PROBLEM STATEMENT
The brand struggled to promote the concept of STEM to its target audiences due to its complexity. With that, the festival faced a decline in engagement over the years.
DESIGN SOLUTION
To create an identity that makes STEM attractive to encourage dialectic engagements between the brand & its audiences.
DESIGN RESEARCH
Energy is common across all facets of STEM & exists all around us
It can be represented visually to form simpler brand elements that can tie the overall branding together & make it more engaging
AUDIENCE ANALYSIS
Families with young children & young student groups
More receptive to peripheral modes of persuasion – vibrant colors & playful shapes
Inquisitive
COLOR PALETTE & TYPOGRAPHY
A vibrant & diverse palette was first develop to communicate effectively with the audience.
Additionally, as the typeface Poppins is commonly used in sustainable brand identities & DINpro commonly used in tech related assets, the two typefaces were perfect in conveying the ethos of the brand – that is, STEM is both sustainable & innovative.
BRAND ELEMENTS
The foundation of the identity comprised the symbols of the sun, the slope, the spring and the waves. These represent the different forms of energy all around us & also form the brand elements to the overarching identity.
LOCKUP
The lockup "Science Around Us" aims to future inculcate the brand's message that STEM is all around us.
DESIGN APPLICATION
Splitting the designs into pre- & on-launch phases, a series of posters & banners were first created pre-launch to raise awareness of the event.
Posters were hung at physical spots with heavy footfall to capture physical traffic. The digital banner is hosted on the brand's main website & adapted for advertisements to capture digital traffic.
On-launch, an event guidebook is given out to audiences to promote brand recall. Lastly, each participant receives a designed tote-bag to not only further brand recall but also attract secondary audiences.
CHALLENGES
STEM is a complicated concept with multiple facets.
It is also challenging to market something technical to younger audiences.
SOLUTIONS
Breaking the complex concept down into forms that can be represented visually.
These visual representations are made fun & engaging to persuade audience interaction.
KEY LEARNINGS
When dealing with a complex brand concept, brainstorm for simpler elements that can help to represent the concept in a lighter way.
This allows for the branding to be more engaging at first glance & therefore persuade audience interaction.