Datadrum were asked by the Cambridge County Council Social Services team to help launch a new project aimed at Young People. The project is based around a debit card provided to Young People in Cambridgeshire which they can use to pay for positive activities such as sports. Each month they are provided with funds that they can only spend on these activities and the objective of this Government backed project is to help young people try new activities, especially ones who have low incomes.
We were asked to brand the card and produce marketing materials such as leaflets, mailers and a website, aimed at young people and others involved in the project such as activity providers, County Council staff and parents/guardians of the young people.
We wanted to involve young people as much as possible in the development of the new brand. The youth market is a very difficult one to reach so the new brand really had to appeal to them or it would ultimately fail. An all day workshop with over 20 teenagers produced lots of brand name and design ideas which were then developed down to one identity - g2g. g2g is used in texting and means “got to go”. It was seen in the workshop as relevant, easy to remember, simple and appealed to this age group.
Our creative team took design elements from the workshop that young people liked eg, colours, fonts, styles and created the new g2g identity. This was then used on the card, literature and micro website www.g2gcard.co.uk.
The g2g card was officially launched this month.