This brand strategy created for, 'Fill in the Blank', is dedicated to raising awareness and creating a new bookstore experience for Gen Z.
The Brief
Create a marketing campaign and concept for a nonexistent fictional bookstore catered towards Generation Z. Through following the marketing creative strategy, interpret research to create campaign and designs.
SKILLS
Brand Identity
Logo design
Research Strategy
Art Direction
Year & Timeline
2019, 7 weeks
The Team
Sophia Criswell: Research
Isiah Denson: Research
Ricardo Lara-Martinez : Strategy
Jocie Androschuk: Strategy
Rodrigo Juarez-Castellanos: Copy
Kierrah Byrd: Art Direction
The Problem & Solution
There’s no specifically curated book store for Generation Z (Age 18-23), we're not sure if there is a market for them. This bookstore is also unknown. So we must create a place Generation Z can go for a unique experience which has a personal or social interaction & add value to their lives.
Our Insights
Gen Z want more than a simple transaction, they want something that adds value to their transaction.
A place they can go for a unique experience.
Have personal or social interaction.
A place to feed creativity within the community.
Promotional Posters
These live out in the world and have prompts and calls to action. From the guiding insights we noted that Gen Z enjoy working for their product, so the prompts urge them to fill in the blank and then a call to action to go to the store later.
Bus Shelters
Bus shelters are very affecting ways of advertising, and while someone waits to for the bus they can also fill in the blanks on the posters! While all of the promotional pieces touch on different book genres, these utilize graphic novels as an interactive form of advertising.
Social Media Promotions
The instagram ads play on Maslow's Hierarchy of Needs, appealing to their esteem, and telling them what we're about. Once in store they are able to access our snapchat filter that uses the logo and iconic shapes.
The Website
The interactive element is on the website as well as in store. The audience is able to submit prompts for the month which creates the interactive experience in store. This will will ultimately lead them to a book, creating a sense of hard-work for the user!
