Visual Identity and Branding
Skills: Adobe Illustrator, consumer research
Good Chemistry
Social Experiments
Through the Detroit Neighborhood Entrepreneurs Project (DNEP) I collaborated with the start-up Action Levels to design their brand identity, social media presence, and packaging. Good Chemistry is a collection of science education kits targeted at older teens and young adults.
Social Experiments
Through the Detroit Neighborhood Entrepreneurs Project (DNEP) I collaborated with the start-up Action Levels to design their brand identity, social media presence, and packaging. Good Chemistry is a collection of science education kits targeted at older teens and young adults.
Good Chemistry: Process
“Action Levels is a premium, education technology company that sparks joy and curiosity in STEAM education. We seek to distribute our products to students ages 13 and up and education organizations. Action Levels created a brand concept consisting of engaging and sensory educational activities and will utilize multiple channels of distribution and engagement with clients.”
Overview
Through the Detroit Neighborhood Entrepreneurs Project (DNEP) I had the opportunity to work as part of a small interdisciplinary team of designers and business students to collaborate with the start-up Action Levels.
With the rise of remote learning and increased fatigue on students and teachers alike, an educational kit designed for enjoyment in addition to education, is wholly necessary. Action Levels owner, Chinonye Akunne, has also stated the importance of accessibility, both in content and execution. The product itself will contain inclusive, consumer-ready content in addition to being affordable.
I was tasked with developing the brand identity and packaging design for Action Levels. I prioritised creating templates and flexible materials, with the goal of enabling Akunne to continue implementing the brand after our time with the start up was complete.
Through the Detroit Neighborhood Entrepreneurs Project (DNEP) I had the opportunity to work as part of a small interdisciplinary team of designers and business students to collaborate with the start-up Action Levels.
With the rise of remote learning and increased fatigue on students and teachers alike, an educational kit designed for enjoyment in addition to education, is wholly necessary. Action Levels owner, Chinonye Akunne, has also stated the importance of accessibility, both in content and execution. The product itself will contain inclusive, consumer-ready content in addition to being affordable.
I was tasked with developing the brand identity and packaging design for Action Levels. I prioritised creating templates and flexible materials, with the goal of enabling Akunne to continue implementing the brand after our time with the start up was complete.
Research
Competitive Analysis
Following the advice of our business team, we looked to the wellness sector. Using brand tenets of kit-based play, inclusion, and STEAM, we identified competitors in the market and analysed various aspects of their creative strategy.
Following the advice of our business team, we looked to the wellness sector. Using brand tenets of kit-based play, inclusion, and STEAM, we identified competitors in the market and analysed various aspects of their creative strategy.
Focusing on the relationship between the brand identity and the physical product, we highlighted strengths, weaknesses, and key takeaways of each.
Demographic Research & Personas
With data from 37 interviews, we created personas representing three core demographics for Action Levels: high school students, university students, and young professionals. These interviews allowed us to identify the unique needs of each of the groups, as well as what they look for in brands they trust. From this information, three personas were created.
With data from 37 interviews, we created personas representing three core demographics for Action Levels: high school students, university students, and young professionals. These interviews allowed us to identify the unique needs of each of the groups, as well as what they look for in brands they trust. From this information, three personas were created.
Findings
Although few respondents indicated a direct academic or career interest in science and technology fields, the nearly universal desires to find new ways to connect with friends after COVID and to further the pursuit of creative hobbies such as painting or baking, indicated a strong market base for Action Levels.
Although few respondents indicated a direct academic or career interest in science and technology fields, the nearly universal desires to find new ways to connect with friends after COVID and to further the pursuit of creative hobbies such as painting or baking, indicated a strong market base for Action Levels.
Naming
We found that the majority of competitors had a separate title for the company in addition to the kits. The dominating factors for classification were age group, experience level, and theme. While some of the brands opted for simple content descriptions and utilized these categories to distinguish their products, others creatively integrated brand values into the titles of their boxes.
With this in mind, we presented four possible naming systems to our client.
With this in mind, we presented four possible naming systems to our client.
- SPARK: Short, quippy title relating to new ideas and thoughtful beginnings. This name leaves room for a flexible brand identity. Potential Boxes: Mix kit, Create kit, Bake Kit etc.
- GOOD CHEMISTRY: A more mature play on words catering to our older audience. This title allows for witty box labels. Potential Boxes: All Mixed Up, Color Me Curious, etc.
- CURIOUS KITS: The theme of curiosity is central to the current brand ethos. This neutral label piques interest and is relevant to our core messaging. Potential Boxes: Creative Cocktails, Taste Test, etc.
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DISCOVERY LABS: This name leans towards a more academic, educational crowd. The terms also emphasize the hands-on, experiential aspect of the kits. Potential Boxes: Discover Earth, Discover Paint etc.
Visual Identity Development
We identified fun, creativity and experience as core tenets of the brand and ideated directions that exemplify these themes. Additionally, we shifted our focus to wellness brands and observed successful visual strategies being deployed in that space.
Promise: A creative solution for blowing off steam.
Essence: Social Experiments.
Essence: Social Experiments.
With this in mind, we generated three solutions that are both mature and vibrant and reflect the interests of this target market
Our client asked us to proceed with Solution I, requesting that we integrating the brighter colours seen in the remaining two solutions.
