SAROOP HUNDAL 2020
frog CASE STUDY
CONTENTS
INTRODUCTION
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ABOUT THE STUDIO
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MISSION STATEMENT
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THE PROJECTS
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CONCLUSION
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frog CASE STUDY
INTRODUCTION
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frog CASE STUDY
The Professional Practice module helped me develop skills needed after university, like, how to work cohesively in a team and how to successfully brand myself. Nevertheless, analysing a design studio furthered my knowledge of what it will be like to work in a professional environment. This case study focuses on the company frog design which has opened my eyes to the various principles
and processes involved in projects and other transferable skills that are vital in the work world. I was attracted to their design approach, where they have been able to visually create new, innovative experiences for their clients for fifty years.
01IMG frog Munich studio
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ABOUT THE STUDIO Founded in 1969, Germany by Hartmut Esslinger initially called esslinger design, built electronics including the Walkman. A decade later (now frog design) the company became international when catching the attention of Steve Jobs where their design was noticed by Time Magazine as ‘Design of the Year’. Today, they have studio’s in *16 major cities globally. frog states that they tailor their services ‘to meet the needs of each client’, suggesting that they resonate with each individual customer to ensure satisfaction - through this they ‘imagine, build and scale innovative new businesses and experiences’.
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Having numerous design approaches, one being growth strategy allows them to understand the target audiences needs in order to support them evident in the project outcomes as everyone is different, they are constantly reinventing themselves through clients.
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02 IMG frogNY studio 03 IMG frogNY workspace
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*cities frog operates in :
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San Francisco
Milan
Malmรถ
Boston
Bangalore
Toulouse
Paris
Lyon
Shanghai
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frog CASE STUDY
04 IMG Bangalore studio
Madrid
New York
Austin
Delhi
London
Mexico City 9
05 IMG frog website
Moreover, packed with information the website consists of a simple yet effective layout that is consistent throughout, making it easy to navigate. The text (40%) and image (60%) ratio creates appeal as large portions of text on screens is unattractive. Additionally, using type sizes of 64 pt. for subtitles, entices the audience, making them further explore the page.
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Arial was used for the body text as it is one of the best typefaces for screens due to it being sans serif and having clarity because of its large characters. Times New Roman was used for the complimentary typeface (for headings and statements), using this for the text would hinder legibility on the screen as the characters are more complex.
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06,07,08 IMG ALTO re-design
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I found frogs blog ‘Design Mind’ particularly interesting as the studios can read it to keep up with current trends, topics and technology. For example, one blog highlighted how frog is going to cope during the current COVID-19 pandemic. The author discussed how product delivery, research and human connection would
continue. This is impressive because it showcases that the studio thinks ahead and are continuing to deliver a high level of customer satisfaction whilst going through difficult times.
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09 IMG Re-designing the news
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10,11,12 IMG SFMOMA Augmented reality meets fine art
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frog CASE STUDY
Furthermore, the range of sectors like communications, technology and media and offerings like growth strategy and CX Strategy design is provided to their impressive list of clients - Porsche, Tuesday Capital and the San Francisco Museum of Modern Art. 11
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For fifty years we have helped organizations envision bold futures and design, build and scale innovative new businesses and customer experiences. Everything we do is inspired by people and measured by the outcomes our clients desire
“�
frog CASE STUDY
MISSION STATEMENT The mission statement is very concise and effective due to the fact that it clearly states what the company offers while still including how long they have been operating for and providing customer satisfaction makes them appear reliable. The statement puts the clients at the forefront.
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13 IMG Project planning
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MEET THE FROGS
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This deep partnership creates cohesion and alchemy that is truly what makes frog magic. 20
- Geoffery Shwartz, Executive Strategy Director
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frog has international multidisciplinary teams, I will focus on the staff in New York. Having a page on the website for each studio allows one to see their focus and personality. The text on the frogNY page includes ‘When a design problem has our team of designers, strategists and technologists stumped, we
find inspiration in the vibrant and constantly changing city street’, gives an insight to the studio and allows personal connection, thus increasing reliability. It shows how the staff work cohesively so problems can be overcome. frogNY has 6 full time employees.
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Turi McKinley Global Practice Lead and Executive Director
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“”
For me It’s gone from understanding the user to now understanding the user, the client, AND the client’s organization in order to deliver a customer experience that will really work in the world, as a business and for the humans
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14,15,16 IMG frogNY studio
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THE PROJECTS 17
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17 IMG Ultrasound UX goes ‘supersonic’
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DRIVING DIGITAL DESIGN frog designed Porsche’s app, creating a design language and a user-centred methodology. The studio reinvented the app to include unique features, such as, a 2D model of the driver’s actual vehicle and interaction between the car and a mobile device. This innovative thinking impressed Porsche and
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18,19,20,21 Porsche app
sustained collaboration. The design was slick and modern, evident through the sophisticated colour palette of cool, dark tones and use of semiotics. frog also ensured that there was cohesion and consistency in Porsche’s design as their website and app both visually link, through the use of colour and typefaces.
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frogTHINK TOOLKIT 22
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The frogThink Toolkit is a prototype, in my opinion it only partially conveys what kind of work they produce as it is bland. Compared to the outcomes produced for clients, this piece is nowhere close since a refined colour palette was not really considered and does not seem to be as innovative as other works. The overload of green
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makes it look unappealing but given that it is a prototype, there is always room for improvement. A positive is that the it was made ‘in order to help business leaders bring frog’s unique culture of design to their own teams’, which is apparent in the pages where the simple composition makes it easy to navigate.
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22 - 27 IMG frogThink Toolkit 28 Toolkit planning
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Tuesday Capital is a venture firm and enlisted frog for a rebrand so that their ethos and new ownership structure could be reflected.
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frog CASE STUDY
TUESDAY CAPITAL
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Their identity was portrayed through the designing of t-shirts, printed booklets and some digital work too. A hardship which frog was that they found it challenging to ‘find a way to create a brand name and identity that
leveraged the core values and strategy of the fund while signalling a reinvigorated team’. However, they were able to overcome this and produce several outcomes to a high standard.
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frog CASE STUDY 29 - 32 IMG Tuesday Capital rebrand
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CONCLUSION
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frog CASE STUDY
Conclusively, I feel like frog can make some improvements on their personal branding as this is vital, since it is a part of the identity which they wish to portray to the public. Although, the work produced for clients is to a high standard and communicates the messages effectively whilst still appealing
to the customers. This case study has assisted me in developing my understanding and skills that will be needed in the professional world, for example how to appeal to clients and how to overcome challenges as a team.
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