THE GUARDIAN:
’#GuardianCoffee’ brand experience
Grow awareness for and subscriptions to the Guardian’s new digital offering, also designed by Mohawk agency.
RESPONSE:
Guardian Coffee is a concept cafe in East London; a modern take on 17th Century coffee-shops where the capital’s brightest minds met to drink, think, write and debate. At each table visitors are invited to trial the newspaper’s app, to add to crowd-sourced stories, and to gain access to exclusive content & events.
IMPACT:
#GuardianCoffee trended on Twitter within hours of opening. Although initially intended to run for just 3 months, it remained open for 3 years and was replicated in Rough Trade NYC. Throughout this time it played home to workshops, talks and experiments in ‘new’ journalism, all the while collecting valuable audience data.
Year....................... 2013-16
Client.................... the Guardian
Role...................... Creative
Agency................. Mohawk
Contribution...... Experience design
Content creation
Copy
Awards................. DMA Gold for Design
DMA Silver for UX
Shortlist Design Week Award
