Reimagining user interactivity

Developed a speculative design-driven brand strategy to reimagine how locals discover and engage with Vital Capital, a social impact fund in Sub-Saharan Africa.
Speculative Design
Human-Centered Design
Brand Experience Design
Strategy

Client

Vital Capital (ArtCenter College of Design class project)

Duration

14 weeks

My Role

Speculative Designer, Visual Designer, Strategist

Responsibilities

Video Creation, Prototyping, Innovation Strategy, Marketing Materials

Background

The genesis of this project was a capstone project I did for a Brand Experience Design course at ArtCenter, led by instructor James Chu.

I conducted market research to create a comprehensive client overview, resulting in conceptual designs and strategy development.

Objective

I focused on creating a brand experience initiative proposal for Vital Capital. In this project, I wanted to explore potentialities in addressing sub-Saharan farmers’ needs and uncover hidden opportunities for Vital Capital to make a significant social impact. This included new ways of engaging with their target audience.

Solution

The outcome of this project was a marketing campaign and video to showcase my brand experience design initiative proposal and the sub-projects that were milestones in the design and development process.

Company Information
Market Research
Strategy Development
Conceptual Designs

Solution

I developed a set of attributes to drive the brand experience, culminating in the creation of a video, a marketing campaign and a clickable prototype app for the farmers to interact with Vital Capital.

In order to determine which innovations will stick, extensive and intensive field research was required.

Objective

I focused on creating a brand experience initiative proposal for Vital Capital.  In this project, I wanted to explore potentialities in addressing sub-Saharan farmers’ needs and uncover hidden opportunities for Vital Capital to make a significant social impact. This included new ways of engaging with their target audience.

Solution

The outcome of this project was a marketing campaign, video, and clickable prototype app to showcase my brand experience design initiative proposal and the sub-projects that were milestones in the design and development process.

Clickable Prototype

Marketing Campaign
Funded Farmers App

Home

Users can stay up to date with other farmers on the app through the Home social feed.

Plant Database

New and seasoned farmers alike can benefit from pooling their farming knowledge and share in the app.

Plant Profile

Individual plant profiles showcase essential information, giving farmers tips on caring for crops.

Impact

App splash screen I designed for Vital Capital to support its farmers.

This project helped develop my brand experience and speculative design skills.

Vital Capital has a golden opportunity to transform small-scale farming in sub-Saharan Africa, and this project showcases how they can better serve their target audience.

Developing a digital agriculture resource would greatly benefit current and future farmers.

Promoting and supporting agriculture in Africa can lead to economic empowerment for many in need.

Process

Building on market research and strategic insights, I developed consumer archetypes, defined brand experience attributes, and created user personas.

This work culminated in the design of a video storyboard that seamlessly integrated these elements into a cohesive narrative.

This process led to a compelling storyboard that became the foundation for my final brand experience design video.

Brainstorming, development, and iteration were essential in creating a robust pool of ideas and assets to inspire the final design.

Consumer Archetypes
Brand Experience Attributes
Refined Storyboard