Stage two of Professional Trajectories was all about drilling down into the concepts and ideation of my new project. I had figured that I already had the other elements of this brief such as a up to date CV, Cover letter which I used successfully for the Apple Design Job and also the full time position I have secured prior to finishing Uni for Lagarde Sports and Entertainment. I have had a LinkedIn and Design instagram at @studiopang_ for the whole three years whilst at University, Which has allowed me to post my best work on there for three years. Recently for this unit i have stripped the posts right back to allow it to be consistent with removing the ‘shit’ stuff from first year…
Following on from the previous blog I begun the concept and ideation process by looking at my portfolio and noticing a gap in areas. I spoke to Derek and we noticed that I was missing a piece of work which showed my ability to use an idea and communicate a story thoroughly. This led me to going away and writing a rough brief which was aimed at addressing communication through storytelling. I had a long list of vague ideas up in the sky but the one which had the most legs at that moment in time was a weird drunken thought I have always bored my friends of, which was that we all lived in one massive capri sun. This theory I had come up with I told Derek and he said as weird as it is, I could most definitely demonstrate this through a storytelling technique to then possibly reposition Capri Sun as a juice brand back into the market which is dominated by Innocent smoothies. There were various hooks within Capri Sun I thought of using such as the pouch which the juice is kept in, I could have branched off the idea that you don't have to shake the pouch to mix the drink up as Capri Suns come pre made essentially.
As much as this was a funny humorous clever idea, I went away and begun developing this into a story through researching into Capri Suns history. Something I never thought I would do is go back and look into when the first capri sun was made, who owns capri sun etc. I didn't know where I wanted to really take this capri sun reposition project as it just didn't feel right. I had serious doubts as I didnt want a potential employer to look at my portfolio and ask about this capri sun project. It didn't seem very mature…
But I pursued and pushed through in developing this idea by giving this a name. I had the slight vision of creating a global government organisation style sub brand of capri sun and calling it Capri Sun Kingdom. Once I came up with the name It gave me a slight bit of hope with the idea. I looked into the style of government logos as I wanted this to look as legit and not just one massive piece of shit basically. Below you can see my initial workings of what the face of the project would look like. But even during this process I just didn't feel confident, nothing was clicking which It usually does. Which then lead me to go completely against this project for a good few days to be honest.
It was a Tuesday and I went into Uni in a really negative headspace towards the capri sun kingdom, not wanting to work on it as I just disliked it massively. Even Brian noticed how Unenthusiastic I was on that day. So I sat down with Brian and Steve for an emergency 1to1 or 2to1… I basically expressed how unmotivated I was to go through with this stupid capri sun kingdom business. They agreed and said it didn't have much legs. Which was great as that's just what I wanted to hear. We then had a conversation about what I enjoy doing, what annoys me was something steve asked me as I have a lot that annoys me. Mentioning the bullshit which is promoted out there on social media, pointless shit which gets shoved in each of our faces everyday. Also the trend of influencers selling bullshit teeth whitening strips etc the list goes on. Which led me to spring off an idea Brian said about pointless inventions. This was where the penny dropped as I have always come up with funny odd ideas of products in my head paired with hate towards specific groups of people or habits. I decided to run with the idea of creating a brand which bootlegged a online department store such as Amazon, Marks and Spencers or Dyson.
My next stage for this piece would be to go away, decide of the name of this brand I was going to create. I had a vision to design this whole piece as professional and clean as possible with the hope to possibly approach actual real life influencers to try and get them to sell my pointless products. That would be the icing on the cake for this and prove a mission complete. To create a brand so well thought through that influencers fell for it….
Products I came up with were things along the lines with a tourist prod, built off my own insight that when you are travelling round london, tourists especially in large groups get in your way on the platform etc, with the tourist prod you simply zap and they move, resolving all of our problems. I wanted to think carefully of each product and base each on off a insight or personal problem. This way I am telling small stories within each product whilst presenting the products through my brand.
The next step was to develop this into a brand. Regarding the other parts of this unit I updated my CV and also my cover letter.