Design a branding campaign for Movati that relates to the target audience and promotes new enrolment over the summer. The target audience is teenagers 13-18 years old and the theme is: Free summer enrolment
Create and design 3 different advertisement variations that share the same idea around the theme: Free summer enrollment.
Teenagers from 13 to 18 years old in the Ottawa area. Living with their parents and siblings and going to high school. Might have a small part-time job in some cases and start to get more independence.They begin to spend more time with their friends rather than with their family, It is a pivotal time when they start forming their identity and they want to take their own decisions. Exercise is a social experience, a fun outing with friends. They value authenticity, rely on word-of-mouth and are more likely to be influenced by social media.
Having 2 persons create a letter of the words MOVATI together communicates friendship and is strongly associated with the place where it happens, that is MOVATI gym.
This concept is about all the things teenagers want to do during the summer and they might want to stay fit and go to the gym to be able to do it all. Movati is there to give them strength and confidence to help them be at their best self and have an Epic summer.
Text conversations are part of teenagers' day-to-day and allow them to stay connected with their friends. Eyes are always drawn to a text message conversation and using it in this campaign will surely have a good amount of viewers in the GenZ- targeted audience.
I decided to move forward with CONCEPT #1, as it reaches different types of personalities among the target audience, then aiming for a significant increase in enrollment.Gathering stock imageries, and finding typefaces, it is now time to assemble all the assets needed for this project according to the concept. Some time will be spent sketching and exploring how to obtain a consistent design over all different layout sizes.
