Designing a brand for younger audiences: the Gamers4Nature project

• Autor(a) principal: Gomes, Mariana Pereira
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/28261
• topic: Design; Marca; Identidade visual; Games4Nature; Gen Z; Dynamic brands; Strategic design; Comunidades de marca; Gamification

What set of strategies is imperative when designing a brand for a specific target audience, such as a younger generation? Nowadays, information flows at a tremendous speed, making it difficult for brands to stay relevant and in the mind of audiences. This research project aims to determine how to create a brand for the investigation project Gamers4Nature, that prevails in today’s world. Gamers4Nature is a DigiMedia, ID+, and BioLiving project funded by the Fundação para a Ciência e a Tecnologia (FCT). Based on a review of the literature about how different generations behave, it was understood the characteristics of each generation, making the design process start. Along with the collected research and data about brand communities, brand identities, and gamification, it was comprehended the need to involve the target audience in the project. The use of participatory design as a methodology made the design development a shared position between the designers, the members of the team, and the user. The results indicate that the path of interactive strategy made a more precise solution that can help future projects aiming for the same objectives. This investigation resulted in the brand identity of the project based on dynamic brands, the product, Toolkit for game design construction, and a communication strategy