the digital platform and support resources.
Reflection Cards
Reflection cards were included to turn the campaign from something audiences only view into something they can personally engage with. While the posters introduce the emotional states visually, the cards encourage users to pause, identify what they are feeling and reflect on their own experience of grief.
They also support the campaign’s non-linear approach. Instead of asking users to place themselves in one fixed stage, the cards allow them to recognise that they may move between Restlessness, Overthinking, Numbness and Continued Functioning at different times.
Website / Impactful Project
The website was chosen as the campaign’s main impactful project because it provides a private and self-guided space for users to reflect without pressure. Its interactive quiz takes users through six short questions based on feelings such as restlessness, overthinking and numbness. Rather than diagnosing grief, the results help users recognise patterns in their emotions and give language to experiences they may struggle to explain. The website also provides gentle next steps, including learning more, continuing to reflect or speaking to someone they trust.
This directly supports Between States, which presents grief as a non-linear experience that moves between different emotional states. The quiz allows users to personally experience this idea by identifying which state feels most familiar to them at that moment. It turns the campaign’s message from something users simply observe into an individual moment of recognition and reflection, guiding them from awareness towards support without suggesting that grief must be solved or overcome immediately.
Prototype Link: Between States Website
REFLECTION
Looking back at this project, I learned that developing a campaign involves much more than creating attractive visuals. The research and strategy stages helped me understand how important it was to consider the audience’s experiences, behaviours and emotional needs before deciding on the campaign direction. This allowed me to move away from presenting grief as a problem that needed to be solved. Instead, Between States focused on helping young adults recognise and understand the different emotions they may move between while grieving.
One of the main challenges was translating such a sensitive and abstract subject into a campaign that was still clear and engaging. Grief is experienced differently by everyone, so I avoided using overly positive or motivational messages that could make the experience feel simplified. The muted neutral colours, Inter typeface, white space and consistent layouts were used to create a calm and non-pressuring visual identity. At first, I worried that the campaign might appear too minimal compared to more colourful projects. However, I eventually understood that the restraint supported the subject and gave the content space to be processed.
Developing the different campaign applications also taught me how each touchpoint could contribute to one connected audience journey. The posters introduced feelings such as searching, numbness and restlessness, while the reflection cards encouraged a more private moment of thought. The website and interactive reflection quiz developed this further by allowing users to identify emotional patterns through their own responses. The result was not designed to diagnose them, but to offer recognition and guide them towards gentle next steps, such as learning more, continuing to reflect or speaking to someone they trust.
The feedback I received also made me realise that I could have considered motion and interactivity earlier in the process. Although the campaign strategy and visual identity were consistent, some of the digital elements could have created a stronger impact through more developed transitions and animation. If I continued this project, I would conduct user testing on the quiz, improve its interactive feedback and expand the support resources available on the website.
Overall, this project helped me understand that an impactful idea does not always need to be visually loud or complicated. Clarity, consistency and sensitivity can also create a meaningful experience. Between States strengthened my ability to connect research, strategy and design decisions while ensuring that every application supported the same campaign purpose.