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adriana giannachi comma spring 2020 – fall 2020 2 7
comma subscription box adriana giannachi, senior project ebook december 3, 2020 bachelor of technology in visual communications visual communications: art + graphic design farmingdale state college, state university of new york 88
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table of contents 01
introduction
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service description
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unique value
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target audience typography
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competition
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cultural relevance photography
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visual strategy
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marketing strategy 11
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introduction
For as long as Adriana remembers, anxiety has
in the comfort of your own home with the help of
been something she struggles with. Originally, she
licensed therapists. There would be a
had gone to SUNY New Paltz for Psychology,
collaboration option where you can pair with
wanting to help others. As she sunk her teeth
others who are feeling the same way you are.
deeper into art, she came to a realization: there are
Despite having knowledge of mental illnesses, the
other ways to make an impact on people’s lives.
research would rely heavily on medical data and
Her profession did not have to be a Therapist or
statistics. She decided the idea was too broad, it
Counselor to make a difference.
would have to be narrowed. How could she possibly include OCD, Anxiety, Depression, Eating
When it was time to decide on a topic for her
Disorders, etc. in the same application? It would
Senior Project, the solution wasn’t so simple. She
take countless hours of teaming up with medical
considered a children’s book that would educate
professionals from all over the spectrum.
the youth on endangered animals Since Adriana is a member of the WWF and makes donations, the
The logical thing would be to pick the most
livelihood of animals is near and dear to her heart.
common of the bunch and focus on that group,
She considered adding a learning feature where
anxiety. The idea developed quickly to a
parents could track the progress of their children’s
subscription box that can help with everyday
reading ability. Something felt wrong though. Her
mundane tasks and chores. This soon changed…
gut was telling her to stick to her roots and go a little
again. After sending out surveys and conducting
bit more personal.
interviews Adriana came to a conclusion. Many people cope with anxiety through creativity. She
This is when she got the idea to design some sort of
decided to piggy back off of that to enhance her
art therapy app. It would be based on mental state
project. It became a monthly subscription box
and medium. You would learn at your own pace
called “Comma,” meaning pause.
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service description
Comma is a subscription box that focuses on you. A comma symbolizes a pause in a sentence, a break, something we deserve. When was the last time you had one?
Things can get stressful sometimes, Comma gets that, and people with anxiety have a harder time coping. Adriana believes that motivating individuals, especially women, to be creative has a positive effect on their mental health. Thus, helping them get through a situation.
Basically we want you to turn your negative energy towards a productive outlet. And hey, rewards are always a plus. To make this happen, we want to stimulate you with a new hobby every month. Featured is gardening, baking and everything in between, so you can explore your interests.
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unique value
All of the packaging is made from recycled
in a way they can express themselves in a
cardboard and natural inks that can be
productive manner. Being on the lookout for new
repurposed. With every subscription renewal,
interests can redirect negative thoughts. The
a percentage of proceeds will be donated
purpose of the box is to give you purpose. Having a
to Mental Health America. They are the
routine, finding motivation and inspiration,
nation’s leading community-based nonprofit
pacing yourself, can all be rewarding. Stimulating
for mental health and illness.
your senses and being in the right state of mind is crucial to taking care of yourself. Without their
There will be 7-8 objects with each order that can
customers, there would be no Comma.
be used with your activity. The Baking Edition for example, will come with paper covered in puns to wrap your baked goods in. More specifically, since the hobbies are seasonal, the Gardening Edition will take place during the springtime. It will have a seed packet, a watering device, two gloves, and three hand tools. No matter the month, you will always receive an inspirational note or suggested instructions. Stay on the lookout for surprises during the holidays.
Comma wants you to use both the left and right side of your brain. Left being in control of your logic and right having to do with creativity. They focus on only women and want to reduce their anxiety
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unique value
RADERMACHERA SINICA 'CHINA DOLL' INSTRUCTIONS Keep them in a cool, dark place if not using right away. To plant, sow in moist potting mix and cover with plastic (like a Ziploc bag) to maintain warmth and humidity. Keep it brightly lit but out of direct sun and make sure the soil remains moist but not soggy. Before long you will have a beautiful, healthy plant!
current box
next box
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competition
Bloomin’ Bin is a small subscription service that
down and happiness up! Sarah Kertz, the woman
solely focuses on selling seeds to grow. You can
who started this service is a Harvard trained
choose to include a bin and select whether you
Clinical Psychologist who is always there to answer
want fruits and or vegetables. Depending on the
your questions. The box is a bargain, only costing
package you select you can also get a small tool
$4.99 a month.
etc. The cost starts at $8.00 and ends at $32.00 a month, making it an inexpensive product.
Then there’s New Hobby Box which has been suspended due to Covid-19. While they were in full
Foodstirs is a baking subscription service that
swing, each month had a new hobby; sound
prides itself on using sustainable, non-GMO
familiar? They wanted you to learn new skills such as
ingredients and staying low in sugar, all while
lock picking or making candles. Tutorials were posted
tasting delicious. They have remade donuts for
on Youtube as guidance. The set price was $29.99
example, that you can buy straight out, but they
a month.
also have mixes and kits to make your own sweets. There’s a new box every other month and it is $25.99 with auto-renew. Three months prepaid is $100 and 6 months prepaid is $194, making this an expensive product.
Mindwander focuses on connecting with other women to learn skills and decrease anxiety. Its benefits include growing through the encouragement of a community and creating supportive relationships. The point is to keep stress
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competition
,
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target audience
The primary subscribers for this box are women
graduated from a local trade school. Her apartment
in their twenties who suffer from anxiety and want
is filled with paintings of plants that she created
to be expressive. Let’s turn this audience into two
herself. When she isn’t working, she’s thinking
separate personas.
about work. She wishes she had something to relieve her stress. Typically she’ll go to sleep
First is Monique Rivera, she is a creative college
early or meet a friend at the bar. Lola’s worst fear
student and defines herself as a visionary. “It’s
is an unfulfilled life. Before she dies, she wants to
important to try new things and stay productive,”
become a jack of all trades.
is something she would say. Born and raised in Brooklyn she has led a pretty average life. In her
Monique and Lola have different personalities,
spare time she loves to bake brownies, cupcakes,
but many things in common. One thing being that
and bread even; name it. This helps her cope with
both women need Comma to enhance their lives.
day to day stress. When she’s anxious
Mo wants to be productive to make up for the lack
however, she’s off the wall. Expect a feast of sweets
of confidence that causes her great anxiety. Lola
and treats. She’s open to suggestions and new
wants to relieve her stress and learn as many skills
hobbies that will keep her mind off of what she
as possible. Both of them want to better themselves.
struggles with. Her worst fear is not being good enough. The goal is to knock people off of their feet and show them what she is capable of.
Next is Lola Burns. She is a witty and imaginative software engineer. “I like to keep myself on my toes, do things I didn’t think I would ever do,” is what she would say. Growing up on Long Island, she recently
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target audience
monique river 25 College Student Lack of Confidence 25
lol burns 24 Software Engineer Ambitious 26
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cultural relevance
I’ve started having a bunch of little plants and it definitely helps boost my mood by being able to physically see the results of me caring for something. Marissa Austin
I’m usually happier creating. Having ideas to execute feels really good, but it’s not always motivated by good feelings. Andrew Ramirez
In a survey conducted by Adriana, 70% of participants were women and 75% of the surveyees suffer from anxiety. These people include those who use the arts to enhance their mood and find that being creative has a positive effect on their mental health. The Google Forms she created was inspired by her research when she discovered that the odds of women developing General Anxiety Disorder are double those of men.
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visual strategy
When it comes to logos the primary version is the
A comma isn’t the only punctuation that represents
preferred logotype. Use the others only when it is
a pause. There’s also dashes, ellipses, colons, and
absolutely necessary. The logomark is what it is. No
semicolons. So, let’s give them some credit as well.
other versions exist.
Two stressed women are depicted that represent their main subscriber base.
Four key colors to represent the brand. Three light pastels and one dark neutral. This contrast allows
The exterior of the shipping box stars the logomark
there to be a metaphoric “bright side” depicted
centered largely on top so that it can be
alongside the calming palette.
recognized from a porch. On the front lies the logotype. Open up and you will be greeted by the
Only two fonts for simplicity. Bilo Bold should be
classic illustration. The packing paper has the
used in all lowercase at all times for titles and
tagline breaking out of double borders.
headings. Bilo Light Italic may accompany it under certain circumstances. Jubilat ExtraThin should be used for body copy in title case and Jubilat Thin Italic for captions in whatever case is deemed appropriate.
It’s crucial that the photography used is shown from an above angle to properly display the products offered. There must be a pop of color that stands out from the background. Their Instagram, website, advertisments and other assets follow the same rules. Portraits andopacities may vary.
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visual strategy
, ,
primary version
white version
, ,
secondary version
black version
proper use 31
Bilo Bold
Jubilat ExtraThin
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
comma shadow
comma mint
CMYK: 0 / 3 / 0 / 71 RGB: 75 / 73 / 75 HEX: #4B494B
CMYK: 27 / 0 / 4 / 15 RGB: 158 / 217 / 209 HEX: #9ED9D1
comma sky
comma blush
CMYK: 28 / 5 / 0 / 8 RGB: 168 / 222 / 234 HEX: #A8DEEA
CMYK: 0 / 7 / 0 / 10 RGB: 229 / 214 / 229 HEX: #E5D6E5 32
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marketing strategy
Both ads are formatted for Instagram. They are sponsored. The first is a twopart post where you can see the right image when you swipe. It displays the hobbies that are the root of the product. The tagline and logotype are shown in colors they are usually not displayed in, for the sake of them sticking out from the background. The second post encourages potential customers to give Comma a try. There is a callout to women and features the subscription options along with the pricing.
Although the expo is virtual, it is important to see what the booth would have looked like to fully envision the brand. Large prints of the two female personas would be across from each other, each showing an angle of the mailer box. Next to them, plants nearly the same height. The middle print displays the logomark in a manner similar to the back of this book. In front would be a table with the Comma logo and tagline. Two seats would be facing each other. The promotional items would be displayed here. A ceramic mug with our logo and tagline. In it is not coffee, but a stress ball. It is branded with the logomark.
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marketing strategy
, , ,
ladies, do you want less anxiety and more hobbies?
$20.99 1 month
$45.99 3 months
$99.99 6 months
free standard shipping for customers in the U.S. international transport $10.00
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thank you mom, dad, and david for your constant support. your love makes me strive to do better.
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bibliography “Women’s Mental Health: Facts, Symptoms & Resources.” Regis College Online, 13 May 2020, online.regiscollege.edu/blog/womens-mental-health/. Giannachi, A. Mental Health & Creativity. May 11, 2020. https://forms.gle/CS2fWvBmPC9iGKMn9
Andrew Ramirez. 3.31.2020. Email Interview.
Marissa Austin. 4.1.2020. Email Interview.
David Vlacci. 3.31.2020. Phone Interview.
Sydney Rottenkolber. 4.1.2020. Email Interview.
Victoria Ajimavo. 3.31.2020. Phone Interview.
Jenna Goldberg. 4.2.2020. Email Interview.
Joe Hunt. 3.31.2020. Phone Interview.
Reyhan Baturer. 4.2.2020. Email Interview.
Warren Carpenter. 3.31.2020. Phone Interview.
Ineze Thompson. 4.2.2020. Email Interview.
Joe Compitello. 3.31.2020. Phone Interview.
Ryan Davila. 4.6.2020. Email Interview.
Lea Brown. 3.31.2020. Phone Interview.
Alyssa Ferington. 4.6.2020. Email Interview.
Cassie Jackson. 4.1.2020. Phone Interview.
Jill Wygand. 4.6.2020. Email Interview.
Tina Yirka. 4.1.2020. Email Interview.
Angela Lavelle. 4.7.2020. Email Interview.
Adie Yntela. 4.1.2020. Email Interview.
Emily Parker. 4.11.2020. Email Interview.
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