Create an advertising campaign for the independents sister paper ‘i’ that will engage a younger audience, particularly students

Slight adaptation of the current colour scheme used in the paper.

YCN i Brief

Problem

Solution

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.

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.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

C0, M91, Y100, K15

C70, M0, Y90, K15

C25, M25, Y125, K25

C0, M57, Y1, K0

C80, M0, Y0, K35

C70, M0, Y20, K0

Aachen Bold

NEWSPAPERTHE

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.

Environment /Event

SolutionA visual campaign using multiple deliv-erables encouraging students to engage through digital media and try the paper for them-selves.

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, explain-ing the concise quality of the content of the paper.

The campaign would continue to push this visual of the tessel-lated 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.

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i Paper

App / WebThe 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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