"Why is it that, whenever I write, it's always for someone else?"
BRANDING | SO-COM | VIDEOGRAPHY | EVENT DESIGN
"Z Cũng Viết"(Z Writes Too)
Transmedia Communication Campaign
Z Cũng Viết is a no-budget communications campaign for social goods, aimed to inspire local students to explore therapeutic qualities of expressive writing. The small scope of the project means I was solo in crafting its visuals, having to balance between attention to detail and practicality. It was really, really hard - but I learned a lot!
The 3-month project included social media communication, production and distribution of interviews with key figures, and an activation event, among other things.
BRANDING
The ZCV brand was designed with first impressions and memorability in mind - thus, I opted for simple semiotics and chose to have the brand name fully integrated into the logomark.
The chosen symbols also speaks to the brand's mission: I stayed away from the traditional pen, paper and ink so as not to emphasize the methodology of writing, but the appeal of writing to the audience through modernity and simplicity.
I developed a detailed brand book, going into the core values of Z Cũng Viết, its verbal branding, and general guidelines.
BUSINESS MATERIALS
Another crucial task for me was to devise instruments for development of the project. These includes sponsorship proposals, invitations, and pitch decks.
These got us approximately 32 million VND in total sponsorship value, which totaled 60% of the expenses for the project. The proposals and decks onboarded 10 local businesses as sponsors, and 2 professionals as consultant - significantly empowering the project.
The proposal template. This was created in Illustrator, then translated to Canva for easy editing and accessibility. Really taught me to love Canva.
The pitch deck, in all its glory.
SOCIAL MEDIA
Social media, being the main touchpoint between the project and its audience, was a huge part of the workload. I was responsible for creating everything from the page's avatar to short-form reels.
In total, I've created 57 posts, which aired simultaneously on Facebook and Instagram. Together, I and the Social Media person racked up 60,000 reaches and converted 1,700 into followers, while strategically spending only ~100 USD on Meta Advertising.
VIDEOWORKS
The project needed to be talked about by key people, and at the same time it needed to provide value for the audience. A mini docuseries featuring local students' people of interest was the way to achieve this buzz.
I was heavily involved in the production of the series, responsible for securing locations, procuring filming equipment, sound, and camera operation. I was also the sole post-production person - from data wrangling, to the first draft, to the last revision. We... really went in for a lot with not many people on board.
A quick recap of the episodes presented to key stakeholders during the project evaluation phase
A concise look into the motion graphic assets I created for the series
EVENT
The event - a talkshow with a key figure in writing - was the cherry on top - an activation that would convert the most loyal of fans into brand ambassadors. Aware of this, I proposed extra design materials to prioritize a holistic experience for the attendees, while also giving them something to take home.
THE END.
