lokus lounge

to start an intellectual diaglogue in the industry and to spread knowledge in general.


Lokusdesign approached us to design a campaign for their new project called Lokus Lounge. Lokus Lounge is a series of videos created with the idea of spreading meaningful conversations in the Indian design community.

It curates topics across the design industry that are widely known to be true but which none of the people most intimately concerned are willing to categorically acknowledge in public. Lokus Lounge is a platform which shares "officially" secret or restricted knowledge that should be actually widely known.

*The logo was designed by Lokusdesign prior to this project.

 

MARKET PLACEMENT

 

TIMELINE FOR THE CAMPAIGN

 

The challenge for us was to create something that is exciting and inexpensive to produce.

 
 

DESIGN STRATEGY

 

Therefore, we went with the theme of Open Secret for the entire campaign. The look and feel is inspired by old govt. documents with sensitive information, the deliberate hiding of data, etc. This naturally peaks intrigue in the target group for the campaign (design school students and brand managers). 

We also created a website wherein you have to enter a password to access the video files, again, inspired by the entire "spy" theme.

The redacted visual style works brilliantly for all the commissioned collaterals.

 

CAMPAIGN COST FACTOR

Ammonia printing

Since the beginning, we were to approach this campaign in the most cost effective way as possible. As we experimented with the visual styles, and printing techniques, we realized that we could use ammonia printing for the project. Ammonia printing costs 1/4th the cost of digital printing and

requires much less fancy equipment when compared to offset printing. Hence, we went ahead with a predominantly blue colour scheme because ammonia printing can only be produced in that colour.

 
 

TEASER POSTERS

 

COLLEGE PROMOTIONS

Promotional stickers were created to be put on coffee cups in colleges and offices.
Fictitious ID Cards for the promoters who will be going to design colleges personally to promote Lokus Lounge.

 

PROMOTIONAL POSTERS

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Promotional scratch cards for college students

 

PROMOTION FOR AN UPCOMING INTERVIEW

 
 

PROMOTIONAL THUMB DRIVES

To reach brand managers of major brands that Lokusdesign has worked with in the past, these thumb drives would be sent by mail so that they can see the first video by themselves.

 
 
 

AN INTRIGUING WEBSITE

The website homepage is nothing but a password field. Once you enter the password (pre given through other offline and online promotional materials), you can view the videos.

 
 
 

A PROMOTIONAL INSTALLATION

We created a two layered poster. The first layer consists of several (similar) posters that are tear able, which then reveal the second layer that reveals the final details and the call to action