PROCESS BOOK
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Urbaign living
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Branding Experience Group/Individual Project in Identity Design Katie Anderson Elyce Heffez Sansan(Qingxue) Liu
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Page No.
Contents
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PROJECT DESCRIPTION
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Group work brand experience brainstormings logo sketches digital drafts refinements final logo
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individual extensions notes & drafts PROCESS (WEBSITE) PROCESS (WELCOME PACKAGE) FINAL (APP) FINAL (WEBSITE) FINAL (WELCOME PACKAGE)
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REFLECTIONS kATIE ANDERSON ELYCE HEFFEZ SANSAN LIU
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PROJECT DESCIRPTION
In the project, we were asked to come up with a hypothetical proposal that rectifies or improves upon a bad brand experience. We designed an identity system and an array of applications for the experience of a brand. After formed into small groups, the project began by defining a bad brand experience that we have each had. After we shared these stories, we selected one, which was house-renting issue, as the starting point for defining the direction and context of our project. After the group-based identity definemet and logo design, we had individual design experience and work for the extensions. In our case, we have physical deliveries by Sansan, website by Elyce, and cellphone APP by Katie. Our brand is called Urbaign Living, which is a housing company that mainly targets on college students in University of Illinois at Urbana-Champaign.
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group work BRAND EXPERIENCE & LOGO
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BRAND EXPERIENCE COMPETITORS o CPM o Campustown Rentals o Roland Realty o Bankier Apartments o JSM o Green Street Realty • Possible Names o Illini Living o Campus Living o IlliniTown o Campus Properties o Illini Realty o Something not school/campus related? o Urbana/Champaign combo? o Urbaign Living
CAMPUS LIVING COMPANY o Eliminate the negatives of current companies PRODUCTS/SERVICES - DELIVERABLES o Website • Home, FAQ, Parking, Buildings, Pay Online, Maintenance Requests, Online Chat o App • Quick Pay, Maintenance Requests, FAQ, Online Chat w/ someone in the office o Business Cards o Signage/Printed Materials o Welcome Package PROBLEMS WE FOCUS ON... o Fast maintenance (same day/next day) o Fun/informational website o Polite service o Proper cleaning between tenants o Virtual tour video for potential leasers o Reliability o Individual Lease o Testimonials – video? o Quick Pay o Parking fee lower o Utilities included o What’s nearby? o Distance from quad BRAND PERSONALITY/IDENTITY o Reliable o Student Living o Young o Luxury o Consistent
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BRAINSTORMINGS FOUR KEY OBJECTIVES: Reliable Comfortable Worry-free Young
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LOGO SKETCHES Each person started by 40-45 sketches of the logo, corresponding with the key objectives.
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DIGITAL DRAFTS Each person picked 1-2 sketches that got most votes from the class to develop as digital forms.
URBAIGN LIVING
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LOGO REFINEMENTS
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FINAL LOGO
+ Housing, Living
U of I colors
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INDIVIDUAL EXTENSIONS kATIE足- cellphone app elyce - WEBSITE SANSAN - WELCOME PACKAGE
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NOTES & DRAFTS
Cellphone APP
Website
Welcome Pack 15
MOCK-UP PROCESS (WEBSITE)
Urbaign living properties
parking
for parents
living guide
contact us
resident resources
Urbaign living
SEARCH
properties
parking
for parents
living guide
contact us
resident resources
Search
slideshow of pictures/announcements
slideshow of pictures/announcements
schedule a tour
my ul profile USERNAME PASSWORD forget password?
mission statement here
my ul profile
MESSAGE
Username
mission statement
Email mm/dd/yy
Password forget password?
login
register
submit
LOGIN
Properties
REGISTER
SUBMIT
304 East Green Street Champaign, IL 61820
304 East Green Street Champaign, IL 61820
Home properties
parking
for parents
living guide
studio 2 bedroom 3 bedroom 4 bedroom houses
locations availability fees
safety & security independent leases what’s included? about parking emergency maintenance pet policy sample lease ul vip program
faq rules & regulations building directory internet support mailboxes call boxes important phone numbers emergency procedures renters insurance pest control maintenance fees security deposit
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contact us
schedule a tour
resident resources my profile quick pay maintenance requests lease application important dates
MOCK-UP PROCESS (WELCOME PACKAGE)
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FINAL (APP)
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The Urbaign Living app is focused on residents and their needs. The app has options to report problems directly, chat with a rep, and start a chat with the entire building. We wanted to focus the app on the actual residents, instead of help for prospective residents, so they have everything they need in one place once they move in.
APP Link: https://projects.invisionapp.com/share/FQ2E3G3A7#/screens
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FINAL (WEBSITE)
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The website is geared towards the perspective resident. Overlapping with some of the services of the app, the Urbaign Living website conveniently provides prospective students with all the resources and information they need. Not only student friendly, but parent friendly. It’s easy to navigate and someone is always available to assist.
Website Link: https://projects.invisionapp.com/share/BE2E6DKJ9#/screens
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FINAL (WELCOME PACKAGE)
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The Welcome Package is a set of deliveries that the tenements will get in the move-in day. The package contains: 1. a key ring shows each tenement’s member number 2. a Living Guide teaches you how to pay fees teaches you how to set up the Internet directs you to the mailing box 3. a refrigerator magnet includes all the contact information of different departments 4. two pieces of chocolate Also, when the tenement get to his/her living place, he/she will see a door hanger on the door. His/her name will be handwritten on it.
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reflections
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KATIE ANDERSON I enjoyed branding a new realty agency that encompasses everything I wish my apartment’s company currently does. It was challenging to narrow down the specifics of what was really important to potential and current residents of the apartments. The app was exciting to work on, and I enjoyed combining it with the website and other deliverables to make it come to life.
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ELYCE HEFFEZ This project was extremely educational and rewarding. It was interesting to see how easy the creativity flowed when we were working with a negative experience. I felt as though I learned a lot about the branding process from a brand map to the final visuals. The work created for this project will definitely be added to my portfolio.
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SANSAN LIU I am very interested in visual identity design, but I have not received any systematic and professional training until this project. In addition, this project was half-group and half-individual, which trained our teamwork ability and also gave freedom for each person to “solo.� Also, my teammates are very nice and responsive that I had a very comfortable time with them. All of us attended each meeting and we always had good communication.
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Urbaign living
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Spring 2015 University of Illinois at Urbana-Champaign ARTD311 Intermedia Graphic Design II Faculty Advisor: Eric Benson 29
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