▲OPEN · 17 JAN 2023Campaign identity
Finance, but make it a game.
IDLC Finance and 10 Minute School wanted young people to learn about money. My part was to make a finance quiz look like something a sixteen-year-old would actually want to join. I drew the logo as a sticker, built a kit of money props around it, and with Zahid and Majhar carried it through every post, reel, banner and medal of a month-long campaign.
- Art direction & logo
- Asif Hossain
- Design execution
- Zahid Hossain
Md Majharul Islam - Motion
- Farhan Shahriar
- For
- IDLC Finance × 10 Minute School
- Year
- 2023
▲WEEK 00The brief
Make money talk to sixteen.
IDLC wanted financial literacy for young people. 10 Minute School had them: students aged 16 to 24 from schools, colleges and universities across the country. The format was an olympiad, a month of online quizzes, then a stage. The visuals had to make all of that feel fast, fun and worth a click.
- ONLINE ROUND150,000+17 Jan – 17 Feb · 40 MCQs
- OFFLINE ROUND100The best 100 · Dhaka
- GALA ROUND10On stage · 24 Feb
- CHAMPION1৳3,00,000 + investment fund + IDLC internship
LOG SCALEEACH ROUND KEEPS THE BEST OF THE LAST
●LOGOThe mark
A logo you could peel off.
I drew Finance Olympiad as a sticker: heavy italic letters on a white body with a red keyline. A sticker can be slapped onto anything, a thumbnail, a poster, a medal, an LED wall, and still read. And the dots of the i’s are taka coins.
- 01NotesThree taka notes, fanned behind the mark
- 02StickerA white body with a red keyline: 9.4 units, half hidden
- 03WordmarkHeavy italic, every stem 27.4 units at 15°
- 04CoinsTaka coins as the dots of both i’s
- 05Tag3.0 on a tag, tilted 3° over a red offset
- 06Co-brandIDLC | 10 Minute School on top
▲WEEK 01The kit
Everything money looks like.
Around the mark I built a small kit of props, the things young people already connect with money: coins, notes, cards, a calculator, a percentage tile, a pie chart and a chart that only goes up. Each piece moves on its own, so one kit could become a poster, a thumbnail or a motion end card.
- NOTES · VECTOR · ×3
COINS · 3D · ×3
CARDS
CALCULATOR
% TILE
PIE CHART
CHART ▲
Type
থাকছে সর্বমোট
Hind Siliguri SemiBold carries every Bangla line. The wordmark itself is drawn, not typed.
▲WEEK 02The hook
One number did the selling.
Nine lakh taka in prizes was the reason to join, so it got its own lockup: a giant red ৯ holding two red bars, with a chart arrow breaking out of the frame. It sits on nearly every piece of the campaign.
▲WEEK 03Every size
One KV, every size.
The same key visual had to fit a 1920 × 200 web header, a 9:16 story, an app pop-up, a YouTube cover, a newspaper ad two columns wide and an LED wall. Same props, same mark, rearranged for each frame.
▲WEEK 04The system
Templates that let a team move fast.
A month-long campaign needs something new every day. Zahid and Majhar ran it on a few strict templates: the course thumbnail, the video frame, the results post. The face and the topic change. The logo, the red, the props and the call to join stay put.
- 1Series sticker, the logo’s red and white
- 2Topic in Bangla, set big
- 3A face, cut out
- 4Props from the kit
- 1The question, in a red header
- 2Logo, always top left
- 3The speaker
- 4Bangla subtitles
- 5Call to join, every time
A month of posts, one system
●LIVEThe faces
Then the faces took over.
Teachers and a past winner carried the message in reels: finance hacks, how to join, what the prizes were. Every reel closed on the same end card, so even a quick scroll ended on the Olympiad.
▲WEEK 05A different voice
Not every post shouted prizes.
Some posts simply taught. The Shopping শিলা series told a small story in drawings: a girl who can’t stop buying things, then three ways out of the spending spiral. The same red and the same mark, in a softer voice.
Illustration & designSaba Islam
■CLOSE · 24 FEBOff the screen
Then it left the screen.
For the gala the mark became things people could hold: finalist and champion medals, lanyards in five colours, tickets, certificates signed by Ayman Sadiq, a crest for the chief guest and the prize boards. Every one carries the same sticker.
■GALA ROUND · 24 FEB 2023Krishibid Institution Bangladesh, Dhaka
▲RESULTThe impact
The chart only went up.
Registrations climbed all month: 20,352 at the first update, 60,253 at the next, and more than 150,000 students aged 16 to 24 by the end of the online round, from every corner of the country. A month of reels, lessons and quizzes about saving, loans and investing reached young people where they already were.
- PRIZE POOL
- ৳9,00,0003 · 2 · 1 lakh
- SCHOLARSHIPS
- 100from 10 Minute School
- ON STAGE
- 10finalists, gala round
- CHAMPION
- 1৳3 lakh + fund + internship
Numbers from the campaign’s own posts and The Business Standard.
■CLOSING BELLThe trailer
The whole rally, in a minute.
The trailer that opened the campaign: the logo builds itself, then the dates, the 40 questions, the gala and the nine lakh. Motion by Farhan Shahriar.