Brand X Challenge

college or university. The winning team will receive a $5,000 cash prize—and will be offered paid internships with MAS Event + Design and Sephora. You should be!

The Brand X Experience Design Student Competition is a national competition for undergraduate design and marketing students enrolled at a college or university. The Brand X Challenge is a national experience design competition for undergraduate design, architecture and marketing students enrolled at a participating U.S. Participating student teams (up to four students each) will learn about the gr

owing experience design discipline as they develop an experiential activation featuring Sephora. The winning team will also be flown to the Experiential Marketing Summit (May 12, 2020 in Chicago) industry conference for a special awards ceremony in front of more than 1,000 industry leaders. Second-place team will receive $2,000 and third-place team wins $1,000. The goal of the Brand X Challenge: Expose students to the growing world of “experience design,” a fun and expanding segment of the design industry and one of the fastest-growing job sectors for design, architecture and marketing professionals. What is experience design? It’s the creation of live branded experiences that combine creative strategy with structural elements to bring a brand to life for its audience. If you’ve seen Coke’s Spring Break Village, the Jeep exhibit at the Auto Show or Best Buy’s college campus Ultimate Dorm Room, then you’ve seen some great examples of experience design. BRAND X PARTNERS
Brand X is produced by leading experience design company MAS Event + Design and Event Marketer magazine. In 2020, the program features Sephora. The Brand X Challenge invites students to design an experience for a real company. For 2020, students will design an experience for Sephora’s Sephoria House of Beauty. Managing the entry process and communications with students are the editors of Event Marketer magazine, the industry’s leading publication on experience design and marketing. WHY BRAND X IS UNIQUE
Brand X is the only student design challenge of its kind. By participating, you aren’t just creating “ideas”—you are concepting an experience for a real brand, Sephora. Participants will have access to a series of online training webcasts that will provide information on experience design and most importantly, Sephora’s goals, design parameters, background on their audience, and the brand’s heritage. Each team will be assigned a “design mentor” from MAS Event + Design to help along the way. And finally, Brand X will be judged by experiential marketers from many of the companies you know, including Intel, HP, Nintendo, Activision, Chrysler, Xbox and more. Quite simply, there’s never been a student design challenge like this—you’ll learn about one of the fastest-growing forms of design, create an experience for Sephora and potentially rub shoulders with some of the best designers on the planet! PARTICIPATING IN BRAND X
Excited? Brand X might just be the most fun you’ve ever had participating in a student design challenge. THERE ARE FOUR PARTICIPATION PHASES. LEARN PHASE. Once you confirm your team’s participation in Brand X by February 21, we will contact you to say hello and send you full information on the program. From there, you’ll have a week to watch two brief but informative online “training webcasts.” The first will teach you what experience design is. And the second will give you an overview of the Sephora brand. You’ll need to view both webcasts in order to advance in this year’s Brand X Challenge. See Official Rules at www.eventmarketer.com/brandxchallenge. CREATIVE PHASE. Once you complete the two web training sessions, you’ll have a few weeks to put together an initial concept that ties into the overall guidelines of Brand X. This is when the fun really begins! REFINE PHASE. We will assign one of MAS Event + Design’s designers to review your initial concept and provide feedback on what’s working and what you might want to change or enhance. This is a great opportunity for one-on-one coaching by a design “mentor.” Following feedback, you’ll then have a few weeks to prepare your final submission. SUBMISSION AND JUDGING PHASE. You will submit your final entry online. You’ll upload your entry elements from your computer and we will confirm receipt. From there, cross your fingers while our judges review the entries and select the finalists and winners. CONTACT AT BRAND X
Your day-to-day contact is Kaylee Hultgren at Event Marketer magazine. Contact her with questions or comments at 212-621-4876 and via email at [email protected]. MORE INFO: FACEBOOK.COM/BRANDXCHALLENGE

07/07/2020

The Winners have been named!! 500 teams signed up to participate in Brand X and judging by some of the biggest brands in the world, the scores have been tallied. Are you ready???

• Brand X 1st Place Winner: De3ign Girls from University of California Davis for their Empowered by Beauty program (here: https://we.tl/t-sewh69Mo41). Ally Reyes, Isabella Shmelev and Fiona Micoleau will receive this year’s Brand X trophy and the $5,000 grand-prize package.
• And your second-place winner (of bragging rights and the $2,000 team prize) is none other than EME Studio from Cornell University, featuring Mia DiMaio, Erika Kane and Emily Lin.
• Third place goes to Pen Tool from University of Southern California. Big congrats (and a $1,000 team prize) to Amari Zhang, Kexin Cydney Zhang, Gary Wu and Sishuang Cathy Zhao.

All three of these programs will be profiled in the summer issue of Event Marketer magazine—along with the rest of the top 10 highest-scoring programs:
• 4th Place. Duke University’s IndyBlue, featuring JJ (Javan) Jiang, Anika Khanderia, Megan Wang and Rebecca Williamson
• 5th Place. University of California Los Angeles’s S.A.S.S., featuring Sue Ellen Zhang, Alice Kim, Samuel Huo and Sarah Zhang
• 6th Place. Rhode Island School of Design’s Fearless Insiders, featuring Janice Koo, Wonil Choi and Elyson Park
• 7th Place. Savannah College of Art and Design’s TC Studios, featuring Caty Timmerman, Taylor Garland and Katie Clarke
• 8th Place. High Point University’s Lemon Drop, featuring Jordyn Lemons and Lauren Waldrop
• 9th Place. Rhode Island School of Design’s NOUV, featuring Jeffrey Ye, YueQian Sun, Eddy Minwoo Sohn and Natcha Pakdeekitcharoen
• 10th Place. San Jose State University’s Bakn’ Bros, featuring Brittney Garcia, Ali Burney, Katherine Chhay Chen and Natalie Rejas

Brand X was produced by leading experience design company MAS Event + Design and Event Marketer magazine. In 2020, the program featured Sephora. The Brand X Challenge invited students to design a mock experiential activation for the brand.

Teams: On behalf of the judges, everyone at Event Marketer, Sephora and MAS… thank you for the passion, the excitement and the commitment you all put into Brand X this year. First-, second- and third-place winners will be contacted this week. All of the top 10 entries will receive issues of the Brand X issue of Event Marketer this summer. If you need anything please don’t hesitate to contact Kaylee at [email protected].

04/30/2020

Brand X Teams! TODAY IS THE DEADLINE FOR SUBMISSIONS! Reminder, here is the link: https://brand-x.secure-platform.com/ This is your last chance to show us all your amazing work. The portal is open this evening and will close at 9am tomorrow (just to give you night owls a bit of extra time if you need it). GOOD LUCK! (Design credit: Team EM Fan Club)

04/27/2020

Good morning, Brand X Teams!

THE TIME HAS COME! The submission portal is OPEN! You are now able to upload your final entries here: https://brand-x.secure-platform.com/

The details: Entries are due by midnight (eastern time) on April 30. And for you night owls: We will leave the portal open until 9am (eastern time) the next day (May 1) for those that choose to upload into the wee hours. No extensions will be granted. Judging will begin in mid-May and winners will be announced in June.

Got questions? Don’t hesitate to contact [email protected]

GOOD LUCK!

(Design credit: Team Innovate)

04/22/2020

Here's another Brand X Challenge social media entry, this time from Team The Brandy Bunch. Nice work!

04/20/2020

Happy Monday! We love this social media contest entry from Team TC Studios, so we're featuring it here today. Awesome work!

04/15/2020

Brand X Teams: We hope mentor week (part 2) is going well! Here's a great social media entry from Team TheCube. We'll be posting a bunch more this week and next.

04/10/2020

Happy Friday everyone! Some news: We have chosen the winner of the second Brand X Challenge social media contest. This was NOT EASY. We were so impressed with the entries, which we will be posting throughout the month. The winning team is Team CTRL+ALT+DESIGN. Here is their work. We'll be contacting team members directly to get them their prize. CONGRATS!

04/08/2020

Hey Teams!

Today is the last day for the second social media contest. We’ve gotten some GREAT entries far. Let’s keep it going! Here are the rules again:

This contest is all about COLOR and using the word SEPHORIA in a colorful and vibrant way through video or photo. If you’re doing video, make it 30 seconds or less. The winning team will get a $100 Amazon gift card to share!

Post them on social media with the hashtag . Unlimited entries are allowed. Be sure to EMAIL THE ENTRY AS WELL to [email protected].

We originally said deadline is today 5pm ET, but we'll give you until midnight tonight for these.

Good luck!

04/06/2020

Reminder to get your social media entries in by Wednesday! And be sure to email [email protected] after you've posted them on social media. Remember that it's all about COLOR this time, using the word SEPHORIA. (Check out this entry from the first contest from Team LOAF of Bread.)

04/03/2020

Brand X people: This is last chance to sign up for a second mentor session! We sent the signup sheet to all of you who are still in the competiion via email this week. Contact [email protected] with any questions. Also, we hope you're getting those colorful, creative SEPHORIA social media entries together. We've seen some great ones but WE NEED MORE! Here's one from the last social contest, from Team IndyBlue.

04/01/2020

Hello, teams! We sent out a mentor signup sheet yesterday for the second round of sessions that will be happening the week of April 13, so be sure to check your email for that. Secondly, today we're announcing a SECOND SOCIAL MEDIA CONTEST! Here's the deal: This contest is all about COLOR and using the word SEPHORIA in a colorful and vibrant way through video or photo. If doing video, make it 30 seconds or less. The winning team will get a $100 Amazon gift card to share! Deadline for entries is next Wednesday, April 8, 5PM ET. Can't wait to see what you can do! (Pictured: a social media entry from team TC Studios.)

03/26/2020

Hey, Teams! Hope your mentor sessions are providing some feedback and inspiration and you're getting excited about your projects. We'd like to share some words from last year's winner, Ben Red, who clinched the grand prize with fellow teammate Sabrina Tran. In his own words, the lessons he learned and what he enjoyed about the Brand X Challenge were the following:

"I learned:
*How to follow and interpret a professionally written creative brief.
*Building a results-oriented campaign/event concept (Meaning we had to design and write a strategy with the end business goals in mind)
*Building a pitch deck to present the concept in a professional manner.

"My advice for future BrandX-ers:

Stick to the brief - by all means, be creative and have fun, but make sure whatever you come up with fully answers the brief."

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