Concept / Branding / Design / Art Direction
After launch of the ONE80° youth hostel in Berlin we were asked for ways to build brand awareness in the target market and to grow social media present on Facebook and turn that into bookings.
A monthly competition that directed people to one80's Facebook page, where data capture and "likes" were gained, was the best way to use tight budget. Giving each competition a unique visual style that could work over all media, would connect with the target market but also would water down new brand look and feel. The "24 hours in Berlin" design played on the moody neon glow of Berlin's cool bar culture. I used the hot pink from the logo to make an impact against the dark background of the moody graphic. "Summer of fun" was approached totally differently - it had to invoke sun and fun so I designed a festival branding in the spirit of ONE80°.
Both campaigns lead to a significant increase in social media presence and the growth of a genuine community on the Facebook page and main site.