The Bridge Between Marketing & Design
Case Studies
Luvio©: Marketing Research and Design of a Cultural Product
Targets:
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Develop a product that promotes El Salvador’s cultural heritage
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Incorporate design into larger Verso Handcrafts aesthetic
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Aim product towards a specific target market
Background:
In June 2019, myself and Verso Handcrafts were invited to be part of Contempo 2019, a product design exhibition held in the Art Museum of El Salvador (MARTE) in San Salvador, El Salvador. The requirements to participate were the conceptualization and design of a cultural product for home decoration. The product should represent El Salvador and had to be suitable for businesses in local and international markets.
Proposed Product:
The product I proposed was a line of modern and elegant tiles designed with innovative 3D printing technology. The line is inspired by the calmness that comes after rainstorms and the traditional story of the God of rain, Tláloc, who was an important God for the pre-Columbian people who lived in the area now known as El Salvador.
*Patents for this product are in progress 03-2019. Copyright Infringements will be issued.
Product Line:
Luvio has two types of tiles that can be installed independently or together. The tiles are perfect for not only walls bu also other structures like furniture and mirrors. They look especially beautiful in rooms connected to water, such as restrooms.
While resin offers a sleek and clean feel, the tiles can also be made of cement, offering a sturdy and weather-resistant alternative for outdoor settings, near pools, or in green spaces.
Target Market:
The primary target market is modern Salvadoran hotels located in the capital city, San Salvador. This would help share Salvadoran culture with visitors who aren’t as familiar with it while also improving the pre-existing facilities.
The secondary market are Salvadoran embassies, consulates, and governmental offices both in El Salvador and around the world. The intention is that the image will bring happy memories for other Salvadorans who live, study, and work abroad.
Research and Inspiration:
Every single detail of Luvio's design has a reason based on marketing research. First, the central piece with the face represents Tlaloc who is the God of rain for the Pipils, the indigenous people of El Salvador (see image No 2). Second, Tlaloc is one of the most important Gods in the region. Third, the concept was visually combined with the Jaguar disk, which is a remarkable archaeological artifact found in Cara Sucia, El Salvador (see image No 3). This artifact is widely recognized because it is one of the most well preserved objects found in the country.
Transition and combination of the jaguar disc to the Tlaloc symbol.
Another cultural reference taken into consideration are the hexagonal shapes of the tiles. They are inspired
by cobblestones used in many villages around El Salvador (see image No 4). Thus, it has a strong connection
and familiarity to Salvadorans. Creatively talking, the tiles and its symbolism represent "The rain falling on
Salvadoran land".
Recognition:
In October 2019, Luvio was exhibited in the MARTE for the entire month, and was recognized for being one of the projects with the most cultural values represented in a functional and modern product. Furthermore, I had the chance to hold a workshop and share my experience to Industrial Design students who wanted to learn more about the process of developing products which are not only functional but have business focused. Additionally, this project improved the brand reputation of Verso Handcrafts, and helped me create a new business network in El Salvador.
Canada Drives:
Successful Social Media Campaigns
Background:
Canada Drives is an autofinacial company. They offer different payment option regardless of any credit score. The company is a hub, they provide financial options and connect people to local car dealerships throughout a simple online application that must fill out in order to start the process.
Challenge:
Decrease cost per lead and per click-through in social media campaigns.
Solutions:
During the time I worked with the Canada Drives’s team, I had the freedom to design and test ad ideas that eventually turned into complete and successful social media campaigns. The key for the success was "experimentation" and "feedback". Every single design decision had a reason and was based on data provided by the social media managers. Once a design shown good results, it was adapted to every channel including Google adwords, YouTube, Snapchat, Facebook, Instagram, etc.
My job was not only to design graphics but propose conceptual ideas and even copies that work all together. Attached are some examples of designs I created and were used as a reference points for other campaigns. The work was monitored by the marketing department, the art director, and CEO.
Results:
Over 5 years I developed several ideas that generated thousands of leads helping the company reach over 1 million applications (leads by 2020). The success was a result of great teamwork between the marketing and design department which I was actively part of.
Our job was recognized by Facebook (see official link here) with the poll ad platform. In this specific project, I contributed by proposing different concepts, selecting suitable images, animating interface used in the videos, and building different versions which ended up boosting click-through and engagement. The results were so outstanding that Facebook built a case study.
Verso Handcrafts©:
Product Development and Branding Strategy
Background:
First started as a leisure project so I could explore 3D printing, I decided I wanted to test the limits of my skills and the technology, while also learning something new. I wanted to invent something that hadn't been done before and make products that used all of my abilities.
After a year of brainstorming, testing materials, and researching design methods, I came up with the name Verso and decided to launch the online platform and start selling products.
Targets:
1. Development of a flagship product.
2. Creation of a strong brand identity.
3. Establish an online business platform.
Solutions:
Before working on any strategy, I had to develop a killer product. Many factors were considered for this process, for example: the vital tourism industry of Vancouver, Canadian values, uniqueness, production costs, time, material, shipment, and costs of online resources.
After long sessions of researching, collaborating with peers, and experimentation, I came up with the idea of resin rings that encapsulated iconic Canadian landmarks, starting with British Columbia.
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Target Market: Visitors and proud Canadians.
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Placements: Retail (gift shops and souvenir stores) and online platforms.
Vancouver's official flower is the rose.
Brand Identity:
The branding strategy was built by considering market behaviour, target market, positioning, future product developments, and uniqueness over competitors. Thus, the most important goal was to increase awareness.
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The name: Verso comes from “verse” which is a single line in a poem, just like the products with small encapsulated locations are pieces of a larger place and moment. “Handcrafts” was used in consideration of future plans and expansions. The company will be selling handcrafted products manufactured in other countries.
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Unique selling preposition: “ We crystallize memories and turn them into precious jewels ”.
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Intended market positioning: Verso Handcrafts is situated under a close competitor, My Secret Woods, as you an see in the chart below.
Results:
Despite not yet having invested in any advertising, Verso Handcrafts has already been recognized on social media channels and has earned nearly 200 followers. Verso has sold over 300 rings and it is set to take its first big step into the public once production is expanded and the tourism industry in Canada has reopened.
Due to its strong concept and aesthetic, Verso Handcrafts was invited to be part of the Museum Of Art of El Salvador (MARTE) in 2019. Verso's “Luvio” project was selected as a finalist of their competition Contempo 2019. In addition, Verso Handcrafts was invited to participate in a case study for students of the International Business at Grey Stone College Montreal in April 2020.
After developing a strong product and brand identity, Verso Handcrafts has become a commercial success. Today the project is in hiatus status, I have focused my energy in my professional career. However, Verso has a complete and functional online platform which is able to process orders through Wix.com, PayPal, Google SEO, and other online tools. The main source of market leads has been via Facebook due to the product's impressive and desirable concept and a strong-word-of-mouth advertising. Visit the online store VersoHandcrafts.com
Honkey©:
Marketing Strategy and Product Development in Response to COVID-19
Targets:
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Improve Verso Handcrafts business and market presence
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Increase Verso Handcrafts brand awareness and demonstrate its ethical values
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Identify a need during a global emergency and address it with an innovative product
Product Description:
Honkey is a non-touch door opener and button activator that keeps hands clean and avoids any potential contamination from germs and the COVID-19 virus. It is made of epoxy resin and assists people during their daily commute by helping them to open doors, enter numbers at ATMs, pressing crosswalk and elevators buttons.
My inspiration for Honkey actually came from the Canadian goose. Why? Because a goose goes
wherever it wants to go and so should Canadians. Additionally, the product is intended mostly for the Canadian market.
*Patents for this product are in progress 03-2020, copyright Infringements will be issued.
Target Market:
Residents of Vancouver and British Columbia, between 18 to 35 years old. Currently employed, with an average income between $20 to $25 per hour. These people have an active lifestyle, are very conscious about their health, and are invested in avoiding COVID-19. They are directly aware of the effects of the pandemic in the community and are willing to support local businesses.
Unique Selling Points:
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100% non-touch: the main problem with similar products is that the "hook" is not covered by anything. Honkey folds back into the handle without touching the hook, preventing contamination of other objects such as keys, bags, and other items.
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It is created by Canadians, for Canadians.
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Portable and visually appealing.
Value Provided:
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Safety and protection from posible COVID-19 contamination.
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Lift Canadian spirits during difficult times.
Promotion:
Honkey was sold on Facebook marketplace, with extra attention towards it being promoted for Canada Day, with the idea of lifting the Canadian spirit with practicality and humour. Advertising was not necessary for two reasons: one the limited production and second, the product itself was interesting enough to generate positive comments which boosted Facebook's algorithm. The ultimate goal of this campaign was to build Verso Handcrafts's brand.
Promotional Tagline: "A goose goes where it wants to go and so should you. Go there with Honkey."
Key factors:
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Limited-edition and co-branded by Verso Handcrafts
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Most of the sales were done the week before and during Canada Day 2020
Pricing Strategy:
$11, plus shipping Many factors were taken into consideration for the price such as costs, competition, objectives, product life-cycle, marketing mix, targeting, and positioning. Furthermore, to build trust among the customers and support the community, 5% of profits from this product will be donated to the fight against COVID-19. The pricing strategy is introductory in order to manage current supply, which is limited.
Vaccine Ring
Proof of vaccination ring
On September 2021, The BC Vaccine Card is being required to access some events, services and businesses. Hence, I designed a ring that has the QR code in it so people can conveniently have it anytime they need it and at the same time is a way to motivate people to get vaccinated.
The project was created with 3D printers and resin.
