Loveyko Vladislav for Interbrand
LCC - London 2011
Brief: Create an experience which informs and engages my target audience (young people) The subject: ‘Eyes Wide Open’ (a youth awareness campaign, non-for-profit organisation)
Loveyko Vladislav for Interbrand - LCC - London 2011
Define Target Audience - Who is young? What does it mean to be young? What do young people care? Money and Budget Freetime Study and Work Drink and Drugs Well-being (emotional) Crime and Law Bullying and Racism Self-realisation
Health and Issues Body and Weight
Sex and Relationship
Loveyko Vladislav for Interbrand - LCC - London 2011
Missed age group - 16-24 years Who are they ?
There was a rise of nearly 5% in students from mainland Europe studying at UK universities in 2008/9. And students from outside Europe grew in number by 9.4%, official figures from the Higher Education Statistics Agency (HESA) show.
Loveyko Vladislav for Interbrand - LCC - London 2011
Idea: Connect new people coming to London between each other
Loveyko Vladislav for Interbrand - LCC - London 2011
study help creation support self-image together live global smart
Visual - self-realisation - connection - well-being - international
help fix ready-to-go support together travel global care
help support together global
international stay connected network community
young help newsupport for London together fresh global student
fun help support nightout together friends global drink
Loveyko Vladislav for Interbrand - LCC - London 2011
How attract people in the process? Secondary messages: - stay connected! - become a part of the global community - explore London - have support - entertainment - original - ‘attractive wrapper’
Loveyko Vladislav for Interbrand - LCC - London 2011
Brand Idea: Digital Tribe
Loveyko Vladislav for Interbrand - LCC - London 2011
Visual Digital: - high-tech - Internet - device - bright - numeral/logic Tribe: - group together - wild - traditions - ritual - inscrutability Loveyko Vladislav for Interbrand - LCC - London 2011
Logo
Geometry
Identification in the crowd Typeface
Bracelet or scarf/bandage
Pattern Colours
Tone of voice
T-shirt
Stay with your tribe!
Loveyko Vladislav for Interbrand - LCC - London 2011
Home
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Place of departure:
Accommodation:
Airport, railway station, etc.
London
Plane, train, boat
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Train, tube Car, cab
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Halls of Residence Hotel, flat
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Internet Language schools Universities representative Print promotion (magazines/newspapers) Bracelets can be attached inside Volunteers meeting Regular advertisment Welcome pack
Loveyko Vladislav for Interbrand - LCC - London 2011
Thanks for your time!
Loveyko Vladislav for Interbrand - LCC - London 2011