JOEP SERRARENS
PORTFOLIO
TABLE OF CONTENTS
I AM JOEP 350 Words
SELECTED PROJECTS Hema
two hundred design students
National Geographic blowing off the dust
Philips
making the invisible visible
Rust ‘n’ Skin a branded
DE Masterblenders
creating a brand environment
Docking Station
a social music experience
Thoughts on Branding Branding for happiness
GET IN TOUCH Curriculum Vitae
I AM JOEP AND IF YOU GIVE ME 350 WORDS OF YOUR TIME I’LL TELL YOU ALL YOU WANT TO KNOW ABOUT ME
AMSTERDAM, 1989 AMSTERDAM, 2013 DELFT, 2008
GENT, 1992
ANTWERP, 1998
BEAUTY IS WHAT DRIVES ME As you can see in the map I lived in quite a few different contexts throughout the past 24 years. If you would ask me what my true home is I could not pick a single home town. Yet, each city has certain “things” that makes me love the place. Be it the place itself or the people that live there. This love, the interaction between a person and this “thing is the meaning of beauty. And in its turn makes beauty meaningful. It is the search for this beauty that moves and drives me. It is what makes me smile when I find it and what inspires me in everything I do.
MUNICH, 2004
BRAND INTERACTION DESIGN Currently I am close to graduating at the TUDelft faculty of Industrial Design Engineering. Close to earning my masters degree in interaction design. The MSc course focuses on the way in which people and products interact within a specific context. Building upon the pillars of aesthetics, interaction design, psychology and sociology while bringing this into practice in collaboration with multiple companies. Yet, what if this product were replaced by a brand and this context is the platform where person and brand interact? In my ambition for beauty in contexts and characters I developed a vast interest in branding. As such I have been pursuing the specialization Retail Design founded by Professor Rodney Fitch. Here I got the opportunity of creating a unique understanding of combining strategy, with branding and interaction design.
SHED SOME LIGHT The way in which Kees Tjebbes, a lighting designer for modern dance describes his work is the way I see branding. “Light is energy and radiation in a space that is only seen if an object is put in that space. If this object would be fully lit it would look flat. It is the shadow that enables us to see the 3 dimensional, that gives depth. It enables us to create drama and tension and thus an experience.� I other words it is my ambition to design a platform for a brand in which certain parts are lit in order to create tension and drama. While others are veiled in darkness in order to create curiosity and engagement. Bottom line, shed some light and make people smile at a brands beauty.
A PLATFORM TO EXPERIENCE THE NEW POSITION OF A COFFEE BRAND
1753
RETAIL BRAND INTERACTION CHALLENGE After its separation of parent company SaraLee, Douwe Egberts approached the TUDelft to design concepts that emphasize their new market position.
APPROACH In this collaborative project between Douwe Egberts and the TUDelft, I proposed to develop a platform focusing on retail & brand activation. This in order to communicate the new values considering the re-branding of Douwe Egberts into DE Masterblenders. Research was done in two phases. First researching the new market position and brand proposition to define the focal points of the platform. Following up research was done in how these focal points should be transformed into a tangible concept.
PROJECT Collaborative \\ Douwe Egberts - TUDelft Individual \\ 2012
1 KNOWLEDGE
DE’s diverse offer of Roast & Ground.
2 SKILLS
Each process a different taste.
3
EXPERIENCE
The new young & fresh image.
REQUIRES THREE ASPECTS FIND YOUR TASTE
through clear signage
the thicker line, the intenser the taste
DEVELOP YOUR STYLE
the more waves in the line, the complexer the taste
together with the masterblenders
EXPERIENCE THE MASTERBLENDERS
with all of your senses
“
COFFEE THE “DEENJOYING MASTERBLENDERS WAY
1 DEVELOP
your style
3 EXPERIENCE
the masterblenders
2 FIND
your taste
MAKING THE INVISIBLE VISIBLE FOR PHILIPS AIR PURIFIER
RETAIL INTERACTION DESIGN CHALLENGE Philips is exploring how to implement their air purifier into the European market. We were asked to design a module for retail that introduces the product to the European customer.
APPROACH Three main issues were defined and taken into account. First, the European market is not aware of the amount and the consequences of different kinds of air pollution in the air in their houses. Second Philips is selling a product of which one can not instantly see the task it fulfills. Third, the product offered is a very expensive one. Therefore
from
in the mind
APPRAISAL OF A PRODUCT
it will be unlikely that consumers will buy the product on impulse. The consumer will need to be confronted with the air pollution issues in a surprising yet subtle way ensuring they leave the store with awareness and a sense of comfort Philips can offer them.
PROJECT Collaboration \\ PHILIPS - TUDelft Goup project \\ Charlotte Kjersgaard - Jurjen Verweijen Lodovico Marchesi - Camillo Ramirez 2013
to
in the store
A JOURNEY TO APPRAISAL ATTENTION
PRODUCT as stimuli
PLAY
CONCERNS of people
PROCESSING
EXPLORE
EXPERIENCE
EMOTION to product
ENGAGE
THE CONSUMER WITH “CONFRONTING AIR POLUTION AND THE COMFORT
with
“
PHILIPS CAN OFFER THEM
of the issue
SUBTLE COMMUNICATION
allergical reactions & illness
irritates eyes, nose and throat can cause headaches and skin irritation
allergical reactions allergical reactions
transforming
FEEL AND VISIBILITY
ATTENTION
into
AN EXPERIENCE FOR APPRAISAL
THE YOU BREATHE DUTCH
using haptic interactions & xbox kinect
PLAY EXPERIENCE & ENGAGE
HOLD YOUR BREATH DUTCH
Take home your own purified air after the purifier cleaned the screen and check out air quality around your own home.
EXPLORE
allergical reactions
BREATHE IN by philips YOUR OWN PURIFIED
purifier
adding a
PHYSICAL INTERACTION
to a digital
DIGITAL CONCEPT
BLOWING THE DUST OF NATIONAL GEOGRAPHIC
RETAIL BRAND INTERACTION CHALLENGE Where NG is rapidly extending its portfolio and communication channels, the brand awareness and level of engagement are not optimal yet. We were asked to design a pop-up concept focusing on retail and brand activation.
APPROACH In creating a strong brand image emphasis should be put upon the core values of the brand. Through a thorough analysis the core values were defined. To create a strong experience that will lead to a stronger level of brand engagement we created interactive touchpoints for these values throughout the store.
PROJECT Fictive \\ TUDelft Group project \\ Brigitte Aarts - Michiel van Sinderen - Terry Brochard - Lotte Jacobse 2012
NG’s CORE PRODUCTS “MAKING EXPERIENTIAL
“
WORLD Pick, Scan & See one of NG’s topics.
MAGAZINE Sit back & be amazed
SOCIETY Discuss & Subscribe
PHOTOGRAPHY Make life pictures in Kruger park with a professional photographer.
COMMUNITY Life natural phenomena. Lectured by a specialist in the evenings.
WORLD
SOCIETY
PHOTOGRAPHY & COMMUNITY during the day at night
MAGAZINE
ONE COMPETITION TWO HUNDRED DESIGN STUDENTS
& THIS IS ME # THREE
DESIGN COMPETITION IDEA Buying lunch each day can be expensive. Yet bringing your own lunch to work is not very encouraging with dull plastic bags or lunch boxes. I want to encourage people to bring their lunch by focusing on food experience. While doing so tapping in on the trends of fresh home made food and sustainability.
PROJECT Design Competition \\ HEMA Individual 2012
DESIGN THE NEXT HEMA HERO
O
boterhammatje boterhammatje 100%
100% afbreekbaar biologisch biologisch afbreekbaar
boterhammatje
100% biologisch afbreekbaar
1. 1.
2. 2.
3. 3.
4. 4.
boterhammatje boterhammatje 100%
100% afbreekbaar biologisch biologisch afbreekbaar 1. 1.
2. 2.
3. 3.
4. 4.
1.
2.
3.
4.
A HOME TO CONNECT WITH LUXURY FOOTWEAR
RETAIL BRAND INTERACTION CHALLENGE
CREATING A HOME TO “ CONNECT WITH A LUXURY
APPROACH This concept is build upon the tangible and intangible aspects of a brand. A structure was created for who the brand should be, who it should address and what it should focus on. The mood-board serves as a source for building blocks to turn the theory into a physical experience. Store, logo and packaging were designed to convey the same feeling across all touchpoints.
FOOTWEAR BRAND
PROJECT Fictive \\ TUDelft Individual \\ 2012
the brand and its customers
on touchpoints
DEFINE
FOCUS
BRAND
superior individualism
LUXURY FOOTWEAR
nonchalant rugged
rust ‘n’ skin
sexy urban alternate
EMOTIONAL
RATIONAL
classical with a twist craftsmanship quality
modern & trendy used & dirty formal & classy ART
CONVERSATION Well educated, wealthy men that like to present themselves in a self-assured manner.
I am eccentric. I am an enfent terrible I am stylish
LOGO
SELF PACKAGING
TOUCH POINTS
KNOWLEDGE
“
Develop a brand and retail environment for mens luxury footwear.
FEEL
::
PROJECT TITLE ::
::
PROJECT TITLE ::
Company Name :: Street Name, Suite Number :: City, State Zip Code :: MONTH DD, YYYY ::
Company Name :: Street Name, Suite Number :: City, State Zip Code :: MONTH DD, YYYY ::
ONE ELEMENT
to carry the brand
The core were knowledge is shared through conversation and books about materials, production and styles.
01
01
conversation & knowledge
to display its products
ONE SPACE DEFINE
::
PROJECT TITLE ::
Company Name :: Street Name, Suite Number :: City, State Zip Code :: MONTH DD, YYYY ::
Circling around the core. Connecting with different subcultures and art.
01
modern, trendy & art
used, dirty & art
formal, classy & art
:: PROJECT TITLE ::
CONNECT
Company Name :: Street Name, Suite Number :: City, State Zip Code :: MONTH DD, YYYY ::
to the brand
01
to the system
ADDING DEFINE FEEL
REINVENTING THE DOCKING STATION
SPEAKER SYSTEM FOR “THEA SOCIAL ENTIRE FAMILY AND MODERN
“
KITCHEN.
CONNECT
SOCIAL EXPERIENCE EASE
SHARE
ACCESS
INTERACTION DESIGN CHALLENGE Redesign the philips docking station
APPROACH Through extensive, literature, useability and market research we wrote a paper about the useability of the philips docking station. Based upon this paper a vision was created on the relevance and purpose of a docking station. The vision was transformed into a concept, including inteface design for the app and physical device we developed and tested.
PROJECT Fictive \\ TUDelft Group \\ Hui Lin - Maik de Rooij - Noortje Habets - Clemence Dullaert - Eric Ringard 2013
AS EASY AS PUTTING AN APPLE IN A BOWL
EASE
that fits the enivornment
ACCES
to app, cloud & device
CONNECTING
SHARING
like post-its on a fridge
becomes inviting and intuitive
THOUGHTS ON BRANDING
REFLECTIVE ESSAY BRAND EQUITY CHALLENGE A refletive essay on the role of brands in the modern shopping experience.
ESSAY TUDelft Individual 2013
Branding for happiness The use of online brand communities in the modern shopping experience. by Joep Serrarens
Introduction Each Friday, NRC next investigates promises, food brands in supermarkets make regarding their products. For example different brands of half skimmed milk offered at different supermarkets are being compared and rated on sustainability and at health. Recently one of these articles compared different seeds sold at EkoPlaza that make serious promises on their positive health influence. My opinion of EkoPlaza had always been that it sells ecological products that live up to their promises. This article however rated the products dramatically, and by reading one article my perception of EkoPlaza had changed. This made me realize brands seriously need to think about the effect of information and feedback by brand communities and branded individuals, rather than lean on a general brand promise.
Experience & Convenience In September the new online news platform “de correspondent” will be launched. The online platform calls itself an “author’s medium” meaning that news and context will be brought to the reader through the eyes of distinct authors. In fact the authors become their own brand with their own brand promises. Promises to the reader that they, the author, will assemble and reflect upon information he is interested in. While reading through the book “One to one retail” by Michel van Tongeren [1], I realized that this concept is an amazing example of what he calls the two current megatrends; experience and convenience. The experience is in the fact that people want to explore the news; not merely information about the news but information with an outspoken view on the news they can emphasize themselves with. Convenience in the fact that this experience exists on an online platform that offers a broad overview of brands (authors) with an outspoken view to choose from as a reader. This combined with the fact, that in the current western society Maslow’s pyramid of needs is becoming a reversed pyramid of needs in which self-actualization is the highest goal [2], it makes very good sense that people are looking for convenience in forming their own identity. And it is this notion I believe that is of great importance in the role brands play in the modern shopping experience.
Trust & Dreaming In times of crisis consumers are looking for trust. They want to be able to rely on the promises made by brands regarding their products. Yet what happens when people are starting to distrust brands they think they can rely on. Brands sold at stores like EkoPlaza.
Yet as convenience plays a large role in forming an opinion on wetter or not brands can be trusted people start to look actively for brands in the form of likeminded people and communities they can emphasize themselves with. These brand communities are based on shared consciousness, shared rituals & traditions and obligations to society [3]. As these values lie so close together, consumers will be more likely to trust what communities say rather than what brands promise. Besides transferring trust, the shared values between communities and consumers make it very easy to dream about these shared values and interests. This dreaming, in a shopping experience was first introduced to me in a lecture by Tim Greenhalgh. He introduced me to the three states of mind consumers go through while shopping. Dreaming, where shoppers are having fun while actively looking for new ideas and inspiration. Exploring, where the shopper is open-minded but have category-specific shopping intend and locating, where shoppers look for specific brands, product or services. In his lecture he stressed that it becomes of greater importance to retailers to touch people with their brand in the dreaming state of mind as this enhances and completes the total shopping experience, the modern shopper is looking for. Multiple online platforms, such as Pinterst, Tumblr, etc. make it even easier for individuals and communities to brand themselves and be looked for by consumers who are in the dreaming state of mind. So where consumers are looking for convenience in forming their own identity and where online brand communities are needed to create real trust I propose the following; Brands should be focusing on building a sustainable relationship with consumers in the first state of mind through use of online brand communities.
Values Wetter or not a consumer sees the added value of a brand depends on the context and the relevance of where consumer and brand meet. [1] Especially while a brand community is based on shared consciousness, shared rituals and traditions and obligations to society [3] the chance the meeting has the right relevance and context is much higher. So the chance the consumer sees the added value of a brand is enlarged. Tjaco H. Walvis posed three laws in branding; relevance, participation and coherence [1]. Especially the first law is addressed when using online communities for branding. In times of crisis where consumer trust is low and people hesitate to buy consumer goods, brands become of lower relevance to consumers, as what is offered cannot be bought into. When however building a sustainable relationship between brand and consumer in which they dream together, the brand does become relevant. The consumer is inspired by brands to dream and focus on self-actualization. Something they receive for free in times they have little to spend. As this meeting place is a virtual one and it has a large reach, it is to brands a relatively low investment that is important when not receiving direct revenue and simultaneously keeping connectivity with and meaning to the consumer. At the same time the third law of branding; coherence is where the proposition has a potential downside. When embracing and using brand communities to reach consumers in their shopping experience a lot of control is given out of hand. Control over
the coherence in which a brand is used in communities is low. Brands might be proposed in communities it does not want to be in for example. However, a study was conducted to investigate the sentiment regarding brands and their change over time in micro blogging [4]. The study shows that many more positive comments are needed to rebuild trust then are required to damage trust. So although there is the risk of giving some control out of hand it is of higher value to a brand to create a lot of positive word of mouth through communities then to be afraid of doing so and having to repair trust after having had negative word of mouth. The mode of happiness experienced when buying a new pair of shoes is short-lived as people quickly adapt to a product. A more lasting strategy is to engage in new activities that have personal relevance [5]. So putting emphasis on a sustainable relationship in which brands and consumers engage in activities of personal relevance together the happiness experienced in relation of the brand becomes sustainable. Therefore sustainable meaning, connectivity, relevance and eventually loyalty can be created in the shopping experience.
Conclusion So to conclude focusing on building a sustainable relationship with consumers in the first state of mind through use of online brand communities results in trust, meaning, connectivity, relevance and participation. Brands must however deal with a risk of incoherence, which in my opinion is overweighed by the benefits it offers. In addition to these arguments supporting my notion I would like to end this essay with a more personal and idealistic vision on the topic of branding in the shopping experience. People often ask me about how I feel that retail only adds to the consumer society. I believe however, that brands can inspire, entertain and help in achieving basic psychological needs. That brands can add value and meaning in people’s lives and that they can bind them together.
References 1. van Tongeren, M (2013). 1:1 The essence of Retail Branding & Design 2. van Tongeren, M. (2011). Retail Branding + Retail Design, Lecture - Minor Retail Design 3. Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior. 4. Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009, April). Micro-blogging as online word of mouth branding. In Proceedings of the 27th international conference extended abstracts on Human factors in computing systems (pp. 38593864). ACM. 5. Desmet, P (2011) Design for Happiness, Proceedings of IASDR2011
THANK YOU VERY MUCH FOR YOUR TIME
FROM YOU Joep.
“
“ AND I WOULD LOVE TO HEAR
CURRICULUM VITAE PERSONAL Address Rooseveltlaan 43-3 Zip Code / Place 1079 AC Amsterdam Mobile + 31 6 8150 2222 Mail joep.serrarens@gmail.com Birth Date 18 Oktober 1989 Place of Birth Amsterdam Nationality Dutch
EDUCATION 2012 - Current 2008 - 2012 2007 - 2004
STUDY RELATED EXPERIENCE 2013
2009 - 2010
MSc Design for Interaction
Specialization Retail Design \\ Delft, Netherlands
BSc Indusrial Design
Diploma: Bachelor of Science (BSc) \\ Delft, Netherlands
European school Munich
Diploma: European Baccalaureate \\ Munich, Germany
Cases on Tour
Participating in creative sessions in four different companies in the Netherlands solving specific design problems. (DSM, RTL XL, Arcadis, HILTI)
Technical draftsman 3Delft 3D Solutions Part time - Program // SolidWorks
OTHER WORK EXPERIENCE 2008 - 2013
Several hospitality jobs
Part time \\ Germany - Netherlands
Barkeeper 2007 - 2008
4 months full time - Zermatt \\ Switserland
2007
2 months - Legodime Reserve \\ Botswana
Voluntary game reservation
AWARDS 2012
HEMA Design Competition 3rd price
SKILLS
SOFTWARE
Interaction Design Retail Design Branding Problem Solving Visual Communication Product Design Design Strategy Service Design
Microsoft Office Illustrator Photoshop InDesign V-ray 3DS Max AutoCAD Sketchup SolidWorks
NOT BAD
GOOD
FLAWLESS
LANGUAGES
GOOD
FLAWLESS
EXTRA
Written
Dutch English German French
NOT BAD
Spoken
Native
Native
Fluent
Fluent
Good
Fluent
Basic
Basic
Sports
Skiing, Snowboarding, Kite surfing, Sailing, Boxing, Tennis, Running, and Fitness
Culture
Cooking, Musea, Travelling