Winner for award Service Design powered and chosen by Making WavesCall to Action
A service design approach to creating a brand experience for Nor-Shipping's festival aimed at young adults
Today, the ocean sector needs innovation towards sustainability. To address this, Nor-Shipping wanted to add a new event to their existing world-class conference — a solutions festival. Opposed to the regular conference aimed at ocean experts, this festival would attract students & young professionals that care about the world’s future. Lacking experience in working with this user group, Nor-Shipping engaged various partners to help address their concern of how to attract young adults to attend the festival.
Call to Action, provides a brand strategy as a basis to create a brand led experience for the festival. The suggested strategy could be translated to visuals, communication and interactions through the festival journey. Call to Action helps NorShipping's new festival create a relatable brand who knows how to build connections with young people by being fun & inspiring
8 weeks; Done for NorShipping through the Oslo School of Architecture & Design; Team: Oda Heier, Geir Atle Hustoft, Xinglin GaoChallenges
The client was in the process of planning and organising the festival when the team was brought onto the project. This put us in a situation where we had to design a festival experience without really knowing what will happen on field. We took a step back and tried to create value by suggesting guidelines which could be used for designing rather than the design itself.
Brand strategy
Through the brand strategy we deliver the ‘core design intent’ which is the brand personality. The brand personality represents the values of the festival and how they could manifest into touchpoints based on brand behaviour and tone of voice; it serves as a boundary object for the designer.
Tool for translation: The Coach became the tool which helped us translate the brand experience proposition into the service touchpoints
Reviewing suggested service moments through the festival journey
Validating brand mission and values with clients
Preliminary feedback from users on visual design
Translating brand values into service experiences
Together with our client, we conducted a co-creation session to outline a user journey that could illustrate the main activities of the festival. We zoomed into some of the aspects of the user journey and designed relevant touchpoints through the spirit of ‘The Coach’.
"Suddenly the festival becomes more real"
— Rikke H. Jørgensen after seeing the first draft of the user journey
The brand experience manual
The brand experience manual
Roadmapping & handover
For a successful handover, we conducted a ‘roadmapping’ workshop with the client. By understanding the timeframe left before the launch of the festival, we suggested when and how our design delivery could be implemented into the planning process of the festival. Our design delivery was converted into a brand experience manual. This manual could be distributed to the different partners, to ensure a cohesive festival experience.
Final roadmap co-developed with the client as a reference point for implementation planning
