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Carla Marie H A J J A R


Carla Marie H A J J A R 2016

OFFLINE

IN APP

ONLINE

Portfolio


Architect & Designer cmarie.hajjar@gmail.com

Trips = 1 Tree Acquisition Campaign World Cycling Day Brand Campaign

05 09

New Visual Identity Release Branding Refreshment

15

Chinese Coma Cities Master thesis project

19 25

DayDream Coffee Shop Concept Store

ONLINE

13

IN APP

Halloween Retention & Revenue Campaign

OFFLINE

Creating brand power through digital experience design

Carla Marie Hajjar


DIGITAL

OFFLINE

IN APP

ONLINE

01

Led design and content generation for multinational marketing campaigns and new product launching, including digital, outof-home, and print campaigns, in all 11 languages. Ensured content effectively promoted the desired call-to-action in order to meet or exceed ROI expectations.

Halloween Retention & Revenue Campaign Trips = 1 Tree Acquisition Campaign World Cycling Day Brand Campaign New Visual Identity Release Branding Refreshment


Billboard Campaign New Product ITALY, Milan

02

OFFLINE

IN APP

ONLINE


OFFLINE

IN APP

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03 PHOTOSHOOT Paris, FRANCE


ViSUAL DIGITAL SCALING Worldwide

04

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IN APP

ONLINE


HA

User etention

05 29

evenue ampaign

ONLINE

During Halloween 2018, we asked our users to participate in a game of ‘Trick or Treat’. While the majority of users received Tricks throughout, specific user cohorts received discounted passes. The ‘Trick’ or ‘Treat’ was shown in the form of a daily pop-up in app, over 5 days. Users were shown either fun/scary ‘Trick’ content (linked to purchase a full price pass) or the special discounted pass as a ‘Treat’. The campaign was created using all in-house resources with no budget for execution. All creatives were developed using elements of the bicycles themselves to draw a connection between offline and digital visuals asset. In order to ensure the campaign was relevant for our markets, Mobike engaged local team review, translation/localization input. The aim of the campaign was to boost pass sales in specific user groups as well as increase app engagement through providing an engaging holiday activation for our users. We registered 3 times more clicks through than usual, for the in-app communication during this campaign.

IN APP OFFLINE

W

4 WEEKS

01.10.2017-31.10.2017

3xDesigners 2xData&Product 3xMarketing


06 30

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IN APP

ONLINE


100 TRIPS = 1 TREE

#RideForEarth, Acquisition Campaign

07

ONLINE

We encouraged Mobike users to #RideForEarth through an integrated global campaign across social, in-app communications and offline events. n partnership with the re forestation charit ne Tree Planted, we ran a ride to pledge activation where for every 100km cycled we planted a tree.

OFFLINE

IN APP

On completion, the Earth Day campaign garnered: - Over 14k new users internationally (localized across 17 active countries) - ROI of $1.41 (i.e. every dollar spent returned $1.41 in revenue). - An entire forest planted in Brazil through the efforts of Mobikers.

6 WEEKS

12.03.2017-22.04.2018

3xDesigners 2xMarketing 2xProduct 1xPartner


08

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WORLD CYCLING DAY

Brand awarness campaign, Trips

12

OFFLINE IN APP

The world s first orld cling a was championed by Mobike in conjunction with the United Nations Environment Project, WRI, WHO, WWF and a number of other well-known organizations. This campaign was built on corporate and consumer events and online activations. The e ob ective of this campaign was to firml establish ourselves as the responsible player in the smart bikeshare space. Through engaging thought leaders like Erik Solheim and developing a viral animation showcasing key data to date (kms ridden / co2 saved) we were able to achieve that objective. On Twitter alone the online content received over 1.5 million impressions and increased engagement by 63%. The campaign was awarded an Overseas Communications Excellence Award from The People’s Daily, China’s largest national media.

ONLINE

6 WEEKS

01.02.2017-25.03.2018

2xDesigners 3xPR 2xMarketing 3xPartner


13


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NEW VISUAL ID RELEASE

Brand Refreshment

15

OFFLINE

IN APP

ONLINE

After Meituan’s acquisition, Mobike wants to refresh its visual branding, with a more passionate and more reliable logo, which has been: simplified, its edges are free from curves, the letters has been reshaped to pure geometrical shapes fitting in s uare and circle, unified, the logo is not read separatel as mo bi e, it is now a unique word ‘mobike’ thanks to its 3 different letter height, - following the ‘tech trend’, it has moved away from using uppercase to lower case, making our message more approachable. For instance, the ‘ i ‘ standing for innovation is now reinforced to increase legibility in body copy while still preserving its personality.

6 WEEKS

24.04.2018-05.07.2018

4xDesigners 1xMarketing 1x3rd Party


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CHINESE COMA CITIES

Ordos Kangbashi coma city

19

ONLINE

We encouraged Mobike users to #RideForEarth through an integrated global campaign across social, in-app communications and offline events. n partnership with the re forestation charit ne Tree Planted, we ran a ride to pledge activation where for every 100km cycled we planted a tree. On completion, the Earth Day campaign garnered: - Over 14k new users internationally (localized across 17 active countries) - ROI of $1.41 (i.e. every dollar spent returned $1.41 in revenue). - An entire forest planted in Brazil through the efforts of Mobikers.

IN APP OFFLINE

I-2Interview e.Interview witha arestaurant restaurant’s with

6 WEEKS

12.03.2017-22.04.2018

3xDesigners 2xMarketing 2xProduct 1xPartner


Interview with a shopping addict from the new town

I-2 �. Interview with a sho��in� fan in the new town

I-2 �. Interview with a future Interview with a worried future retreated retreate� from the new town

I-2Interview e.Interview witha arestaurant restaurant’s with owner from thenew newt town owner from the town

Inte writ

I-2 �. Int writer fro

... « I would love to go to a « Senior school » and learn piano ! » ...

... « The Government told us that is was good to open a restaurant here, and we open it here » ...

... « I order everything from internet (...) it takes 2 to 3 days maximum to come » ...

Interview with a famous writer from the old town

I-2 �. Interview with a famous writer from the o�� town

... « Children love to come in my library in Dongcheng after class » ...

Interview with Difei Xu, Specialist in Chinese Urban planning

I-2 o.Interview with �ifei �u� �ra�uate� stu�ent �ro�osin� a revita�i�ation strate�� for �r�os ... « I definitely defiantly think that built on Ordos’ streets is totally doable, you can add commercial street and provide a better life for the citizen » ...

Interview with the economic comissor’s director

20

s

OFFLINE IN APP ONLINE


Citizen

Needs

RESTORATION

SHOPPING

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ONLINE

21

Logo

Boxe supply answering to their needs

-Kitchen space (indispensable) : fridge, cooki water supply, electricty supply,Wifi supply -Reception space (dispensable) : table, chair -Toilet (should exist close by) +option of outdoor terrace on the roof or i the module

-Fitting rooms/ storage (indispensable): e supply -Stand (dispensable): moveable and d furniture. + option of outdoor stand

RENTING

- Reception space (dispensable) : table cashier, sound system -Stand (dispensable): moveable and di furniture.

CO-WORKING

- Working place (indispensable) : table, ch supply, electricity supply -Tools (dispensable): computers, constructi printer...

TRAINING

- learning furniture (dispensable) : table, cha instrument, sport accessories -Dressing room, storage, audio (indispensable) +Outdoor place


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-+

showroom storage cashier, fitting room

cashier, fitting room mezzanine store windows

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extraverted introverted

-

introverted

++

introverted

USER-USER USER-USER USER-USER

OFFLINE 3m

6m

66mm

6m

6m

3m

MODULARITY MODULARITY

-- +

extraverted extraverted

MODULARITY m system

InformalInformal trainingtraining Informal training S i l e n cS ei l S e i n l ce en c e S h a r S h a r i n g S h i an r g i n g I n t e r a c t i oI nn t e Ir na tc et ir oa n c t i o n C o m f o rC to mC fo om r f t o r t r o f e sPsri o fneaslsi si omn a l i s m ProfessionaliP sm

USER-SPACEUSER-SPACE USER-SPACE

-

kitchen

c airs,music

I n t i m Ianctyi m a c y Inform I naf lo r m a l Inspiration Inspiration Cre at iC v irteya t i v i t y C u l t uC ruel t u r e Pro te c Pro t i o nte c t i o n R e l Ra ex l a x Networking Networking

+

store windows eating areas, reception showroom kitchen cashier, fitting room eating areas, reception

COMMUNITY COMMUNITY

Intimacy Informal Inspiration Creativity Culture Pro te c t i o n R e l a x Networking

-

extraverted introverted introverted

COMMUNITY s, ion tools,

creationcreation space space Ideas creation Ideas space Ideas Technical Technical quality Technical quality quality SerenitySerenity and positivity and positivity Serenity and positivity Experiences care Experiences care Experiences care Interesting environment Interesting environment Interesting environment E q u i p m Ee qn ut E i qp um i ep nmt e n t

USER-SERVICE USER-SERVICE USER-SERVICE

kitchen

fi hairs, Wifi

I n t e rI en st te r e s t C u r i oCs ui tr yi o s i t y Fa s c i n aFa t isocni n a t i o n BelonB g ei nl og n g i n g Accessbility Accessbility

eating areas, reception

s, chairs, e, MULTI-FUNCTIONMULTI-FUNCTION MULTI-FUNCTION diversified

Interest Curiosity Fa s c i n a t i o n Belonging Accessbility

introverted

STORYTELLING STORYTELLING

extraverted

d diversified

STORYTELLING

introverted

y electricity

3m

of infront of

at home Feel at homeFeel atFeelhome C o n v i v i a l i t yC o n v iCv oi anlvi ti vy i a l i t y T r a d i t i o T r a d ni t i o n T r a d i t i o n s icbciel istsyi b i l i t y A c c e s s i b i l i t yA c c e s A S e r e n i t yS e r eS ne ir te yn i t y S a t i s f a c t i o nS a t i s fSaactti isof na c t i o n L e i s u r eL e i Ls eu ir se u r e D i s c r e t i o nD i s c rDei ts i cor ne t i o n

3m

SHARING SHARING

SHOPPING SHOPPING SHO REN RESTORATION RESTORATION RESTORATION

3m

er rs, cashier SHARING

LINK CREATED LINK CREATED LINK CREATED

3m

e,ing table,

Disired atmosphere Disired atmosphere Disired atmosphere

3m

BOXE’S MAIN QUALITY BOXE’S MAIN QUALITY BOXE’S MAIN QUALITY

IN APP ONLINE


OFFLINE

IN APP

3m 3m 3m 3m 3m

ONLINE

extraverted

cell of concentration

collective class

dynamic small group

introverted

bar of ideas circulation of ideas collective workplace desk

circulation of ideas

public/private interface

storage

exhibition hall+ mezzanine

showroom

store windows cashier, fitting room

kitchen

eating areas, reception

12 m

12 m 12 m

extraverted

introverted

extraverted

introverted

extraverted

introverted

extraverted

-

6m 6m

+

-

+

-

+

+

+

introverted

USER-SPACE

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b. Skined of a traditional North Chinese piled beam frame located on one side if the rooftop.

USER-USER

a. Section of a traditional North Chinese piled beam frame in a rooftop structure

USER-SERVICE

TRAINING CO-WORKING RENTING SHOPPING RESTORATION LINK CREATED

c. Decompositon of a traditional North Chinese piled beam frame system


24

OFFLINE

d. Simplified and Standardized traditional North Chinese piled beam frame structure

IN APP ONLINE


Than s Carla Marie Hajjar +33 781049108 +86 13162787261 cmarie.hajjar@gmail.com 9 rue Basfroi, 75011, Paris, FRANCE

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