Portfolio
Venus Xan 2019
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Table of content
Branding
Strategic Design
Research Methods
Advertising
Photography
Animation
Crystalyn Kae
01 Branding
By Venus Xan
What
Rebranding. Data Analysis. Market Research. User Interface. Prototyping
About
#Social Media #Instagram #Sustainability #Transparency #Ethical Fashion
How
Sketch. Principle. Adobe XD. Adobe illustrator. Adobe InDesign
Where
Brooklyn Based Client Project in New York City
Who
Venus Xan
Project Description
This is a strategy design project for client Crystalyn Kae, a sustainable handbag brand based in Brooklyn. She wishes to grow her company by improving her branding. I proposed that Crystalyn Kae should rebrand her Instagram presence as well as include transparency in her manufacturing by featuring her suppliers and reposting sustainability blog posts to educate her customer. This project has successfully increased her Instagram engagement.
Understanding the Brand
FABRIC SCRAPS
UPCYCLED MATERIAL
LOCAL SUPPLIERS
Crystalyne Kae sources leftover fabric scraps to produce her handbags.
Crystalyne Kae turns waste materials into new products.
Crystalyne Kae sources her materials from local suppliers from Brooklyn and NYC.
Client Brief Client wishes to improve the 5 pillars below
Shared Value Opportunies
Branding & Storytelling
Marketing Strategies
60% FACEBOOK The majority of social media traffic comes from Facebook.
25% INSTAGRAM The other part of social media traffic comes from Instagram
Business Growth & Expansion
User Experience
Current Clientele Crystalyn Kae’s current clientele lies between late Millenniels and early Generation X
Identifying Potential Customer There is a huge potential to expand customer to early Millienniels by switching maketing platform from Facebook to Instagram.
There is a huge potential in Instagram marketing than on Facebook marekting. Expanding customer by targeting early Millenniels customer with Instagram marketing
AGE RANGE
26- 40
GENDER
Female
Survey responses when asked about Crystalyn Kae’s Instagram presence
ENVIROMENTALLY CONSIOUS LEVEL OCCUPATIONS
Problems Identifed by New Potential Customer
“Instagram brand bio is unclear”
Working Mom, Teacher, Salewomen, Bloggers
“Instagram Story is confusing” “I didn’t realize it is a handbag brand” “What is the brand’s mission statement” “I thought it was a travel blogger page”
Identifying the Problems
UNCLEAR BIO • Refine key words • Define mission statement • Three words phrase
• • • •
CONTENT Add Transparent value content Feature suppliers stories Pricing breakdown Reparing procedure
MESSY STORY FEED • Unify all Story’s cover photo
UNCOHESIVE VISUALS • Color coded visuals • Schdedule postings using Instagram Calender, Later
Creative Proposal
New Bio • New Mission Statement • Three Words Phrases which represents Crystalyn Kae
• • • • •
Manufacture Transparency Content Featuring the suppliers interviewing suppliers Tagging the factory Showing the making process
GreenWashing • Reposting sustainability related post • Educating the customers about ehtical fashion
• • • •
Feed Visuals Cohesive color grid Clear product post Tap to Purchase Schdedule postings using Instagram Calender, Later
Result
The Engagement Ranking in a Year
The Total Reach of Posts
Sticker Taps from Story Insight
Showing Transparency by featuring her suppliers and answer the question “Who made your clothes� has reached a high engagement even surpassing her past posts.
This Post has reached 1,182, which is the most of her posts.
Customers are actually interested to see Who the suppliers are.
02 Strategic Design
What
Graphics. Data Analysis. Market Research. Problem Sloving. Prototyping
About
#Accenture #Enel #Sustainability #Circular Economy #Value Chain #Supply Chain #Innovation
How
Google Document. Google Sheets. Adobe Illustrator. Adobe InDesign
Where
Green Management & Corporate Sustainabillty at Bocconi Universita in Milan, Italy
Who
Venus Xan. Heather Ault. Bianca Faes. Luca Carbonara. Chiara Della. Letizia Marzzi
Project Description
Our team worked with Accenture to identify circular economy to drive value opportunities. Our client was Enel, a multinational energy company and the world’s leading integrated electricity and gas operators, specifically we focused on Electric Vehicle Charging Infrastructure. Our team analyzed Enel’s value chain and identified value opportunities related to a circular economy.
Identifying The 5 Key Value Opportunities for EV Charging
Repurposed PV & Batteries
Enhancing Circularity
Vehicle to Grid
Reward System
On-Site Batteries Energy Demand Forecasting
Peak Smoothing: Vehicle to Grid Enables vehicle stored energy discharge to grid
Peak Smoothing: On-Site Batteries Recover and recycle end of life and outdated batteries
Aids in peak stabilization
Repurpose batteries to on-site energy storage
Boosts supply for night and siboptiimal PV conditions
Constant grid connection is less demanidng and perfect application for batteries that would otherwise be discarded
Customers become prosumers and are remunerated for grid contributions
Data Analytics & Optimization: Energy Demend Forecasting Collecting data from the app & infrastructure to implement Energy Demand Forecasting which enables us to transform the current system into a smart system
Peak Smoothing: End of Life Recover and recycle end of life and outdated batteries
Customer Retraining: Customer Use
Your Achievements
Account Settings
Payment Methods
Sign up to share cars & save energy! Register
Payment Preferences
Charge within the nest 2 hours and save mondy and the planet
Personal Info Vehicle Info
Create route and available station
Login & Security
Better Driving. Better Planet
Notification Help Legel Agreements
The app is the primary communication between Enel & customer Helping our customers retrain habits and navigate this period of change and innovation
Encourage resource sharing. Up-sale additional Enel services
Improve customer experience & ease of use. Encourage customers to charge off-peak. Recommends onroute stations based on charge and length of trip
Non-monetary rewarding of smart driving & charging behavior. Reinforce customer engagement with brand & sustainability movement Smart driving Smart Charging
Vehicle specification input allowsfor customized data analytics and more accurate recommendations. Facilitate V2G remuneration & auto payments
03 Research Methods
What
Research Methods. Data Analysis. Trend Spotting. Creative Prototype. Innovation
About
#Chinese Market #Shopping Behavior #TaoBao #Livestream #New Retail #ShopShopsInc
How
Adobe Photoshop. Adobe Illustrator. Google Docs. Google Sheets
Where
Thesis Project: Capstone 1 at Parsons The New School
Who
Venus Xan
Project Description
This is a research project on Shopshops, a company that connects western retailers and Chinese customers using Livestream. I am interested to see how marketing evolves in the retail industry with the change of Chinese shopping behavior. Impacting the rest of Chinese consumers due to the fast expansion of the middle class across Asia. Exploring the start of New Retail and how it creates new marketing strategies such as live streaming whereby attracting the target audience.
Vision Statement
The rise of new retail strategies to cater to the current chinese consumer using social media services such as live streaming
What is
?
Shopshops connects viewers in China to local retail stores in the U.S. thorugh the livestreaming app.
Shopshops has partnership with brands all over the city
This is the interface of the app. People can purchase by clicking on the left box to see items while watching livestream
Data Analysis Shopshops’ Target Customers
Brands Experience Mapping
$2685
47%
USD
Customer
Partnered Brands
Sizing
Customer Experience Mapping Pricing
Texture
Fitting
Decision
Buy it
ShopShops
Click it
An average live stream duration
Comparing an average sales per day at Le Grand Strip Vintage. compared per day. there is an increase in sales of a 47%
Traditional Online Retail
Browsing
Total sales of the livestream event
5 hrs
After months of closely reaserching this brand. Shopshops’ two main targets are the partnered brands and the customers in China
Click it
Percentage of increase sales compared per day
Comapring a traditoinal online retail to Shopshops Customer Experience Stream Host
Buy it
Data Insight
Total Streaming Views
Maximum Reach Total Clicks on Product
Total interaction
This Data analystics showed that there are a lot of people on the platfrom streaming, however, they come and goes, the true viewers who stayed and maybe make a purchase is on ly 113. which brings up to the problem
Total Revisits
Problem
with the significant amount of total viewers but with only 113 loyal customer who stayed. There is an issue there. Wiith the service is there but it is not reaching to the targed customers Loyal Customer
Prototype Proposal
so how do we reach our targeted customer more efficiently ? Shopshops Barcode Sticker
ShopShops Sticker Word of mouth strategy increase the number of downloads by scanning the barcode Attracting both chinese shoppers and potential boutique partners
Mock image of the display of ShopShop Sticker Sticker coud attract other local boutique stores who wish to expend their customer to Chineses customer by recognizing the chinese character in the sticker
04
Advertising
Rebranding Smartwater
What
Rebranding. Client Brief. Social Media Strategy. Creative Proposal
About
#SmartWater #Casey Neistat #Twitter #Instagram #Snapchat
How
Adobe Photoshop. Adobe Illustrator. Google Docs. Google Sheets
Where
Advertising Concept at Parsons The New School
Who
Venus Xan
Project Description
This is a rebranding project of a new advertising campaign for Smartwater. With a client brief stating the problem that “selling water is not quite exciting. Water is just water.” How can we make it interesting? Our team makes Smartwater exciting again by launching an advertising campaign of 4 different adventures and observe how drinking Smartwater can BRING PEOPLE TOGETHER!
Pre-Launch Media & Digital Strategy #WaterIsWater.
#WaterIsWater is a lease/pre-launch to get people’s attention and curiosity on the new campaign. Large billboards distrubuted at bus stops, billboards, building walls.
#WaterIsWater creates an interaction with the viewers and potential customers while serving as an ad for every pedestrians to subconsiously have the image of Smartwater in their head. People can start a conversation on social media platfroms
Media & Social Media Influencer Strategy Casey Neistat: A Youtuber known for his adventures and up-and-going-ness
Scan to win a flight to the World’s Cup with Casey Neistat
Post your craziest adventure featuring Smartwater in the photo ton win a flight to the World’s Cup with #wateriswater
Brand Alignment Partnership
Smartwater would partner with modern pop artists. We created different editions of smartwater featuring different artists. Encourage people to buy smartwater and collect all 5 editions of this campaign.
Launch
The idea is to promote Smartwater as a brand for adventures. If the bottom of the water cap has a spcecial logo, they win the trip. The winner will take part of an unforgettable sport event which BRINGS thousands of PEOPLE TOGETHER!
05 Photography
What
In Studio Lighting. Contiunous Lighting. Strobe Lighting. Camera LED Flash
About
#Editorial #Fashion #Portraits #Color Filtered Lighting
How
Capture One. Adobe Photoshop. Adobe Lightroom
Where
Light and Image at Parsons The New School
Who
Venus Xan
06 Animation
What
Animation. Storytelling. Illustration. Claymation
About
#Factory Farming #GMO #Claymation #Venus #Alien #Outterspace
How
Adobe Illustrator. Adobe Premiere Pro. Adobe After Effects
Website
More work on https://vimeo.com/user39521618
Who
Venus Xan
A Claymation About Culture Farming This claymation tells the story of a full cycle of the food chain. It shows a loving mother raising her kid while taking care of a farm of chickens. While the kid is being fed with food, the chickens are being injected with hormones. Once the chicken is ready for consumption, the mother fed her kid with the mutated chicken. (View work on https://vimeo.com/149577236)
Bacteria on Venus This is a fantasy animation about aliens on the Planet Venus. (View work on https://vimeo.com/229946500)
Thank You