ALT

OVERVIEW

Specifying a product category, conducting market research and creating visual design language for this category.

SOFTWARE

Sketchbook, Photoshop

Solidworks, InDesign

DATE

Sept, 2015 - Dec, 2015

Product category

Cellphone case

Backpack

Power bank, and etc.

User segment

People aged 20 to 40 who pursue new life styles, try new things and enjoy the fusion of technology and utility.

Age 20

$$$$

1

2

$

Age 40

Position 1

Target price: $$

User age: 20-25

There are a few brands that has relatively cheap price for the this age group based on their financial situation.

Position 2

Target price: $

User age: 35-40

The majority of brands for this age group cost more than average price, causing a vacancy in the market.

A - Adaptive

L - Lifetime

T - Technology

Brand name

 

ALT

BRAND VALUE & MARKET POSITION

USER & ENVIRONMENT PERSONAS

Bag & Pouch

Power &  Cable

Case &  Sleeve

College student

Photography/ Hiking

Inspector

Working/ Exercising

Natural environment, urban, school, and etc.

College student

Chatting/ Shopping

Entrepreneur

Traveling/ Reading

Transportation, travel, and places without electricity.

Graduate student

Skateboarding

Auditor

Climbing/ Working

Indoors, street, and etc.

 

ATTRIBUTE QUADRANTS

User and environmental personas have been created and evaluated to identify the essential elements of the ALT brand. There are four form grids chosen to best represent the ALT products' attributes.

Technology

Adaptive

Simplicity

Durable

Bag

& Pouch

Power

& Cable

Case

& Sleeve

BRANDING

LOGO

Logo variations

Digital

Prints and products

Color variations

Digital

Prints and products

Minimum size

0.35 inches/ 30 pixels

(Print minimum)

0.5 inches/ 35 pixels

(Digital minimum)

Configurations and clear space

“Clear space” is the protected area around the logo that maximizes its impact, which must be kept free of all other graphics and text, including other logos. It is also the minimum distance the logo can be from the edges of an electronic document, printed piece or product.

COLOR

Primary palette

PMS 7577

CMYK: 7 62 89 0

RGB: 229 125 56

HEX: #E57D38

PMS 8001 C

CMYK: 51 43 43 7

RGB: 130 130 130

HEX: #828282

Black

CMYK: 0 0 0 100

RGB: 0 0 0

HEX: #000000

White

CMYK: 0 0 0 0

RGB: 255 255 255

HEX: #FFFFFF

Secondary palette

PMS 7527 C

CMYK: 5 5 15 8

RGB: 222 217 201

HEX: #DDD8C8

PMS 2186 U

CMYK: 91 60 24 5

RGB: 30 98 142

HEX: #1E628E

PMS 424 C

CMYK: 56 47 47 15

RGB: 113 114 114

HEX: #717171

FONT

Proxima Nova - Light / Regular / Semibold / Bold

abcdefghijklmn

opqrstuvwxyz

 

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

 

1234567890

 

~!@#$%^&*(){}|:”<>?

VISUAL DESIGN LANGUAGE

DEVELOPMENT

CELLPHONE CASE

POWER BANK

BACKPACK

APPLICATION GUIDELINES

Logo placement

On fabric

Hot pressing

Debossing

On plastic

Laser engraving

Debossed injection molding

On metal

Laser etching

Metal stamping

Pattern application

Logo

Simplified shape

PRODUCT SPECIFICATIONS

Cellphone case

ABS plastic

Anodized

MS-SF

Injection molding

ABS plastic

Glossy

MS-G06

Injection molding

Silicon rubber

Matte

Injection molding

Power bank

ABS plastic

Matte

MT-11000

Injection molding

Aluminium

Brushed

AL-CG-60H

Extrusion

ABS plastic

Anodized

MS-SF

Injection molding

ABS plastic

Glossy

MS-G10

Laser engraving

Backpack

Polymeric fiber

Seamless Nylon

Mesh Nylon

Canvas

Memory foam

Net Nylon

Reflective material

FINAL PRODUCTS

© 2018 Will Wang Design