HUNT Branding encourages new users to explore the features of Hunt Library.
It is a follow up to the HUNT Interface project, in collaboration with Lisa Wong we created a cohesive branding scheme and supplementary material.
Building off of our two touchpoints from the previous project (the hunt app and the hunt screen), a cohesive brand was established to collectively connect these touchpoints into a single system. At the same time, the emergence of an intentional and conscious branding experience gave it the potential to extend beyond the immediate event of use.
The purpose of the entire hunt system is to introduce and familiarize new users to the library in a progressive and gradual manner through a series of events, games, and resources.
1. The entire HUNT system
Umbrellas the app and screen
A classic circle shape was chosen as the common neutral element within the entire brand system.
2. The HUNT app
May also refer to the scavenger hunt
Subtly reminiscent of a target crossfire, this shape is meant to emulate playfulness and a sense of urgency during gameplay.
3. The HUNT screens
Applies to all screens throughout the library
Meant to simulate gestural movements (ie. finger swipes), this particular shape is a nod to the touchscreen feature of the HUNT screens.
FONTS, COLORS AND PATTERN
Intending to emulate a clean and simple modernistic style that mirrors the existing branding in Hunt Library, a sans serif font and muted NCSU colors were chosen. yet, a classic serif font and choice to mute the existing color palette were used as a means to distinguish the HUNT brand from that of Hunt Library. the goal was to honor the existing system, but not imitate.
The Scavenger HuntAn introductory event hosted by ncsu ideally during orientation; groups of students work with one another to solve clues that lead to different areas of the library in order to advance. The purpose of this game is to introduce and familiarize new students to hunt library.
To play the game, participants must solve a clue in order to locate the next one at that location. Collecting all of the clues will make groups eligible to redeem a prize.
Each group is given a different envelope (color corresponds to the containing clue card). Within the envelope, an instructional card (rules to the game), a general floor map of hunt library, and a starting clue card are included.
Clipboard with Stationary
Provided to each group is a clipboard with attached stationary; this item serves as a tool for note-taking or problem-solving during the scavenger HUNT.
Each group will begin with one clue card included in their envelope; one clue subsequently leads to another (the sequence organized by letters in the alphabet and eventually looping back to the beginning) and so forth. Because all groups will begin the game at the same time, each will start with a different clue in the sequence. In addition, the clue cards are color-coded to give them a small hint as to the nature of the corresponding answer.
The Grab BagThe prize for completing the scavenger hunt (or as a fun means to advertise the hunt system); included within the grab bag are a series of branded items: t-shirt, notebook, stickers, and informational cards. The purpose of this grab bag is to act as a transition from the scavenger hunt to other parts in the hunt system. In addition, this collection of items extends the brand beyond the confines of the physical library (and consequently the audience).
Used to contain the collection of branded items, this bag features the HUNT logo and pattern. Meant to reflect the simplicity of the brand, the design is kept clean and functional.
Stickers and Notebook
A pack of stickers that highlight the entire series of logos encompassed within the HUNT brand. The included blank notebook serves as a practical item while also establishing the brand wherever it is used. both are meant to be fun and playful objects that double as advertising.
Included are a congratulation card and miniature postcard ads that notify and introduce users to the other services that the HUNT system provides.
Printed on a soft heather grey, the t-shirt emphasizes the HUNT logo system. on the back, by removing the word “HUNT,” it encourages viewers to begin recognizing the logos by just their shapes. The triangle shape is intentionally done so to reflect the heirarchy of the logo system. And who doesn’t like t-shirts.
Connecting & ExtendingIn an effort to further connect the individual elements within hunt into a single and cohesive branded system and extend that brand beyond its immediate experience, a few additional measurements have been taken to ensure success.
1. Referencing one another within each other
During gameplay, the HUNT app will prompt players to locate the HUNT screens distributed throughout the library. By giving them more information and context about the screens (via info-blocks), users will be made aware of their existence and potential for use.
Subsequently, the HUNT screens will also display endorsement for the HUNT app. Having this connection between the two touchpoints makes their existence as a coherent system more apparent.
2. Creating a larger scope of audience
At the Ask Us desk is a pre-existing brochure holder hosting relevant information and/or resources. potentially, the same HUNT ads that were present in the grab bag would also be available at the desk for anyone to take.
By placing these ads outside of the HUNT system, the scope of audience is considerably widened to include interested participants who may not necessarily be the primary target audience (ie. unfamiliar users).
3. Reinforcing brand in a pre-existing touchpoint
The welcome page of our pre-existing touchpoint, the HUNT screens, will feature the corresponding logo from the branding system; this is necessary to maintain the consistency of the logo system. In addition, placing the logo at this highly visible page allows it to dually serve as an eye-catching sign as well as a reminder of the larger system it partakes in.
The HUNT app already sports its relevant logo on its opening screen.