Project Brief

Module code and title Creative Advertising 3 – ACRD 402

Assignment title/No. Project 1: Brand Adaptation
Grading percentage 15%
Deadline/ Hand-in 9. 10.2023

Project learning out comes:

CLO covered:
1.1 Relate global branding principles to local Brand identity development.
1.4 Recognize adequate tools to be used in producing visual communication elements.
2.2 Construct operational creative briefs using problem solving skills and reasoning techniques.
2.4 Develop industry standards communication elements using textual and visual communication
elements.

3.3 Apply transferable skills and techniques into the creation of industry standards communication
campaigns.

4.1 Exhibit professional aptitude to present, in oral and visual formats projects to peers, colleagues
and clients.
4.2 Demonstrate advanced proficiency in using computer-based software and techniques for the
production of creative visual content for different communication platforms

Assignment description:
At this stage we mark the milestone of your maturity as a strategist and creative designer. To begin
the semester with you will proceed in to get inspiration and adapt a brand from an existing foreign
one into our local Arabic/ Saudi culture.

Step 1: Select an international Brand that is NOT operational in the middle east

Draw the Brand prism according to the 6 values and support it with visual evidences:

Internalization: Personality, Culture Self-image

Externalization: Physique, relationship with customers, image they reflect. (Initiated 25.09.2023-
end 3.10.2023)

Step 2: Adapt the brand locally. (Wed. 27-9)

Logo Design: create the Arabic logo version and brand identity guidelines. (Check given examples)

Step 3: create at least 3 identity elements (one packaging+2 other elements) chosen based on brand
/ product needs. (Wed. 2-10)
 Step 4: Check their online social media page. Analyze their communication and visual pattern, then
create a mini online/ social media strategy to fit your local audience: (Mon. 4-10)

- Why (Objective), who (Audience), what (insight), what message, what call to action
(promise and slogan/ target audience/ media impact)

Step 5: Design 2 social media posts/ story/ reel…etc. to follow your strategy (Wed. 9-10)

Deliverables: to validate 60% of the grade

Deliverables: a PPT presentation

- Brand prism and evidences

- Visual Identity elements: Logo English and Arabic + BRAND GUIDELINES adapted

- 3 other identity elements

- Mini W questions strategy + 2 visual posts

Submission: Respect submission requirement and correction process for a

total of 10 points

Submission location and form: Submission on shared one drive location, create a folder in your
name in the shared link below

Project 1

it should include

Individual Digital file: prism+ logo + identity +strategy + key visuals (editable PDFs)

PPT and or pdf presentation; including all information, process and final visuals

Marks distribution:(Based on the project)

General Evaluation Rubric

Requirements Creativity Design principles Conceptual part Commitment

60% 10% 15% 5% 10%

Referencing your work:
Harvard referencing is required when using any book, article, journal or online references in the
assignment.

Plagiarism and cheating:

Your attention is drawn to the University’s stated position on plagiarism. THE WORK OF OTHERS
THAT IS INCLUDED IN THE ASSIGNMENT MUST BE ATTRIBUTED TO ITS SOURCE (a list of references
and bibliography must be submitted).

Please note that this is intended to be an individual piece of work. Ensure that you read through
your work prior to submission. For some assignments you may be asked to use the University
Plagiarism detection service ‘Turnitin’. Action will be taken where a student is suspected of having
cheated or engaged in any dishonest practice. Students are referred to the University regulations on
plagiarism and other forms of academic irregularity. Students must not copy or collude with one
another or present any information that they themselves have not generated.

Assignment Submission:
Note: Late submission by one minute will be considered a one-day late submission, which will cause
a loss of 10% for each day.

Good luck
Dr. Mahmoud AbuShawali