Brand system · Gen Z data-rights campaign · BMCC 2025
Your DataYour 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 question an exchange in which large technology companies profit while users receive little direct value in return. The system uses humor, visual punch, empowerment, and participatory actions rather than fear-based privacy messaging.
View original PDF ↗02, Color
Color system
#182A4Dcore background#FF5737disruption accent#BBFF38action accent03, Typography
Type system
Aa
Archivo
Primary campaign and interface typeface
Aa
Marcellus
Secondary editorial typeface for contrast and emphasis
04, Guidelines
System details
Purpose & audience
The campaign is built for Gen Z audiences who use digital platforms constantly but may not connect everyday online behavior with the commercial value generated from their personal data. The communication turns an abstract policy issue into something immediate, visual, and personal.
Core idea: personal data is valuable; people should understand the exchange and have a stronger voice in how that value is used.
Voice & tone
The brand speaks directly to the audience instead of lecturing them about privacy. It is energetic, slightly provocative, and built to start a conversation about money, technology, and fairness.
- Bold
- Playful
- Provocative
- Empowering
Messaging principles
- Use direct second-person language: make the issue about your data, your value, and your choice.
- Translate the data economy into plain language instead of technical privacy terminology.
- Pair serious ideas with humor, graphic contrast, and memorable statements so the campaign feels shareable.
- Challenge Big Tech economics without framing technology itself as the enemy.
- Move quickly from awareness to agency: every major message should point toward a concrete action.
Message hierarchy
Start with the simplest truth — your data has value. Then reveal the imbalance: platforms profit from information users create. Finally, redirect frustration into collective awareness and participation rather than passive distrust.
Campaign actions
Participation is designed to feel social and visible: join the 24-hour Social Media Blackout, take part in the Email Flood directed at Big Tech, share campaign content, spread the message, and contribute personal stories.
CTA style: short verbs, visible action, minimal explanation — join, send, share, tell, participate.
Deliverables & team
The project includes a one-page microsite, street-interview content, Instagram, Linktree, campaign-action experiences, and the final presentation. Rodrigo Cazuza, Isabelle Torab, and Htet Aung Lin collaborated across interviewing, video editing, content creation, design, UX, and web design.