Сommunication theory for brand «STALKER»
STALKER
Communication design is where meaning becomes action. It combines words, images, and interaction into messages people can understand, trust, and respond to. As Jorge Frascara points out, design decisions are never neutral: they shape how information is perceived and what people do with it. And as Marshall McLuhan reminds us, the medium changes the message — a poster, a story, and a chat create different kinds of presence and commitment. In this project we use communication theory as a practical tool: to frame «STALKER» as safe exploration, build motivation, and design a conversion path.
«STALKER» is a fictional brand, and all plans below are hypothetical. Goal: build a communication strategy for an existing identity and explain it through communication theory.
In design, communication is not «extra». It is the product. People read visuals as signs, connect them into meaning, and then decide what to do. Communication theory helps us design this path: meaning — interpretation — action. In the course, theories are treated as lenses — we pick the lens that fits the case. Here we use theory to frame the brand, persuade safely, and build community.
Theory toolkit
1) Semiotics — communication as sharing meaning through a system of signs 2) Framing and agenda-setting — what story becomes «the obvious one». 3) ELM — persuasion via central route vs peripheral route. 4) TPB — attitude, subjective norms and perceived behavioral control — intention — behavior. 5) Uses/Gratifications — active audience uses media to satisfy needs. 6) Social identity and symbolic convergence — identity through group membership, shared «group fantasies» create group consciousness. 7) Affordances, social presence and dialogic PR — channel roles, trust, feedback.Why «STALKER» is a strong case
1) The topic is ambiguous. It can be read as adventure» or as «illegal trespassing». Framing matters. 2) The decision involves risk, so trust and perceived control are key (TPB). 3) The experience is social — people join for identity and stories (social identity and symbolic convergence). So strategy here is not ads — it is meaning management.What «STALKER» is
«STALKER» is guided urban exploration: small-group trips to abandoned places and hidden locations. What you get is not only a destination, but a curated path: \- a confident guide (route \+ briefing) \- basic gear support (when needed) \- history and local stories \- photo moments and a shared after-storyNaming context for non-Russian readers: In English, the word «stalker» can carry negative connotations. While that may be true, we emphasize its original meaning. Every mention is paired with a clarifier: STALKER — Guided Urban Exploration. The core framework is exploration, culture, and safety — not reckless behavior. This positioning protects the brand and builds trust.
Motivations — Uses and Gratifications
People actively choose experiences that fulfill their needs. For «STALKER», the core drivers are: \- Escape: break the routine and feel the adrenaline. \- Curiosity: uncover hidden stories of the city. \- Identity: «I’m an explorer, not a tourist.» \- Connection: meet people who share the same vibe.These motivations shape our messaging and define the pillars of our content strategy.
audience portrait / moodboard
Audience Segments
Thrill Seekers (18–27): looking for a weekend story packed with adrenaline.
Aesthetic Hunters (18–35): drawn to atmosphere and visuals — photo and video moments.
Curious Explorers (20–35): motivated by routes, facts, and urban history.
One strategy, multiple entry points: emotion for the first group, clarity and credibility for the third.
Brand Values and Voice
Values: exploration, curiosity, freedom, shared experience, and respect for the place. Character: bold, independent, slightly rebellious — yet always responsible. Communication Role: a confident guide.We keep the edge in our aesthetics, while the guiding voice builds trust and conveys perceived control (TPB).
Positioning and Boundaries
«STALKER» offers guided routes into the hidden side of the city for those seeking an unusual, intense weekend.Boundaries are integral to the brand framework: - Legal access only - Safety briefing before every route - Respect for the place — no vandalism, no dangerous stunts.
These principles keep the brand credible and ensure it can scale responsibly.
Message House
Core Message: STALKER is your path into the city’s hidden places.Reasons to Believe:
- Curated routes with experienced guides
- Clear rules and a safety briefing
- History and stories — more than just «ruins»
- Small groups and shared after-stories
CTA: Choose a route — Pick a date — Join the group.
Communication examples — announcement hooks
ELM peripheral cues
STALKER — Guided Urban Exploration This weekend, follow the footprints into a forgotten corner of the city. Dim light. Empty halls. A real route, led by a guide. Craving the thrill of entering a «zone» — without the chaos? Tap Route Details and reserve your spot.
Route Card — Example
«Factory Echo» | 3.5h | up to 10 people | medium difficulty. Included: guide, briefing, basic headlamp, gloves Bring: closed shoes, warm layer, water bottle.
Safety Post — Example
Safety first: - Legal access only - No stunts for video - Stay with the guide - Leave no trace
Questions are welcome before booking.
Persuasion Engine (ELM \+ TPB)
ELM — Two Layers:
- Hook: mood, short slogans, and visuals that spark curiosity.
- Proof: route details, inclusions, and clear rules.
TPB — Turning Interest into Intention:
- Attitude: highlight benefits and unique value.
- Norms: leverage social proof and user‑generated content.
- Control: provide prep lists, gear support, and easy booking.
Touchpoints
Posters and stickers — landing page — chat with the guide — the trip — recap story.Formats are never neutral — each channel shapes the message. Every step adds social presence: the guide feels real, not anonymous.
Affordances matter: - Video builds mood quickly. - Chat builds trust. - Checklists build control.
We design one continuous narrative, not isolated posts.
Channel Roles by Stage (½)
Awareness (ELM: Peripheral Cues) - Posters and sticker drops: street‑level entry points. — 20–45 sec mood videos: textures, sound, and «the path.» - One‑line posts: always paired with the clarifier «Guided Urban Exploration.»
Interest (Bridge to Central Processing) - Route teaser carousel: highlights what you’ll see and the duration. - Guide intro + short Q & A: builds presence and trust.
Channel Roles by Stage (2/2)
Decision (ELM: Central Processing) - Route cards: show difficulty, inclusions, and price range. - Safety post + checklist: «What to bring» (TPB: Control).
Booking (Remove Friction) - One simple form / bot flow: date — contacts — confirmation.
Retention (Identity + Stories) - Closed chat for each route + recap album. - Participant quotes + «artifact» stickers after the trip.
Voice Guidelines
Tone: atmospheric, slightly mysterious — yet always honest and careful. Character: a confident guide.Rules of Communication: - Hook with mood, then clarify with facts (ELM). - Never glamorize danger; always explain boundaries. - Use concise «route language»: path, footprints, checkpoint, briefing. - Respectful humor is welcome; arrogance is not.
Participation Mechanics
\- #STALKERFootprints photo challenge: safe UGC and community norms (TPB). \- Limited «Night Route» edition: builds a shared myth (symbolic convergence). \- Collaborations with photo schools / museums: reinforce the cultural frame. \- Poster series as collectibles: act as identity markers (social identity).Goal: transform participants into co‑authors of the story, not passive customers.
Communication Goals (Hypothetical 3‑Month Pilot)
Short Term — Month 1: Awareness + Clear Framing - 15–25k views across entry content. - 800–1,200 landing page visits.
Medium Term — Month 2: Community + Trust - 100 chat subscribers / Q& A participants. - 30 pieces of safe UGC (photos, not stunts).
Long Term — Month 3: Conversion + Retention Signals - 15–25 booking inquiries, 8–15 confirmed spots. - 20% repeat participation or «bring a friend.»
STALKER is a path
Semiotics: Why the Identity Works
Skull: conveys danger and character, signaling «not a normal tour.» Cap: embodies the guide persona — street‑smart and experienced. Footprints: symbolize route and movement, turning the promise into a visual. Black/white contrast: creates tension and clarity. Big typography: delivers poster energy and fast readability.Together, these signs tell one cohesive story: STALKER is the path.
Asset System
\- Posters: deliver a fast street‑level hook (ELM: peripheral cues). \- Stickers: act as portable «artifacts» that people keep and share (identity signal). \- Icons / route visuals: make the trip feel like navigation, not chaos. \- Landing page: provides central proof — route cards, rules, and inclusions.One repeated visual language across all touchpoints builds recognition and trust.
Landing page structure
1) One‑line promise \+ clarifier: «Guided Urban Exploration.» 2) Route cards: duration, difficulty, and location type. 3) What’s included: guide, briefing, and gear support. 4) Safety & code of conduct: integral to the brand frame. 5) FAQ \+ booking: clear answers and seamless action.Goal: increase perceived control (TPB) and reduce hesitation.
Competitor Insight
Most competitors emphasize «atmosphere, ” but their communication is difficult to scan: \- Weak or outdated identity. \- Unclear target audience. \- Hidden or inconsistent route information.STALKER’s advantage is the opposite: one strong visual system and a clear path to details.
In ELM terms: a strong hook + structured proof.
How the Strategy Was Built (Theory — Practice)
Choose the frame: exploration, culture, and safety (Framing).
Define motivations: escape, curiosity, identity, and connection (Uses & Gratifications).
Build persuasion: hook → proof → booking (ELM) and remove barriers (TPB).
Establish rituals: challenges, limited editions, and recaps (identity + symbolic convergence).
Select channels by affordances: design for what they enable and maintain two‑way dialogue (social presence + dialogic PR).
Hypothetical 3‑month strategy for our brand
Month 1
Focus: hook and clarity. \- Release 6–8 key visuals (posters/stickers) as entry points. \- Publish 3 mood videos (~20 sec) and 2 guide Q & A. \- Pin «Safety and Code of Conduct» checklist. \- Open a chat channel for questions (dialogic PR). Theory: peripheral cues — first trust — central info.Month 2
Build norms \- weekly route posts (facts and photos) \- «what to bring» checklists and testimonials \- #STALKERFootprints challenge (safe UGC)Month 3
Deepen identity \- limited «Night Route» edition \- partners: photo schools / museums \- recap stories and «artifact» stickers Theory: identity and shared myths — repeat intention.Measurement & Feedback Loop
Awareness: views, reach, direct searches, and sticker QR scans. Engagement: saves, shares, Q & A participation, and safe UGC count. Conversion: inquiries — bookings, plus drop‑off analysis in the form. Retention: repeat participation, referrals, and chat activity after the trip. Safety & Reputation: complaints, incidents, and moderation flags.
Results will be used to adjust both messages and formats, ensuring continuous improvement.
Quality Control & Iterations
\- Weekly monitoring: track which formats drive questions versus bookings. \- Post‑trip survey: capture what felt unsafe, what was unclear, and what stood out as the highlight. \- Small experiments: test two poster headlines, two covers, and two CTAs. \- Route page updates: refine content based on repeated questions (dialogic PR).Different formats trigger different reactions (affordances) — we test, measure, and learn.
Risk Management & Ethics
Main Risk: the brand could be framed as «illegal trespassing». Our strategy prevents this.
Rules to Communicate and Enforce:
- Legal access only: no breaking in.
- No dangerous stunts: guide authority is final.
- Leave no trace: respect property.
- UGC moderation: risky behavior will not be reposted.
This protects the brand frame (Framing) and strengthens trust and perceived control (TPB).
Pre‑Launch Checklist
1) Confirm the frame: exploration, culture, and safety — with clear disclaimers. 2) Prepare route cards: include difficulty labels and gear lists. 3) Publish code of conduct: plus UGC moderation rules. 4) Set up FAQ and chat protocol: ensure dialogic loop and consistent responses. 5) Create templates: poster, video cover, route post, and safety post. 6) Define KPIs: establish a simple tracking sheet.Goal: eliminate uncertainty before the first audience contact.
Conclusion
This longread starts by translating communication theory into practical design principles: how meaning is constructed, how framing guides interpretation, and how channels shape trust and action. From there, it introduces the brand case in clear, audience-friendly terms and defines a responsible frame that prevents misreadings and sets ethical boundaries. The strategy is then made actionable through concrete messaging rules, tone of voice, and a coherent touchpoint system built around the existing identity. Finally, it explains the reasoning behind key decisions and outlines how the system would be measured and iterated if it were launched. Together, these elements form one consistent narrative: from theory to execution, from intent to readable, testable communication.
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