Context
Reckitt Benckiser (RB) conducts the RB Mavericks Case Study Challenge, an annual competition for B-school students, allowing them to solve real-world business problems for top RB brands and secure a job at the company. In 2014, the focus brand was Durex, and the competition aimed to challenge students to craft innovative marketing strategies for the brand.
Overview
As part of the event’s branding, illustrations and posters played a crucial role in engaging students and reinforcing the brand message. I was responsible for creating illustrations and promotional poster designs that would capture the essence of Durex’s brand while maintaining the excitement of the competition.
Task
Create an engaging illustration that aligns with Durex’s brand identity while capturing the spirit of the competition.
- Design an event poster that communicates the competition details in a visually compelling way.
- Ensure the design was bold yet professional, resonating with both students and RB’s hiring team.
Action
To achieve these goals, I took the following steps:
Concept Development
- Conducted research on Durex’s brand tone—which is fun, youthful, and bold, but also focuses on safe sex and intimacy.
- Ideated illustration concepts that subtly incorporated Durex’s core messaging (protection, excitement, and innovation).
Illustration & Poster Design
- Created a vibrant, dynamic illustration incorporating Durex elements (such as the signature blue branding, playful typography, and abstract patterns symbolizing energy and movement).
- The poster layout was structured to maintain a clear information hierarchy, ensuring the event details stood out while keeping the illustration as the central focus.
- Used bold yet refined typography to create a youthful yet professional aesthetic.
- Added quirky, hidden elements within the illustration that subtly hinted at Durex’s brand persona—making it visually engaging.
Design Execution:
Execution & Launch
- The final poster was printed and displayed across top B-schools in India.
- Digital versions were shared on social media, college portals, and RB’s recruitment channels to generate excitement and participation.
Results
The illustration and poster design successfully enhanced the brand recall and engagement for the RB Mavericks Challenge 2014:
- Increased Participation
10% higher student registrations than the previous year.The platform saw a significant spike in user sign-ups and daily active users, surpassing initial targets.
- Brand Engagement:
The creative design led to increased student conversations about Durex as a brand in marketing case studies.
- Positive Feedback
Success of this campaign resulted in IP creation, a reccuring challenge that happened every year with different focus product in the Reckitt Benckiser house of brands