Do We Know Who We're Talking To?

In branding we often look for shortcuts. Intuition suggests images that feel universal, cultural codes that „everyone knows”. Yet working on a new programme at the University of Law in Wrocław reminded us of the most important rule of good design: before you start creating, you have to listen.

When we started working on the script for the film promoting the new programme, an image inspired by the series Suits popped into our heads almost instantly. Elegance, sharp comebacks, perfectly tailored suits and the momentum of success. It's an icon of legal and corporate pop culture, right?

But before we entered the Content Production phase, we decided to verify our assumptions at the source. Kasia asked the students themselves — representatives of Gen Z, the very audience the film was meant to reach — about this context.

The result? Mild surprise and a polite but indifferent: „I sort of know it”. Harvey Specter, who for Millennials was a symbol of professional status, is for today's high-school graduates a character from „the old days” that stirs little emotion. The same goes for the series Friends — though the 1990s aesthetic is fashionable today, the relationships and humour of those characters don't always resonate with how community is built now.

That conversation completely changed our approach to the script. Instead of building the film on a foundation of pop-culture references that might fall flat, we started looking for what genuinely interests today's law-school candidates.

At Brandkick Content Production, writing video scripts isn't just desk work. Above all, it's a collision between a vision and a real audience. That experience showed us that going out to people and having an honest conversation lets you avoid communication noise.

As a result, the film we prepared isn't an attempt to imitate fictional characters from across the ocean. It's an authentic invitation into the world of management and law, tailored to the people who will shape it in the future. For us, validating ideas is a sign of respect for the client and their audience. Ultimately, it's not about the project being „ours”, but about it being effective and clear.

Sometimes the strongest element of building communication is the ability to take a step back. Letting the audience fill the space with their own needs, instead of imposing our own ideas on them. In a world of overstimulated marketing, it's precisely this attentiveness to the other person that builds the most lasting brands.