The IELTS Award by the British Council gives the opportunity to win an annual tuition fee up to 10,000£ to study domestically or abroad, with the winners becoming IELTS ambassadors for one year. The goal of this proposal was to create a new brand to promote and differentiate the IELTS Award from the traditional IELTS and British Council brands, in order to communicate closer to the target audience. It will be implemented firstly in Italy, Germany, Czech Republic, Slovakia and China. The concept 'Win and be a Winner' represented here as a W, was the start point to develop the identity. This W also represents a stylized profile books as well as a stylized bust with arms in the air, as saying: 'I'm a Winner!'.
teaser for the presentation of the program
signature
This signature is born from the premise 'Win up to 10,000£ to study locally or abroad, with IELTS Award' as an incentive and encouragement for the audience target to take a chance to realize their dreams, to reach their goals and to see here a close future.
Identity construction based on the W diagonals. The graphic universe is also drawn on this grid, emphasizing the Movement concept, directly related to IELTS Award messages: 'RUN a chance', 'MOVE forward', 'GO study' and 'BECOME an ambassador'.
BILLBOARDS
mupi
Badge
Message 1 'Run a chance to Win' in a badge as a WINNER MEDAL
Bookmark
Message 2 'Study in an English taught program' in a bookmark for STUDY BOOKS
tote bag
Message 3 'Move forward locally or abroad' in a tote bag READY TO GO
t-shirt
Message 4 'Become an ambassador for a year' in a T-shirt to wear as MAKING PART OF IELTS AWARD
