Red Bull Basement
A tech-for-good initiative providing a platform for emerging entrepreneurs to develop and advance their ideas, driving positive change and making the world a better place.
• Concept Creator • Brand Strategy • Global Creative Campaign • Project Management •
From Local to Global.
Global research conducted by Red Bull HQ in 2015 revealed that Gen Z was increasingly attracted to tech-for-good initiatives and innovations with a meaningful societal purpose. At that time, Red Bull lacked global assets to engage this audience.
Red Bull Basement was initially crafted and launched in Brazil to meet this consumer demand. However, soon other markets recognized the project as a great opportunity to connect with this emerging audience. It was time to take it to an entirely new level.
In 2018, I moved to Austria to roll out the initiative in over 43 countries, reaching countless new consumers and enhancing the brand's positioning in this field. Today, Red Bull Basement stands as the leading innovation concept within the Red Bull event portfolio.
In the sections below you will find how it has evolved over the years.
Strategy Overview
This image clearly outlines the comprehensive strategy behind the concept, highlighting the step-by-step progression from initial ideas to final execution.
Visual Identity
An illustration depicting an experimental setup within a digital hacker world.
Typography
An isometric perspective and open source pattern to create a personal and specific visual.
Global Creative Campaign
Over the years, different assets have been created to reach consumers with the right messages and for the right occasions. In 2020, our approach was the following:
Key Visuals
Key Visuals utilized an isometric perspective to maintain consistency and establish a universal design language. I was direct involved in the creative direction from 2016 onwards but added 2015 to explain better how it evolved.
2015
2016
2017
2018
2018
2020
Applications
A glimpse of how it was executed.
Podcast
The team has recently launched a new approach to amplify our tech-for-good message. The Red Bull Basement Sessions initiative invites innovative thinkers who are leveraging technology to drive positive change and improve the world.
Online
A comprehensive overview of the concept, participants' stories, and event details.
Guideline
After concluding the process with the Creative Agency, Red Bull HQ creates a global guideline to ensure uniform brand representation across host countries. Over the years, the project has been executed in more than 50 countries.
Recaps & Related Content
I’ve put together some extra content for further insights.
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Best Practice Project: A Maker District
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Red Bull Basement Commercial
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Red Bull Basement Global Workshop
Brand Experience
Over the years, Red Bull Basement had countless events in various scales and formats—from Canada to Turkey, South Africa, Australia, and Brazil. Below are a few examples showcasing how these events unfolded.
São Paulo, Brazil, 2016
Zurich, Switlzerland, 2018
Istanbul, Turkey, 2018
