How to make a City Council sound close, useful and real for young people?
Brand Definition
Campaign
1 month
Portugalete City Council
We live in times of constant change. Young people have learned to adapt, to move with change and to express themselves in new ways every day.
However, this does not happen in the institutions. Many city councils continue to communicate as they did decades ago, with tools and messages that no longer connect with the new generations.
This lack of adaptation generates distance. A distance that translates into disinterest, disconnection and lack of participation.
Gazteria Portugalete is born with a clear objective: to really get closer to the youth of the municipality.
The challenge is to design a useful, approachable and recognisable public brand. One that speaks their language, but above all, one that listens. That does not try to look young, but to be relevant.
The challenge
The first step is not to design a campaign. Before that, a key question needs to be answered:
What kind of brand do we need to be to connect with the younger generations?
We started by strategically defining the Gazteria Portugalete brand: its values, its purpose and its role within the municipality.
A compass that guides us on the way to becoming a relevant brand.
Solution
As a solution I build my own verbal concept to unite all young people in Portu. In Gazteria we don't have Gen Z or Millennials, here we are Gen-Berria (Berria in Basque means new).
A creative, brave and dynamic generation.
I propose a visual universe that reflects the personality and increases brand recognition. Then, I carry out a Tone of Voice exercise to create messages that connect with the new generations in order to sound less institutional.
To be what the new generations of Portugalete need us to be.
A brave, dynamic and creative Gazteria.
