OUGD505 - SB2 Establishing a campaign strategy

At this point in the project, it is important that the brand image in mind can be applied to a variation of different factors. This includes, how it will communicate to the audience, what aesthetic it will take and how will this work collectively on different platforms or methods of production.

Aesthetic
When thinking about the existing brands relating to cannabis, the are many that choose to present it through cliche references. For example, cannabis has often been associated with Jamaican's and Jamaican culture. It had also been popularised during the 1960s when hippie culture embraced the recreational use of the drug. It popular culture today, we see references to these things through branding.

With this in mind, it would be better to look at the cultural origins of the drug to use as a starting point of the campaign. For this, I will be looking at how the drug plays a part in Indian tradition and the historical practices that come with it. This may mean looking at Indian symbolism, traditional beliefs and design used around Asia.

Once the aesthetic has been decided, decisions can then be made about appropriate typeface to use, logos and colour schemes.

Mind map ideas