The poster series creates a sense of critical consistency with the rest of the brands campaign elements, utilising the geometric arrangement from the logo and implementing it within the posters design direction, reinforcing the brands identity and strengthening the brand image. Utilising a single shape from the identity is appropriate in utilising the the flag iconography it connotes within the rest of the collateral, this symbolise the variety of countries one can travel to through the Wander Service, and with the posters use imagery from a singular destination it would is appropriate to use this singular character an as extension of this theory.
The series is developed to covey the main reasons for travel, categorised into 4 sections; Cities and Urban Travel, Adventure, Culture and Relaxation. The photography used within the poster series, is engaging and aspirational to inspire its audience to want to travel and reach a maximum audience acknowledging different travel motivations based on lifestyle and interest. The imagery used within the poster series is all user generated content as until practical research identified that User Generated Content is a key marketing strategy in appealing to the Millennial demographic. This creates connotation of authenticity and personality in taking inspiration from the Apple 'shot on iPhone' campaign which credits the photographer within the advertisement. Similarly crediting the contents creator identifies the mindset of phenomenon of a 'Fear Of Missing Out' which was a key purchase motivator identified within this millennial demographic as it is real people with genuine travel experiences taking the images within the poster series generating the longing to see experience these incredible adventures as well. The use of text within the series is used to reinforce the brands personality which is defined as constant, liberal and aspirational. This content is created with the same tone of voice used within the brands pocket guide to create a consistency within this brand personality generating memorable constructed features of the brands communication that begin to generate a sense of Brand Equity through these positive marketed experiences. The use of colour within the series is again taken from the brands identified colour palette derived from commonalities between the flags within the EU, thus reinforcing the brand image consistently within the brands collateral. Furthermore the logo within the individual posters are paired with the spit colour within the geometric shape and complemented with another of the brands defined colours. This is used with black on a two colour separation to create a consistency with the aesthetic of the flag which all use two colours for the individual rectangles within the flags arrangement.
Synthesis:
The poster series is successful in relating the theory of brand psychology within a practical context, Having developed a range of collateral the focus of the aesthetic begins to rely on a consistency within this aesthetic style so to be able to identify a clear brand image that becomes easily identifiable to the target consumer, tying in all of these brand extensions. The series works well in generating a consistent brand image through the use of geometric shapes found taken from the logos characters and implemented with user generated content to reinforce the brands personality. The poster series is effective in extending this brand personality using an identical tone of voice to the pocket guide to again reinforce this sense of consistency with the brand extensions with the use of rhetoric used to construct a brand personality of aspiration, freedom and excitement. This use of consistency within the design direction of the poster series creates a memorable brand experience when thinking about the experiences the consumer could have within this trip generating a positive brand equity which in turn attributes to a positive Consumer-Brand relationship, which is further extended through the use of consistency within these brand extensions.
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