HopeSpring is a fictitious re-brand project for a not-for-profit support centre, assisting and helping people meet the challenges of cancer. The new branding and asset system communicates the organizations values in a professional, yet humanistic and approachable way.
re-branding / illustration / asset creation
HopeSpring is a fictitious re-brand project for a not-for-profit support centre, assisting and helping people meet the challenges of cancer. The new branding and asset system communicates the organizations values in a professional, yet humanistic and approachable way.
re-branding / illustration / asset creation
Designed in collaboration with Chloe Reynolds, Jan Oliver, and Tate Cooper
Designed in collaboration with Chloe Reynolds, Jan Oliver, and Tate Cooper
thesis / UX & UI / illustration / prototyping
Frazzle App
Frazzle is an app centered around one goal: helping its audience understand, cope with, and manage burnout. The platform utilizes profile building to provide a unique customized experience for each user, tailoring lessons, suggestions, and interfaces to the traits of the consumer. This cumulative thesis project exists to personify a persons struggles, helping audiences connect with and work through the ever growing modern affliction.
THESIS STATEMENT
Addressing burnout
Occupational and personal burnout has become an increasingly prevalent topic in recent years, as a surge of pressure to innovate and perform has blurred the line between acceptable and socially normalized expectations. Though this epidemic affects the masses, there are specific defining factors that individualize the experience. These defining factors may act as a tool to identify, work through, and overcome burnout, addressing an issue currently seen as a right of passage in modern-day society.
THE INDUSTRY
Existing market issues
The self help and mental wellness app market is flooded with existing generalized solutions, promising immediate relief from a wide array of afflictions. What these solutions lack, however, is more targeted offerings providing short term and long term strategies. Three main issues plague the industry, including user retention issues, surface level "band-aid" approaches, and unhealthy co-dependency.
01. User retention
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High drop-out/attrition rates hinder effectiveness
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Long term use is necessary to realize full benefit of most self help apps and avoid future relapse
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Lack of result is often reason for low retention
02. Surface approach
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Passive short term solution orientation covers concern rather then addresses root
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Goal of “fixing” rather then processing, understanding, accepting, and learning
03. Dependency
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Mental health content works in ways that develop dependency due to in app focused solutions.
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App becomes temporary addiction rather then solution, an unsustainable relationship
THE ELEMENTS
Key elements
A triadic approach was taken when analyzing key elements to a successful burnout platform solution. Profile building, an educational approach, and user retention were noted as necessary focuses to combat existing market issues.
THE SOLUTION
Frazzle: The burnout app
“Frazzle” is the cumulative proposed solution to the analyzed issue of personal and occupational burnout. The solution exists as an app platform, focused on personifying users struggles in a way that helps audiences’ approach and connect with the daunting subject. Life is messy, real, approachable, and blunt, and that is how Frazzle chooses to communicate.
THE SOLUTION
Branding
The logo takes direct inspiration from the emotional connotations associated burnout, a tangled line forming the final knotted icon shape. Within this icon an “f” letterform is hidden, representing the concept that, even amongst chaos, meaning and order can be found and the two states may coexist rather than remain separate. The colours behind the branding reflect this ever-changing cycle, with 6 different colour palettes available based on the mood of the audience.
THE SOLUTION
Illustration
Characters called "Frazzle's" can be seen throughout the app. Each creature’s features are based on the user’s unique traits, their knotted head shape based on the twisted linear motif pulled from the logo. This tangle motif and personification of various elements is used throughout the app platform, cultivating a sense of approachability and relatability across the entire brand.
THE SOLUTION
Unique User Experience
A line of packaging was created for the Catalyst drinks. Each can features the Catalyst logo, representing the gain of momentum the product provides for consumers. The packaging resembles the glow of a charging battery symbol, a custom typeface and vibrant colour palette encapsulating the energy of the brand.
THE SOLUTION
Humanistic User Interface
A line of packaging was created for the Catalyst drinks. Each can features the Catalyst logo, representing the gain of momentum the product provides for consumers. The packaging resembles the glow of a charging battery symbol, a custom typeface and vibrant colour palette encapsulating the energy of the brand.
THE SOLUTION
Capturing the energy of a brand
A line of packaging was created for the Catalyst drinks. Each can features the Catalyst logo, representing the gain of momentum the product provides for consumers. The packaging resembles the glow of a charging battery symbol, a custom typeface and vibrant colour palette encapsulating the energy of the brand.
FINAL THOUGHTS
Pushing past a package
Catalyst is a brand built around sparking change, in an industry all too familiar with feeling stuck. With a focus on breaking free from norms and cultivating a unique voice, Catalyst allows consumers to purchase energy drinks without buying into a strongly outdated lifestyle. Breaking free of a market ceiling competitors have created, the brand demonstrates the importance of tonal repositioning.