• Rapt!

    Rebrand for marginalised youth communities

  • Rapt!

    Rebrand for marginalised youth communities

  • Rapt!

    Rebrand for marginalised youth communities

  • Rapt!

    Rebrand for marginalised youth communities

  • Rapt!

    Rebrand for marginalised youth communities

 

Rapt! is a Facebook page whose primary focus is to promote social cohesion by featuring the stories of minority communities to a broader Australian audience from a younger male perspective.

We wanted to focus on the positive aspects of being a young male growing up in Australia. With diversity and equality growing in importance across society we needed to make sure the brand was inclusive. However, diversity in its truest sense is about celebrating everyone’s individuality. So the brand had to reflect our diverse nation but also be appreciative that not everyone has the same viewpoint.

 

 

We redefined Rapt!’s purpose with the positioning statement  ‘Together, not the same’. This statement talks to the shared values all Australians should uphold. It also embraces the diversity across our audience, embracing individual differences and freedoms. It promotes the understanding that all of us are in it together.

For the brand to be reflective of our diverse positioning, it needed to be as flexible as there are different individuals each with a unique style. Rapt! brings together these different styles of photography, animation, illustration, and film making the brand feel truly inclusive and representative of our youth audience.

We launched the brand with a video and social campaign aimed at increasing our Australian audience – especially amongst those from vulnerable minority communities.

 

As a part of the rebrand, we expanded Rapt!’s digital ecosystem to include a Website that provides more in-depth coverage of the stories covered in our Facebook and Instagram pages.

The website features long-form articles, listicles and writer collaborations. Thisisrapt.com.au provides the link between all of Rapt!’s channels and will continue to grow with the brand.

Rapt!’s existing audience contained a lot of people from overseas. Which was problematic when you’re trying to support diversity within Australia. As such, since the relaunch, we’ve increased our Australian followers by 300%.