Create a concept and design a campaign for Nottingham Trent University’s 2016 Graphic Design degree show and its related events.
The brand is called 136 Degrees. This number is unique to the amount of people on the course and is used as a metaphor for heat. This temperature is the ‘boiling point’ for NTU graphic design: the point at which we have reached our ‘optimum temperature’ and are fired up and ready to go into industry. The exhibition is the core of the heat – the hotbed of rising talent.
A memorable brand and campaign that encapsulates both individuals’ talents and the whole group, that encourages people to come to see the amazing work of NTU Graphic Design.
The industry invitations are the first touchpoint that activate the brand, bright orange to stand out to the recipient. They are coated in thermochromic ink, which turns clear when heated up and reveals the message underneath. This immediately creates a personal connection to the brand, reacting to the heat of your hands.
It then folds out and rises up in a concertina, like a heat wave. The 136 pops out and information about the exhibitions is displayed below.
As you enter the exhibition, the front board contains catalogues stacked up against a thermometer. A large screen films people as they walk in, showing them on the screen in a thermal image style: they have reached the ‘hottest’ point. As they see themselves onscreen, they are fully immersed in the brand experience.
Around the room are large bubble tubes that work with the flow of the zigzag/’heat wave’ layout. These signify the accumulation of ‘heat’ within the space and draw equal attention to everyone’s work within the room. The talent has created so much heat that the water inside the tubes is ‘boiling’, with the bubbles rising upwards to the top.