V!BE – "Tonight's got plans for you"
Brandcenter Side Hustle
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The Ask
Starting from ground zero, create a side hustle product and brand identity that has a clear hook, meaningful benefits, and real go-to-market potential.
What is V!BE?
V!BE is an interactive card game that spices up social gatherings by encouraging players to complete quirky and daring social missions.
The Big Idea
This is a card game designed to shake up the typical night out by giving players bold, playful missions that encourage them to break out of their shells. Whether you’re already a social butterfly or a wallflower, the game allows you to curate your own vibe for the night.
It’s not about winning, it’s about showing up and showing out. Built for all comfort levels, this game invites anyone willing to lean into the chaos and be unapologetically themselves.
The Research Behind the Game
What we knew:
Card and board games often serve as icebreakers or conversation starters amongst friends and in group dynamics
Games are played in centralized gatherings––from the living room, kitchen pregame, or the back deck, we know ambiance is important. From the Spotify playlist, mood lighting, and snack spread, every social game night has its own curated vibe.
What was missing:
The goal of social card games isn’t to win, but to connect with others––24% of Americans have Googled “How to connect deeply with others” (NonFiction Research).
And 72% of people want a shared experience to serve as the medium for this connection (NIH).
Player Persona – The Ultimate V!BER
Let's keep this brief and get to the good stuff!
Objective: Create shared moments of spontaneous adventure.
Problem: We get stuck in routines, even when we socialize. It’s always the same old, same old.
Target: Adventure-seekers aged 18–30 who crave new experiences but need a little direction.
Insight: The fear of embarrassment is softened when the action is prompted for you.
Strategy: V!BE is the card game that breathes life and purpose into your night out.
Bringing V!BE to Life
Characters | Social Strategy | Visual Manifesto
Meet the V!BLINGS
Named after Richmond's historical, beloved bars, the V!blings are the best +1 you could ever invite to a social gathering. Tucked away in your purse or back pocket for safety, they'll be there with you wherever the night takes you.
Social Strategy
Key pillars for V!BE’s Instagram account:
Launch the brand and build anticipation by introducing V!BE’s concept, tone, and purpose while generating excitement.
Explain how to play by showing how the game works, including the different levels and how players move through them.
Bring the V!BLINGS to life by curating distinct yet relatable personalities that audiences can connect with.
Introduce the team to build credibility, transparency, and a human connection with the brand.
Visual Manifesto
I chose to turn the written manifesto, crafted by our talented copywriter Molly Nealon, into a visual carousel to encourage reflection. Pulling photos from nights out at London clubs and memorable outings at Richmond's go-to establishments, I aimed to make the viewer feel something: nostalgia, adrenaline, joy.
By breaking the manifesto into sequential moments, this format invited our targets to pause and recall their own once-in-a-lifetime experiences while planting a "what if" seed in their minds for where V!BE could take them.
Ultimately, this approach made V!BE feel more tangible and memorable—spurring the desire to pull a card.
Carousel posted to Charli xcx's party 4 u
The Team:
Stephanie Gin – Art Director
Kassandra Leyva – Strategist
Sarah Mady – Creative Brand Manager
Molly Nealon – Copywriter
Eva Waldron – Strategist
V!BE_Side_Hustle.pdfGoogle Sites
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