Carla Marie H A J J A R
Carla Marie H A J J A R 2016
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Architect & Designer cmarie.hajjar@gmail.com
Trips = 1 Tree Acquisition Campaign World Cycling Day Brand Campaign
05 09 13
New Visual Identity Release Branding Refreshment
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Chinese Coma Cities Master thesis project
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Halloween Retention & Revenue Campaign
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Creating brand power through designing digital experience
Carla Marie Hajjar
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03 PHOTOSHOOT Paris, FRANCE
Billboard Campaign New Product ITALY, Milan
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HA
User etention
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evenue ampaign
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During Halloween 2018, we asked our users to participate in a game of ‘Trick or Treat’. While the majority of users received Tricks throughout, specific user cohorts received discounted passes. The ‘Trick’ or ‘Treat’ was shown in the form of a daily pop-up in app, over 5 days. Users were shown either fun/scary ‘Trick’ content (linked to purchase a full price pass) or the special discounted pass as a ‘Treat’. The campaign was created using all in-house resources with no budget for execution. All creatives were developed using elements of the bicycles themselves to draw a connection between offline and digital visuals asset. In order to ensure the campaign was relevant for our markets, Mobike engaged local team review, translation/localization input. The aim of the campaign was to boost pass sales in specific user groups as well as increase app engagement through providing an engaging holiday activation for our users. We registered 3 times more clicks through than usual, for the in-app communication during this campaign.
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4 WEEKS
01.10.2017-31.10.2017
3xDesigners 2xData&Product 3xMarketing
06 30
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100 TRIPS = 1 TREE
#RideForEarth, Acquisition Campaign
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We encouraged Mobike users to #RideForEarth through an integrated global campaign across social, in-app communications and offline events. n partnership with the re forestation charit ne Tree Planted, we ran a ride to pledge activation where for every 100km cycled we planted a tree.
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n completion, the arth a campaign garnered ver 14k new users internationally (localized across 17 active countries) - ROI of $1.41 (i.e. every dollar spent returned $1.41 in revenue). - An entire forest planted in Brazil through the efforts of Mobikers.
6 WEEKS
12.03.2017-22.04.2018
3xDesigners 2xMarketing 2xProduct 1xPartner
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Brand awarness campaign, Trips
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The world s first orld cling a was championed by Mobike in conjunction with the United Nations nvironment ro ect, , , and a number of other well-known organizations. This campaign was built on corporate and consumer events and online activations. The e ob ective of this campaign was to firml establish ourselves as the responsible player in the smart bikeshare space. Through engaging thought leaders like Erik Solheim and developing a viral animation showcasing key data to date (kms ridden / co2 saved) we were able to achieve that ob ective. n Twitter alone the online content received over 1.5 million impressions and increased engagement by 63%. The campaign was awarded an verseas ommunications Excellence Award from The People’s Daily, China’s largest national media.
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6 WEEKS
01.02.2017-25.03.2018
2xDesigners 3xPR 2xMarketing 3xPartner
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Brand Refreshment
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After Meituan’s acquisition, Mobike wants to refresh its visual branding, with a more passionate and more reliable logo, which has been simplified, its edges are free from curves, the letters has been reshaped to pure geometrical shapes fitting in s uare and circle, unified, the logo is not read separatel as mo bi e, it is now a unique word ‘mobike’ thanks to its 3 different letter height, - following the ‘tech trend’, it has moved away from using uppercase to lower case, making our message more approachable. For instance, the ‘ i ‘ standing for innovation is now reinforced to increase legibility in body copy while still preserving its personality.
6 WEEKS
24.04.2018-05.07.2018
4xDesigners 1xMarketing 1x3rd Party
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T
rdos angbashi, aster Thesis ro ect
I-2Interview e.Interview witha arestaurant restaurant’s with
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ow to bring life in a ghost town irst step was to re define what a common ghost town is and determined Coma City as the new term to define this specific contemporar global urban phenomena. The answer is a website www.comacities.com It has been created as a hub’s idea where inhabitant can read articles published about theit, propose ideas and interact in a forum. The pro ect on rdos angbashi is published as a first proposition. This project is based on the local needs analyse. It proposes a transportable fair offering various shared service and works as a graft on the street changing the street from diving to unifying communities.
6 WEEKS
01.03.2016-22.06.2016
1x Architect-Urban Planner
Interview with a shopping addict from the new town
I-2 �. Interview with a sho��in� fan in the new town
I-2 �. Interview with a future Interview with a worried future retreated retreate� from the new town
I-2Interview e.Interview witha arestaurant restaurant’s with owner from thenew newt town owner from the town
Inte writ
I-2 �. Int writer fro
... « I would love to go to a « Senior school » and learn piano ! » ...
... « The Government told us that is was good to open a restaurant here, and we open it here » ...
... « I order everything from internet (...) it takes 2 to 3 days maximum to come » ...
Interview with a famous writer from the old town
I-2 �. Interview with a famous writer from the o�� town
... « Children love to come in my library in Dongcheng after class » ...
Interview with Difei Xu, Specialist in Chinese Urban planning
I-2 o.Interview with �ifei �u� �ra�uate� stu�ent �ro�osin� a revita�i�ation strate�� for �r�os ... « I definitely defiantly think that built on Ordos’ streets is totally doable, you can add commercial street and provide a better life for the citizen » ...
Interview with the economic comissor’s director
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Citizen
Needs
RESTORATION
SHOPPING
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21
Logo
Boxe supply answering to their needs
-Kitchen space (indispensable) : fridge, cooki water supply, electricty supply,Wifi supply -Reception space (dispensable) : table, chair -Toilet (should exist close by) +option of outdoor terrace on the roof or i the module
-Fitting rooms/ storage (indispensable): e supply -Stand (dispensable): moveable and d furniture. + option of outdoor stand
RENTING
- Reception space (dispensable) : table cashier, sound system -Stand (dispensable): moveable and di furniture.
CO-WORKING
- Working place (indispensable) : table, ch supply, electricity supply -Tools (dispensable): computers, constructi printer...
TRAINING
- learning furniture (dispensable) : table, cha instrument, sport accessories -Dressing room, storage, audio (indispensable) +Outdoor place
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showroom storage cashier, fitting room
cashier, fitting room mezzanine store windows
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extraverted introverted
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introverted
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introverted
USER-USER USER-USER USER-USER
OFFLINE 3m
6m
66mm
6m
6m
3m
MODULARITY MODULARITY
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extraverted extraverted
MODULARITY m system
InformalInformal trainingtraining Informal training S i l e n cS ei l S e i n l ce en c e S h a r S h a r i n g S h i an r g i n g I n t e r a c t i oI nn t e Ir na tc et ir oa n c t i o n C o m f o rC to mC fo om r f t o r t r o f e sPsri o fneaslsi si omn a l i s m ProfessionaliP sm
USER-SPACEUSER-SPACE USER-SPACE
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kitchen
c airs,music
I n t i m Ianctyi m a c y Inform I naf lo r m a l Inspiration Inspiration Cre at iC v irteya t i v i t y C u l t uC ruel t u r e Pro te c Pro t i o nte c t i o n R e l Ra ex l a x Networking Networking
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store windows eating areas, reception showroom kitchen cashier, fitting room eating areas, reception
COMMUNITY COMMUNITY
Intimacy Informal Inspiration Creativity Culture Pro te c t i o n R e l a x Networking
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extraverted introverted introverted
COMMUNITY s, ion tools,
creationcreation space space Ideas creation Ideas space Ideas Technical Technical quality Technical quality quality SerenitySerenity and positivity and positivity Serenity and positivity Experiences care Experiences care Experiences care Interesting environment Interesting environment Interesting environment E q u i p m Ee qn ut E i qp um i ep nmt e n t
USER-SERVICE USER-SERVICE USER-SERVICE
kitchen
fi hairs, Wifi
I n t e rI en st te r e s t C u r i oCs ui tr yi o s i t y Fa s c i n aFa t isocni n a t i o n BelonB g ei nl og n g i n g Accessbility Accessbility
eating areas, reception
s, chairs, e, MULTI-FUNCTIONMULTI-FUNCTION MULTI-FUNCTION diversified
Interest Curiosity Fa s c i n a t i o n Belonging Accessbility
introverted
STORYTELLING STORYTELLING
extraverted
d diversified
STORYTELLING
introverted
y electricity
3m
of infront of
at home Feel at homeFeel atFeelhome C o n v i v i a l i t yC o n v iCv oi anlvi ti vy i a l i t y T r a d i t i o T r a d ni t i o n T r a d i t i o n s icbciel istsyi b i l i t y A c c e s s i b i l i t yA c c e s A S e r e n i t yS e r eS ne ir te yn i t y S a t i s f a c t i o nS a t i s fSaactti isof na c t i o n L e i s u r eL e i Ls eu ir se u r e D i s c r e t i o nD i s c rDei ts i cor ne t i o n
3m
SHARING SHARING
SHOPPING SHOPPING SHO REN RESTORATION RESTORATION RESTORATION
3m
er rs, cashier SHARING
LINK CREATED LINK CREATED LINK CREATED
3m
e,ing table,
Disired atmosphere Disired atmosphere Disired atmosphere
3m
BOXE’S MAIN QUALITY BOXE’S MAIN QUALITY BOXE’S MAIN QUALITY
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3m 3m 3m 3m 3m
dynamic small group
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extraverted
cell of concentration
collective class introverted
bar of ideas circulation of ideas
kitchen
eating areas, reception
cashier, fitting room
showroom
store windows
storage
exhibition hall+ mezzanine
public/private interface
desk
circulation of ideas
collective workplace
extraverted
introverted
extraverted
introverted
extraverted
introverted
extraverted
b. Skined of a traditional North Chinese piled beam frame located on one side if the rooftop.
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a. Section of a traditional North Chinese piled beam frame in a rooftop structure introverted
12 m
12 m 12 m 6m 6m
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+
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TRAINING CO-WORKING RENTING SHOPPING RESTORATION
c. Decompositon of a traditional North Chinese piled beam frame system
24 d. Simplified and Standardized traditional North Chinese piled beam frame structure
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Thanks! Carla Marie Hajjar +33 781049108 +86 13162787261 cmarie.hajjar@gmail.com 9 rue Basfroi, 75011, Paris, FRANCE