In-depth case study analysis of research and development.
This project aimed to create a fictitious company comprised of key branding components such as a logo, brand guidelines, graphic toolbox, and a target demographic/market analysis on which a product could be based on and could target effectively. A large portion of this project could be broken into two parts: the preliminary and research phases, in which R&D into products was investigated in a specified region/demographic. Secondly, the iterative trial and error phase involved sifting through a culmination of ideas and working toward seamlessly connecting the digital 3D content and the physical product photos to work symbiotically. The main challenge stemmed from overcoming the differences in media and execution of each deliverable.
My personal goal for this project was to push and advance my skills in the 3D environment of Blender. By analyzing real-world models, I sought to visually create 3D assets that represented the product accurately in both a digital and physical environment or format. In a short time frame, I sought to unify and push the envelope of my skills by compiling various organizational strategies to accomplish my project objectives and personal goals in a timely manner.
- Research and develop a new brand/company within a unique market/demographical region.
- Research into resource materials that impact the design of the packaging and relate to the companies values.
- Printed/Digital belly band packaging.
- Condensed graphic toolbox with logo, typeface, colour palette.
- Real product photography of at least 5 images for the purposes of advertising, marketing and communications.
- Motion graphics that highlight the qualities of the product.
Selyem is a beauty brand unlike any other. Researching into resource materials immediately set the tone of creating luxury products that represented the guidelines of the brands neutrality when it came to defining what beauty is for the company. By combining marketing research in the preliminary stages, a solid product would emerge through research & development (R&D) phases of the project. An iterative methodological approach would then finalize where the product and brand would need to be to reach its target demographic and to stand apart in it's microenvironment.
Selyem's audience would consist of a younger demographic between the ages of 18-30 while emphasizing its focus on the central European cosmetics markets. Utilizing the regional language of Hungarian, researching the country's origins and various related products helped to establish R&D that would be relatable, functional and unique as it could tap into the company's history and its market. While the brand incorporates traditional Hungarian history, it also employs and acknowledges a predominantly growing trend of English-language-speaking demographics within Europe.
Lead designer & creator: Greg Gulyas.
Models/Assistants: Brittney G, and Fiona C.
Software: Illustrator, Photoshop, Blender.
Hardware: Fujifilm X-T4 with 16-80mm lens in a studio environment.
The process work for this project relied heavily on sketch-work and creative ideation in the preliminary stages. It was advantageous to consider various products, routes and methods to get a foothold in the market. The research helped to guide the entire process and direction, but a portion of the process for the photography shoots utilized trial-and-error methods based on various ideas developed within the ideation phase of the project. I applied the methodology of reserving multiple concepts and ideas and not settling on one plan within the photographic stage, allowing for the freedom to explore, experiment and keep things light and on par with the brand guidelines, which ultimately helped to accomplish the photographic deliverables, and balance the content found within the 3D motion graphics.
Selyem is a high-value beauty brand that holds a sophisticated aura to it. New to the cosmetics business, much of its impact relies heavily on market research and ideating how it could stand apart from competitors. Selyem emphasizes solid business-to-business solutions to ascertain the vital natural ingredients in the product, all the while maintaining transparency as to what the company perceives as beauty. Selyem sources natural shea butter within its product and seeks to fulfill quotas that benefit individual customer-centric needs while heavily considering where those resources stem from. A bulk of shea butter comes from the nuts of karité trees that grow in the Sahel region extending from West to East Africa, from Guinea and Senegal to Uganda and South Sudan. Employing business strategies that help prop up those businesses in struggling countries helps to ensure economic growth and prosperity to where it is fundamentally needed. The business models, practices, research and developments, and final deliverables ensure that the company stands for something and strives to make a meaningful impact throughout its lifespan.
Reach out to me at greg.gulyas@hotmail.com to discuss project scope, or alternatively if you are looking for some consultations on how to achieve your ideas, or if you wanna just chat, thats cool too!
