Branding For The Future
The Project Outline:
As an important component of the modern living environment. How could the meaning of the bathroom change in the future? How can the change drive new demand?
In the project, we research the societal shift and speculate how we might live in the future, then identify branding opportunities based on the user demand we see.
The ‘STEEPlE’ card stands for ‘Social, Technical, Ecology, Economical, Political, Legal and Ethical’. It allows me to frame the insights I learn from the multi-dimensional perspective and establish a way to track societal shifts. What we are interested in the most is the co-living live trend. There will be an increasing number of young people who have to face the situation in the future. We then tried to connect our insight into the bathroom room we were working on and see how the insight could affect the space’s experience and usage.
We felt very interested in the problem of an un-customisable bathroom environment in the future. We started to imagine the scenario of everything within the bathroom looks identical and we began to think that people who are facing this dull environment every day will lose their sense of individuality, which is terrible for people who need to share living space with others, such as young people who just start working.
The Brand Moment Concept
We push our project forward by starting to think of what experience we can provide and how these experiences can bring the brand moment to our customers.
We noticed that the best way to keep the personality of an individual is to allow him/her to express their identity through self-making.
We want our users to make their product.
After knowing what experience we might provide, we start to imagine the characters of our brand. We began by making multiple mood boards and letting them inspire us of what the brand should look and feel.
The name ‘Makr’ can show our core product idea, which is self-made. The logo is simple; the ‘:’ in the logo indicates that anyone got the possibility to join us and become one of the ‘maker’. The space behind the ‘:’ means that there is always space available for our user to enter.
The idea of our brand is becoming clear. However, we want people to feel our brand more directly and emotionally. Also, to understand why our brand will exist in the possible future.
Therefore, I take responsibility for my team to create a story behind our brand. I took inspiration from our previous insight into the future and the brand mood board and drew a story that can explain our brand’s existence in a possible future base on our research.
The Makr Lab
We started to refine the brand and the products it should provide after we clear about what our brand is about. We aimed to develop the products and experience like an ecosystem because we believe a brand that is ‘tight’ can allow its user to understand quickly and maintain a harmonious user community that supports the brand. However, there are many small details that we need to due with during the design process. Therefore, we tried to use the benefit of group work, which is thinking and making decisions together, building different props by dividing the work. As a result, we can think and build very efficiently. However, I think the outcome will be even better if we spend more time thinking about the way to communicate our idea in the exhibition. During the brand refinement, I took the responsibility of designing the shop of our brand, where a place to set up our community and make friends with our customers. Therefore, I tried to deliver an experience to our user that fit our brand’s character. I combine design sketches and storyboard to refine my design.
Make Brand Statement
In the future, young people living in shared spaces may lose their sense of individuality. Makr is a brand that encourages our customers to express themselves through creativity. Our experience allows our customers to create bathroom products that are personal and sustainable.