FRiSM (Competition Brief)
To create a brand and identity, with 3 pieces of supporting advertising, for an IFO (Identified Flying Object). I chose a frisbee. The difficulty I found was how to encourage my demographic of middle-class 25-37 years olds to play with a frisbee in a digital world. The solution was to appeal to their basic human desire to belong. FRiSM’s simple concept is that humans want to belong to a tribe, a group, or even, a team. The way to brand my frisbee was to create a social/competitive/team based identity that people could become invested in.
The logo came from my research of the aesthetics of my demographic. These are modern, clean, and inspired by popular culture, such as Tron or Felipe Pantone. Also, it was influenced by designers such as Derek Kim and Mitsuo Katsui. I wanted the name of the brand to be a word and a mark. Japanese script has a nice combination of words and marks, and so I found and used the Japanese symbol for life/to live. By using the symbol in an abstract fashion I could have both my reference to energy and light in both a mark and a word. The use of a lower case “i” was to use the dot of the letter to hint to the frisbee in a very subtle way. This idea increases throughout the advertising. The font choice was to create the simple, clean and modern look, whilst creating associations with sci-fi popular culture.
I wanted to use the escalator advert space because it worked best with the idea of energy and movement. Also the tube is an excellent place to advertise for my demographic. For places outside of London and cities, I have created paste ups. For the layout I wanted to keep it clean, so that the main focus was the colour and moving element. I used the table for the information to create the link to science and the concept behind the branding. The tagline I used, “It’s in our nature.”, was a reference to the human desire to belong and play in a group. So that the advert contained the message of join a team, be part of something, it’s what you want, it’s fun!
The packaging continues this idea of desire through the use of materials. I chose irridescent foil that would be vacuum sealed around the metal embossed tin containing the frisbee. The packaging has six variations for the six different teams. The customer decides their team by choosing the colour they want. The colour variation is shown through the FRiSM logo. The information in the right-bottom corner has the team name and instructions, and is in a table to suggest the energy concept behind the brand.The look of the packaging means it is desirable and noticeable on a shop shelf. The tin holding the frisbee is embossed with the FRiSM mark to make it precious and collectable. The customer can see the mark through the packaging due to the vacuum sealed design. The frisbee inside (as seen on the website) has a holographic look and the colour of your chosen team on it. This means in a public area the FRiSM frisbee is easy to identify, so that you can find your team-mates or opponents very easily.
The website starts with a landing page. This landing page continues the movement from the tube adverts, which is a representation of the energy that FRiSM contains and gives to its players. Below I show the progression of this movement.
The main page is a scrolling page and contains graphic elements from the ad campaign to create continuity. The product placement is very important at the top of the page. The page structure shows the viewer the information concerning the concept, the teams, the FRiSM frisbee, the events and the social media. My layout was inspired by Japanese modern posters, there is a grid and structure but an idea of energy in the page too.
Finally, I created paste ups for FRiSM. This was based on the idea that if you create something aesthetically pleasing and then present it to the public widely, they will become familiar with and curious about your product. This makes them more receptive and more likely to buy the product. Also the paste ups appeal to my demographic, their aesthetics and what they are used to identifying with.