Project introduction:
The Paper people
Project type:
Integrated Marketing Communications (IMC) Campaign and Brand Identity Development for a stationery and design materials brand.
The Paper People is a stationery and design materials brand created for South African tertiary students who value creativity, self-expression and personalisation. This project involved developing a brand identity and an integrated marketing communications (IMC) campaign called “Design your study identity” including branding elements, stationery mock-ups and creative campaign executions across both digital and physical platforms.
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The brief
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Target audience
The assignment required me to develop a brand identity and propose an integrated marketing communications (IMC) campaign for a stationery brand, using the research, target audience and marketing objectives established in MAS2003.
The project was designed for South African tertiary students, particularly those studying creative and design-related fields who value affordable, aesthetic and personalised stationery that allows them to express their individuality.
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Creative direction and inspiration
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The design and development process
My creative choices were guided by the idea that stationery should be both practical and a form of self-expression. I used a playful, modern visual identity with bold typography, neutral backgrounds and pops of red, light blue and yellow to make the brand feel creative, approachable and recognisable. The campaign concept “Design your study identity” was developed from the insight that students are influenced by aesthetics, personalisation and social media when choosing stationery.
I brought the idea to life by developing a complete brand identity in Adobe Illustrator, including the logo, typography, colour palette and stationery mock-ups. I then translated the “Design your study identity” concept into campaign visuals, including a pop-up activation, sponsored TikTok content, Instagram stories and campus posters, creating a consistent brand experience across digital and physical platforms.
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The final outcome
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Reflection
The following visuals showcase the creative work developed for The Paper People, bringing the brand identity and “Design your study identity” campaign to life through a range of original designs, mock-ups and marketing materials.
This project taught me how to turn research and creative ideas into a complete brand and campaign. I enjoyed developing the visual identity and bringing The Paper People to life. My biggest challenge was keeping everything cohesive while appealing to my target audience. I also developed my skills in Adobe Illustrator, creative strategy and visual communication.
