THE
NEWSPAPER C0, M91, Y100, K15 C70, M0, Y90, K15 C25, M25, Y125, K25
YCN i Brief
Create an advertising campaign for the independents sister paper ‘i’ that will engage a younger audience, particularly students
C0, M57, Y1, K0 C80, M0, Y0, K35 C70, M0, Y20, K0 Slight adaptation of the current colour scheme used in the paper.
Problem
Students don’t notice the paper amongst the other competitors on the market. It has no visual advantage over its competition but has concise and quality content that would appeal to the student audience.
Solution
A visual campaign using multiple deliverables encouraging students to engage through digital media and try the paper for themselves. The initial promotion starts on campus, with a life size i logo with seats around it with copies of the newspaper on the side. The rest of the campaign continues off campus using the tessellated i logo, explaining the concise quality of the content of the paper.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aachen Bold
Environment / Event
The life size i’s are modified slightly from the original logo to improve the ergonomic form of the seat. They would be placed over different university campuses across the country, encouraging students to sit down and read the paper. This is also the start of engaging them with the news, using QR codes on the large i’s students get linked to the website and app where they can have their say.
Solution
A visual campaign using multiple deliverables encouraging students to engage through digital media and try the paper for themselves. The initial promotion starts on campus, with a life size i logo with seats around it with copies of the newspaper on the side. The rest of the campaign continues off campus using the tessellated i logo, explaining the concise quality of the content of the paper.
Advertising
The campaign would continue to push this visual of the tessellated logos, expressing the content of the paper. Because the pattern is easy to recreate it can be altered to work on a variety of mediums.
App / Web
The app design was unrepresentative of the content of the paper and is confusing to navigate. The new layout sticks to the colour scheme bringing the paper, webpage and app together. The new app design includes features to comment encouraging students to get involved in discussions around the sections in the paper.
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