Converse brand study (CON pt. 1)

PRODUCT PROPOSAL

CONVERSE BRAND STUDY

Faina Iasen, 2019

DESIGN FUTURES AND LIFESTYLES labbook

by Faina Iasen, 2019.

PROJECT TIMELINE

I always like to build a timeline for the project. I helps me to think through the steps while working on it as well as construct and document everything in the labbook afterwards.

Usually it consist of things like brief, ideation, research, development and production with the evaluation being the last. But since this project is hypothetical and doesn't involve production, this timeline will be a bit different from what I usually stick to.

brand history ambassador user profiling products analysis ideation development finals

E NI L E MI T D N A R B

7191-5191

.seohs llabteksab ratS llA tseilrae eht fo eno saw diks-noN .7191 ni srekaens savnac erutangis sti fo tsrif eht desaeler ynapmoc ehT .nedlaM ni .oC eohS rebbuR esrevnoC eht denepo esrevnoC slliM siuqraM ,8091 nI

s0291

.ynapmoc eht rof evitatneserper dna namselas eca na emaceb ohw ,rolyaT derih esrevnoC ,1291 nI .srekaens s'ynapmoc eht gniraew detrats rolyaT kcuhC deman rats llabteksab loohcs hgih a ,8191 nI

3391

.eman sih gnidnel morf snoissimmoc yna ekam t'ndid eh tub ,esrevnoC morf yralas raluger a denrae dna seohs eht etomorp ot deruot rolyaT .s0391 eht ni seohs llabteksab sti ot erutangis s'rolyaT kcuhC dedda ynapmoc ehT

s0491

.yratilim eht rof raeg evitcetorp rehto dna ,sakrap ,stius rebbur detfarc osla ynapmoc ehT .stolip ymrA rof )tfel( stoob edam esrevnoC ,II raW dlroW gniruD

muminim a ot sehsiruolf dna ruoloc tpek yeht ,ees nac uoy sA .gninnur rof edam eohs a ,recaR esrevnoC eht saw ereht ,ecnalaB weN dna xohS ekiN erofeb gnoL

5591

sivlE dna naeD semaJ sa hcus ,sreniatretne gnuoy yb decarbme erew srekaens esrevnoC ,s0591 eht nI

s0691

.s0691 ylrae eht ni gniltserw ot tuo dehcnarb ynapmoc ehT

2691

.emit eht ta truoc llabteksab eht no etirovaf a emaceb drofxO ehT .2691 ni rekaens pot-hgih sti fo noisrev tuc-wol a decudortni esrevnoC

s0791

.s0791 eht morf rekaens sreylF .F.P yvan a s'ereH .sraey eht hguorht tcatni deniamer ngised rekaens cissalc s'esrevnoC

5791

.5791 morf riap naituelA siht gnidulcni ,stoob iks htiw sepols eht tih esrevnoC

7791

.gnivrE "J .rD" suiluJ ratsrepus gnidulcni ,seohs esrevnoC gniraew elihw truoc eht no yrotsih edam sdnegel s'trops eht fo emoS .llabteksab — stoor sti ot eurt deyats esrevnoC ,tuo dehcnarb ynapmoc eht sa nevE

s0491

.yratilim eht rof raeg evitcetorp rehto dna ,sakrap ,stius rebbur detfarc osla ynapmoc ehT .stolip ymrA rof )tfel( stoob edam esrevnoC ,II raW dlroW gniruD

s0891

.srekaL eht fo nosnhoJ "cigaM" nivraE dna scitleC eht fo driB yrraL slavir derutaef taht seohs eht etomorp ot slaicremmoc fo seires a dehcnual ynapmoc ehT .ledom nopaeW eht desaeler dna ngised sti depmaver ynapmoc eht ,6891 nI .noititepmoc desaercni decaf ynapmoc eht hguoht ,s0891 eht gnirud llabteksab rof eciohc ralupop a deniamer esrevnoC

7891

.emit eht ta setsat noihsaf htiw pu peek ot enil eht ot dedda erew sroloc wen dliw tub ,s0891 eht ni srekaens rolyaT kcuhC kramedart sti reffo ot deunitnoc ynapmoc ehT

s 0002 - s 0991

.slluB ogacihC eht fo nadroJ leahciM rats llabteksab rof deman ,enil nadroJ riA retsubkcolb sti decudortni ekiN .esrevnoC rof sraey tluciffid erew s0991 ehT

.aisA ot aciremA htroN morf noitcudorp devom dna sboj tuc ohw ,srotsevni fo puorg a yb deriuqca saw ynapmoc ehT .noitcetorp yctpurknab thguos esrevnoC ,1002 nI

CONVERSE TODAY CONV ERSE C HUCK ALL ST T A Y LO A R H IG R H TOP C LA S S IC S

Converse's fortunes have since rebounded. The company more than tripled its profit in 2002 compared with 2001.

Rival Nike acquired the company in 2003 for $305 million.

Nike tried tried to introduce new models and some apparel but it didn't get as much attention from the general pubic.

In recent years, the company has benefited from a revival of vintage apparel. Even after a century, the original style of Converse's famous high-tops remains a hit.

examples of ambassadors

AMBASSADOR /amˈbasədə/

an accredited diplomat sent by a state as its permanent representative in a foreign country; a representative or promoter of a specified activity.

A brand ambassador (sometimes also called a corporate ambassador) is a person who is hired by an organisation or company to represent a brand in a positive light and by doing so help to increase brand awareness and sales.

Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a nonprofit organisation which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters.

The goal of coming up with an ambassador for the chosen brand is to better understand the brand's identity, ideology and target audience.

Through this task I managed to research and adopt Converse's brand representation of themselves to the public.

CHARACTERS

THE END OF THE F***ING WORLD

BACKGROUND

The End of the F***ing World is a British dark comedy-drama television programme, based on a graphic novel of the same name by Charles Forsman. The programme follows James (Alex Lawther), a 17-year-old who believes himself to be a psychopath, and Alyssa (Jessica Barden), a rebellious classmate who sees in James a chance to escape from her tumultuous home life. The programme has been met with critical acclaim, and has been praised for its writing, execution and subject matter.

STORYLINE

Male, 17 Believes he is a psychopath, having once intentionally burned his hand in a deep fryer in order to feel something, and has been killing animals since he was 8 years old doesn't know emotions; has a lasting fantasy of punching his dad;

JAMES

James is a 17-year-old who believes he is a psychopath. He kills animals as a hobby but grows bored of the practice. He decides he wants to try killing a human. He settles on Alyssa, a mouthy, rebellious 17-year-old classmate with issues of her own. She proposes they run away together, hoping for an adventure away from her turbulent home-life, and James agrees with the intention of finding an opportunity to kill her. They embark on a road trip across England and begin to develop a relationship after a series of mishaps.

I chose these two characters because of their personal characteristics and their context in the show. The show is also very popular at the moment so they have quite a high level of relevance to the youth culture and the brand.

Outcast Unemotional, cold, nihilistic Socially akward, 'properly beautiful' (c)

CHARACTER Female, 17 Alyssa is teen angst personified. She feels estranged from her mother, hates her stepfather and rejects pretty much everyone she meets; bored and sceptical of normal people;

ALYSSA

Mood swings and wild ideas Reckless and edgy, Irresponsible and windy, daring and rebellious

Poster moodboard

PROMOTIONAL POSTER A type of poster created and designed in various colours, materials, mechanisms, shapes, sizes and styles used by a business, company or organisation to promote their goods, products or services. Often these posters feature various celebrity ambassadors to attract people with help of their favourite personalities and try to make them fee;l like they can relate to a brand or a particular product. I had to design a promotional poster for Converse featuring my chosen ambassadors James and Alyssa. It had to be catchy and attractive as well as relative to the brand and promoting it or its product.

POSTER CONCEPT in the style of a comic book since it originated from one, but the style of drawing will be closer to the TV show the colour palette of grey + white + black + red to compliment Converse's main colour and to keep it simple only one part of the slogan + integrate a noticeable piece from the name of the show in the same style and font - the title is well-known enough for people to know the second part of it + it's a homage to the name of the show and it makes it a bit more rebellious Only accents will be red and they will emphasise the shoe but at the same time calm it down with the big red car behind it

SHOES ARE F***ING BORING

POSTER EXECUTION I found an artist with the style that fits my requirements and the general concept of the poster, contacted her and together we developed a poster that I commissioned. The sketch in red is her vision with all the references and concepts provided by me. On the next spread, you can see the finished poster itself/

Poster sketches

POSTER The idea that I wanted the viewer to get from this poster is that shoeas are boring and once you get over them and are brave enough to wear sneakers - crazy amazing adventures happen in your life. They might be dangerous or scary but this life is still btter than a boring and stagnant one. And that's what Converse stands for This poster The final poster came out beautifully in 2 weeks with all the references and small details thought of as well as a couple eastern eggs added in the process (such as the 'ALL STAR' sign on the number plate). It was only my second comission and first collaboration so I was quite anxipus about iit the whole time but the artist was very friendly and helpful and we worked together great!

Credits to Joy Johnson (@TheHumbug472 on twitter)

INTEGRATION IDEAS As a promotional poster on the streets / bus stops / near the shop / mall / on the billboards As a magazine and online advertisement As a hand-out flyer As a limited collection artwork sold in shops to the fans

CUSTOMER PROFILING /ˈkʌstəmə ˈprəʊfʌɪlɪŋ/

Customer profiling is a way to create a portrait of your customers to help you make design decisions concerning your service. Your customers are broken down into groups of customers sharing similar goals and characteristics and each group is given a representative with a photo, a name, and a description.

This task was meant for us to understand the target audience of the chosen brand and their needs and desires. Going further it would provide ideas for products to be developed for this brand.I'm very familiar with the character profiling due to my background in creative writing and storytelling so this was a very enjoyable part of the project for me. I started with the most basic and stereotypical user character, they moved to the two opposites extremes on the opposite sides of the scale and then tried to find the middles between them and the stereotype. This way I came up with 5 profiles that you're about to read.

Since Converse has a very long and close history with the youth culture and especially music, for this section of the labbook I compiled a special playlist with a song matching each separate profile.

Please scan the QR code shown to enter the playlist and play songs in order according to the title at the top of a page.

01. Joe Dassin - Taka takata ( La femme du Toréro)

?REMOTSUC EHT SI OHW

CONVERSE CHUC K ALL STAR DINOVE TAYLOR RSE

Converse| 35$

Homelife Louis is a little demon of a 5 year old.

he's always scared when left in a line in a

He's constantly running around the

shop by himself that mom will be gone

house and the backyard and never sits

he feels frustrated when parents put him

still. His parents jokingly call him a

to bed earlier than his older brother

Tasmanian devil. His older brother

he is afraid to be a bad boy in Santa's list

Gabriel (8 yo) finds him cute rather

because he doesn't want to get bad

than annoying and looks out for him.

presents for Christmas

Motivations to grow up to be a super hero to jump higher than older brother for his parents to be proud of him

"

Fears and frustrations

Needs he gets thirsty easily so he needs to drink a lot of liquids throughout the day he is a bit shy and doubting so he needs to be encouraged and praised sometimes

Likes and dislikes

I like dinosaurs so

he really likes chocolate so he needs his Hershey's every now and then

loves to play pretend with his dinosaur

mommy buys them for me. I also like Hershey's,

"

toys and put on plays for his parents likes to play hide and seek with his

Desires, goals and dreams

but of those I don't get

older brother and his friends

he dreams of learning to fly and help

as much.

likes to play actively outside with other

people when he becomes older

kids and their parent's pets

he plays basketball and hopes to win a

Louis, 5

doesn't like to clean his room

medal one day just like sport stars do

Kindergartener

hates asparagus and apricots

every night before sleep he dreams of a

Marseille, France

pup to be his friend

$61 ROCCO & R

O X IE T - R E X

$04

?DEEN YEHT OD TAHW

19

PLUSH TOY

$

29

$

LE GO CR EA TO R 31 05 8 MI GH TY DI NO SA UR S Louis is an active boy with an extremely

Louis likes dinosaurs a lot. And

inquisitive young mind. He's interested

although he mostly plays with

in how things are made and how they

plastic figurines, he could take this cute plush dinosaur to bed with him. This cute little T-Rex

HE RI TA GE BA CK PA CK

Y ST O R A G E B O X LA

RGE

work and why. So he would benefit

| SK Y CA PT AI N

strongly from constructor like toys such as Lego creator. It will also help him develop fine motor skills and

will protect him from underbed monsters and bad dreams.

M O K EE FE LT B A B

Louis doesn't go to school yet,

understanding of causal relationships

but he attends kindergarten on

between elements. And if at the end he

weekdays, so he needs a nice

will get to build his own dinosaur than

little backpack to always keep

it's even better!

his favourite dino toys and coloured pencils with him.

Louis owns a lot of toys and a lot of times he leaves them scattered on the floor of his bedroom or in the garden. With this cute box all his dinos and cars will be stored neatly.

It can be customised by drawing, embroidering or putting a name tag on it. And its soft felt structure will not hurt its little owner with sharp edges of standard storage boxes.

$61

$ 9 0 1

$00

S 1 0 " B IC Y

CLE

$741

2

A S A M A K ID

TW O GI RL S W IT H GI FT S DI NO SA UR PE NC IL CA SE Louis likes to draw comic books

Louis is a very active boy and he always finds obnoxious ways to let his energy out. He's also very clumsy and

about dinosaurs and super heroes

NU NA AA CE BO OS TE R

but he has difficulties keeping his

SE AT

drawing supplies in order, especially

get hurt because of it a lot, so his

when he takes them to kindergarten.

parents try to manage very carefully

This cute and fluffy dino pencil case

what he's engaging into. This balance

Louis is still a toddler so he has to

will definetely come in handy and

bike will let Louis have fun during

be seated in a booster seat during

help him keep all the pens and

walks and won't go too fast and get

car rides that he likes so much. This

pencils neat and tidy.

hurt. One of the greatest advantages

comfortable and stylish booster

of balance bikes is that kids ride them

will keep him safe and comfortable

all on their own.

even during the longest rides.

WIG IWA MA MO NO CH RO ME STR IPE S TEE PEE SET Louis is a child with wild imagination and great love for play-pretend games with his peers and parents so it would be awesome for him to get a full-size (to a child) wigwam for fun times!

02. Lana Del Rey - Born to die

?REMOTSUC EHT SI OHW

CONVERSE CHUC K STAR LOW TOP CL TAYLOR ALL ASSICS WHITE

Converse| 50$

Homelife

Fears and frustrations

Jamee is a quiet school girl who can

her main fear is other people's

often be seen reading books in the

expectations because they're so different

library or talking to the teachers about

from her own plans and dreams

their subjects. But with her closest

she's really scared of the idea of being

friends she unravels her beautiful

forced in a profession she would hate

personality and goes full head into creating, sharing and enjoying life.

Motivations

"

Needs

to develop deep interpersonal

she feels great need for acceptance and

relationships with people she

understanding from her closest people

considers friends

she is quite introverted and needs her

to get accepted into Oxford

personal time and privacy to avoid being overwhelmed with the loudness

I might seem ordinary

Likes and dislikes

and over saturation of the outside world

Jamee likes quiet big spaces like libraries

but I think in song

and crowded indie concerts

lyrics and poetry.

she enjoys reading, watching old movies

"

Jamee, 16 School student

Dundee, Scotland

Desires, goals and dreams

and discussions on literature web forums

to major in classic literature in Oxford

she loves cooking but hates doing dishes

to overstep her shyness and try theatre

her least favourite day is Sunday because

she dreams of writing music and be a

the town's library is closed

classic English literature teacher to

her secret pleasure is watching people

interest kids in the beauty of language

with dogs having strolls at the park

and world of stories and characters

$0021

$81

AP PL E 13 -IN CH M AC BO

OK AI R

$021

$051

?DEEN YEHT OD TAHW

G O S T A T IO NERY A 5 M ID Y E M O N O C H R O M E A R D IA R Y

Attending school and instrument classes, Jamee always has to do a

Being a high-schooler today requires a great deal of personal responsibility and organisation, especially time-management

lot of papers writing, chores

RO CK BO X BO LD L W AT ER PR OO F BL UE TO OT H SP EA

googling and other internet

KE R

wise. This simple and elegant weekly organiser will help out with keeping classes, birthdays and appointments neat and tidy!

surfing on the go. With this stylish light-weight Macbook she will

GA TO R CA SE S JO UR NE YM AN RE GU IT AR DE LU XE WO OD CASO NA TO R SE

have no problem working on a Jamee is in love with music and

bus, during a school lunch or even

Her first guitar was given to Jamee

she tries to carry it everywhere she

in a cafe nearby the rehearsal

by her granddad and it's still her

goes. That includes pool parties,

studio. Always keeping up!

favourite by this day. She cherishes

baths and showers. To make them

it like her life. This wonderful sturdy

a bit more fun she can use this

wood case will protect it with its

waterproof bluetooth speaker that

velvet lined walls and keep Jamee

doesn't fear rain, pools or bubbles!

in style with its elegant design

$8

$56 1

1

Jamee does give credit to vinyl records for their warm human-like

value authenticity and uniqueness they catch moment and save them somewhere else apart from

sound. Especially when they come

AP PL E AI RP OD S

ability to save and store moments while keeping thm unique and not needing to print out photos.

with a free link for a mp3 version!

For her it's a great way to enjoy the

SW EET CO UC H TRI AN GLE S PEN CIL

CA SE

same tracks both at home and

unreliable human memory. This instant camera will give her the

DI E CD

Enjoying music like she does,

Jamee is one of those people who a lot. She likes photos in the way

LA NA DE L RE Y - BO RN TO

$21

$06

F U J IF IL M IN QUA BLUE STAX SQUARE SQ6 IN S T A N T C AMERA

She's a person who owns multiple pairs of headphones for all kinds of situations. Apple Airpods allow her to listen to music in gym, in the streets and even during boring classes. But shhhhh.

away while also supporting her

She doesn't draw much, just

favourite artists.

doodles sometimes. And also needs some coloured pens for her conspects so this pencil while small, provides all the storage she needs on an everyday basis.

03. Sunrise Avenue - Dreamer

?REMOTSUC EHT SI OHW

CONVERSE CHUC K T STAR HIGH TOP C AYLOR ALL LASSICS RED

Converse| 60$

Homelife Jacob is a university student

to be stuck in one place for too long

majoring in general management

stagnation, boredom

for the sake of a diploma. He lives

to never find his niche in the world

for travelling, meeting new people

is always annoyed and frustrated when

and exploring the world.

limited and put in the box

Motivations

"

Fears and frustrations

Needs

is driven by desire to find his true

money for his trips

passion in life

a big backpack for his belongings

wants to reach his full potential

a small easy-to-match wardrobe his regular sport activities

Likes and dislikes

I'm always on the move, travelling light, I don't want anything

"

a rush of Adrenalin from time to time

likes to travel with only basics in his backpack, nothing excessive hates to be held down by lots of clatter

Desires, goals and dreams

or his own insecurities

to round the world back and forth

likes to explore the authenticity of each

to find his passion and base his future

place he visits

business on it

Jacob, 21

likes to ride his bicycle and skate

a partner who would share his values

University student

enjoys speed and feel of freedom

and views on life, passion for travel

to hold me back!

USA, CA

$021

$03 NK 10400

RA Y- BA N RB 34 49 SU NG

LA SS ES

$051

POWER BA

$54

?DEEN YEHT OD TAHW

X IA O M I M I

MAH He lives in sunny California

Jacob doesn't like to be tied to one

when the Sun shines all year

place so having his pone charged

around so to protect his eyes

at all times is very important to him. Even at home he doesn't use the wall power to charge it except

GL AS S W AT ER BO TT LE

from excessive light damage

0, 55 L

for the night. This heavy-duty power bank will keep him supplied with energy anywhere anytime and won't take much space in his backpack or pocket

It's important to stay hydrated while doing any sports, especially away from home. This sturdy sport bottle will help Jacob out on training sessions as well as on plane flights while also reducing his impact on the environment.

Jacob can use these trendy and all-fitting aviator Ray-Bans.

MA RS HA LL MA JOR II BLU ETO OTH Jacob likes music and enjoys listening to it most of the time so he really likes a good pair of headphones. He's the type of person to pay once and use for years so these Marshall Majors, although pricy, will guarantee him quality sound and style for time.

$021

$03 2

Travelling light, Jacob needs a good spacious backpack to fit in a couple

While enjoying traditional sports

of clean shirts, his devices and some

and vehicles, Jacob also likes to be independent in his travels.

This self-powered skateboard can provide him free transportation

food. This reliable backpack will not

17 91 VI NT AG E - SI LV

ER ZI PP O LI GH TE R

only keep all of his belongings safe

Jacob cares about his things so he prefers to have few of good ones than myriads of clutter. This classic zippo lighter will last him decades and save a lot of plastic from one-use lighter on its way.

RX 1R PR OFE SSI ON AL CO MP AC T CA

ME RA

but also prevent his back from getting tired.

in his trips while still allowing manual use. A 2-in-1 solution!

IC A BA CK PA CK

2

HE RS CH EL LI TT LE AM ER

HOVER-1 C R S K A T E B O A U Z E E L E C T R IC S E L F R D W IT H C P A R R Y IN G H O W E R E D ANDLE

$004

50$

Jacob is an amateur but passionate photographer and he long dreamed about having a one-for-all camera to use in his travels. This Professional Sony camera will fill his need for high quality pictures and pleasantly surprise with its user-friendly interface.

04. Bebe Rexha- I'm a Mess

?REMOTSUC EHT SI OHW

CONVER

A B L E F F U D SE 3-WAY

Cllassic design | 2016

G

Homelife

Fears and frustrations

Hanna is a personal fitness trainer

always gates frustrated with people

from Germany who found her passion

who try to tell her where her place is

in movement and transition. She is

and underestimate her abilities

never stagnant, exploring new places

she lives in a big city and doesn't

and conquering new heights. Her days

understand the small town life, so she's

are filled with experiences, emotions

a bit scared to move out

and joy of life.

Motivations she wants to challenge herself and always improve

"

she wants to spread her lifestyle and passion for life to others around her and help them feel it Much like my city I

Likes and dislikes

live an active life

likes hiking during summer and extreme

during the day and don't bother to stop at night.

sports like snowboarding and ski during

"

Hanna, 28 Fitness trainer

Berlin, Germany

Needs she needs her freedom and lifestyle and won't let anybody take it away from her she is very social and can't be alone for long so she needs her social circle and regular interactions with other humans her morning running routine helps her clear her mind before the day starts

Desires, goals and dreams

the winter times

her goal in life is to live to the fullest and

adores all kinds of animals and rescues

experience life from different sides

cats and pups from streets

she dreams of travelling the world with

loves her cat Luna and always runs

her friends and living free

home after work to spend some time

she hopes that she'll stay herself even in

with her fluffy princess

the toughest of times and circumstances

$31

$0

9

$041

$54

?DEEN YEHT OD TAHW

ON CLOUD

JE M AC HE AR M BA ND X On her morning runs Hanna likes to watch the sun rise above

Hanna is a sports enthusiast and

the river and having some nice

she especially enjoys her morning runs. These On Cloud running shoes will support her heels and ankles and help her set the right

VE NU M GL AD IA BO XI NG GL OV ES - BLTO R 3. 0 AC K/ BL AC K

music to listen to only enriches the experience. This armband will secure her phone on her bicep safely and provide her

mood for the entire day.

She is one strong woman and she shows it through her boxing as well! These Venum boxing gloves will protect her knuckles and aid her on her way to the top of the ring!

freedom from pockets and the noises of the city.

GA TO R CA SE S JO UR NE YM AN RE GU IT AR DE LU XE WO OD CASO NA TO R SE Hanna always strives to get better and reach higher so she tracks her progress meticulously. This smartwatch will help her keep close watch at her daily activity, sleep and heart rate during training while seamlessly integrating in her everyday outfits.

$333

$91 65 TSWEAR H

E R IT A G E F A

JB L BO OM BO X PO RT ABRLE BL UE TO OT H SP EA KE

NNY PACK

$841

N IK E S P O R

$

The gym which she trains is quite spacious and the acoustics is quite

Another perk of a morning run for Hanna is getting that amazing coffee from her favourite coffee shop down the river. This fanny

sensitive so she likes to keep the

SH EF IT UL TI M AT E SP

OR TS BR A

run to let her enjoy her guilty pleasure without the burden of pockets and big bags,

out all thuds and steps. This heavy duty JBL boombox will help her

pack will take care of her wallet and keys all the way through her

music on during sessions to mute

Chest support is vital for women during sport activities as it provides freedom of movement and security. This innovative sports

ON MY LEV EL RU CK SA CK

and her students focus as well as provide some motivation through

Since Hanna has a gym-social

the dynamic beats resonating

double life she needs to keep a

from the walls.

spare utfit to change into after work everyday. This comfortable and

bra will keep her safe and sound

spacious city rucksack will fit all of

and protect her ribcage during

her needs and a little bit more.

high intensity activities.

05. Louis Armstrong - Go Down Moses

?REMOTSUC EHT SI OHW

CONVERSE CHUC K STAR HIGH TOP A TAYLOR ALL LL BLACK

Converse| 55$

Homelife Bastian is a big city boy with lots of

he is frustrated by people who don't

colourful ideas in his head and a big

want to learn or improve anything

heart in his chest. Cheerful and

he often worries for his little daughter

outgoing, he's always the soul of the

to get in trouble or get hurt

company. But at home he becomes

he's afraid of becoming irrelevant so he

a loving husband to his partner and

constantly educates himself on current

the best father to his daughter.

trends and new techniques

Motivations he is driven by his passion for

"

I don't try to pretend

than myself.

"

Sebastian, 36

Brand Identity Consultant USA, NY

Needs

creation and aesthetics

feeling security for his family

he loves to help people and share

a stable income for comfortable living

his knowledge with those in need

time to socialise and catch up with

will do anything for his daughter

friends as well as quality time with family

to have a better life than he did

freedom of expression

Likes and dislikes

to be anything other

Fears and frustrations

likes to get a good coffee in the morning, especially if he's on dog duty that day he finds great joy in the way his daughter Mia plays with his dog Charlie loves ho hear and feel the buzz of the city enjoys listening to jazz and rock'n'roll

Desires, goals and dreams he wants the best for his daughter and will do everything for her well-being he dreams of opening his own design agency and spread his knowledge wider his goal is to become a person he would be proud of and look up to

$0058

$08 1

NS CASCAD

E Z IP P E R W

$23

$080

?DEEN YEHT OD TAHW

O G O N D E S IG

SA TC HM I MO TO RIN O MK 3 VIN YL PL AY ER

ALLET Raised on old classics and soft

Sebastian is not a cash and change guy so he doesn't ever carry a big 'presentable' wallet,

soulful sound of vinyl recordings,

AP PL E IP AD PR O 12 .9 + AP PL E PE NC IL

keeping it down to just several cards and a banknote or two instead. This sleek smart wallet will give him easy assets to all of his assets and still keep some change fro his daughter's lollipops.

Bastian rejects modern tendency to suppress musical art pieces into tiny mp3 files. He prefers to listen to music thoughtfully in the comfort

Being a creative professional, Sebastian often works on the go during random sparks of inspiration. Instead of carrying a notebook and then redrawing he can utilise this tablet and its pencil to express his ideas to their full potential right away.

IPH ONE 5S RET RO CAS SET TE CAS E

of his home. This innovative vinyl player will not only give him this

Sebastian doesn't show too much of

opportunity but also let him listen

his personality to others, preferring

to his favourite records through his

to hint it through small details here

Bluetooth headphones anywhere

and there. This nostalgic phone case

in the house.

will portray his connection to the earlier times and his warm love of it.

$021

$00 2

NS X NEW

ORDER 146

$54

$55

DR MARTE

PO LO RA LP H LA UR EN EY EG LA SS ES 0P H2 08 3

0 BOOTS

Sebastian always says that Keeping it simple Sebastian dresses in black and its other

NH M OV E IN SU LA TI ON

eye-wear is as important to a

CU P O, 6L

variation most of the time. But he

gentleman as his shoes. These thin elegant Ralph Laurens will

MO LES KIN EÂŽ LEA TH ER NO TEB OO K

add to his generous collection.

still likes to showcase his creative side from time to time. These

Sebastian is a coffee maniac. A

tastefull embroidered Dr Martens

nice cup of cappuccino during his

boots will enrich his classic outfits

morning walk through Manhattan

a slight touch of fancy.

is his sacred daily ritual. This sleek insulated cup will fit in nicely, reducing the non-recyclable paper cups as a bonus.

He's a creative individual as well as practical, so even in the days of modern technology he still keeps a small notebook on him for times of no power and spontaneous inspirations. Moleskines are a classic that will suit his needs as much as his personality.

PERSONAL ELECTRONICS

SPORTS AND APPAREL

PERSONAL ITEMS & STATIONARY

ANALYSIS

Above are all most of the product I came up with during customer profiling. Looking at them altogether I was able to divide them into three categories. I plan to use them as guidelines of path I will go in the process of choice of product and its further development.

CATEGORISATION Personal electronic devices today are deeply engraved into our everyday lives , so it is not surprising to see that almost a third of all products fall into that category. I think it would be an interesting direction to go into with Converse as the company never stepped their foot there. I can also see the pattern in the amount of item connected to music in this category and over the profiles, which is nice since Converse had quite a close relationship with music over its history.

Sportswear and devices are quite obvious I'd say as Converse are a company who built their fame on their close connection to sports. I can see any of these product easily integrated into their product line.

I'm not too exited with the idea of heading that direction as I think it is too simple and unambitious.

The last category is also the most vague out of three. It contains a wide range of different objects and products that are more or less mundane. I do like some of the items from there but it doesn't give a clear direction for further development.

BRANDING I started my path of learning the visual language of the company through taking some of the products I came up with earlier, finding a 3D model of it on the Internet and trying to brand it to look like Converse.

CONCLUSIONS First of all, I realised that Converse doesn't really have a clear visual language among all of their products except for the iconic sneakers. f you strip down their logo (one of its many variations) and the canvas textile - it is not Converse anymore.

Their preferred colour palettes stands within monochrome and solid colour accents, in classic models it would be different variations of red.

THOUGHTS My main realisation through this activity is that I don't know what Converse is aside from their logo and shape of a sneaker, so if I want my final product to look and feel Converse without their logo, I have to dig deeper and go away from just colouring and stamping. It's time to draw some sketches.

converse's core design elements

WHAT'S THE CONTEXT?

WHAT'S THE CONTEXT?

THOUGHTS

THOUGHTS

This is one of my two best shots during this attempt at branding. I think it suits the image of Converse pretty well and since Converse do have a close connection to the skating community it would also go well with the positioning of the brand. It has a minimal design and a functional structure, leaving it most colourful part for the bottom of the board.

This is the second best that I got. I think out of all of my attempts this is the Closest one to the Converse branding, maybe even without the logo. I'm actually pretty satisfied with this one even though I know I won't go further with it as it leaves little space for creativity and imagination in my opinion.

?TXETNOC EHT S'TAHW

T N I R P T N A T S N I E S R E V CON A R E M A C L DIGITA

INSTANT CAMERA This is my second try at branding, this time in form of sketches. I think this time I got way closer. One of the decisions that I made at the very beginning was to not use the logo until the very end. At first in this one I added it to the shutter button but then decided it was too much and out of place, so I took it away and then used an embossed version of it which I am very happy with. I chose an instant camera since it's a phenomenon that got lost in the past but then came back to life with new power just as Converse did and it appeals to their nostalgic vintage trend as well. And the target audience is the same.

THOUGHTS The canvas texture is one of the main elements when it comes to it looking like Converse so I'll probably keep that for the final product.

I can utilise parts of the sneaker design without the product being a shoe. Like the stitching ad the white stripe being an homage to the ribbon of the sneaker's sole.

I have to look at the broader range of colours for the final product as being restricted with just red and monochrome seems very generic.

?TXETNOC EHT S'TAHW

H T O O T E U L B E S R E V N D O R C A O B Y E K R E T I R W E P Y T

TYPEWRITER KEYBOARD A typewriter is another thing from the past that many people find endearing and nostalgic. It is very rewarding in the feedback it gives to its user in the form of tactile and sound stimulation. Nowadays we're all in the flat lands of our touchscreen devices and thin laptop keyboards. I think this would be a nice refreshment, especially for those who have to write a lot due to the nature of their education, hobby or profession. It is a Bluetooth keyboard so it can be connected not only to a computer but also a tablet or even a smartphone, adapting them to be comfortable for long writing.

THOUGHTS The colours alone can have quite a connection to the brand I also used some metal from the sneaker's rivets and it integrated beautifully, but when I tried to make all of the button's casings metal it cae out too much. So I'll have to keep it to minimal in the final product.

The change of shape should also be followed by a change of material or better adjusted as it might look lacking otherwise.

CONVERSE CHUC S T A R H I G H T O P CK T A Y L O R A L L LASSICS RED

BRANDING After closer look into the brand's visual language and its main design elements I decided to not try and combine all of their products and try to figure out a pattern and go with their iconic Chuck Taylor All Star instead, focusing on one product's details.

CONCLUSIONS I realised that many of the main elements are not as obvious on their own but they play a huge role when combined together.

Main elements of their design is the functional parts that became a brand, e.g. stitching, sole pattern, the rubber strip connecting textile and the sole together.

The elements I will use in the final product development will be the subtle ones first and the logo at the very end for it to not be overpowering.

THOUGHTS I want my final product to both look and feel like Converse, not just in its visual language but also its context. The elements on the right are going to be my main clues to its appearance, but the history of the brand will be the clue to its nature.

converse's subtle design elements

FAINA IASEN, 2019

Faina Iasen, 2019