Youth Worldwide X SHOWCASE - Creative Concept Development
The 'Showcase' subscription service was a response to a live brief asking for a 'campaign concept' to promote Youth Worldwide's values whilst extending their presence as a company whilst involving more young creatives.
I decided to approach the brief by creating a strong
sub-brand which clearly expressed the brands values whilst providing a service to creative graduates. I began to think about problems that graduates may face after leaving university and aimed to offer a solution. Through lots of conceptual research, I discovered that one of the main problems was staying creative after finishing a creative degree. I wanted a solution that gave graduates confidence in their own work and creative process as well as opportunities within their field.
I decided to create a product which allowed graduates to 'showcase' their creative process. This came in the form of a monthly subscription box.
The box would be funded by its users as well as being sponsored by its creative partners (e.g museums, art supply shops, design agencies and other organisations). Each month, the box will include two free gifts, a voucher, a sketchbook and an open competition brief along with other promotional materials.
Alongside the box will be an application which will act as a network for young creatives. Users will photograph their notes and sketches from their sketchbook by using the box design to frame each image. These images will then be uploaded to the app in order to allow others to see their creative process. Each month, any processes that have been submitted into the competition will be in with a chance to win a paid internship with a creative company partnered with the 'SHOWCASE' app.