Project

Verso Handcrafts

Online Store & Website

Verso Handcrafts is a brand created by myself to promote and sell products I design in my spare time such as jewelry.

In order to do it I designed an online store (to learn more about the project go to the marketing section). Its business is completely online.

The challenge was to create a website that is responsive and able to process and place orders in the most intuitive way. The design of this website uses a flexible layout, photography for online shopping, and designs that keep to brand guidelines, all while with reasonable loading speeds and performance. Online commerce should be fast and easy. Take a look to the website:

Versohandcrafts.com

Product Development & 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:

1. Product Development:

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.

Target Market: Visitors and proud Canadians.

Placements: Retail (gift shops and souvenir stores) and online platforms.

Vancouver Ring

Whistler Mountains Ring

Vancouver Ring

1/2

Verso Business Cards

Verso Logo

Verso Business Cards

1/2

2. 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.

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.

Unique selling preposition: “ We crystallize memories and turn them into precious jewels ”.

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, 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

1/1

3D Printed Packaging Design

One sill which sets me apart from other graphic designers is my ability to use 3D printers in the design of packaging.

With the right tools and knowledge, I have developed a way to produce these ring boxes. They are made of resin, are low cost, easy to reproduce, and personalized with the Verso Handcrafts monogram. The intention is deliver a luxurious feel.

*Patents for this boxes are in progress 03-2019. Copyright Infringements will be issued.