MODERN HEIRLOOMS
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Design
Modern heirlooms was made in Partnership with the University of The Arts London to better advertise their merchandise and create a brand concept for them.
We came up with the concept of “More Than Just A Shop”, advertising their products in a way that highlighted their designers and created a feeling of nostalgia for their audience.
Our goal was to create products that had a memory or experience attached to them when gifted that would last more than just a moment, and live on in someone’s memory.
collaborators: Orla Boots, Khim Chawalinee, Gabi Condilis, Yongdi Tang
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Process/
We successfully narrowed down our concept to our three most impactful concepts which we presented to the client.
We started our initial research when we visited the shop and explored the website. We gained some insight on what was sold and how it was displayed. Then, we started gathering information about UAL’s shop, writing down their core values and what we took away from the brief individually and as a group. In terms of measures of success, we based this off of the client’s feedback, which was positive.
Our research included looking into the current methods that UAL was using and finding a way to strategically improve this process and result. We wanted to create more customer traction and better advertise their products in a way that highlighted their designers and the importance of the work that they were producing. We took the angle of highlighting the designers that created pieces for the brand, leading us to the insight that people care about stories behind products rather than just material items.
Impact/
The project was successful in terms of our deliverables and successfully delivering our clients needs. We created post cards that can be purchased and sent in store, adding this interactive element for the customer. Using a postcard as the medium to share art feels more intimate than solely digital transactions. The card does still include a QR code that takes the user to a personal blog post written by the artist, another way of achieving this feeling of connection while informing the customer on the history behind the art that they're purchasing. We also created illustrations of the products in a style that was almost childlike and whimsical to evoke this sense of nostalgia and memory for the customer. We then went a step further and redesigned their Instagram feed for them, coming up with a way to spotlight their designers and have them feel more accessible and personal to the audience.
