Brand system · Gen Z data-rights campaign · BMCC 2025
Your Data Your Money
Own it. Earn it. Your data has value.
01 — Foundation
Identity overview
A three-person campaign designed to help Gen Z recognize the monetary value of personal data and demand fairer compensation from large technology companies through humor, virality, empowerment, and direct action.
View original PDF ↗02 — Color
Color system
#182A4Dconfirmed#FF5737confirmed#BBFF38confirmed03 — Typography
Type system
Aa
Archivo
Primary campaign and interface typeface
Aa
Marcellus
Secondary editorial typeface
04 — Guidelines
System details
Purpose & audience
The campaign addresses Gen Z audiences who may not fully recognize the value of personal data while large technology companies profit from it. Personas include a 19-year-old photography student and a 24-year-old mechanic/warehouse worker.
Information needed: Add final campaign performance, participation, and audience-response metrics.
Voice & tone
Bold, fun, empowering, relatable, and provocative—encouraging people to question the digital economy without relying on fear or distrust of technology.
Information needed: Add final message hierarchy, approved CTA wording, and editorial usage examples.
Campaign actions
Calls to action include joining a 24-hour Social Media Blackout, participating in an Email Flood directed at Big Tech, supporting the movement on social media, spreading the word, and sharing personal stories.
Information needed: Add participation instructions, legal review, email templates, and campaign moderation rules.
Deliverables
One-page microsite, street interview, Instagram page, Linktree, Social Media Blackout experience, Email Flood experience, and final campaign presentation.
Information needed: Add final live URLs, ownership credits, launch dates, and outcome reporting.
Team & contribution
Rodrigo Cazuza, Isabelle Torab, and Htet Aung Lin collaborated across video editing, interviewing, content creation, design, UX, and web design.
Information needed: Confirm the exact responsibility split and final production credits for every deliverable.