Harrison Park
Extended Practice
OUGD603
01/05
EnkelTrak
Enkeltrak
Enkeltrak
Enkeltrak
Background
Brief
You are creating new brands, not redoing existing ones. Your brand idea should also be independent to product and technology. The things it will stand for should be as relevant today as they are in twenty years time. No lab meat, no flying hotels, no androids, no hover cars.
Brands are an opportunity to make our lives better. They can turn the everyday and mundane into wonderful experiences. They can raise our awareness of things we didn’t care about before. They can change our behavior and inspire us to look the world differently. Brands shouldn’t exist just to sell us more stuff. They need to do better. They need to care about us and the society we live in. We want you to rethink the brands of today to make them better. You have been given a specific theme – you need to create a brand for it. Ask how it can be better. How do you feel about your theme? Here’s your opportunity to do something about it. There is no one simple rule for creating a brand, but here is a useful structure which might help you plot your thoughts:
Target Audience Intercity Rail Users Commuters
Mandatory Requirements Build a brand identity/System Train livery Promotional posters Branding pitch
– Define – Create – Build