contents Overview and Outline Identity Discovery and Developement Resources Builds
section o ve r v i ew / o u t l i n e
1
Casual Sects was created to offer a meaningful alternative to housing when traveling. People can stay long-term or short-term, contributing to the community with skills new and old. This platform will exist online via an app and a website. Travel is an important, if not vital, part of life. Experiencing different places and cultures forms each person into who they are. As the world get less and
less physically connected, intentional communities seem more and more novel and intriguing. Communes exist all around the country, comprised of a wide variety of individuals with varying skills. Each commune has certain needs, and this organization was created to connect likeminded individuals with specialized skills, to intentional communities around the nation. Connect. Care. Contribute.
service highlights Casual Sects offers experiences. We promise that no matter where you go, connecting with a commune along the way will evolve your perspective of self and life. Casual Sects will enrich the audience’s life by offering them a unique experience, as well as a fun place to stay while traveling. Connecting with new people in a meaningful way benefits individual lives in a mutually exclusive way. Users can either learn a new skill while serving the community they visit or use current skills to enhance the existing commune. Participants are most satisfied when they feel like they are given and received from their experience. This is why we want to identify skill of each new member to show them where they can learn or contribute in a meaningful way.
service associated markets
service associated markets
There are multiple online platforms that connect people with housing in exchange for labor or pay. An online database of communes exists where people can access contact information to reach out to intentional communities about visiting or joining a new community.
Some top competitors to Casual Sects are Foundation for Intentional Community, Workaway, and Working on Organic Farms (WOOF).
how we are different from our competition This market is mostly comprised of tech tools that are clunky and basic. This organization will be design focused, offering a clean and clear digital experience. Casual Sects is a frequently used app or website for vagabonds and travelers of all sorts. In the next five years, we will be a household name among young people who seek a more trade-focused, people-centered life. Casual Sects has the biggest database and network for communes in North America.
audience Casual Sects will be advertised to travel aficionados, ages 22 to 32. This online platform will be accessible across the U.S.A. targeted at people in metropolitan areas who need an escape or want to try a new way of living. These folks want to find new niches in life, interested in meeting new people and having new experiences. They value a socialist agenda over a capitalist model of life. 23 to 28 year olds are the primary target. These individuals who are passionate or interested in travel and alternative ways of living on the earth. The secondary target audience are people ages 29 to 35. These people have lived
life and are looking for a change or want to try new things or meet new people, possibly learn a new skill or serve with the refined skills they already posses. People that follow a fair amount of van life media are often attracted to this organization. Individuals who get restless being in one place for a long time. People who dislike capitalism and are passionate about changing social norms. The target audience are men and women who suffer from wanderlust. These individuals love the outdoors, enjoy meeting new people, and travel. Ages 2335. Income $20K to $50K
section
identity and brand
2
Casual Sects connects people with communes. Experience a new way of living. Contribute to something meaningful. The objective of Casual Sects is to make the audience feel excited, intrigued, and inspired to experience a commune longterm or short-term.
The tone of Casual Sects is Campy, collage, clean, modern, bold, and colorful designs.
typography Gill Sans Bold/Regular and Quarantype Chillout are the three fonts that Casual Sects uses. Gill Sans is used for all reading content and Quarantype Chillout is used as a display font. Quarantype Chillout offers an organic shape and movement, that supports the attributes: exciting, intriguing, and inspired. Gill Sans merges classic serif typeface structures with a san serif font to create a design that looks both cleanly modern and classical simultaneously.
type treatments
CS Quarantype chillout Size 72 pt
section Gill Sans Bold Size 34 pt Tracking 40 pts
Subtitles Gill Sans Bold Size 12 pt Body Copy Gill Sans Regular Size 10 pt
brand image standards
scanned photos from “Foxfire 3” AO-143. 1973
images Casual Sects draws on older homestead images, mixed with high resolution modern photos of rural housing/travel. All images can appear in greyscale or warmer image tones. Casual Sects’ images focus on commune activities and intriguing houses set on beautiful landscapes.
scanned photos from “All About Vegetables” South Edition. 1973
Primary Color #A14627
Secondary Color #231F20
brand colors Casual Sects primary color is a burnt orange, sourced from Foxfire, a homesteader publication in the 60s and 70s. Casual Sects is focused on connecting participants with each other and the earth. The burnt orange alludes to soil and earthen elements, while the dark grey secondary color offers a strong bold presence to contrast the primary color. The secondary color is used for type.
section
3
brand identity
logo ideation | brand elements identified one month
d i s c ove r y d eve l o p m e n t d e p l oy m e n t
Casual Sects was designed in sections that took place over 4 months. The timeline that is portrayed maps out how each piece of the puzzle was constructed in connection to each other.
logo and color chosen
video
storyboard ideas | script | video compilation/edit one week: storyboard
content writing | wireframing | creation | final edit first week: content ideation
web
site map | wireframing | creation | final edit
design timeline launch: began adding brand elements all design materials
images editted and stills created for video animation
two weeks: final video edit and animated brand attributes for commercial
launch: final video uploaded to social
two months
launch: publication finished and mokced up
two months
site map created
launch: comprehensive brief completed
launch of desktop and mobile website
section re s o u rc e s
4
Casual Sects was designed by Bethany Buchanan. Creating every aspect of Casual Sects will take a team.
Teamwork A SEO specialist, web developer, and digital marketing manager makeup the Casual Sects design team. Each one of these people will play a vital role in promoting and maintaining Casual Sects online presence.
Social Media Social media is needed to fully actualize this online platform. Casual Sects works with influencers who tap into the van life subculture. The social media feed will feature the brand colors and typographic designs, to create a strong brand standard across all platforms.
section builds
5
This section features the mockups of each asset that was created for Casual Sects.
video Casual Sects commercial features millennials and Gen Z traveling, meeting new people, and working in homes and gardens. The commercial targets young people who want to travel. The aesthetic of the commercial is calm, intriguing, and inspirational.View still shots below, and the full video on my portfolio.
print Casual Sects published a book about the company featuring communes bios from across the nation. Interested customers and new hires can use this book to learn what Casual Sects is all about.
mobile and desktop website Casual Sects website can be accessed across all platforms. Each website uses the brand imagery and type standards. I created a custom icon family to allow users to click on a skill they would like to learn. Example buttons and input fields can be seen below as well.