Brief:

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Create a cohesive and engaging brand identity with promotional materials for a chosen company (provided by professor).

 

Concept:

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Nanük is a hypothetical outdoor appeal company that specifically caters to the Canadian west coast lifestyle. They provide quality, outdoor down jackets, perfect for activities such as hiking, camping or just walking around downtown Vancouver. In Inuit religion, the word “Nanook” translates to “polar bear” or “bear,” which represents the durability and performance of the down apparel. For this campaign, we decided to go with a direction that best reflects to the west coast lifestyle and its culture that would respond positively with our target market. The brand voice is very playful and inviting, containing messages based off of a play on rhymes; “Over the river and through the woods, to the streets of downtown we go.” “Leave your supper, leave your sleep and come with your buds into the streets.” The reds in this colour scheme represent the brand's patriotism and a vibrant and adventurous lifestyle that can be found all around the west coast.