Joe Burger



What should the future of news media look like?




business:

VICE, youth digital media


brief:

Reposition VICE across business, brand, and product, for a new generation of discenrning youth media consumers 


background:

In 2018, VICE was ready for change. The brand built itself as a millennial whisperer, but that position was quickly being crowded out in a competitive marketplace.  The company narrative was becoming less clear to new audiences, and with almost 20+ sub brands and multiple touch points, the business needed clarification. My approach was to best explain the tenents of the new brand through a new unified product vision.














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Joe Burger




How do you talk to gen-z?






business:

VICE & brand partners


brief:

Give older marketers and brand strategists an intro into the minds and lives of gen-z. 


background:

A new generation of citizens, clients, and consumers is on the horizon and everyone seems genuinely confused. Who are “gen-z”? What does it mean to be young in the late 2010s? What have their lives been like? How do they see the world? And more urgently; how do brands reach them? My report compiles a mix of quantitative research from a variety of sources with qualativite trend reporting and insights from social media.










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Joe Burger



How can Democrats take back the White House in 2020?



brand:

The Democratic party


brief:

2016 was a wake-up call for Democrats in America. With ample quantitative evidence supporting an overwhelming win, the party came up short when the votes were tallied. In 2020, and in the 2019 media run-up, the party needs to understand what makes a successful candidate/campaign that can take them all the way to the White House.


background:

My work, dubbed “blueberry pie”, is a qualitative report on potential 2020 Democratic candidates, policies, and campaign strategies. Using social listening techniques, cross-channel media surveys, and the most recent political polling available, I’ve created a vision for a middle-winning party that I hope can inform and create diolouge.
















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Joe Burger



Are smartphones too smart?



brand:

Myself


brief:

Phones are taking over our world, our brains, and our lives. And while the revolution can be categorized as a glow up, there’s something weird and slightly terrifying about it. Concept a new mobile device that provides for a radical departure from the current oversaturated smartphone experience and fights back against overconnectivity.  


background:

For the past few years, I’ve been searching for a way out of smartphone land. But feature phones are just too bare bones. Influenced by the research of the Center for Humane Technonlogy︎ and the writing of author Nicolas Carr︎, I put together a concept brand and product for my ideal “dumb” phone. Made with a high resolution e-ink screen and running on a custom Android Rom with fixed apps, DUM is the phone that has only what you need and nothing you don’t.






















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Joe Burger



How do you talk to millennials about money?



brand:

VICE Media


brief:

Create a new editorial brand from the ethos of VICE that speaks to 20 somethings about money. 


background:

Money is a terrible conversation topic generally. And for millennials it’s a bit rougher and weirder than in the past. Money is usually thought of as a personal topic, but the entire generation has a shared uncanny feeling that comes with living on the verge of peak capitalism. FREE was constructed as a means of talking about the end goal of personal finance (freedom from debt, work, wants & needs) and as a counterweight to consumerism. With bold absurdist colors and blunt language, FREE.vice.com was launched internationally in 2018 with GEICO, Ally Bank, Earnst & Young, and the National Association of Realtors on the docket as custom content partners.



























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