V.
Design & Entrepreneurship
Griffith University
Course brief:
Plan, develop and produce a range of products,
brand identity, and cause-related marketing
campaign.
This project consist of three parts:
This project consists of three parts:
VSYC
The only constant is change
Product Range
Exchangeable Jewellery
Target Audience:
Female Age15-30
Instead of getting too many
pieces of jewellery,
get 3 charms, a pair of earring hooks, and a ring, pair the different charms the way you like them to match with their outfit of the day.
Reading Glasses case + bookmark
Target Audience:
Male Female Age >55
Help people with long-sightedness store their reading glasses together with the book they are reading to prevent misplacement of glasses.
Scented toilet paper dispenser
Target Audience:
Age > 30
A toilet paper dispenser that can act as a decoration and air freshener for the bathroom
It also prevents wetting of the toilet paper.
Made out of acrylic, with waterproof stickers
Brand identity
Product name generation
Brand identity
Business model canvas
Brand identity
Colour palette
Brand identity
Logo generation
Brand identity
Final logo
Brand identity
Applications
Cause-related marketing campaign
Venture overview
The design intention behind vsyc jewellery is a multifaceted approach aimed at tackling several areas of the jewellery industry such as the longevity, uniqueness and affordability. The first stage was designing something affordable yet relevant to the modernist consumer. The design concept was derived from the target audience in mind, which is females 15-25, as such, the initial stages comprised of daily ‘chic’ items such as avocados, doughnuts and bananas appealing to the younger generation. A more simplistic approach was used when designing for the older bracket of the intended audience. The simple lines and shapes of triangles and half-lunar shapes were created with simple pastel colours aimed at a more mature audience.
Public Disclosure Summary
Each jewellery piece comes as a set, with easy interchangeability and multiple customisable approaches serving the purpose for the end consumer matching it with multiple outfits. As such, this will tackle the longevity of the jewellery. The contemporary polished silver base and multiple charms were conceptualised to proverbially kill two birds with one stone. The first is the ease of the consumer customising the jewellery to the outfit, and the second, is by reducing the need to purchase new jewellery pieces for a once-off outfit or event. In doing so, this will also tackle the problem of clutter and over-consumption in the current consumer market. Furthermore, in an industry where the processes of making jewellery have vastly become mechanised and automated, vsyc aims to enter the market with affordable handmade and customisable jewellery.
Resources
At vsyc jewellery, the creation process is self-contained and straightforward. Upon finalising the design concept resources such as simple handheld tools and materials such as polymer clay and sterling silver will be used to create the first and subsequent designs. Other resources include the packaging design printed on 300gsm linen paper.
Development
The next step of vsyc jewellery will be channeled through market research and development with experimental designs released with a limited trial run pending reception. There will be regular promotional periods following the cycles of trend and season, this will be intended for the more experimental designs whereas the simplistic yet elegant designs will be available all year round. The initial stages of development will be through social media marketing predominantly through Facebook and Instagram. We want to establish the brand vsyc jewellery, as a brand that will stand the test of time. Other important factors during the initial development will include the sectoring of available resources towards marketing and RnD.
Once vsyc has positioned itself in the marketplace, the following steps will rely on the RnD during the initials stages, collating data from the trail runs on certain jewellery design. By using interactive consumer feedback, certain designs will be omitted from future runs and other designs will continue. This second stage will also factor in managing supply and demand. Certain popular designs determined by the market will have their flow into the marketplace reduced to a trickling supply. Not so much as to generate an uncontrollable grey market, but enough to maintain its uniqueness.
Target market
Seeing as the target market of vsyc jewellery will be predominantly aimed at females 15-25 years of age, the majority of the marketing funds will be aimed towards positioning vsyc jewellery as an entry-level luxury goods. According to the Nielsen’s statistics during a survey conducted between April 2017 to March 2018, more than 3.7 million Australians aged 14+ identified themselves as image-conscious. What’s more important is that these group of consumers are more than likely to spend their money in order to look good.
Cause-related marketing campaign
Marketing Strategy
Partners
vsyc will be collaborating with AWARE, Association of Women for Action and Research (Singapore) that is a strong enthusiast in feminist rights. Aware embraces diversity, recognises human rights and hopes to achieve gender equality by removing all gender-related barriers. They wish to help individuals in Singapore develop their maximum potential, envisioning their bright future. They are a non-profit organisation that depends on donations, grants and member subscriptions thus they require a lot of help from the public to raise enough funds for help with their campaigns, training
and events.
Linkages and items
vsyc sees the need for supporting Aware in monetary terms, to contribute to their events that help the women of our society. 15% of every purchase made by customers will be donated to Aware.
Secondly, vsyc will be conducting workshops in Community centers all around Singapore to teach anyone who is interested in this social issue how to make clay objects that they can sell during Aware’s fundraising events. Promoting this workshop will help raise society’s awareness of the current situation of women in need and encourage women who’ve been through family violence, abortion, sexual assault, sexual harassment, divorce or, eating disorders to stand up
for themselves.
Thirdly, vsyc will collaborate with Art schools like Nafa and Lasalle for fundraising, where objects made by workshop members are sold.
Students of these schools can also volunteer their work for sale, to give out balloons and flyers during the event to promote the campaign around the perimeters of their school compound, at MRT stations, and at Singapore Art Museum as part of their Community Involvement Programme.
Fourth, vsyc will be posting the stories of these people every month on our website, so the society can be more aware and observant to people around them in case anyone is facing the same issues. Finally, there will also be updated on the events and workshops conducted by Aware on our social media sites like Instagram and Facebook. Additionally, an extra brochure will be included in the delivery when customers make a purchase with vsyc to reach out to customers who knew vsyc before Aware.
Benefits
We see that all these efforts of vsyc in aiding Aware to raise funds will benefit more than just the two parties, but also the entire community. Aware will be able to raise funds, bring the stories of these people to light, and bring the entire nation together to help our fellow citizens out.
Nelson Mandela once said,” if you want to change the world, help the women.” How can one person buy jewellery to accessorize themselves not help another woman who is in need out? VSYC wishes to lend a helping hand as we enjoy our profits. That is what we live for, to make the world a better place.
After the presentation of our product range and marketing campaign, a survey form was sent out to 15 members of my target group. Survey results show that the idea of interchangeability of the jewellery is well-liked and most people find it unique, hence a strong selling point.
Some respondents commented that they wish to see more designs and other accessories such as a necklace and bracelet, which aligns with the goals of vsyc, in expanding our range of products to widen variety, reaching a greater market.
Most of the respondents find the cause of my marketing campaign
(helping women in who encounter domestic violence etc. from our society) very important and are willing to lend a helping hand via our vsyc portal.
Finally, feedback is given by respondents to improve vsyc’s marketing campaign. For instance, using materials that are environmentally friendly, conducting a photo shoot similar to our brand shoot for customers during fund raising events to have participants model our accessories and donating tangible items such as menstrual cup to rural countries using our profits will be considered for future developments when expanding into the international market.
vsyc photobook
The Sweet series is best for the youthful you!
The perfect accessory to spice up your outfit of the day for your summer parties and dates.
The geometric series is for those who fancy simplicity. They have basic shapes but the textures on the different sets make them unique. Its simplicity makes them perfect for any occasion.
This is a nature series that consist of rose, cactus, and crescent moon charms. They can be both fun and sophisticated and worn to functions or parties.
Take the charm out and attach it to earring hooks or necklaces!
