Challenge
Create a brand for an online career discovery platform aimed at school-leavers who don’t fit the traditional academic mould.
Idea
Our research revealed that school-leavers feel increasingly uncertain about life after high school. But rather than presenting this as a problem, our strategy embraced it. We reframed uncertainty as something students should lean into and use as justification to open their minds to other possibilities. Our brand name: Wandr – is an invitation to take the road less travelled.
Execution
Given our target audience of Gen Z students, merch formed a key component of our brand rollout. We created a suite of items from laptop stickers, t-shirts and tote bags to hoodies, beanies and bucket hats, all featuring our bold brandmark and playful graphic language. Merch packs were sent out to students as part of their enrolment process and helped to mark them out as part of the Wandr tribe.
