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Prathamesh Brad PurohitPUR11332157
PDF Includes -A-Z Project : Lobster
IntRodUctIon
WoRd ReseARch
InsIght
concePt
cReAtIve stRAtegy
cAse stUdIes
PRototyPe And exPeRImentAtIon
BRAndIng the concePt
PRototyPe
FInAL oUtcome 01
PRototyPe PResentAtIon
testIng the concePt In the ReAL WoRLd
evALUAtIon
02
04
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Project: Lobster / Prathamesh Brad Purohit2 3
Introduction
The wordsAnalysis, Branding, client, co-design, concept, context, cultural Probe, data, demographic, Fashion, Identity, Information, Interview, Interaction, Judgement, Juxtaposition, Location, Logic, media, navigate, negate, numbers, opinion, organise, Perspective, Problem Finding, Problem solving, Process, Project, Reduction, Response, system, tactics, target Audience, Useful.
IdentityInteractionUsefulProblem
The BriefWe were asked to research four words from a list and narrow them down to one word, which we were to use as a starting point for our final outcome.
this research PdF contains evidence of self-management, research and analysis skills, subject knowledge, technical competence, communication and presentation skills, and personal and professional development
Backgroundduring my summer holidays, I successfully completed an internship as a creative strategist at LBi, a digital and marketing agency. I have attempted to bring the analytical, insight-based approach that I developed during this time into this project.
so how does a creative strategist operate? Below is an example of how an insight can be generated from available data (in this case the of the people I idolise).
Final Outcome -
While you will see prototypes, sketches, branding, web design, videos, and more throughout this PdF, my final outcome is my concept - all the rest is supporting content for it.
Project: Lobster / Prathamesh Brad Purohit4 5
Primary Research
the virtual concept of Identity is the relation that each thing bears with itself. It includes the distinctive characteristics given or belonging to any given individual or shared by all members of a particular society. I researched the Anthropological meanings and the erik erikson theory which distinguishes between the different types of identities: ego identity, cultural identity, and Personal or social identity.
Identity
there are various types of identities, but the four main types that I focused on were - 1) Personal Identity 2) Virtual Identity 3) Cultural Identity and 4) Ethnic Identity.
there are various types of identities, but the four main types that I focused on were - 1) Personal Identity 2) Virtual Identity 3) Cultural Identity and4) Ethnic Identity.
Project: Lobster / Prathamesh Brad Purohit6 7
Visual Research
to further research identity under the design umbrella, I looked at various visual examples and caste studies of types of identity like -1) Corporate Identity - including corporate design, corporate communication (advertising, PR etc.) and corporate behaviour.2) Visual Identity - simple graphics from the caduceus and christian cross, all the way to the Rolls Royce logo, all of which carry a lot of socioeconomic and political weight.3) Personal identity
Looking at examples of the 1950’s modernist movement that led to an increase in visual identity designers.
Identity
Project: Lobster / Prathamesh Brad Purohit8 9
Research and Analysis
my primary research into interaction as a ‘human to human or human to artefact communication’ made me realise how differently we react to people in different situations. In a virtual world our identities are much more free. For example, we are overly friendly when we interact with people via Facebook. the challenge I set myself was this: How do we bring that increased level of interaction into the real world?
Interact
Human interaction and communication is 90% visual. It is the simple, a smile, a wink, that say the most. Visual Communication technologies remain vastly unadapted.
Human interaction and communication is 90% visual. It is the simple, a smile, a wink, that say the most. Visual Communication technologies remain vastly unadapted.
Project: Lobster / Prathamesh Brad Purohit10 11
Looking at my research, I realised that a lot of us are perfectly happy to interact with even strangers if it concerns our interest.
It all comes down to our basic human need for self-affirmation. It makes us happy when someone notices us or our interests and has a take on it. this real-life insight was the basis of my concept.
Insight?
Cupcake for an answer?good concepts come from real-life insights so I did a bit of vox pops to support my research. I asked commuters why people don’t feel comfortable interacting with strangers in real life while they are happy to converse with them in a virtual setting. the answers confirmed that its much easier to start and end conversations when there is no fear of rejection or awkward situations.
Field Research, Analysis and Insight
our personality, the things that we use and wear, and the ways in which we express ourself make up our personal identity. In real life, we find it harder to express ourselves.
the way we interact with people via social media and in real life is completely different. my idea is to try and bring the easy virtual interaction into the real world.
Concept
Human interaction and communication is 90% visual. It is the simple, a smile, a wink, that say the most. Visual Communication technologies remain vastly unadapted.
A platform for sharing and expressing yourself in real life. An accessory that connects wirelessly to your phone and can display your social media updates, the songs you are playing and your interests.
Project: Lobster / Prathamesh Brad Purohit12 13
Research, Analysis and Planning
CreativeStrategyHuman interaction and communication is 90% visual. It is the simple, a smile, a wink, that say the most. Visual Communication technologies remain vastly unadapted.
Design for?Art directionIdentity and product designInteractive design
Design to?share. since the main idea behind this concept is interaction and letting your personality shine through, this is a design to be shared.
Designer as?Art director, concept artist and creative strategist.In nurturing this concept, I am primarily performing the role of an Art director. coming up with conceptual arts, creative strategies and ways to present my concept also showcases my abilities as a creative and a planner.
Target Audience? social media-savvy people, twitter users who post from their personal accounts, usually aged between 18-35.
Market research, looking into similar technologies
Looking at what similar products and technologies were available, I didn’t come across any working products. however, there are several noteworthy concepts.
1) Ballentine’s t-shirt - this shirt features an integrated Led display, microphone, speaker, and accelerometer.2) Nixon concept watches - A conceptual watch that you can use to play games and connect to your iPhone.3) Phillips Fluid - A concept by dinard d which uses oLeds to display on curved and flexible surfaces.
Project: Lobster / Prathamesh Brad Purohit14 15
Accessibilityobjects and environments should be designed to be usable by as many people as possible, without modifications
Aesthetic - Usability EffectPeople perceive more aesthetic design to be easier to use
AffordanceA property in which the physical characteristics of an object or environment influence its function
Hick’s Lawthe time it takes to make a decision increases as the number of alternatives increases
ArchetypesUniversal patterns of theme and form resulting from innate biases and dispositions which influence perception of an unconscious response
Flexibility - Usability Trade-offFinding a happy medium between flexibility and usability
Development Cycle successful stages of creation: Requirement, Design Development, and Testing
Number of Colours and Combinationsour eye can process about up to 5 colours in one glance, depending on the design
LegibilityA visual clarity of text, generally based on the size, typeface, contrast, text block, and spacing of the characters used
Ockham’s RazorWhen given a choice between functionally equivalent designs, the simplest design should be selected
Most Advanced Yet Acceptablethe most advanced form of a concept that is still recognizable will have the best prospects of commercial success
Subject Knowledge and Analysis Case Study, Research and Subject Knowledge
Pebble is a customisable smart watch that you can download new watchfaces to, runs sports and fitness apps, and can receive notifications from your phone. It managed to raise a record $11m on kickstarter.com. As an art director with a concept relying on similar technology and premise, I looked at why this campaign was so successful and what could be applied to my own product.
Pebble
comparing my case study to the Universal Principles of design mentioned by William Lidwel, I realised that the principles mentioned opposite contributed to Pebble’s success. Keeping them in mind, I decided to fine-tune my initial idea.
Form Follows FunctionBeauty in design results from purity of function
Project: Lobster / Prathamesh Brad Purohit16 17
Strategy, Prototypes and Experiments
my first visualisation attempts involved using garments. A simple t-shirt with a slogan says a lot about a person’s identity. the things that we surround ourselves with, the clothes that we wear, and the way we act define us.
As I was concepting my prototypes, the ee network’s marketing team created a special dress for nicole scherzinger displaying her twitter feed.
Realising that my concept would be much more suited to be an accessory to a person (rather than being the main focus), I started prototyping bags and backpacks.
Reason for changethe twitter dress that ee unveiled halfway through my concept development
Project: Lobster / Prathamesh Brad Purohit18 19
Strategy, Prototypes and Experiments
Why Lobster?
my initial stabs at naming the project included weird concoctions within the ‘A part of yourself’ theme.
I needed a name which was personable, quirky and memorable. something that you can personalise like we do with our iPhones.
Lobsters are strange animals that carry their world around with them. We usually associate them with luxury, and that connection was perfect for the concept so as to get away from the tacky, cheap Led t-shirt and neon hat world of products.
Project: Lobster / Prathamesh Brad Purohit20 21
Website Prototypes (Technical Competence)
Project: Lobster / Prathamesh Brad Purohit24 25
Concept Testing and Final Thoughts Prototype Presentation
Since the final outcome of my project is an idea and not a website or a video, I needed to research how creative directors visualise concepts which haven’t been made yet. I looked at websites like d&Ad, Kickstarter and Behance which feature a variety of videos and slide shows from budding art directors pitching their concepts. I also looked at fellow student portfolios, including http://amarandarvid.com/
to accompany my website, I decided to make a cheesy and light-hearted video explaining what is an otherwise very technical and insight-heavy idea. Above is a prototype.
Video Does the concept work?to test if the idea works outside the studio, I attached a page to my bag during my daily commute and updated it periodically with the songs I was listening to or my tweets. the main goal of this experiment was to see if it would increase my level of interaction with other people.
I was quite surprised by the responses, with a particularly interesting one occurring on the way to a concert with a related twitter update on my bag. A pair approached me and said they were also very excited to go to the concert and asked if I would join them.
Evaluationthis project helped me gain a new insight into the world of creative direction, social and media design, interactive design, and product design. throughout this exercise, I also learned lot about conceptualizing, presentation, copywriting, new methods of research and analysis, and visual communication. this project has definitely helped me realise more about what role I want to perform in the creative industry.