Designing for Success: Branding a Fictitious Start-Up
Inquiry Framework
Question Framework
Driving Question
The overarching question that guides the entire project.How can we, as graphic designers and marketers, create a compelling branding kit, mood board, and social media content that effectively communicates the identity and values of a start-up company, and influences consumer perception and engagement?Essential Questions
Supporting questions that break down major concepts.- What are the elements of effective branding and how do they influence consumer perception?
- How can visual design capture and communicate the identity and values of a brand?
- In what ways can mood boards be utilized to conceptualize and flesh out branding ideas?
- How do different forms of social media content impact audience engagement and perception of a brand?
Standards & Learning Goals
Learning Goals
By the end of this project, students will be able to:- Students will understand the elements of effective branding and their influence on consumer perception.
- Students will be able to create coherent visual designs that capture and communicate the identity and values of a brand.
- Students will learn how to utilize mood boards to conceptualize branding ideas.
- Students will produce social media content that impacts audience engagement and perception of the brand.
- Students will develop skills in graphic design and marketing communication strategies.
National Core Arts Standards
Entry Events
Events that will be used to introduce the project to studentsEcoTech Gear
A sustainable tech gadget company that sells products like solar-powered chargers and eco-friendly accessories. Target audience includes tech-savvy teenagers and young adults interested in sustainability and environmental impact.Pet Pals Initiative
A non-profit organization focused on raising awareness for pet adoption and responsible pet ownership. Appeals to animal lovers aged 10-18 who are active on social media and interested in helping local shelters.RetroWave Apparel
A clothing brand drawing inspiration from 80s and 90s vintage styles, offering apparel that combines nostalgia with modern fashion. Caters to fashion-forward teens who enjoy unique styles and retro aesthetics.Byte-Sized Bakers
A culinary start-up that offers DIY baking kits with a tech twist, such as AR tutorials and app-based recipes. Targets middle school students and budding chefs interested in innovative cooking experiences at home.Portfolio Activities
Portfolio Activities
These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.Mood Board Magic
Students will create a mood board that visually represents their chosen company's brand identity, incorporating colors, textures, images, and text. This board will capture the personality and aesthetic of the brand.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA detailed mood board showcasing the visual elements and aesthetics of the brand.Alignment
How this activity aligns with the learning objectives & standardsVA:Cr2.3.8 (Experiment, reflect, and revise for artworks) & VA:Re7.1.8 (Analyze design elements in mood boards).Social Media Strategy Snap
In this activity, students will design one type of social media content (e.g., Instagram post, TikTok video) that aligns with their company's branding and appeals to the target audience. The content should be engaging, creative, and reflective of the brand's values and mission.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA finished piece of social media content tailored to the company's brand and audience.Alignment
How this activity aligns with the learning objectives & standardsVA:Cn10.1.8 (Evaluate and critique artistic work based on criteria) & VA:Pr4.1.8 (Exhibit works of art using quality presentation methods).Brand Presentation Power
Students will put together and present their complete branding kit, which includes the brand identity, mood board, and social media content. They will share their work with peers and receive feedback, allowing them to learn the art of presentation and critique.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA comprehensive branding kit and an oral presentation showcasing the design process and final products.Alignment
How this activity aligns with the learning objectives & standardsVA:Pr4.1.8 (Exhibit works of art ensuring quality in presentation) & VA:Cn10.1.8 (Evaluate and critique their branding kits on artistic criteria).Brand Identity Blitz
In this activity, students will identify and articulate the core identity of their chosen fictitious company. This includes understanding the company's mission, values, and target audience, which will serve as the foundation for all subsequent branding efforts.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA Brand Identity Document summarizing the company's mission, values, and target audience.Alignment
How this activity aligns with the learning objectives & standardsVA:Cr2.3.8 (Experiment with different branding concepts and revise designs) & VA:Re7.1.8 (Analyze the elements of design to convey an idea).Rubric & Reflection
Portfolio Rubric
Grading criteria for assessing the overall project portfolioArtistic Branding Project Rubric
Understanding of Branding Concept
Measures the student's grasp of branding, including the ability to articulate brand identity and target audience.Brand Identity Articulation
Ability to clearly describe and document the company's mission, core values, and target audience in the Brand Identity Document.
Exemplary
4 PointsProvides a comprehensive Brand Identity Document with a clear, insightful, and detailed description of the company's mission, core values, and target audience. Reflects a deep understanding of branding concepts.
Proficient
3 PointsProvides a solid Brand Identity Document with a clear and complete description of the company's mission, core values, and target audience. Reflects a good understanding of branding concepts.
Developing
2 PointsProduces a Brand Identity Document with a basic description of the company's mission, core values, and target audience. Some details may be lacking or unclear.
Beginning
1 PointsProduces an incomplete Brand Identity Document with minimal or unclear description of the company's mission, core values, and target audience.
Mood Board Creation
Ability to select and organize visual elements into a mood board that captures the brand's personality and values.
Exemplary
4 PointsCreates a detailed, cohesive mood board with well-selected, diverse visual elements that thoroughly capture the brand's personality and values. Demonstrates a strong sense of aesthetic and design principles.
Proficient
3 PointsCreates a cohesive mood board with well-selected visual elements that effectively capture the brand's personality and values. Shows a good sense of aesthetic and design principles.
Developing
2 PointsCreates a mood board with some relevant visual elements but lacks cohesion or full representation of the brand's personality and values.
Beginning
1 PointsProduces a mood board with limited or poorly selected visual elements that do not effectively capture the brand's personality and values.
Social Media Content Development
Assesses the student's ability to create social media content that aligns with the brand and engages the target audience.Content Relevance and Creativity
Ability to design engaging and creative social media content that reflects the brand's values and appeals to the target audience.
Exemplary
4 PointsDesigns highly engaging, creative, and original social media content that perfectly aligns with the brand's values and appeals to the target audience. Demonstrates innovation and strategic thinking.
Proficient
3 PointsDesigns engaging and creative social media content that aligns well with the brand's values and appeals to the target audience. Demonstrates good strategic thinking.
Developing
2 PointsDesigns social media content with some creativity and basic alignment with the brand's values. May not fully engage the target audience.
Beginning
1 PointsProduces basic social media content with minimal creativity or unclear alignment with the brand's values. Audience engagement is limited.
Presentation and Reflection
Evaluates the student's ability to present their branding kit and reflect on the design process and feedback.Quality of Presentation
Ability to organize and present the branding project clearly and professionally, incorporating peer feedback and self-reflection.
Exemplary
4 PointsPresents the branding project with exceptional clarity, professionalism, and organization. Demonstrates insightful reflection and effectively incorporates peer feedback into revisions.
Proficient
3 PointsPresents the branding project clearly and professionally with good organization. Reflects thoughtfully and incorporates peer feedback effectively.
Developing
2 PointsPresents the branding project with basic clarity and organization. Reflection may be limited and incorporation of feedback is minimal.
Beginning
1 PointsPresents the branding project with minimal clarity or organization. Reflection is limited and peer feedback is not effectively incorporated.