Following the success of the RBC Future Launch program in 2019, it made its return in 2020 – with a twist.
Challenge: In Future Launch’s fourth year, a global pandemic and economic recession has upended future professional pathways for youth- and they are more than ever concerned about their futures. Building off of last year’s success, continue to increase awareness among Canadian youth of RBC's Future Launch initiative.
Insight: Youth’s professional (and financial) futures are uncertain. And this time, no one has all the answers. This has left youth feeling concerned and scrambling to put new pieces together. Youth are most concerned about their financial stability (short and long term) and they have been disproportionately impacted by unemployment. Additionally, they are highly informed, in a transitional phase of life and focus a lot on their mental health.
Solution: More than ever, Future Launch has an opportunity to help youth prepare for the professional landscape in a meaningful and timely way by providing advice to guide youth as they navigate a disrupted professional landscape, and surfacing useful resources offered within Future Launch’s programming.
Insight: Youth’s professional (and financial) futures are uncertain. And this time, no one has all the answers. This has left youth feeling concerned and scrambling to put new pieces together. Youth are most concerned about their financial stability (short and long term) and they have been disproportionately impacted by unemployment. Additionally, they are highly informed, in a transitional phase of life and focus a lot on their mental health.
Solution: More than ever, Future Launch has an opportunity to help youth prepare for the professional landscape in a meaningful and timely way by providing advice to guide youth as they navigate a disrupted professional landscape, and surfacing useful resources offered within Future Launch’s programming.
A virtual summit for Canada’s young people, built on the pillars of Future Launch. The event will provide advice on key topics to guide youth as they navigate a disrupted professional landscape and catalyze engagement with Future Launch and partner programs.
Role: Gen played a large role in the conception of the big idea for the first Future Launch campaign in 2019, and so returned to bring the Future Launch 2020 Summit to life. Gen designed the logo lockup for the summit, following RBC brand guidelines but ensuring that it communicated the spirit of the event, taking into consideration that it will be animated. She also developed and designed the visual guidelines for the video and summit that cascaded throughout all production and promotional pieces.
Additionally, she developed and storyboarded the introduction segment of the video, working along with production and an editor to bring it to life. This portion of the video established the overall look & feel of all design elements, animations and transitions throughout the summit video.
Creative Director: Craig Ritchie
Creative Director: Craig Ritchie
