Arts Marketing & Visual Communications 2 Module: Brand Guide Assignment

What I Did.

In my second year, as part of the Visual Communication module in my Diploma in Arts Business Management at Ngee Ann Polytechnic, I collaborated with my project group to create a comprehensive brand guide for Echevaria.co, a local florist business. The brief challenged us to respond to a real-world creative problem by developing a cohesive brand identity. While my teammates focused primarily on the visual and graphic aspects of the brand—such as logos, colour schemes, and typography—I took charge of crafting the written content. This involved not only writing, but also shaping the brand’s voice, tone, and positioning to ensure it would appeal to the target audience and reflect the ethos of the business.

To guide the development of this brand identity, I conducted in-depth research on Echevaria.co’s business model, values, competitors, and ideal customer profiles. This research formed the foundation of the brand’s messaging strategy, tone of voice, and positioning statements. I was also responsible for proposing a marketing strategy tailored to the company’s scale and resources. This included suggestions for digital outreach, seasonal campaigns, and partnerships with local businesses to increase visibility and engagement. Throughout the project, I worked closely with my team to ensure the verbal and visual components of the guide were consistent and aligned. We revised our drafts multiple times, incorporating feedback from lecturers at every stage. Despite facing challenges such as aligning different working styles and conducting market research with limited data, the project was an insightful exercise in creative collaboration and strategic thinking.

What I Learned.

This project significantly deepened my understanding of branding, content development, and the nuances of brand communication. I learned how to craft purposeful, audience-centric messaging that resonates emotionally while also meeting strategic goals. Creating a distinct voice for Echevaria.co taught me the importance of consistency in language and tone across platforms, as well as how key messaging can be used to differentiate a brand in a competitive marketplace. More broadly, it helped me understand how visual and verbal storytelling must work together to create a memorable and unified brand experience.

Additionally, the difficulties we encountered—particularly in market research and aligning contributions from different team members—taught me valuable lessons about time management, collaboration, and adaptability. I learned how to listen actively, give and receive constructive feedback, and adjust my ideas based on input from both my peers and lecturers. The process made me appreciate the creative diversity of my team and how our varied strengths contributed to a richer final product. This experience also sharpened my attention to detail and pushed me to take greater ownership of my work. It underscored that effective branding isn’t just about aesthetics—it’s about telling a story that feels authentic, consistent, and meaningful to the audience it’s trying to reach.

Goals for Continued Learning.

Looking ahead, I aim to further develop my skills in brand strategy, copywriting, and digital marketing. I plan to seek out opportunities—both academic and professional—that allow me to build on this foundation and gain more real-world experience. Attending workshops or industry masterclasses focused on brand storytelling, audience psychology, and social media strategy will help me stay updated with evolving trends and sharpen my ability to develop messaging that connects across different platforms and consumer demographics.

I’m also excited to apply what I’ve learned in more complex and high-stakes projects, especially those that involve community engagement or purpose-driven brands. I want to deepen my ability to design content that is not only visually appealing but also emotionally compelling and strategically aligned. Long term, I hope to play a key role in projects where I can guide messaging development from concept to execution—bridging the gap between brand identity and audience experience. This experience with Echevaria.co has given me a clearer sense of how creativity, research, and strategy intersect in effective branding, and I look forward to continuing on this path with a deeper sense of purpose and confidence.