Collateral by Interbrand for Yale Center for Customer Insights

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CLIENT

Yale Cen­ter for Cus­tomer Insights is where the most inno­v­a­tive and suc­cess­ful com­pa­nies are part­ner­ing with the world’s lead­ing-edge aca­d­e­mics to under­stand the evolv­ing dynam­ics of con­sumer behav­ior. Work­ing togeth­er, they bring the lat­est aca­d­e­m­ic the­o­ries into the marketplace—and bring back the lat­est mar­ket­place think­ing to our research. Sus­tain­abil­i­ty Mar­ket­ing: The Pow­er of True Sto­ries is a con­fer­ence about new trends in sus­tain­abil­i­ty, brand authen­tic­i­ty and sto­ry­telling, with talks from lead­ing aca­d­e­mics and prac­ti­tion­ers across a range of fields. The con­fer­ence is joint­ly pre­sent­ed by Yale Uni­ver­si­ty and Interbrand.

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BRIEF

Yale Uni­ver­si­ty and Inter­brand pre­sent­ed Sus­tain­abil­i­ty Mar­ket­ing: The Pow­er of True Sto­ries, to pro­mote the ben­e­fits of telling authen­tic sus­tain­abil­i­ty sto­ries for brands. To lim­it the envi­ron­men­tal impact of the con­fer­ence we re-used exist­ing mate­r­i­al, and cre­at­ed min­i­mal waste from the event mate­ri­als and collateral. 

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APPROACH

Tote bags, note­books, posters, and cof­fee mugs sourced from par­tic­i­pat­ing com­pa­nies act­ed as the can­vas for our sus­tain­able designs. The col­or scheme and bold typog­ra­phy empha­sized the impor­tance of sus­tain­abil­i­ty. We silkscreened the con­fer­ence title onto note­books and tote bags individually—this added a per­son­al touch and cre­at­ed unique give­aways for the atten­dees. We fur­ther trans­formed every­day objects into thought-pro­vok­ing col­lat­er­al that shout­ed our sus­tain­abil­i­ty story—discarded mugs were beau­ti­ful­ly paint­ed, and old ban­ners were reused, stamped,and hung proud­ly from the bal­cony of the venue.