For each of the following briefs, you will need to demonstrate three things in your response:

Application of motion design: show how movement and interaction can bring the brand experience to life across digital touchpoints.

A prototype: this could be a click-through demo or an interactive web or app concept that demonstrates how your thinking and design works in practice.

Use of AI: explore how a creative AI tool (for design, video or content) can add an extra dimension to your project. Your work should not just use AI but show how it enhances creativity and impact.

Home Kitchen is a London-based social enterprise and world-first restaurant employing, training and empowering people who have experienced homelessness. Its mission is rooted in food as a force for community and change, giving a sense of belonging for anyone who comes through its doors.

However, while the physical restaurant resonates locally, its digital presence needs the clarity, polish and reach to share its mission widely.

Challenge

Transform Home Kitchen’s brand into a digital-first identity and platform that captures its purpose and passion, making it instantly recognisable, easy to engage with and compelling enough to attract both customers and supporters.

For Consideration

·       How to tell the story of Home Kitchen authentically and accessibly online, balancing its role as a high-quality restaurant with its deeper social mission

·       Ways to design a digital identity that is warm, inclusive, and scalable across channels

·       How to create a design system and tone of voice that works seamlessly across web, social and digital campaigns

·       How to make the digital experience easy for different audiences: diners, donors, press, and volunteers.

·       How motion and interactivity can make the experience feel human and community-driven

·       Enabling supporters, donors, and customers to easily connect, support or participate

Target Audience

·       London food lovers who value ethical and social impact dining

·       Local communities curious about affordable dining experiences with purpose

·       Donors, sponsors and press interested in supporting grassroots initiatives

·       Those impacted by homelessness who are looking for new opportunities

Deliverables

• Brand identity and guidelines: updated tone of voice, visual system and design rules for digital-first application

• Digital experience concept: prototype of website or platform showing how audiences engage with the food, the social mission and the community initiatives

• User journey design: examples of how diners, supporters and volunteers navigate the platform.

• Campaign concept: digital-first campaign to raise awareness and attract participation

• Content examples: social posts, visuals or other interactive assets demonstrating the brand’s sharpness across channels.

Lonely Planet was once the definitive guide for travellers seeking new cultural experiences. Its iconic blue guidebooks were a must-have for generations of explorers, trusted for their insider knowledge and global perspective.

But in the digital age, Lonely Planet has struggled to maintain the same cultural authority. Today, many younger travellers discover things to do through TikTok, Instagram, YouTube and influencers. Competitors like Google Maps or Airbnb Experiences offer immediacy and utility, while user-generated platforms like Reddit provide peer-to-peer recommendations.

Challenge

Reimagine Lonely Planet’s brand experience into the current digital world so it regains relevance with a new generation of culturally curious travellers, while staying true to its heritage as an advocate for global travel. You need to transform it from a nostalgic travel guide into an indispensable cultural companion once again

For Consideration

·       How can Lonely Planet move beyond its printed guidebook legacy to become a digital-first, real-time travel companion?

·       What role can technology play in helping travellers feel more connected? Consider things like personalised recommendations, curated itineraries, live notifications, and  cultural storytelling rooted in digital content

·       How should the visual and verbal identity evolve to balance nostalgia and trust with a fresh, contemporary energy?

·       How can the brand create a tone of voice that feels inspiring and relatable to younger travellers without losing its authority?

·       What role should community and peer contribution play? Could Lonely Planet become a platform where travellers come together and support one another?

·       How could launch campaigns reposition Lonely Planet as not just a guide, but a movement for meaningful travel?

Target Audience

• 18–35-year-old travellers who want authentic experiences but turn to digital-first tools for discovery.

• Culturally curious explorers (students, young professionals, creatives) who travel to learn, connect and experience.

• Older loyalists who grew up with Lonely Planet but now seek easier, more digital ways to access its expertise.

• Travel industry partners (airlines, cultural organisations, tourism boards) who want to align with an authentic, globally trusted brand.

Deliverables

• Updated brand world: refreshed logo, design system and tone of voice that bridge heritage with freshness

• Digital-first concept: prototype of an app or platform showing how Lonely Planet curates cultural experiences in real-time

• Editorial and content strategy: rethinking how Lonely Planet communicates across social channels, video and digital media

• Experiential activation concept: a campaign or event that reintroduces Lonely Planet to a younger audience and sparks cultural conversation

• Ongoing engagement strategy: ideas for how the brand sustains momentum through community contributions, partnerships or other digital features

University can be stressful, especially for students adjusting to a new environment. Many wellness brands feel generic or overly commercial. There’s space for a student-first wellness brand that supports balance, mental health and how students feel within their community.

Challenge

Create a brand that helps students take care of their wellbeing in ways that feel relatable, empowering and collective rather than individualistic.

For Consideration

·       Should the brand emphasise physical wellbeing (fitness, sleep, nutrition), mental wellbeing (mindfulness, resilience), or a blend of both?

·       How can the brand make wellbeing social and community-led rather than solitary?

·       What digital tools or platforms (apps, social content, community hubs) best serve the audience?

·       How to make sure it is inclusive across culture, gender and international backgrounds

·       Where motion and interactivity can make wellness content engaging and non-preachy

·       How AI could personalise wellbeing content or provide interactive support

Target Audience

·       International and domestic students in need of accessible, relatable wellness support

·       University staff and services looking for fresh initiatives to boost student wellbeing

·       Student organisations interested in partnering with brands for wellness programs or events.

Deliverables

·       Brand identity: name, logo, colour palette, typography and tone of voice guidelines

·       Digital brand experience: prototype of an app, content hub or hybrid platform demonstrating the brands UI/UX

·       User journey: example flows showing how students engage with the brand day-to-day

·       Campaign or event concept: a launch idea for a campus activation or event that integrates digital and physical touchpoints

·       Content examples: posts, notifications or digital experiences that demonstrate how the brand communicates consistently and supports wellbeing