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PROCESS BOOK


IDENTIFY THE PROBLEM

the problem Men are highly adversed to anything that suggests femininity. Thus, they don’t see the necessity of going to the spa or taking extra care of their skin, hands, and hair besides a five minute shower. They feel too uncomfortable to be in an environment that is completely feminized by beauty regimens. To most men, massages, pedicures, facials, are indulgences for women. They fail to realize the logistical pros these routines have for their health and appearance.


Mood boards help to define the target audience and establish a voice for the project. I aim to not only pull inspiration from design but also fashion, cultures, history, art, and events.

the objective Teach men that being a “true gentlemen� means taking care of their own appearances and health. This gentlemen’s spa and salon will allow them to vamp up their appearances while rejuventating chivalry. Every woman wants a gentle-man.


INSIGHT THROUGH RESEARCH

research methods Research may be the most time consuming part of the design process, however, I find it to be the most useful. It allows me to dive into the viewpoint of the audience and learn not only what they want but who they are and uncover things others may not see. Word banks, flow charts, diagrams all help to find common ground between the problem and the solution.


As I research, the information I come across helps to develop a concept for the branding. I always look for symbols, graphics, letterforms, and styles that may speak to the intended brand direction.


C R E AT I N G A N I D E N T I T Y

logo exploration Branding is a person’s first looking into what a product or service is prodiving them. I think it’s important to combine visuals and typography for clarity to the customer.

After numerous thumbnails, renditions, and doodles, this final indentity was playful yet sophisticated. Its use of visual motifs makes the brand instantly understandable to the audience.


DEVELOPING THE BRAND

strategy Beyond the name and the logo, elements of color, copy, imagery all were chosen and created to build all aspects of the brand.

debonair - (adj) a man of confidence, style and charm


the voice elevate the male standard

creative copy reposition masculine hygiene

materials & color

create the aesthetic appeal


SOLUTIONS

design and production After multiple stages of creative concepting, sketches and initial designs become visual reality. I thorougly enjoy building scale models and mock packaging because it allows me to see the reality of the designs. From this point, I can tweak and alter my designs to perfection. Great design not only solves a problem but evokes emotions and creates value for its audience.

I always hold on to rough sketches and doodles because they remind me of the intended direction and its easy to make notes and adjustments to.


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Process Book