The project stems from an initiative by ITC-ILO, the International Training Centre of the International Labour Organization and a United Nations agency. The goal is to propose a new learning paradigm that seeks a meeting point between two dimensions: travel and learning. The ultimate goal is to transform the seemingly empty time spent traveling, often experienced as an interruption to productive activities, into a valuable opportunity for growth, knowledge, and exploration of new perspectives.

The project aims to create a brand identity, from the naming and visuals to the definition of a communication strategy, across various channels and tools, both physical and digital.

A thorough market and stakeholder mapping allowed the identification of a target audience of students, startuppers, and high-potential young professionals. The resulting profile describes ambitious and dynamic individuals, focused on strategic networking and career development. The goal is to create youthful, energetic, and motivating communication, aimed at concretely enhancing the initiative's competitive advantages.

SHIFT is born, the brand that challenges users to get involved, step out of their comfort zone, and become protagonists of change. The name evokes the concept of movement and transformation, summarized in the pay-off "Move your focus": an explicit invitation to innovation and the adoption of new perspectives.

The visual identity is fresh and impactful, characterized by a vibrant palette and bold typography. The main character is complemented by a custom font that embodies the idea of dynamism: the alternation between standard glyphs and elongated shapes creates a visual rhythm that symbolizes constant movement. The Tone of Voice is energetic, engaging, and direct. It reflects the brand's dynamic and action-oriented identity: the invitation is to think outside the box and get involved, enhancing the potential of each participant.

The communication strategy is being developed across both physical and digital channels.
Guerilla marketing, in particular, is a key element in the launch of SHIFT, representing the first direct and surprising contact with the public. The campaign is carried out using a few effective elements, such as branded ribbons and a limited series of posters. These encourage passersby to take photos and share them on social media with the hashtag #SHIFTPASSEDTHISWAY. A QR code links to the website, guiding the user through a gradual discovery of the brand.

Physical communication is complemented by the digital one. In particular, during the initial awareness phase, Instagram and TikTok are widely used, posting short sponsored videos that leverage narrative formats, current trends, and the platform's native language. All content published on social media links to the website, which serves as an information hub, central to turning interest into concrete action. Here, users can access initial information about the project.

After capturing attention, the strategy aims to consolidate awareness of the project through a narrative capable of overcoming initial resistance and highlighting SHIFT's unique value. This narrative unfolds across multiple channels: while on Instagram, the brand identity comes to life through an engaging visual story and direct Q&A sessions, on TikTok, communication becomes more spontaneous thanks to the involvement of ambassadors and interviews that stimulate reflection on learning and the journey. Finally, LinkedIn plays a key strategic role, adopting an institutional tone to position the project as a serious, innovative initiative with a high professional impact.

In the conversion phase, the first trip is officially launched. Through targeted content and incisive calls to action, users are invited to apply. Instagram becomes the ideal channel to showcase the first stages of the journey and introduce the experts who will be participating. The website is filled with content describing and showcasing all the information related to the upcoming trip. At the same time, the newsletter becomes the direct point of contact between the brand and potential users, sharing info capsule on travel topics and strengthening a sense of belonging and engagement.

Once the journey has begun, Instagram and TikTok chronicle its evolution in real time, documenting the milestones, experiences, and collaborative moments among participants. At this stage, merchandise plays a key role: in addition to being a tangible memento, it becomes a powerful tool for strengthening the emotional bond between SHIFT and its community. Once the experience concludes, the narrative continues with interviews with the participants and the launch of a YouTube channel dedicated to video vlogs and podcasts that summarize and delve deeper into the journey just completed.