Project 009: Ritual to the People
Brand Activation Prototype
Client: Youth to the PeopleDecember 2021
Description:
During my first semester in the Master's Program, I collaborated with two colleagues to design a brand activation prototype for emerging skincare brand, Youth to the People. Our team created "Ritual to the People", a cross-channel brand experience that focused on holitic wellness and community development. As the media designer, I strategized and designed the visual identity for the activation proposal deck, experience, and other media components, including a zine and a short documentary. Additionally, I assisted in organizing goal-oriented activities, thoughtfully sourcing brand-aligned guests and partners, and conducting market research.
I always aim to create some sort of print component to compliment any brand activations or digital projects I’m a part of. For this project, I proposed the "Ritual to the People Zine". Each guest received a journal at the beginning of the retreat to creatively record their experiences. At the end of the retreat, we collected the journals, selected entries, photographs, and other memorabilia to create a zine that would be given to YTTP customers. This feature not only documented the transformative experience but also reinforced the brand's foundations of collaboration, unity, and community.
You can explore the prototype pitch deck above.
