IED Istituto Europeo di Design - Integrated Campaign

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An integrated campaign for real creative talents

Find your difference

Every year IED organizes a series of events, with the aim of promoting its offer to different target audiences in all the cities where it is present. From Open Days addressed to young people, who are approaching for the first time advanced training, to Professional Days designed for those who already work and are looking for new challenges. From its Creative Days to the days dedicated to Design Thinking - for which a strong and recognizable creative strategy was needed. An initiative consistent with the IED concept - Find your difference - for which a strong and recognizable creative strategy was needed. It had to be on the one hand distinctive in comparison to the other Italian and international professional schools, on the other hand, suitable for different countries, cultures and tastes.

We knew from the beginning that the campaign would have success only if it communicated the entire series of events in a consistent and recognizable manner. So here's how we worked. First, we created the central idea, referring to the concept of the door as the opening of a personal and fluid path. For every design, in fact, the door is unique. Then, through a series of workshops, we defined the creative world of IED by sharing our ideas with the students and asking for their active contribution. Finally, we played, choosing alongside them, what to include in the campaign: concepts and objects, animals, plants, things, chromatic combinations and semantic cacophonies.

Open that door

Starting a course of study means going through a door that leads one to the future.
For many people, what is behind that door is clear and definite, but it doesn't work that way for everyone: you don't become creative professionals following a standard path, as happens to doctors or lawyers. The path of each creative is personal, fluid, full of contaminations, passions and intuitions also dictated by pure instinct. In IED, there is no path the same as another because there is no single way to be a creative talent. For a creative person, the door is unique. Because it hides what will make him/her/they different from anyone else. Only by opening that door is it possible to enter the world of IED and find your own "difference".