Redefining brand experience / Rufus Leonard RAW Academy brief
Brief: Explore ways in which the BBC can bring its content to life for audiences it doesn’t currently reach (think about those with accessibility needs). Focus on the branding of your idea and digitally execute.
Solution: The focus was to create a single platform bringing all of the BBC’s live music content together, whilst considering the needs of all users, particularly those with auditory impairments.
Experiencing live music isn’t just about listening to something. It is social bonding, mood-enhancing, an opportunity to escape. Lady Gaga said “music is one of the most powerful things the world has to offer.” Just because you cannot hear something doesn’t mean you can’t experience it.
I created the “Experience Deck’, an app where you choose how you want to experience the live performance. The design keeps the BBC brand close, not deferring from the content rich options available. The idea is that you land on a familiar-styled homepage, select what you want to experience, select how you want to experience this (video, audio, interpreters, vibrations, sound waves, virtual reality) and then let the good times roll!
As well as an advertising campaign, taking the new platform as a fully immersive experience to festivals was chosen as the best way to introduce the app to music lovers.