2. 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
3. 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
Health and Issues
Self-realisation Body and Weight
Sex and Relationship
Loveyko Vladislav for Interbrand - LCC - London 2011
4. 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
5. Idea:
Connect new people coming to London between each other
Loveyko Vladislav for Interbrand - LCC - London 2011
6. study
help
creation
support
self-image
together
live smart
global
Visual help
fix
ready-to-go
support
together
travel
global
care
- self-realisation
- connection help
support international
- well-being together
global
stay connected
network
community
- international
young
help
newsupport
for London
together
fresh
student
global
fun
help
support
nightout
together
friends
global
drink
Loveyko Vladislav for Interbrand - LCC - London 2011
7. 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
9. Visual
Digital:
- high-tech
- Internet
- device
- bright
- numeral/logic
Tribe:
- group together
- wild
- traditions
- ritual
- inscrutability
Loveyko Vladislav for Interbrand - LCC - London 2011
10.
11. 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
12. Home
>
Place of departure: Accommodation:
> >
Airport, railway station, etc. Halls of Residence
London Train, tube Hotel, flat
Plane, train, boat Car, cab
> > > > > > > > > > >
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
13. Thanks for your time!
Loveyko Vladislav for Interbrand - LCC - London 2011
