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‘Nice Play’ : how can It’s Nice That expand from being an inspirational source to become a holistic kick-starter for creativity?

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‘Nice Play’ : how can It’s Nice That expand from being an inspirational source to become a holistic kick-starter for creativity?

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Samenvatting

QUOTE “How can a brand offer relief from growing anxieties in the creative industry?” CONTEXT // 1. Creatives are hindered by their perfectionist habits to create something great and to feel confident about embracing the process with all its flaws and ups and downs. // 2. Play evokes exploration - with a child-like attitude of experimenting and making mistakes as an essential part of the creative process. // 3. In an age of isolation, self-starting creatives only have their own perspective to draw upon which asks for a greater community of support. // 4. It’s Nice That is a platform that a lot of creatives turn to already, yet by shifting from inspiring and educating to actively supporting they have the potential to become the go-to brand for creative backing amongst struggling creatives alike. CLIENT It’s Nice That is a media platform that deals as a supportive vehicle for artistic newcomers by giving exposure to emerging talent and hosting inspirational talks, building the steppingstone for ultimate success. Their passion has always been to support brilliant creatives, to showcase their work, to use creativity to make people feel something - or as they defined it ‘enable creativity to thrive’. PROBLEM It’s Nice That is the online go-to platform for all things driving creativity, yet to become a holistic kick-starter for what they stand for, they’re missing out on comforting the process of idea creation itself. RESEARCH QUESTION How can It’s Nice That expand from being an inspirational source to become a holistic kick-starter for creativity? SUB-QUESTIONS What defines It’s Nice That’s identity and how is it visible? Who is It’s Nice That’s main target group? What are the main reasons that cause their creativity to suffer? What rituals or tools do they turn to in order to be creative? What other brands are trying to facilitate the creative process and through which means? TARGET GROUP ‘Creative Drifters’, men and women in their mid-twenties to early thirties, creative self-starters, mainly characterized by their ambitious spirit and eagerness to learn. They celebrate brands and people that take a stand for something, yet still feel like within the creative industry hardly anyone speaks openly about the struggles they’re facing. They feel pressured by an image of perfection and crave more open conversations and support, to feel assured in their own doings and to create bonds while at it.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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