Kick the Tin
As a new search engine focused specifically on Australian customers to raise money for not-for-profits and public schools, heading into beta launch, we developed a user interface for the new application, a promotional video explainer, and a content strategy with custom graphical and animated content under our topics that could be widely distributed and used by various organizations and schools.
Brand identity development
User interface design
Promo Animation Video
Customer journey mapping
Social media design
Problem & purpose
We wanted to create a website where everybody felt like they learned new things, discovered new topics and felt like they could so something. The shop was also an important component being part of the way in which the social enterprise supports itself.
We developed a mascot for the brand as part of the brand name. Kick the Tin derives from an Australian colloquial expression to raise money. We use this to create a primary tin character that could be used to personalize the brand and remember it easily. We then carefully crafted a tin family around him as a nod to the Australian barbecue, families & neighbors coming together for a good cause and a fun element to work with in through the brand communication.
Social media design & strategy
With a goal to grow a large customer base and have lower customer acquisition costs than some of their competitors, having custom content and research was the most effective way to do this and leverage the assets. We developed a clear content plan to create a happy, motivated and engaged community and custom hand-lettering to be instantly recognizable when shared. The behavioral change we needed was for users to want to change Search engines and contribute to their favorite cause so the marketing was all about feeling good, proud & Australiana.
The team developed a voice-over recording to which we created an explainer animation for. This was designed to be used across online ads and as marketing material for each not-for-profit and school that signed up for funding.
We outlined the content architecture that was required and then created an interface for each asset. The site needed to be easy for users and the search functionality was overlaid on the Bing API with results looking native and similar in experience to all major search engines. The brand was also transparent in financial reporting so a focus was also on creating a public dashboard for this.