Reimagined Brand Identity: Think Thrice Campaign For Metro Vancouver
Deliverables:
Brand Identity–Logo, colour palette, typography & icons
Out-of-Home (OOH) including print posters, e-billboards, bus stop poster, street post banner
Digital: Social media graphics and website homepage
Community Engagement: Embroidery Patches
Tools: Adobe Illustrator and Photoshop
Project Type: Independent student project
The goal of my reimagined brand identity for the Think Thrice Campaign in Metro Vancouver was to promote sustainable consumption of clothing through climate-centric communications and campaigns. I created a consistent visual language, messaging across print and digital formats, and visual strategy of imagery, typography, colors, and logo. The design also aimed to engage individuals and communities in behavioural change towards sustainable consumption habits, such as reducing, repairing, and reusing clothing. I aimed to empower consumers and communities to support a circular economy in Metro Vancouver through communication design.
Solution
I applied my reimagined brand identity across multiple Out-of-Home (OOH) marketing channels such as print posters, e-billboards, bus stop posters, lamppost banner. Further, I expanded the visual identity to community engagement applications such as merchandise and digital media such as social media graphics and a website homepage.
I designed print posters that are intended to be in common public spaces such as transportation spaces. Continuing with this theme of graphic design messaging in public spaces, I depict a new creative direction concept which includes ‘word of mouth’ between people about sustainable fashion consumption such as "Thank you, I thrifted it." This creative direction was applied to e-billboards at the intersection of Granville and Robson Street in Vancouver. I also reworked the existing creative direction by updating the visuals while still keeping the idea of the story of fashion items.
I expanded my Think Thrice reimagined brand identity to the public space of a bus stop and a lamppost banner to provide more touch points such as the BC Place Stadium in Vancouver. Another dimension included merchandise to promote community engagement with embroidery patches where people can repair their clothing by either sewing or ironing. The reimagined visual identity was translated to digital media by placing an emphasis on colour, typography and textile textures across social media profiles for Think Thrice (e.g. Instagram and Facebook) and the website homepage.
