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  • Br(ik
    IMPROVING THE POSITIONING OF BRUSSELS AS A CITY FOR STUDENTS
    The Flemish government wants the Flemish higher education institutions in Brussels to join forces with Quartier Latin, the leading provider of housing for Flemish students in this city.
  • THE QUESTION
    To give hands-on shape to the process, Total Identity and Total Active Media have initially formulated the collective’s ambition together with the participants. What is the aim of the new initiative, and which role and relevance should this organization actually have for its stakeholders? 
     
    THE CHALLENGE
    The shared urgency allows the partners involved to develop a solid foundation as well as the expansion of Flemish Higher Education in Brussels. It also offers the possibility of putting the vibrant student city of Brussels on the map. And the real challenge is in fact to translate the collective vision and mission into an effective strategy with a new name, corporate identity, brand strategy, cross-media communication policy, an online platform, an introduction campaign and a recruitment campaign.
  • THE CONCEPT
    The name is Br(ik. It refers to ‘Brussels… and me’. Br(ikken is also a verb that stands for the connecting, pro-active mentality of the organization. And the name is in line with the core values of the organization: authenticity, personality and real time. The organization has two major roles. The promotional role in which it takes in prospective students into the power of the university city of Brussels. And the servicing role in terms of practical issues in the life of a student in Brussels, such as housing, public transport, entertainment and the connection of networks needed to effectively develop as a person. It is a communication brand that connects (prospective) students with the city and with one another. It allows them to identify themselves with Brussels and provides them with the ‘tools’ to share their experiences in the city with one another.
     
    THE ADDED VALUE
    With a multimedia and cross-media communication programme, Br(ik transforms the current image of living and studying in Brussels into the challenging reality. For this purpose, twelve Flemish students focus on young people in Flanders. After all, they have the perfect identity. With promotional communication – TV commercials, short films, posters, advertisements, banners and website – conversation management and iKot application, Br(ik is the ultimate guide for students in the capital city of Belgium

  • FACTS
    Client: Br(ik  http://brik.be
    Project: Brandstrategy, Brandconcept, Corporate Identity, Print, tv-Commercials, Online, Social Media
    Agency: Total Identity
    , Total Active Media

    CREDITS
    Brand Strategy: Caro van Dijk, Felix janssens
    Creative Director: Martijn Arts, Felix Janssens
    Art direction: Felix janssens
    Design: Guido van Breda, Dimitri van Loenen, David van ’t Westende
    Desktoppublishing: Arjen Firet
    Back-end: Sean Blommaert, Ruud Burger, Marc van Gend, Robbert van ’t Westende
    Front-end: Ruud Burger, Roos Flooren, Jeroen Rinkel
    Functional Design: Martijn Arts, Ruud Burger
    Projectmanagement: Erik Visser, Jeanett Visser
    Conversation management: Renson van Tilborg
    Account management: Dennis Glijn
    B&b commercials: Brik lists’12
     
    AWARDS
    2011 Red Dot Award: Communication Design, Category Online world