Project
48 Group
An idol girl group based in Japan.
This is a school project to create a visual identity branding campaign. The task was to create a branding strategy and visual identity for an existing product. We decided to work on 48 Group — a Japanese idol girl group with its structure across Asia.
Info
Role
Brand and Marketing Analyst
Videographer & Video Editor
Videographer & Video Editor
Duration
Mar - Apr 2024
Scope
Branding
Digital Marketing Campaign
Digital Marketing Campaign
Team
Me
Kamila Aisya Farisaputri
Kamila Aisya Farisaputri
Overview
Problem
Identify the “problems” of the brand and rebrand it.
Outcome
Created a full branding strategy and visual identity package based on contemporary
marketing techniques
Original Brand Documentation
We created an in-depth assessment and critique of the current brand. This process helped us assess what works and what doesn’t and how we could use those insights to inform our new visual Identity.
Audience
The primary target demographic of AKB48 is young adults and teenagers, especially with the inclination towards male.
Messaging
AKB48's messaging revolves around themes of dreams and friendship, in which the group's songs and music videos often tell stories of youthful aspirations.
Storytelling
The storytelling often focus on the relatable, girl-next-door image of its members, attracting fans looking for a more personal connection with idols than is typical in the entertainment industry.
4.29 million
Idol otaku (fans) in Japan (as of mid-2023)
165 billion
(in Japanese yen) Value of idol market in Japan in fiscal year 2022
After reviewing the brand’s marketing materials and online content, we identified the narrative used in the brand’s communication, providing a detailed understanding of how a brand communicates its value and identity
Competition Analysis
Analyzing competitors is a key strategy for understanding our market position. After gathering information on the competitors, we created a comparison chart that includes key aspect, which visualized insights into potential opportunities.
Product Position
AKB48’s product positioning is designed to appeal to people who are interested in Japanese pop culture and a younger demographic looking for music with themes they can find relatable. With the division of sister groups across Asia, the group has successfully built an international fanbase.
What doesn't work
01
Target Audience
While the visual identity matches the message of youthfulness and innocence, it seems to be more inclined towards to a male demographic with its emphasis on girlhood. This focus might limit the group’s potential to connect with a broader audience, where there’s an increasing demand for empowering representations of femininity among youth culture.
02
Uncharacterized Branding
48 Group has no official color scheme, font, or characterized icons. Establishing a recognizable branding, such as a consistent font, color scheme, or logo, could significantly enhance their international recognition and presence.
03
Inflexible Logo
The logo lacks an iconic symbol, making it less memorable. Its design doesn't accommodate circular frames, limiting its versatility. Moreover, it fails to adapt well to variations across sister groups or countries, resulting in uninspired and characterless representations.
48 GroupRebranding Marketing Campaign Package
Brand Story
We created an in-depth assessment and critique of the current brand. This process helped us assess what works and what doesn’t and how we could use those insights to inform our new visual Identity.
“To illustrate the brand as a medium of connection between artists and audiences through sharing dreams.“
Idols and fans share a symbiotic relationship: without fans, idols struggle to survive in the competitive entertainment industry, therefore it is crucial to cultivate so an idol brand that captivates and fosters irreplaceable bonds with fans. Our brand underscores the concept of “pursuing your dreams with perseverance”. Being an idol isn’t merely about flawless performance, instead, we position flaws and setbacks as unique selling points, depicting the idols’ journeys as stories of resilience and determination. This narrative resonates deeply with fans, who see their own struggles and aspirations mirrored in the idols’ growth, transforming into a profound fan-idol relationship.
By showcasing the stages of growth of AKB48 members, we invite fans to project their aspirations onto their idols and foster a shared sense of achievement. AKB48 is beyond the traditional concept of an idol group; it represents a journey of relentless effort towards the dream, with fans playing a significant role as the motivation and inspiration behind this journey.
By showcasing the stages of growth of AKB48 members, we invite fans to project their aspirations onto their idols and foster a shared sense of achievement. AKB48 is beyond the traditional concept of an idol group; it represents a journey of relentless effort towards the dream, with fans playing a significant role as the motivation and inspiration behind this journey.
Social Audience
-> specifically Japanese/ international fans who likes the Japanese idol culture
-> socioeconomic status mostly middle income and up (those with access to technology)
-> socioeconomic status mostly middle income and up (those with access to technology)
Purpose Story
A platform for teenage girls to achieve their big dreams. To illustrate the brand as a medium of connection between artists and audiences through sharing dreams.
New Visual Identity
Enhanced Feminity:
The choice of a thin, sans-serif font enhances the femininity of the brand.
The choice of a thin, sans-serif font enhances the femininity of the brand.
Icon Symbolism:
The fusion of "48" within the logo serves as a distinctive mark for the brand's identity.
The fusion of "48" within the logo serves as a distinctive mark for the brand's identity.
Syombolic Choices:
The shine in the icon represents dreams and success, abiding to our brand story on shared journey between Idols and fans.
The shine in the icon represents dreams and success, abiding to our brand story on shared journey between Idols and fans.
Social Campaign
After identifying the demographic and brainstorming the social media approach, we created a series of social posts such as Reels or TikTok’s promoting the brand using our new visual identity.
Social Campaign
Target Demographic
- Teens to Young Adults (13-28 years old)
- Domestic (Japanese) and International fans of Japanese Pop Culture
- Both Male and Female fans
Social Media Approach
1
Exclusive Merchandise Reveals
Release sneak peeks of the merchandise to build anticipation
2
Showcasing Members Content
To get audience familiar with all the different members
3
Concept Trailers
Create a story that captures the theme of the upcoming project, encouraging fans to speculate and discuss.
Retrospective
Rebrand it!!
This is one of the biggest project we have done in school and we were expecting a heavy workload. Fortunately, I enjoyed working on the marketing aspect of the project along with an amazing graphic designer as my teammate. Eventually, we delivered spectacular result, evidenced by a final grade of 95%.
01: “Gotta stay in the trend”
There were times when we couldn’t figure out how to redesign the logo. Our professor advised us to go for the direction that prevents the design “go outdated in the future”. I’ve learnt that by understanding trends as a designer, I can connect to the audience in a timely way.
02: “Almost didn’t make it”
Although we finished the draft early, we didn’t double check it until the day of deadline when we realized that the advertisement is 7 seconds longer than the limit set by the professor. I’ve learnt that time-management skills includes sparing time to double check work.
