Aubrey Kurlansky Design RIBA Case Study

AubreyKurlanskyDesign CASE STUDY 1 : RIBA HomeWise Campaign CASE STUDY 2 : RIBA Internal communication of RIBA brand values

AubreyKurlanskyDesign |

THE RIBA - HOMEWISE CAMPAIGN

NAMING | BRANDING | WEB DESIGN | INTERACTIVE ANIMATION

CASE STUDY

CAMPAIGN IDENTITY

HOMEWISE & THE NEST TEST THE RIBA launched a consumer-facing lobbying campaign in the Autumn of 2011, to address the issues around the size and quality of new-build housing in the UK. We were briefed to create an identity (starting with a name) that would be rolled out across all media.

In addition an interactive, online ‘space-calculator’ was required that enable people to calculate if the size of their hoe was adequate or not. The calculator had to be engaging and fun and would be accessed through the main website at www.architecure.com

132

Breadcrumbs/ 176

Campaign personality Mass market; so, friendly and with humour?

Notice me (not too ‘designed’ or sophisticated) Campaign graphics are to encourage an emotional response Think breakfast cereal packaging – fresh and straightforward

15

159

..................................................................................

Home Homes Commission Tell the Commission Consumer guidance Case for Space Nest Test .....................................

News and Press Keep in touch Our supporters

HomeWise (ribahomewise.com/co.uk available) Home Savvy (ribahomesavvy.com/co.uk available) Home Idyll (homeidol.co.uk or homeidyll.co.uk/com available) RateYourPlace (rateyourplace.co.uk available) The Nest Test

365

Headings

Naming

Youtopia (ribayoutopia.co.uk available)

17

Take THE NEST TEST and find out if your home meets our minimum space standards.

Please visit www.xxxxxxxxxx if the number of people, levels or bedrooms exceed the numbers shown below.

WEB BANNERS AND BUTTONS 2

Take THE NEST TEST and find out if your home meets our minimum space standards.

Please visit www.xxxxxxxxxx if the number of people, levels or bedrooms exceed the numbers shown below.

Ace of Space (aceofspace.uk.com available)

How many people live in your home?

2

Home Score (ribahomescore.org / ribahomescore.com available)

1

Breadcrumbs/

1

How many levels does your home have?

Your home does NOT meet the minimum space standard. It should be xxxxxx sqm.

3

How many bedrooms does your home have?

Do you know the floor area of your home?

Yes it is sq m / sq ft (please select one)

1

AubreyKurlanskyDesign |

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

ONLINE APPLICATIONS

Working within the existing site and programming constraints of architecture.com, the mini-site

The NestTest Calculator described three possible outcomes...

had to have a strong identity of its own

www.architecture.com/HomeWise/

1

AubreyKurlanskyDesign |

THE RIBA - HOMEWISE CAMPAIGN

ORIGINAL NAMING AND LOGO CONCEPTS

CASE STUDY

1

AubreyKurlanskyDesign |

THE RIBA - HOMEWISE CAMPAIGN

ORIGINAL NAMING AND LOGO CONCEPTS

CASE STUDY

1

AubreyKurlanskyDesign |

LOGO DEVELOPMENT

WEB BANNERS

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

1

AubreyKurlanskyDesign |

STYLE GUIDE

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

1

AubreyKurlanskyDesign |

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

48 pp REPORT DESIGN

48pp report detailing surveys of house builders and new-build homes throughout the UK

1

AubreyKurlanskyDesign |

48 PP REPORT DESIGN | VISUALS

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

1

AubreyKurlanskyDesign |

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

POSTCARDS

lobbying campaign

consumer campaign

1

AubreyKurlanskyDesign |

ADVERTSING CONCEPTS

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

1

AubreyKurlanskyDesign |

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

INTERNAL COMMUNICATION : USING THE BRANDED ENVIRONMENT TO COMMUNICATE CORE VALUES

STRATEGIC PURPOSE AND CORE VALUES THE RIBA asked us to come up with a way to communicate the newly developed strategic purpose, guiding principles and core values using internal communications applied to the environment as well as to staff hand-outs. The final graphic programme was applied to the walls in reception, plasma screen and light-boxes, the kitchens and staff-rooms, meeting rooms and to a staff hand out and HR folder.

The RIBA champions better buildings, communities and the environment through architecture and our members

The RIBA CHAMPIONS better buildings, communities and the environment through architecture and our MEMBERS

L

IT

UT

E OF BRITISH

THE

AR

C

TS

RIBA

EC

YA

ST

IT

RO

N

H

The RIBA CHAMPIONS better buildings, communities and the environment through architecture and our MEMBERS

The RIBA champions better buildings, communities and the environment through architecture and our members

I

RECEPTION AT 77 | VISUALS

CHAMPIONS BETTER BUILDINGS, COMMUNITIES & THE ENVIRONMENT

through architecture and our members * 2010 *

2

AubreyKurlanskyDesign |

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

The RIBA champions better buildings, communities and the environment through architecture and architects

The RIBA champions better buildings, communities and the environment through architecture and our members

The RIBA champions better buildings, communities and the environment through architecture and architects

RECEPTION AT 77 | VISUALS

better ings

The RIBA

I

L YA

IT

AR

THE

TS

RIBA

C EC

RO

m

iron

ST

IT

env

N

E OF BRITISH UT

H

champions better buildings, communities and the environment through architecture and our members

co

The RIBA

m un iti e men s ts

b u i ld

CHAMPIONS BETTER BUILDINGS, COMMUNITIES & THE ENVIRONMENT

through architecture and our members 2010

champions better buildings, communities and the environment through architecture and our members

2

AubreyKurlanskyDesign |

THE RIBA - HOMEWISE CAMPAIGN

CASE STUDY

The RIBA champions better buildings, communities and the environment through architecture and our members

The RIBA champions better buildings, communities and the environment through architecture and our members

The RIBA champions better buildings, communities and the environment through architecture and our members

2

AubreyKurlanskyDesign

Thank You Profile

Key skills

Contact me

Thinking without boundaries...

Creative and strategic development for campaigns across integrated media

Work +44 (0)20 7287 4030 Mobile +44 (0)7515 744 557 e-mail - aubrey@aubreykurlansky.co.uk url - http://www.aubreykurlansky.co.uk

I am essentially a creative thinker with all the requisite skills needed to bring my concepts to life.

With a classical training in graphic design which included drawing, typography and concept generation, I am just as much at home refreshing a brand, developing a new consumer experience or creating an interactive environment.

I embrace creative briefs that challenge and stretch the knowledge and skills I have acquired over the last 15 years.

Equally adept at advertising, packaging, brand identities, brand strategy and all forms of visual communication (both on-line and off-line), I am very much a team player, enjoying and thriving upon the interaction with my colleagues.

I am constantly inspired by those I work with, and aim to inspire and mentor others, in return.

Concept generation, visualisation, implementation, presentation to clients, client management, client development, written proposals and rationalisation