L5 1 week mini-brief

Bus4us brief:

” For this mini 1 week brief, you are tasked with creating a digitally enabled online campaign that will encourage people to use public transport (The Big Green Bus*) in Hull rather than drive in response to environmental concerns: air quality, sustainability and to help alleviate cost of living issues. The brief is open but it must be digitally enabled: Think online banner ads, SM posts on Facebook, Instagram, Twitter (X), Threads etc. There could also be experiential & environmental applications: digital / video projections, a lenticular** billboard or adshel posters. Think about the customer experience, how will residents find out about the offer and receive the key messages / call to action. At this point the idea is the most important thing, don’t worry about how to actually create it if you don’t have the appropriate digital skill-sets yet. Visualise your ideas, so we can understand your thinking and what your proposing. It could be communicated via typography, iconography, illustration, photography / video. It could utilise audio, animation / moving image, think about the tone-of-voice of your campaign, is it informative, friendly, local, quirky?”

For this brief I’m going to take the route of focusing on the environmental aspects of using an energy saving bus in a modern city. Through this campaign I will design digital ads that can be used within websites, social media and TV to target a wide-spread audience in order to bring the community together and create a way for the Hull public to become more integrated with one another. The ads will primarily be constructed in an illustrative format to give off a friendly feel to appeal to northerners that are looking for a welcoming space that can efficiently transport them from A to B. The colour scheme will be mostly made up of green and blue to of course indicate nature and environmental issues, however the bus itself will remain transparent/see through in ads to represent how little damage it will do environmentally as well as not taking up a lot of space

Logo Design:

For this brief I changed the name of the campaign from big green bus to Bus4us to give off a more friendly approach that will appeal to the general, northern audience. The idea of “Bus4us” is to use this service to be able to bring the community together by providing a form of environmentally friendly transport to the public. It has a smaller amount of letters than before making it easier to say quickly and roll of the tongue as well as the words “Bus” and “us” rhyming giving it a catchier sound to it. The stem of the 4 underlines the word “Bus” to make it look more cohesive but also act as iconography of a road for the bus to drive along. I’ve chosen a military-esque font for “Bus” to highlight how it sticks to the exact time and schedule and won’t slip from that.

Mood board + inspiration:

Large Rectangular Website ad:

Here I’ve designed one of the main ads for the campaign which is just a regular ad that can be used on websites as well as just the internet in general. I’ve used an illustrative style for the ad and drew out the components separately in order for them to all fit together. The main colour palate consists of greens, blues and greys whereas the bus itself is a simple outline to demonstrate what little impact it will make on the environment and how it won’t take up space on the roads or cause congestion. I made the tagline “green, clean, machine” to follow on with the rhyming theme as well as enforce its sustainability and how eco-friendly it is. The “machine” part will refer to how strong and capable the bus is to show to customers that it will always be a reliable way to travel.

Website Banner:

This banner ad focuses on how the service will be ran from early hours of the morning to late at night so that as many people as possible from different areas of life will all be able to benefit from the service. I’ve used the caption “from day, t’night” to reinforce the imagery as well as appeal to people who live in hull who often shorten the word “to” to “t'”

Animation:

I’ve created this basic animation that could be used as a GIF on websites or a TV advert for the brand. The animation depicts the bus travelling through the countryside to a town into the city. This illustrates to the audience how it can not just travel inside the city but to the outskirts and countryside as well to target as many people as possible

Instagram story: