From research and analysis of the chosen brand, produce a professionally written brand communications rationale, which will clearly identify why the brand went into decline and identify how to leverage the unique characteristics of the brand identity into a contemporary digital asset, which should be aimed to attract the identified target consumer.
The brand rationale will allow to demonstrate ability to synthesise both creative and analytical information in a professional format. The visual brand rationale must present a front cover, a content page, chapter title pages, and reference list, and appendices if applicable. It must be clearly communicated to visually align with the brands visual identity, be visually coherent across the three sections and be executed to professional industry standards.
Part 2: Using the brand rationale as a blueprint, enhance the chosen brands proposition through the development of an digital advertisment campaign. The ad campaign should reflect the new brand identity and socially conscious narrative, as formulated within your brand rationale.