Materialize Pack M_use
Branded Content & Digital
For Young Ones 2019, The One Club For Creativity released 9 different briefs for the category Student. As a student of IED, I decided to solve the Avery Dennison´s brief.
Avery Dennison Corporation is a global material science and manufacturing company specializing in the design and manufacture of a wide variety of labeling and functional materials. If you are a label or packaging designer, they can make your design happen.
In January 2019, Avery Dennison launched a website called M_use, a platform to inspire the community who love packaging design, texture and materials to explore new layout possibilities.
For its launch, the challenge for M_use is to find their tribe. Create a strong link with the designers´ community and develop content that could enhance the platform visits and also teach artists how to explore materials to make ideas become a reality.
_Users Pain point
More and more designers are becoming makers. After a deeper investigation with the maker community, I found out an interesting problem:
“100% of them lose a lot of time searching for free high-quality graphic materials or textures files in order to achieve reality in their packages or product´s design.”
_Strategy
Transform the search for digital graphics sources into relevant branded content. And also encourage them to generate user content.
_Idea
Turn Avery Dennison´s physical materials portfolio into digital materials/textures for graphic design software (C4D, 3D Max, Maya, Photoshop, etc). Increasing the brand’s reputation of material´s master and becoming a pioneer brand that makes real material available to digital design, saving time and being completely helpful for package or product designers.
Avery Dennison presents_
_User Generated
Content_Campaign
In order to increase the traffic of M_use website, Avery Dennison will promote the digital material pack release through a social media campaign.
_Structure
Every month M_use will release a new material graphic pack, available for free download only on the website. There, users will find an invitation to join an Instagram contest by digital designing a package with the material of the month.
_Mechanic
_After finishing their designs with the material pack of the month, users have to upload their creation to Instagram tagging @m_uselive.
_Using the voting feature, M_Use will upload 2 different designs in its stories feed and will let the followers vote for the best.
_The winners will compete against each other until we got the champion.
_The greatest design will be physically produced by Avery Dennison and the fabrication process will be showcased at M_Use platform.
_Award & Recogniztion
Bronze – The Young Ones Brief – One Show 2019
