Henshaw | Creative Brief

Describe the challenge.

Create an app that helps Street Art enthusiasts identify, discover, and share pieces of street art. This app will be fittingly called “TAGGED,” and will enable users to not only view street art around their location, but also post new pictures of art. Additionally, “TAGGED” will also catalogue works of artists and their respective pieces to create a complete database of this subculture. This app will bring the community of Street Art together through basic functions and features that will permit users to interact with each other by commenting, messaging, liking, and reposting pieces that they love. The interface will come with a homepage that is linked with updates from your nearest city to inform users of new arrivals in their areas as well. 

Who is the target audience?

The target audience is art lovers and urban dwellers that enjoy this medium. Additionally, this app would be able to introduce this genre of art to novices who are interested in learning more about this style. With this app being available in numerous cities, the target audience could also be adventurous tourists that are looking to explore their destination in a slightly unconventional manner. 

What does the audience currently think about the brand or group?

Street Art lovers are purists. They feel that art should not be constricted to canvas and are ready and willing to break the law to show their dedication to rebellion. These hooligans dig Street Art and all the subculture shenanigans that come with it.

What would we like the target to think and feel?

We want the target audience to feel the same passion for Street Art as they did the first time they saw a freshly-painted stencil piece on the street. We want to ignite a desire to share the work of others and create their own. 

Which facts, evidence, or thoughts will assist in this change of thinking?

Since the emergence of artists like Banksy, Street Art has been on the rapid rise with more mainstream attention. The growth in popularity is evidence that an app like “TAGGED” would be utilized by many and assist in this change of thinking. 

What is the brand essence? 

The brand essence is edgy, gritty, innovative, and adventurous. 

What is the key emotion that will build a relationship with the core audience?

The key emotion that will build a relationship with the core audience is excitement. The excitement of discovering a new artist or finding a piece of art will create a thrilling experience for the audience.

What media will best facilitate our goal?

A mobile application will be the best option for bringing our idea to the public. Secondary mediums to promote the primary would be Twitter, Tumblr, and Pinterest. 

What are the most critical elements? 

The most critical elements are the “Search for Street Art Near Me” and “Find Other Pieces by this Artist” functions, as well as the database of artists and their work. Street Art enthusiasts are always looking for ways to discover the newest talents on the scene, and this app will help their quest in every way!

What is the single most important takeaway?

The single most important takeaway is accessibility-- street art at your fingertips. I am trying to make the process of finding these gems that are hidden on decrepit, brick walls and dark alleys accessible to the masses.

What do we want the audience to do?

We want the audience to actively participate, whether they are sharing their findings, liking others, or discover new pieces altogether. “TAGGED” will be used as a platform for self-expression to inspire the audience.