client | QUT and Queensland Writers Centre
brief | campaign strategy, branding, promotional + event collateral, web design, social media
keywords | imagine, engage, inspire
With the aim of promoting a vibrant and diverse writing community, the Queensland Writers Centre (QWC) is the leading support and resource organisation for Queensland writers. Taylor was tasked with creating a marketing campaign and associated promotional collateral that would build awareness and generate state-wide engagement ahead of their envisioned W Train event touring regional Queensland. Endeavouring to engage the next generation of Queensland writers, the event required a creative branding solution that would be relatable, engaging and inspiring for youth audiences living in rural locations.
Targeted primarily at regional high school students, the ‘Where will your story take you?’ campaign aims to spark interest in writing, by inviting students to imagine where a writing career or hobby could lead and implies that engaging with the W Train will put them on track to future writing success. Taylor created a playful, youthful and contemporary brand identity for the campaign that was then translated across the W Train’s printed promotional collateral, social media channels and event website. With brand consistency being a core requirement of the brief, devising a contemporary brand identity that suitably resonated with a young audience yet also aligned with QWC’s existing brand proved challenging and required creative thinking to devise a solution that balanced both requirements.