First off, we had to decided what the North had 'more' of:
Less
- stressful
- overhype
- restrictions
- expense
- rushing
- virtual
- extortion
More
- manners (?)
- real
- free
- gravy (?!)
'Less romanticised, more realised'
We were mentored by one of the DBA team, Ian, of whom stressed to us that the brand shouldn't really make it seem like the only thing good about the north is that it wasn't bad. We agreed and thought we shouldn't really focus the bad points from anywhere in particular, IE we're not badmouthing the south, or the north's past, but just emphasising that we need 'more north' in our lives.
Ian told us that when he creates brands he focusses on how that brand can be
- a promise
- an experience
- and a memory
How can we get the audience to engage, remember and connect with our campaign?
He suggested maybe we look at some cheesy motivational quotes and manipulate them to suit our campaign. He also stressed that it's important that the brand looks consistent, even if it's applied to all these different environmental spaces (my job!)
He told us to look here for inspiration: http://visuelle.co.uk/
The site has lots of great branding and sends a message out to the audience without being massively explicit, the brands just project the vibes intended.
- 'Less is ... not queuing for the escalator'
- 'Less
timecommuting, moretimeliving' - 'Less clutter, more freedom'
- 'Less over-hype, more ... (?)'
- 'Less limitations, more opportunity'
- 'Less is the new more'
- 'Less former, more future'
- 'Less manic, more (?)' (chilled?)
- 'Less there, more here.'
We also looked at the possibilities of the campaign:
- logo
- t-shirts
- trains
- train uniforms
- posters
- environmental design - how does the brand interact with the environment?
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