LIFEWTR
Duration: 15 weeks | Spring 2022
Students from Penn State Graphic Design GD304: Practical Communications, in collaboration with PepsiCo Design and Innovation, LIFEWTR Brand and Design team, and North Division Marketing, our group created a series of key visuals to accompany a brand campaign promoting a selected series 11 bottle made specifically for the Penn State University Park campus.
Taking place over 15 weeks, we selected the bottle Give U Life by Yung Baby Tate to create the Open You campaign
Collaboration:
Rachel Smith
PepsiCo
©2022 LIFEWTR and the LIFEWTR Logo are registered trademarks.
Why?
College is often the first time students are by themselves and can figure out who they are without outside influence.
Give U Life by Yung Baby Tate has the positivity, confident affirmations and “blobs of energy” that we want to send to students at Penn State.
Give U Life by Yung Baby Tate has the positivity, confident affirmations and “blobs of energy” that we want to send to students at Penn State.
User scenario
We created a user scenario to determine our delieverables.
Deliverables
1. Phase 1
2d, on screen
2. Phase 2
Based on keyvisuals, played with scales and hierarchy.
3. Phase 3
Participatory Art Mural.
Interactive Mural placed on the HUB lawn for students to splash on paint and collectively create an oversized piece of artwork.
Interactive Mural placed on the HUB lawn for students to splash on paint and collectively create an oversized piece of artwork.
RESULT
We created a complete brand campaign for LIFEWTR and pitched for an activation at Penn State University