Challenge and Selection

The challenge I was presented with during the second year of my education in art and design school was  to create a brand based on traditional soviet Christmas tree accessories. The main challenge was to  make sure that the new brand is not copying the one that already exists and that it provides with new  products and adds new values to old products. For that problem I’ve decided to use a tool of storytelling  and create a new story around those accessories to make them relevant to the present time and  highlight new ways of using them, as well as create a new product and attract new customers by an  appealing storyline of those new products.

Application

I have conducted a survey to learn personal stories, experiences and memories connected to the  Christmas tree accessories. By collecting them I’ve distinguished the most sensitive topics and the most  heartwarming and touching stories. Next, I put together a storyline of the new brand that includes all  these insights I’ve found. The new brand has the same name as the old one, and is actually a part of the  old one, but it’s main focus is on bringing the new values and rethinking of way to use the accessories.  The new brand is providing with accessories for people (earrings, bracelets, rings etc.) but saves the  forms and visual approach of the Christmas tree decorations. The story that the brand uses in the  marketing campaign is based on the childhood memories and on the feeling of happiness, holiday spirit  and merriness.

Insight and Approach

What I have learned from creating such a brand and working with a storytelling tool is that the most  important thing in design is not the visual part of it, but the associative and sensual. The more meaning  you give to a product, and not just practical meaning, but emotional — the better it works. You as a  designer have more to work with and a better understanding of the target audience and of the past and  possible future of the brand. It helps to create an identity that portrays a clear message and  incorporates the whole story of a brand, if you know where the story starts, how it goes and rhere it’s  heading.

Since I’ve discovered such approach, I have been trying to incorporate a storytelling tool to all of my  works, even the simplest ones. It is a great starting point to a creating of brand identity and  understanding of past and future of the brand, as well as the values it holds and how it is intertwined  with real peoples’ lives, memories and personal stories.


Challenge and Selection The challenge I was presented with during the second year of my education in art and design school was to create a brand based on traditional soviet Christmas tree accessories . The main challenge was to make sure that the new brand is not copying the one that already exists and that it provides with new products and adds new values to old products . For that problem I ’ve decided to use a tool of storytelling and create a new story around those accessories to make them relevant to the present time and highlight new ways of using them , as well as create a new product and attract new customers by an appealing storyline of those new products . Application I have conducted a survey to learn personal stories , experiences and memories connected to the Christmas tree accessories . By collecting them I ’ve distinguished the most sensitive topics and the most heartwarming and touching stories . Next , I put together a storyline of the new brand that includes all these insights I ’ve found . The new brand has the same name as the old one , and is actually a part of the old one , but it ’s main focus is on bringing the new values and rethinking of way to use the accessories . The new brand is providing with accessories for people ( earrings , bracelets , rings etc . ) but saves the forms and visual approach of the Christmas tree decorations . The story that the brand uses in the marketing campaign is based on the childhood memories and on the feeling of happiness , holiday spirit and merriness . Insight and Approach What I have learned from creating such a brand and working with a storytelling tool is that the most important thing in design is not the visual part of it , but the associative and sensual . The more meaning you give to a product , and not just practical meaning , but emotional — the better it works . You as a designer have more to work with and a better understanding of the target audience and of the past and possible future of the brand . It helps to create an identity that portrays a clear message and incorporates the whole story of a brand , if you know where the story starts , how it goes and rhere it ’s heading . Since I ’ve discovered such approach , I have been trying to incorporate a storytelling tool to all of my works , even the simplest ones . It is a great starting point to a creating of brand identity and understanding of past and future of the brand , as well as the values it holds and how it is intertwined with real peoples ’ lives , memories and personal stories .