‘Proof it’
A brand identity and campaign that addresses Gen Z’s inexperience, and fear using office printers.
The Problem:
Gen Z haven’t been taught how to use a printer. They grew up with user friendly software. To them, printers are unresponsive ancient artefacts to be avoided at all costs. Their trial and error efforts are inefficient and unsustainable. Gen Z need support, but they are too ashamed to ask their colleagues for help.
The Insights:
1 in 5 young office workers reported feeling judged for having tech issues.
Gen Z are underprepared when it comes to workplace technical skills.
Feeling judgement made young office workers less likely to ask for help.
1 in 3 Gen Z’s are not provided with the digital skills required for career progression.
Gen Z are more flexible when it comes to work.
Gen Z are willing to learn new skills and 73% use LinkedIn to further their careers. They have a desire for success.
The Solution:
Designed to be folded into the format of a business card, Proof is a pamphlet that walks through common printing problems and solutions. Gen Z’s can avoid the judgment of colleagues with this discreet consideration.
A typographic and copy-driven poster campaign will raise awareness for Proof.
Branding
Campaign
Copywriting
Digital Design
Editorial Design
Typography