TARA Branding (CASE STUDY)

a One-week design Challange


QUICK FACTS

  • One-week time limit
  • This was a personal project
  • Incorporates material design into outcome

 

MY ROLE

This was a personal project, so everything from the design to execution was created by me.


CONTEXT

A hypothetical question was posed: 

The government is developing a new consumer time travel program to be called TARA (Time And Relativity Association), which needs to speak to the civilian audience. Develop an identity system for TARA that establishes its brand. Prepare a guideline that demonstrates how this brand can be universally applied, including some environmental examples such as a logo in a cockpit, or on a ray gun. Make sure that proper use, and misuse examples are clearly documented.

I now had to create a scope, conduct visual and statistical research, create a brand, develop guidelines and show environmental examples...all within a week.

 

THE FINE DETAILS

The opportunity:
This project was created to test my ability to work quickly, make good decisions grounded in research and develop something believable. Taking on a project like this would sharpen and hone my skills as a designer.

Understanding the user:
Though statistical research I had isolated 3 distinct users of this fictitious time traveling service: 

  • The Learner is a student that time travel's to experience key moments in history for the educational experience.
  • The Self-Reflector is a person that wants to time travel to speak to a younger version of themselves.
  • The Adventurer is a person that time travels for the thrill and exhilaration of being in a new place and time.

Based on these personas, I created positioning around the time traveling service:

  • Safety: It would be safe to assume based on my research that safety would be a very large concern for people. They would need a quick way to come back to their original time/timeline and not cause a paradox if they change the past.
  • A unique experience: There's no other service like this. Curiosity, excitement and adventure are a given.
  • Approachable/ease of use: The way people interface with the time travel device needs to be easy and intuitive based on the broad range of audiences potentially interested in using the service.

Research:
Since I was unable to research time travel itself, the most closely related industry I could research was air travel. My statistic research started with looking jet setters: their emotions, how they book airfare and how they document their travel experience. I also looked at data from people studying aboard, museums, luxury travel and mid-life crises. All important based on my audience.

My visual research started with airline branding, color psychology, time travel visuals, and museum, wayfinding and travel apps.

Designing the look and feel:
Through my research I was able to determine that most people won’t understand how time travel actually works, but will understand the basic concept of folding space time. I originally started with concepts most people would associate with time travel, then gradually transitioned to folding visuals. I also incorporated the colors I had researched in color psychology and the colors I found in most airline branding. Once I decided on a logo, I created environmental examples. I intended to have the bus stop advertisement have a camera that scans a persons face, and super imposes it onto the face of Henry VIII.

Analyzing and sharing metrics:
The objective of this design exercise was to  test my ability to work quickly, make good decisions grounded in research and develop something believable. Based on that criteria, this project was a complete success.