Brand Design, UX UI Design

Frog Design , Brand Creation “Cosmic Credit”

Client

“frog is a leading global creative consultancy, part of Capgemini Invent. Partnering with passionate leaders and visionary entrepreneurs, frog applies creativity, strategy, design, and data to re-invent businesses, drive growth, and orchestrate customer centric transformation.”

Brief

We worked on a brief named “uniting youth and purpose” , in which we were tasked to create a new brand for “13-16 inclusive to all diverse backgrounds that motivates them to engage with and participate in real-world issues on a regional, national and global scale” that would “inspire them to make a difference” and “that encourages young teens to participate in real-world issues”.    To prepare for this brief as a group we firstly brainstormed the concept of anxiety around “social environmental and political issues”. In doing so we noticed that finances came up multiple times as an anxiety for youth, due to limited financial literacy education within schools and the current “cost of living crisis”, so we decided to focus on this for our concept. 

Competitor Research

After ideating out concept we worked on predominantly Primary source Qualitative and Secondary source Competitor research.  I worked on the Competitor research, looking at current brands and services that offer financial education to young people. I looked at GOHENRY, a debit card and learning app for kids , and NATWEST MoneySense, a free financial education platform that offers age-appropriate resources for children, young adults and parents.

A notable pain point of NATWEST MoneySense I noticed is that their social media related content was not marketed towards their younger audiences, rather for teachers and parents. I noted this as a competitive advantage – a lack of demographic specific social media presence with other finance related learning platforms.    Additionally, I noticed that their primary use of gamification (Island Saver) was aimed at much younger audiences (not our demographic of 13–16-year-olds). The other popular competitor GOHENRY had no obvious pain points of their services due to their value of constant iterative design processes since the brand was created, yet their use of gamified learning was also aimed at younger audience than our demographic.   From these findings I discovered that gamification and social media presence in context to educating 13–16-year-olds on finances were important value propositions to work on for our brand.

Group Synthesis of Research

Based on our individual findings we put together an affinity diagram. After putting the findings into groups we noticed that the data fit into 5 main user needs; learning involving visualisation of process, learning involving gamification, content that resonates with youth, services that involve giving the user a sense of personal identity and progressions, and guidance from mentor figures. I additionally put together user personas to make is data easier to empathise with when designing.

Based on these findings we decided to work on two main deliverables-

Website Deliverables:

Gamified Learning users enter a galaxy and collect stars which represent learning content they have engaged with

Social Media Deliverables:

Questions and Answers Instagram posts/stories, Infographic Posts

Brand Toolkit

To ensure we created everything stated within the brief I researched what was involved within a brand toolkit. Based on an article from Monday Creative “The Essential Pieces in Your Brand Toolkit” . I established the key components needed: Brand Positioning, Visual Identity and Design System, Brand Voice, Audience or Muse Personas and Content Marketing Toolkit. We delegated the tasks between us , at the beginning of the project I worked on audience personas, brand positioning, brand voice and created a brand board that contributed to the visual identity.

For reference for Brand Voice and Brand Positioning I looked at gen z or youth related demographic focused social media platforms and brands that focus on topics such as empowerment or youth culture - such as The Digi Fairy, @iampayingattention and Communia. I brainstormed common themes and settled on” INCLUSIVE, INSPIRING

For brand positioning I focused on the content of Personas for influence – I wanted to encompass the two contrasting audience traits – both a need to feel distinguished from peers and visualise personal progression whilst also acknowledging the concept of comparison and understanding place amongst peers -using phrases such as “informed and confident enough in yourself” and “somewhere you can feel safe to express any worries or questions and learn from those with experience in what interests you” .

User Journey Mappiug, Prototype

I first created a user journey that featured both personality based user input and interests based input,  for copywriting reference I used university page subject categories and descriptions of Jungian cognitive function descriptions respectively. 

I then looked at various references for visual prototyping , the predominant inspiration being “Dimensional”, a personality exploration and social media app. I chose this app because it’s popular amongst young people and fits the chosen gamification concept well.