Designing a brand for younger audiences: the Gamers4Nature project
Autor(a) principal: | |
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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 |
Resumo: | 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 |
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Designing a brand for younger audiences: the Gamers4Nature projectDesignMarcaIdentidade visualGames4NatureGen ZDynamic brandsStrategic designComunidades de marcaGamificationWhat 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 strategyQue conjunto de estratégias é imprescindível ao projetar uma marca para um público-alvo específico, como uma geração mais jovem? Atualmente, informação flui a uma velocidade tremenda, dificultando o papel das marcas para afirmação perante o público. Este projeto de investigação tem como objetivo determinar como criar uma marca para o projeto Gamers4Nature, que prevalece no mundo de hoje. Gamers4Nature é um projeto DigiMedia, ID + e BioLiving, financiado pela Fundação para a Ciência e a Tecnologia (FCT). Com base na revisão da literatura sobre a lacuna entre gerações, foram entendidas as características de cada geração, iniciando o processo de design. Juntamente com a pesquisa e o levantamento de dados sobre Comunidades de Marcas, Identidades de Marca e Gamification, foi compreendida a necessidade de envolver o público-alvo no projeto. O uso do design participativo como metodologia levou ao desenvolvimento do design através de uma visão comum entre os designers, os membros da equipa de investigação e o utilizador. Os resultados indicam que o recurso a uma estratégia interativa pode levar à criação de uma solução positiva, contribuindo para projetos futuros que visem os mesmos objetivos. Essa investigação resultou na identidade da marca do projeto, baseada em marcas dinâmicas, no produto, Toolkit para Construção de Jogos e, estratégias de comunicação2020-04-21T07:44:27Z2019-10-30T00:00:00Z2019-10-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10773/28261engGomes, Mariana Pereirainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-22T11:54:41Zoai:ria.ua.pt:10773/28261Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:00:51.029257Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Designing a brand for younger audiences: the Gamers4Nature project |
title |
Designing a brand for younger audiences: the Gamers4Nature project |
spellingShingle |
Designing a brand for younger audiences: the Gamers4Nature project Gomes, Mariana Pereira Design Marca Identidade visual Games4Nature Gen Z Dynamic brands Strategic design Comunidades de marca Gamification |
title_short |
Designing a brand for younger audiences: the Gamers4Nature project |
title_full |
Designing a brand for younger audiences: the Gamers4Nature project |
title_fullStr |
Designing a brand for younger audiences: the Gamers4Nature project |
title_full_unstemmed |
Designing a brand for younger audiences: the Gamers4Nature project |
title_sort |
Designing a brand for younger audiences: the Gamers4Nature project |
author |
Gomes, Mariana Pereira |
author_facet |
Gomes, Mariana Pereira |
author_role |
author |
dc.contributor.author.fl_str_mv |
Gomes, Mariana Pereira |
dc.subject.por.fl_str_mv |
Design Marca Identidade visual Games4Nature Gen Z Dynamic brands Strategic design Comunidades de marca Gamification |
topic |
Design Marca Identidade visual Games4Nature Gen Z Dynamic brands Strategic design Comunidades de marca Gamification |
description |
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 |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-10-30T00:00:00Z 2019-10-30 2020-04-21T07:44:27Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10773/28261 |
url |
http://hdl.handle.net/10773/28261 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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