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 discerning youth media consumers 


background:

In 2018, VICE was ready for change. The brand had 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 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



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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