international
CATEGORIES → Art Direction, Branding, PrintView website: www.international.com Promotional Video: Watch now Project download: PDFChallenge: As developed countries spread their wings across the globe, it’s a given fact that many people in America have misconceptions of countries, especially in Middle East, due to its location & bad media. In attempt to explore the beauty of what each country has to offer, majority, to this day, choose not to, due to lack of knowledge, as well as inconvenience of existing programs. There aren’t enough programs to help our generation & the young adults experience business in foreign countries, while learning cultural values.
Solution: The only way to gain cultural diversity is to live it. Creating an intern abroad program to educate & inform college students would not only raise cultural awareness among the younger generation, but allow them to earn college credits while also gaining global industry skills. Most existing intern abroad programs are a combination of paper work & more paperwork, which leaves a college student less likely to prioritize. So in order to stand out, we needed to blend in with our target audience. The look & feel of International is young & playful, allowing the student to digest only the necessary information.
campaign
In order to create awareness while promoting the program to educate students, a campaign was created which would be displayed throughout college campuses, airports & other transportation services. The concept behind the campaign was to deliver the message in a unique way by using photographs of extreme sports performances. It looked fun & nothing captures the eye as a college student than reading a headline of “Take A Risk. Play hookie for a semester.” Which led your eye to the following paragraph about what the ad was about.
Each paragraph ended different complimenting the photo that’s being used. “Get on board” for the snowboarder, “Get a new grasp on life” for the hiker, “Live on the edge” for the man jumping off the building.
In addition, a flyer was created to promote throughout campuses for when representatives gave speeches on the program.
The inside pockets also include a custom passport cover as well as a luggage tag of the International globe character — because International believes they can’t ship out their students to a foreign country without their friendly globe trotter character.
An informational book was designed for students to receive after applying to the program. The infographic is divided into seven sections, breaking down the program for students to digest, in avoidance of overwhelm. It has transparent paper in the beginning of each section for an additional touch. The entire booklets paper is made of Mohawk soft touch, because the program is all about expressing good quality to the younger generation.
Each section include illustrations of the character created from the globe in the logo using styles of different countries to compliment global cultures.
To congratulate the student for their acceptance, a 3-fold brochure was created to be included with their welcome letter. The brochure consists of direction as to what to pack, as well as a letter from the CEO to give that personal touch.
