What is it about?
This research looked at ways of engaging young people in the co-design of a new brand identity and online platform for their programme, PSSP. A series of discovery and evaluation co-design workshops with the programme’s PSSP youth leaders, were used to engage them in fun and meaningful ways to help them uncover and share insights into their experiences as leaders and what they envisioned the brand could be. FRANK (the new brand identity) received strong positive responses from the PSSP youth leaders, highlighting the importance of involving them, as users, in the design of products and services that affect them.
Photo by Brands&People on Unsplash
Why is it important?
Conventional branding practices do not usually engage users as co-creators in the early discovery stages of the design process, but that is often when a lot of the key decision making for the direction and purpose of a brand is made. Through this research, we engaged young people in the design process as informants and co-designers, to drive both brand strategy and touchpoint design, which enabled the resulting brand to be better accepted by other young people (their peers) involved in the programme.
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This page is a summary of: Engaging young people in the co-design of a brand and online platform for a public health organization, Journal of Design Business & Society, October 2020, Intellect, DOI: 10.1386/dbs_00010_1.
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