role | entire project (brand strategy, product/graphic design, art direction)
tools | photoshop, illustrator, procreate
ECFLO
A smart mask system and brand strategy created in conjunction with my fashion product design class.
ECFLO combines smart technology, engineering and design to problem solve world’s health concerns in 3 main areas of needs - environment, occupation and lifestyle.
Using high functional air flow generator and smart chip analysis, ECFLO smart masks are able to provide in app data on filter performance, controllable air flow and health diagnoses.
THE PROBLEM
10-20% of lung cancer cases are detected among non smokers - air quality in living environments and working conditions causes 2.9 million deaths per year. 164 million disabilities caused by environmental risks in Asia Pacific.
THE GOAL
Create a brand identity system for ECFLO to be introduced to the market and its target consumers.
THE APPROACH
Develop different phases by identifying consumers, positioning brand persona, designing brand aesthetic and building a brand experience.
PHASE 1 — identifying & positioning
In this phase:
Understand brand’s purpose, mission and motivation.
Identify consumer persona, lifestyle and needs..
Research key competitors and player in the market.
MODULAR SYSTEM
Research and analysis on the lifestyles these 3 types of consumers have, where, when, what and why do they do what they do, in order to understand their mindset, habits and needs.
Who needs us?
COMPETITORS
Research on key players in health/wellness & technology market.
Evaluate their pros and cons to find ways that ECFLO's service could stand out.
PHASE 2 — branding & aesthetic
In this phase:
Explore and visualize brand drivers and brand persona.
Finalize brand name and aesthetic design, product mockups.
— color palette
Brand drivers exploration.
Brand identity design.
Brand aesthetic mockups.
Brand aesthetic mockups.
PHASE 3 — brand experience & marketing
In this phase:
4-step brand experience: Awareness. Convincing, Committing and Building Long-Term Relationship
Awareness - where / when / what can get our consumers’ attention.
Media placement on Health | Technology | Fitness related channels and locations.
Influencer Marketing - in Health | Technology | Fitness categories.
Physical & emotional engagement with consumer, PR and Media press.
In collaboration with established organizations to show legitimacy.
Premium gift package to show reliability, quality and customer service.
Premium options for more accessibility and information, membership establishment.
Establish consumer communities, exclusive events and experiences (close loop system, connects back to awareness building events at part 1).
