YBR || Claire Amsterdam
As Creative Director at YBR I was presented with the task of creating our new identity. It needed to be edgy and memorable and it had to bring awareness. After some brainstorm sessions with the creative team, we started talking about some of our cult heroes like Bob Ross, who many of us watched after a good night out, or Barbarella for that matter and how these cult figures could get across our message 'You Better Recognize'. We went a little bit further and started talking about other public figures who were not likely to say those words. This is where the fun began and soon we had a whole list of people. We needed to create some criteria so at the end we ended up with all good ones that would fit our message.
From there on we started mapping out our campaign and strategy to let everyone know we were a force to be reckoned with.