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JOEP SERRARENS

PORTFOLIO


TABLE OF CONTENTS


I AM JOEP 350 Words

SELECTED PROJECTS Hema

two hundred design students

National Geographic blowing off the dust

Philips

making the invisible visible

Rust ‘n’ Skin a branded

DE Masterblenders

creating a brand environment

Docking Station

a social music experience

Thoughts on Branding Branding for happiness

GET IN TOUCH Curriculum Vitae


I AM JOEP AND IF YOU GIVE ME 350 WORDS OF YOUR TIME I’LL TELL YOU ALL YOU WANT TO KNOW ABOUT ME

AMSTERDAM, 1989 AMSTERDAM, 2013 DELFT, 2008

GENT, 1992

ANTWERP, 1998

BEAUTY IS WHAT DRIVES ME As you can see in the map I lived in quite a few different contexts throughout the past 24 years. If you would ask me what my true home is I could not pick a single home town. Yet, each city has certain “things” that makes me love the place. Be it the place itself or the people that live there. This love, the interaction between a person and this “thing is the meaning of beauty. And in its turn makes beauty meaningful. It is the search for this beauty that moves and drives me. It is what makes me smile when I find it and what inspires me in everything I do.

MUNICH, 2004


BRAND INTERACTION DESIGN Currently I am close to graduating at the TUDelft faculty of Industrial Design Engineering. Close to earning my masters degree in interaction design. The MSc course focuses on the way in which people and products interact within a specific context. Building upon the pillars of aesthetics, interaction design, psychology and sociology while bringing this into practice in collaboration with multiple companies. Yet, what if this product were replaced by a brand and this context is the platform where person and brand interact? In my ambition for beauty in contexts and characters I developed a vast interest in branding. As such I have been pursuing the specialization Retail Design founded by Professor Rodney Fitch. Here I got the opportunity of creating a unique understanding of combining strategy, with branding and interaction design.

SHED SOME LIGHT The way in which Kees Tjebbes, a lighting designer for modern dance describes his work is the way I see branding. “Light is energy and radiation in a space that is only seen if an object is put in that space. If this object would be fully lit it would look flat. It is the shadow that enables us to see the 3 dimensional, that gives depth. It enables us to create drama and tension and thus an experience.� I other words it is my ambition to design a platform for a brand in which certain parts are lit in order to create tension and drama. While others are veiled in darkness in order to create curiosity and engagement. Bottom line, shed some light and make people smile at a brands beauty.


A PLATFORM TO EXPERIENCE THE NEW POSITION OF A COFFEE BRAND


1753


RETAIL BRAND INTERACTION CHALLENGE After its separation of parent company SaraLee, Douwe Egberts approached the TUDelft to design concepts that emphasize their new market position.

APPROACH In this collaborative project between Douwe Egberts and the TUDelft, I proposed to develop a platform focusing on retail & brand activation. This in order to communicate the new values considering the re-branding of Douwe Egberts into DE Masterblenders. Research was done in two phases. First researching the new market position and brand proposition to define the focal points of the platform. Following up research was done in how these focal points should be transformed into a tangible concept.

PROJECT Collaborative \\ Douwe Egberts - TUDelft Individual \\ 2012

1 KNOWLEDGE

DE’s diverse offer of Roast & Ground.

2 SKILLS

Each process a different taste.

3

EXPERIENCE

The new young & fresh image.


REQUIRES THREE ASPECTS FIND YOUR TASTE

through clear signage

the thicker line, the intenser the taste

DEVELOP YOUR STYLE

the more waves in the line, the complexer the taste

together with the masterblenders

EXPERIENCE THE MASTERBLENDERS

with all of your senses

COFFEE THE “DEENJOYING MASTERBLENDERS WAY


1 DEVELOP

your style

3 EXPERIENCE

the masterblenders


2 FIND

your taste


MAKING THE INVISIBLE VISIBLE FOR PHILIPS AIR PURIFIER


RETAIL INTERACTION DESIGN CHALLENGE Philips is exploring how to implement their air purifier into the European market. We were asked to design a module for retail that introduces the product to the European customer.

APPROACH Three main issues were defined and taken into account. First, the European market is not aware of the amount and the consequences of different kinds of air pollution in the air in their houses. Second Philips is selling a product of which one can not instantly see the task it fulfills. Third, the product offered is a very expensive one. Therefore

from

in the mind

APPRAISAL OF A PRODUCT

it will be unlikely that consumers will buy the product on impulse. The consumer will need to be confronted with the air pollution issues in a surprising yet subtle way ensuring they leave the store with awareness and a sense of comfort Philips can offer them.

PROJECT Collaboration \\ PHILIPS - TUDelft Goup project \\ Charlotte Kjersgaard - Jurjen Verweijen Lodovico Marchesi - Camillo Ramirez 2013

to

in the store

A JOURNEY TO APPRAISAL ATTENTION

PRODUCT as stimuli

PLAY

CONCERNS of people

PROCESSING

EXPLORE

EXPERIENCE

EMOTION to product

ENGAGE


THE CONSUMER WITH “CONFRONTING AIR POLUTION AND THE COMFORT

with

PHILIPS CAN OFFER THEM

of the issue

SUBTLE COMMUNICATION

allergical reactions & illness

irritates eyes, nose and throat can cause headaches and skin irritation

allergical reactions allergical reactions


transforming

FEEL AND VISIBILITY


ATTENTION

into

AN EXPERIENCE FOR APPRAISAL

THE YOU BREATHE DUTCH

using haptic interactions & xbox kinect

PLAY EXPERIENCE & ENGAGE

HOLD YOUR BREATH DUTCH

Take home your own purified air after the purifier cleaned the screen and check out air quality around your own home.

EXPLORE

allergical reactions

BREATHE IN by philips YOUR OWN PURIFIED

purifier


adding a

PHYSICAL INTERACTION


to a digital

DIGITAL CONCEPT


BLOWING THE DUST OF NATIONAL GEOGRAPHIC


RETAIL BRAND INTERACTION CHALLENGE Where NG is rapidly extending its portfolio and communication channels, the brand awareness and level of engagement are not optimal yet. We were asked to design a pop-up concept focusing on retail and brand activation.

APPROACH In creating a strong brand image emphasis should be put upon the core values of the brand. Through a thorough analysis the core values were defined. To create a strong experience that will lead to a stronger level of brand engagement we created interactive touchpoints for these values throughout the store.

PROJECT Fictive \\ TUDelft Group project \\ Brigitte Aarts - Michiel van Sinderen - Terry Brochard - Lotte Jacobse 2012

NG’s CORE PRODUCTS “MAKING EXPERIENTIAL


WORLD Pick, Scan & See one of NG’s topics.

MAGAZINE Sit back & be amazed

SOCIETY Discuss & Subscribe

PHOTOGRAPHY Make life pictures in Kruger park with a professional photographer.

COMMUNITY Life natural phenomena. Lectured by a specialist in the evenings.


WORLD

SOCIETY


PHOTOGRAPHY & COMMUNITY during the day at night

MAGAZINE


ONE COMPETITION TWO HUNDRED DESIGN STUDENTS


& THIS IS ME # THREE


DESIGN COMPETITION IDEA Buying lunch each day can be expensive. Yet bringing your own lunch to work is not very encouraging with dull plastic bags or lunch boxes. I want to encourage people to bring their lunch by focusing on food experience. While doing so tapping in on the trends of fresh home made food and sustainability.

PROJECT Design Competition \\ HEMA Individual 2012

DESIGN THE NEXT HEMA HERO


O

boterhammatje boterhammatje 100%

100% afbreekbaar biologisch biologisch afbreekbaar

boterhammatje

100% biologisch afbreekbaar

1. 1.

2. 2.

3. 3.

4. 4.

boterhammatje boterhammatje 100%

100% afbreekbaar biologisch biologisch afbreekbaar 1. 1.

2. 2.

3. 3.

4. 4.

1.

2.

3.

4.


A HOME TO CONNECT WITH LUXURY FOOTWEAR


RETAIL BRAND INTERACTION CHALLENGE

CREATING A HOME TO “ CONNECT WITH A LUXURY

APPROACH This concept is build upon the tangible and intangible aspects of a brand. A structure was created for who the brand should be, who it should address and what it should focus on. The mood-board serves as a source for building blocks to turn the theory into a physical experience. Store, logo and packaging were designed to convey the same feeling across all touchpoints.

FOOTWEAR BRAND

PROJECT Fictive \\ TUDelft Individual \\ 2012

the brand and its customers

on touchpoints

DEFINE

FOCUS

BRAND

superior individualism

LUXURY FOOTWEAR

nonchalant rugged

rust ‘n’ skin

sexy urban alternate

EMOTIONAL

RATIONAL

classical with a twist craftsmanship quality

modern & trendy used & dirty formal & classy ART

CONVERSATION Well educated, wealthy men that like to present themselves in a self-assured manner.

I am eccentric. I am an enfent terrible I am stylish

LOGO

SELF PACKAGING

TOUCH POINTS

KNOWLEDGE

Develop a brand and retail environment for mens luxury footwear.


FEEL


::

PROJECT TITLE ::

::

PROJECT TITLE ::

Company Name :: Street Name, Suite Number :: City, State Zip Code :: MONTH DD, YYYY ::

Company Name :: Street Name, Suite Number :: City, State Zip Code :: MONTH DD, YYYY ::

ONE ELEMENT

to carry the brand

The core were knowledge is shared through conversation and books about materials, production and styles.

01

01

conversation & knowledge


to display its products

ONE SPACE DEFINE

::

PROJECT TITLE ::

Company Name :: Street Name, Suite Number :: City, State Zip Code :: MONTH DD, YYYY ::

Circling around the core. Connecting with different subcultures and art.

01

modern, trendy & art

used, dirty & art

formal, classy & art


:: PROJECT TITLE ::

CONNECT

Company Name :: Street Name, Suite Number :: City, State Zip Code :: MONTH DD, YYYY ::

to the brand

01


to the system

ADDING DEFINE FEEL


REINVENTING THE DOCKING STATION


SPEAKER SYSTEM FOR “THEA SOCIAL ENTIRE FAMILY AND MODERN

KITCHEN.

CONNECT

SOCIAL EXPERIENCE EASE

SHARE

ACCESS


INTERACTION DESIGN CHALLENGE Redesign the philips docking station

APPROACH Through extensive, literature, useability and market research we wrote a paper about the useability of the philips docking station. Based upon this paper a vision was created on the relevance and purpose of a docking station. The vision was transformed into a concept, including inteface design for the app and physical device we developed and tested.

PROJECT Fictive \\ TUDelft Group \\ Hui Lin - Maik de Rooij - Noortje Habets - Clemence Dullaert - Eric Ringard 2013

AS EASY AS PUTTING AN APPLE IN A BOWL


EASE

that fits the enivornment

ACCES

to app, cloud & device


CONNECTING

SHARING

like post-its on a fridge

becomes inviting and intuitive


THOUGHTS ON BRANDING


REFLECTIVE ESSAY BRAND EQUITY CHALLENGE A refletive essay on the role of brands in the modern shopping experience.

ESSAY TUDelft Individual 2013

Branding for happiness The use of online brand communities in the modern shopping experience. by Joep Serrarens

Introduction Each Friday, NRC next investigates promises, food brands in supermarkets make regarding their products. For example different brands of half skimmed milk offered at different supermarkets are being compared and rated on sustainability and at health. Recently one of these articles compared different seeds sold at EkoPlaza that make serious promises on their positive health influence. My opinion of EkoPlaza had always been that it sells ecological products that live up to their promises. This article however rated the products dramatically, and by reading one article my perception of EkoPlaza had changed. This made me realize brands seriously need to think about the effect of information and feedback by brand communities and branded individuals, rather than lean on a general brand promise.

Experience & Convenience In September the new online news platform “de correspondent” will be launched. The online platform calls itself an “author’s medium” meaning that news and context will be brought to the reader through the eyes of distinct authors. In fact the authors become their own brand with their own brand promises. Promises to the reader that they, the author, will assemble and reflect upon information he is interested in. While reading through the book “One to one retail” by Michel van Tongeren [1], I realized that this concept is an amazing example of what he calls the two current megatrends; experience and convenience. The experience is in the fact that people want to explore the news; not merely information about the news but information with an outspoken view on the news they can emphasize themselves with. Convenience in the fact that this experience exists on an online platform that offers a broad overview of brands (authors) with an outspoken view to choose from as a reader. This combined with the fact, that in the current western society Maslow’s pyramid of needs is becoming a reversed pyramid of needs in which self-actualization is the highest goal [2], it makes very good sense that people are looking for convenience in forming their own identity. And it is this notion I believe that is of great importance in the role brands play in the modern shopping experience.

Trust & Dreaming In times of crisis consumers are looking for trust. They want to be able to rely on the promises made by brands regarding their products. Yet what happens when people are starting to distrust brands they think they can rely on. Brands sold at stores like EkoPlaza.


Yet as convenience plays a large role in forming an opinion on wetter or not brands can be trusted people start to look actively for brands in the form of likeminded people and communities they can emphasize themselves with. These brand communities are based on shared consciousness, shared rituals & traditions and obligations to society [3]. As these values lie so close together, consumers will be more likely to trust what communities say rather than what brands promise. Besides transferring trust, the shared values between communities and consumers make it very easy to dream about these shared values and interests. This dreaming, in a shopping experience was first introduced to me in a lecture by Tim Greenhalgh. He introduced me to the three states of mind consumers go through while shopping. Dreaming, where shoppers are having fun while actively looking for new ideas and inspiration. Exploring, where the shopper is open-minded but have category-specific shopping intend and locating, where shoppers look for specific brands, product or services. In his lecture he stressed that it becomes of greater importance to retailers to touch people with their brand in the dreaming state of mind as this enhances and completes the total shopping experience, the modern shopper is looking for. Multiple online platforms, such as Pinterst, Tumblr, etc. make it even easier for individuals and communities to brand themselves and be looked for by consumers who are in the dreaming state of mind. So where consumers are looking for convenience in forming their own identity and where online brand communities are needed to create real trust I propose the following; Brands should be focusing on building a sustainable relationship with consumers in the first state of mind through use of online brand communities.

Values Wetter or not a consumer sees the added value of a brand depends on the context and the relevance of where consumer and brand meet. [1] Especially while a brand community is based on shared consciousness, shared rituals and traditions and obligations to society [3] the chance the meeting has the right relevance and context is much higher. So the chance the consumer sees the added value of a brand is enlarged. Tjaco H. Walvis posed three laws in branding; relevance, participation and coherence [1]. Especially the first law is addressed when using online communities for branding. In times of crisis where consumer trust is low and people hesitate to buy consumer goods, brands become of lower relevance to consumers, as what is offered cannot be bought into. When however building a sustainable relationship between brand and consumer in which they dream together, the brand does become relevant. The consumer is inspired by brands to dream and focus on self-actualization. Something they receive for free in times they have little to spend. As this meeting place is a virtual one and it has a large reach, it is to brands a relatively low investment that is important when not receiving direct revenue and simultaneously keeping connectivity with and meaning to the consumer. At the same time the third law of branding; coherence is where the proposition has a potential downside. When embracing and using brand communities to reach consumers in their shopping experience a lot of control is given out of hand. Control over

the coherence in which a brand is used in communities is low. Brands might be proposed in communities it does not want to be in for example. However, a study was conducted to investigate the sentiment regarding brands and their change over time in micro blogging [4]. The study shows that many more positive comments are needed to rebuild trust then are required to damage trust. So although there is the risk of giving some control out of hand it is of higher value to a brand to create a lot of positive word of mouth through communities then to be afraid of doing so and having to repair trust after having had negative word of mouth. The mode of happiness experienced when buying a new pair of shoes is short-lived as people quickly adapt to a product. A more lasting strategy is to engage in new activities that have personal relevance [5]. So putting emphasis on a sustainable relationship in which brands and consumers engage in activities of personal relevance together the happiness experienced in relation of the brand becomes sustainable. Therefore sustainable meaning, connectivity, relevance and eventually loyalty can be created in the shopping experience.

Conclusion So to conclude focusing on building a sustainable relationship with consumers in the first state of mind through use of online brand communities results in trust, meaning, connectivity, relevance and participation. Brands must however deal with a risk of incoherence, which in my opinion is overweighed by the benefits it offers. In addition to these arguments supporting my notion I would like to end this essay with a more personal and idealistic vision on the topic of branding in the shopping experience. People often ask me about how I feel that retail only adds to the consumer society. I believe however, that brands can inspire, entertain and help in achieving basic psychological needs. That brands can add value and meaning in people’s lives and that they can bind them together.

References 1. van Tongeren, M (2013). 1:1 The essence of Retail Branding & Design 2. van Tongeren, M. (2011). Retail Branding + Retail Design, Lecture - Minor Retail Design 3. Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior. 4. Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009, April). Micro-blogging as online word of mouth branding. In Proceedings of the 27th international conference extended abstracts on Human factors in computing systems (pp. 38593864). ACM. 5. Desmet, P (2011) Design for Happiness, Proceedings of IASDR2011


THANK YOU VERY MUCH FOR YOUR TIME


FROM YOU Joep.

“ AND I WOULD LOVE TO HEAR


CURRICULUM VITAE PERSONAL Address Rooseveltlaan 43-3 Zip Code / Place 1079 AC Amsterdam Mobile + 31 6 8150 2222 Mail joep.serrarens@gmail.com Birth Date 18 Oktober 1989 Place of Birth Amsterdam Nationality Dutch

EDUCATION 2012 - Current 2008 - 2012 2007 - 2004

STUDY RELATED EXPERIENCE 2013

2009 - 2010

MSc Design for Interaction

Specialization Retail Design \\ Delft, Netherlands

BSc Indusrial Design

Diploma: Bachelor of Science (BSc) \\ Delft, Netherlands

European school Munich

Diploma: European Baccalaureate \\ Munich, Germany

Cases on Tour

Participating in creative sessions in four different companies in the Netherlands solving specific design problems. (DSM, RTL XL, Arcadis, HILTI)

Technical draftsman 3Delft 3D Solutions Part time - Program // SolidWorks

OTHER WORK EXPERIENCE 2008 - 2013

Several hospitality jobs

Part time \\ Germany - Netherlands

Barkeeper 2007 - 2008

4 months full time - Zermatt \\ Switserland

2007

2 months - Legodime Reserve \\ Botswana

Voluntary game reservation

AWARDS 2012

HEMA Design Competition 3rd price


SKILLS

SOFTWARE

Interaction Design Retail Design Branding Problem Solving Visual Communication Product Design Design Strategy Service Design

Microsoft Office Illustrator Photoshop InDesign V-ray 3DS Max AutoCAD Sketchup SolidWorks

NOT BAD

GOOD

FLAWLESS

LANGUAGES

GOOD

FLAWLESS

EXTRA

Written

Dutch English German French

NOT BAD

Spoken

Native

Native

Fluent

Fluent

Good

Fluent

Basic

Basic

Sports

Skiing, Snowboarding, Kite surfing, Sailing, Boxing, Tennis, Running, and Fitness

Culture

Cooking, Musea, Travelling


PORTFOLIO JOEP SERRARENS