The Yuvaa Roadshow

the yuvaa roadshow

an unforgettable experience

From Jan-March 2019, the Yuvaa team went across 25+ cities, 65+ colleges and gathered the MOST EXTENSIVE INSIGHTS on GEN Z Young Indians today through thousands of interviews. We facilitated group conversations about politics. Participants were asked the same series of questions across cities and encouraged to have candid conversations about the issues

The design challenges for this project were to create posts instantaneously, as we travelled and to have a unifying design language that would translate across cities throughout the Roadshow and after. As a solution, a three color palette was developed and consistently adapted across all social media and offline design collateral over the event.

colors

#FF4040

#FFE600

fonts

As the Roadshow progressed over cities, the design evolved and developed simultaneously to keep up with our online engagement and to optimize the experience for viewers on Instagram. The Zone 1 designs were done on-the-road and we began with the design strategy Zone 2 onwards.

zone 2

announcements

photo sharing

Using the Roadshow colors and city-specific imagery, a separate grid layout was created for each city to maximise the interaction and visibility of each photo as it was posted at the end of the trip. The overall engagement of our posts rose by 10x using this strategy.

zone 3

announcements

photo sharing

We made changes to the announcement designs to be more in line with the city themed identities developed along Zone 2. The photo grid was also made a little more lively with the inclusion of our team members each holding the Yuvaa board in a different city. The newer announcement posts got a lot more traction and engagement based on the city milestones and livelier GIF patterns.

zone 4

announcements

photo sharing

The larger grid posts became difficult to keep up with in terms of the feed as we crossed multiple cities and so as a solution, a smaller watermark was placed on the bottom left of each image with the city name proudly displayed. We also did away with individual college announcements for a simpler overall zonal announcement poster for each city. The #Baatcheet template was also developed this zone onwards to share the most meaningful quotes shared by the kids we met on the Roadshow. All this, being design in real-time was also optimized to have a quick, yet impactful turnaround rate.

zone 5

announcements

photo sharing

The Zone 5 design did not change much from the Zone 4 design strategy. This was the final evolution of our ongoing Roadshow design process and with this, we concluded our on-road exploration of the country :)

post roadshow

social media

the final map

data

infographic