INTRODUCTION
Lokusdesign approached us to design a campaign for their new project called Lokus Lounge. Lokus Lounge is a series of videos created with the idea of spreading meaningful conversations in the Indian design community.
It curates topics across the design industry that are widely known to be true but which none of the people most intimately concerned are willing to categorically acknowledge in public. Lokus Lounge is a platform which shares "officially" secret or restricted knowledge that should be actually widely known.
*The logo was designed by Lokusdesign prior to the beginning of this project.
Market Placement
DESIGN STRATEGY
Therefore, we went with the theme of Open Secret for the entire campaign. The look and feel is inspired by old govt. documents with sensitive information, the deliberate hiding of data, etc. This naturally peaks intrigue in the target group for the campaign (design school students and brand managers). We also created a website wherein you have to enter a password to access the video files, again, inspired by the entire "spy" theme.
Therefore, we went with the theme of Open Secret for the entire campaign. The look and feel is inspired by old govt. documents with sensitive information, the deliberate hiding of data, etc. This naturally peaks intrigue in the target group for the campaign (design school students and brand managers). We also created a website wherein you have to enter a password to access the video files, again, inspired by the entire "spy" theme.
Timeline for the campaign.
CAMPAIGN COST FACTOR
Since the beginning, we were to finish this campaign in the most cost effective way as possible. As we experimented with the visual styles, along with the printing techniques, we realized that we could use ammonia printing for the project. Ammonia printing costs one-fourth the cost of digital printing and requires much less fancy equipment when compared to offset printing. Hence, we went ahead with a predominantly blue colour scheme because ammonia printing can only be produced in that colour.
Since the beginning, we were to finish this campaign in the most cost effective way as possible. As we experimented with the visual styles, along with the printing techniques, we realized that we could use ammonia printing for the project. Ammonia printing costs one-fourth the cost of digital printing and requires much less fancy equipment when compared to offset printing. Hence, we went ahead with a predominantly blue colour scheme because ammonia printing can only be produced in that colour.
Teaser posters.
Promotional stickers can be put on coffee cups in offices as well as colleges.
Promotional scratch cards for college students.
Promotional Poster for an upcoming interview.
As a part of the publicity and to reach brand managers of major brands that Lokusdesign has worked with in the past, these thumb drives would be sent by mail so that they can see the first video by themselves.
"Here's a little insightful gift from Lokusdesign."
The website homepage is nothing but a password field. Once you enter the password (pre given through other offline and online promotional materials), you can view the videos.
A PROMOTIONAL INSTALLATION
We created a two layered poster. The first layer consists of several (same) posters that are tear able, which then reveal the second layer that reveals the final details and the call to action.
We created a two layered poster. The first layer consists of several (same) posters that are tear able, which then reveal the second layer that reveals the final details and the call to action.
Thank you so much for your time.
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