Outlook & The Possibility Tour Ben Fullerton
About Project by Ben Fullerton
The brief given was to create a brand based from a series of different words provided. One of the words which particular interested myself was Possibility. This would be the foundations to begin creating an entire with would project Possibility through its branding values, personality and promise.
I wanted to take the idealogy of Possibility that anything is reachable, and only by not knowing the possibilities can you not achieve them. After developing several different branding concepts I came up with Outlook, and its sub-brand event of The Possibility Tour. This brand would provide an experience in which the audience (general public) would be given a modern version of a careers advice service.
The USP that my brand would connect with the audience on is that firstly they would not just focus on employment but anything from wanting to know what sports are available to working out how to save more money. Secondly Outlook would simply show the customer the opportunities, (most commonly in a series of three), and provide all the relevant information the customer requests without the pressure of forcing them into decisions, it would then be up to the customer whether they decide to do so.
The Possibility Tour would be Outlook’s way of creating an advertising campaign while also getting in direct contact with its audience. It would be a ‘pop-up shop’ which would tour around the UK, giving its audience the opportunity to book a ‘chat’ with their staff. This tour would be a new an exciting way of giving advice, breaking out of the traditional and outdated conventional of the previous careers advice.
My Possibility Pack
As part of the packaging process for the brand, any customer who visited the Possibility Tour for a ‘chat’ would receive a “My Possibility Pack” which would contain all of the information spoken to during their chat. I wanted the tour to feel completely tailored to the customer, therefore all the contents given would only be appropriate to them, all material within the pack would be only their chat.
The contents of the box include:
Possibility Tour T-shirt
USB Memory Stick
Possibility Sticker (Arrow)
Outlook Flyer (with possibilities)
Business Card of Outlook staff member.
As part of the pre-interaction with the brand, the customer would also receive a reminder card within the post prior to the booked ‘chat’. This would be a friendly way of keeping the customer acknowledged as well as strengthening to brand relationship with its customers.
Another section within the brand that needed to be addressed was its stationary and how it would be represented within a corporate element when contact customers. The letterheads include different graphical elements to implement that friendliness from the brand while also allowing space for practicality. I introduced the brand logos within the bottom of the pages to keep the marks project but also becoming more subtle within the composition of the page layout.
To support the advertising aspect of the tour and the brand I also created a series of informational posters, these would be both playful visually but also contain a reasonable amount of body text and would most commonly be used within print advertising i.e.magazines. The main aspect highlighted within the advertisements is the different pathways there are to explore and how Outlook can be there to help.
Outlook Digital Packaging
As an extension of the after-service from The Possibility Tour the customer would also be provided a USB stick, this would also contain all the information that would have been spoken through the Outlook Dashboard. The dashboard would be an interactive version which would have up to date information and links avaliable. It would also have the customer very own profile, which would display previous ‘chats’, other possibilities, and a possibility tracker which would allow the customer to enter their development since the chat.
Outlook’s website would also be a direct portal to their website. The website’s design would very much be simple and clean cut, following in the brand’s values of a nothing-to-hide, modern and friendly image. To give the customer the portability of the experience they would also be given the opportunity to download Outlook’s app “The Possibility Application”. This would be used for both pre and post experience in which the user can explore the Outlook brand as well as finding out about the featured tour.
Finally to show how The Possibility Tour would look visually architecturally I designed several rough visualisations which demonstrate both the outside visual appreance and the floor plan/interior design of the ‘pop-up shop’. These would give a rough insight into the design and rough colour scheme if it was to be physically implemented.
Outlook & The Possibility Tour Ben Fullerton