Brand Identity
September 7th - Dec12
Worked with a sustainable eccomerce clothing brand called Leze the Label. Primarily addressing their lack of male customers, through instagram highlights
Nanop Yansomboon, Faisal Noor, Mark Soh, Michael Su, Md Safwat Qurib Ifti
I particiapted in all facets of the project. First identifying Leze's brand identity. Exploring Leze's users, coming up with personas, creating joruney maps, possible design solutions as well as leading the participatory workshop.
Sketching, Wireframing, Figma
In our first week I did in-depth research on my clients. Discovering that they're a very predominantly female brand. The company looks to produce comfortable clothes for workwear while also upholding sustainable practices featuring materials like corn, beech wood, and fishing nets. My groupmates and I made different poster iterations representing the brand.
I then interviewed a variety of Leze's users. Using the thinking out loud method in identifying a variety of user and common issues that they may have with the brand. I was able to identify two common pain points: A lack of awareness of Leze's men's line, and the lack of a physical store (preventing customers physically checking sizes.)
After identifying the common pain points. I then mainly worked on the third user journey map. Mapping out the persona's purchase journey from discovering about Leze all the way to checking out the product. The journeymap was a detailed look into how the user comes across the brand and the ways in which they interact with the brand. Since Leze was an ecommerce site, I had the user go through the whole online purchasing process. Documenting his thoghts and emotions throughout the process, and the painpoints and solutions that arises as a result. After completeting the user journey, we started to devise our possible design solutions. Opting to come up with a matching set, that we hope would first engage Leze's already strong female customer base and using them to pull in the male customers.
I then lead a participatpry work shop, with the goal of discovering whether the participants liked the idea of a matching set. We discovered that our participants did really like the idea of matching sets, but they would need some kind of extra monetary incentive that would enage them.
After a strenous process my team and I narrowed down the final product to creating instagram highlights that would promote the men's line addressing Leze's initial issue of the lack of promotional content for men. As well as highlights for the matching set. I mainly created highlights showcasing the men's line while also helping our clients in creating their fabric guide highlights.