For my first YCN project, I chose the Hostelworld. For the last two projects, I tried many aspects of branding and advertising. It is really funny and I got many feedback and reflection from them.

For the Hostelworld, the client wants us to create a campaign which can attract more people who were born around 2000, which called Gen Z. I did a lot of research but still could not find a word to describe this group. Gen Z is so diverse and complex. The high development of Internet technology and smartphone left many deep impression to Gen Z. These can explain the popularity of social media nowadays. Not only about social media, but it also about their way to live, they are accustomed to solving the problems through technology, Internet and smartphone. 

My first idea is to have a summer camp in Phuket, Thailand. This is one of the most popular places for traveling. Also, there are many hostel resources in Hostelworld platform, there has enough place to hold a summer camp. More importantly, is that this summer camp is a prise, to encourage Gen Z, like graduates and undergraduates to get involved and win the opportunity to join the summer camp for free. This campaign can attract more young people to know about Hostelworld and the benefits of traveling. 

Here is my first redesign Hostelworld logo, and my mood board, keep the original logo and add some ocean, beach elements, it will become as the logo of “#MEET THE WORLD, MEET THE NEW YOU 2019 HOSTELWORLD SUMMER CAMP”