Libelle, the biggest female multimedia brand of the Lowlands and best known for its weekly magazine, moves to make the lives of women even more fun and beautiful. As a consequence of the over-stimulating and over-sharing social media culture we live in, more and more people are getting isolated. Both physical and mental. This insight led to their new ready-to-be-tested platform for all members of the Libelle brand.
→ BRAND DESIGN → brand movie → story telling → copywriting → art direction
FROM STATIC BRAND TO COMMUNITY
Before the brand concept of Libelle Vriendinnen got launched, Libelle's communication was, as most media brands, linear in one direction. From brand to consumer. In order to bring the real reason for the existenceoffor existence of Libelle alive through every brand movement, the reader's platform Libelle Vriendinnen was developed.
PROCESS & EXECUTION
A new platform for women to connect with like-minded women, exchange experiences, share stories and make new friends. The objective was to activate the brand through various media channels. In true co-creation, we landed on an approach to create a brand narrative and visualise it through video accompanied by visually inspiring graphics.
From the beginning of the project, the idea of connecting women was the common thread through both story telling and visual identity.
Let's say we took this quite literally.
We developed a brand story with a strong emphasis on meeting other women, experiencing and sharing things together and turned Libelle's distinctive red into the visual glue between all elements. It bonded together the copy, imagery and illustration applied on all communication touchpoints.a