Project Brief
Research
Articles
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Yahoo's current goals to capitalise on nostalgia and other platform's backlash, Business Insider
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Gen Z broke the marketing funnel, Vogue Business
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Yahoo on socials
Instagram/TikTok
Facebook
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Previous Yahoo! Campaigns
"Do you yahoo?"
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Market Research
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Own thoughts on yahoo!
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Brands that gen-z like (courtesy of Jess Higgs)
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Questions to ask
Survey Preview
Assets created for survey (for user appeal)
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Results from the survey (including all generation responses)
Brand appeal survey results - Gen Z
Quick analysis of research
I've gathered from the survey that everybody has heard of yahoo, but there is very few that understand what it currently does. Its strongest points seem to be news, mail and search, but none of them really act as a unique selling point to the yahoo brand. The nostalgia element resonates more with millennials rather than the market they're aiming for, but I think there's possibly still something in that, just not the same period of nostalgia.
Brand campaigns (Gen-Z orientated)
Spotify (2024 campaign)
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Duolingo
TikTok
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Heinz "Absolutely Heinz"
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Barbie
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Airbnb Barbie's Malibu dream house
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Ryanair
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Other Brand Campaigns
BBC (BBC2 Ident designs, 1991-2007)
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Channel 4 (E4 e-stings, 2003-2018)
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Yahoo! Food app
Different options for the name
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App UX flow
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App wireframes
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Figma Development Board
Bit of Rupaul for advertising
Direction
It's become clear that yahoo eats isn't working, though not for a lack of trying. Going to brainstorm to see if there's anything I could be missing.
Idea brainstorm (take 2)
Figjam Board
TikTok's that target Gen-Z
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Direction (Again)
After getting nowhere with the above ideas, and spending some time with tutors, they suggested refreshing the website, rebranding the company or both.
Felt like I needed to speak to someone who is fully part of the Gen-Z culture, but at the other end of the scale (far away from millennials). After speaking with my nephew (a typical 18 year old), it was clear that gen-z do not use desktop websites to access content, so whatever the solution would need to be mobile-centred.
With this in mind, Think there's an opportunity to create a experience that delivers the content yahoo already provides, but in a format that really appeals to younger generations. Not aware of any app that delivers news in a format like Tiktok or Instagram, so there's the possibility to create a strong focused app that does this really well.
Idea Development
Name...
With it being new, news-oriented app and content chosen by the user, NEUE seemed very appropriate (feels like a combination of news and you). Used existing letters created for the previous food app to hobble a logo together to see what it would look like.
Added exclamation marks and coloured side accents for effect:
Tried it in yahoo's own colour palette (yellow) but i think it feels more generation-appropriate with green (above)
Figjam Concept Board
In a nutshell, the brand activation idea is to launch yahoo's content into a new market, in the form of socially connected news, geared towards the gen-z doom scrollers.
Focusing purely on doing news right (in the form of short video) and how connected socials can be integrated into the experience. anything else is either an added benefit or an afterthought.
App Design Development
A lot of the groundwork was laid when designing the yahoo food app, so I plan to borrow quite heavily from that. For the most part, it's still very in keeping with yahoos overall brand image, with an added spin of Neue.
Spent quite a bit of time gathering content from yahoo's news website. With the main focus being the American market, I've tailored it slightly to appeal more to their generation z audience vs the uk's audience.
Icons
Needed some appropriate icons to use throughout the UI. With the exception of the first, these are mostly assets from Figma, however ive added a slight 3d colour effect under them to fit better depending on their use.
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Presentation Design
I think to really sell the idea, it needs to be in the format requested for submission. I really wanted to use InDesign for this part, however time is of the essence. There isn't any features that would dramatically make the presentation slides better, so planning to just use affinity designer for this
Revised Logo
After staring at the logo for hours on end whilst making the presentation, I noticed it didn't quite tie in properly, as the typeface wasn't the one yahoo uses, nor do I have access to it. The E's have a slight slant to them, so I've adjusted them to match the aesthetic better. Also moved away from using black as the background, instead choosing a very dark purple that's in the same range as yahoo's iconic purple colour.
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Final Outcome
D&AD Slides Presentation
UI Mockups
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Traditional Mockups
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Figma Prototype