Spark

A digital identity that aims to help heighten its users’ awareness of the objects in their lives.

 

SPARK

A digital identity that aims to help heighten its users’ awareness of the objects in their lives. Functioning like a catalog, the main wireframes are structured like those of online shopping platforms to encourage appreciation of what one already owns. The key principles of the identity are rooted in a mutual trust between brand and user. Because the company’s ultimate goal is to limit the amount of objects in the world, all material is digital.

 
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opening and login
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catalog
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responsible disposal menu
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web
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object meditation guide view/modify guide
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unobtrusive advertising

Rather than call attention to itself, the brand takes up conventional ad spaces to provide a better, more focused viewing experience for the user.

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generous advertising

In alignment with the identity’s core values, the advertising seeks to establish a positive relationship with users from the start by performing small gestures of kindness. Here, for example, a randomly selected parking meter is paid in advance.

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case study

 

NOTES: IDENTIFYING

I began from a personal place by asking, “why do people keep buying clothes?” (“why do I keep buying [new] clothes?”). I was concerned with the environmental factors surrounding textile waste, and my own involvement in the problem. The question evolved into, “what would encourage people to buy less?” and then to, “how can people be more mindful and appreciative of their possessions?”

RESEARCH: MARIE KONDO

Marie Kondo’s philosophy on organization and clutter became a large influence in the app’s development. I familiarized myself with her method by reading her books.

RESEARCH: MUJI

Muji’s success in merging a commercial brand identity with minimalism, two seemingly opposing ideas, proved especially relevant to this project. Muji’s brand book explains links between Japanese philosophies on aesthetics, frugality, and ownership and the brand’s design, marketing, and brand development. Two key concepts stood out from Masaaki Kanai’s essay: ‛meticulous elimination’, and simplicity / restraint as both modest and luxurious. The book also proposes the idea of a company as a generous entity, an independent and empowered user, and the optimism that arises from this relationship. [note: the book was not physically highlighted]

NOTES: DEVELOPMENT

I began to consider ideas in my research in relation to the project’s intent. At this stage I established some UI concepts, digital, non-ad marketing ideas, a direction for a stars flexible logo system, and began to conceptualize a guide that encouraged mindfulness in the user.

TYPOGRAPHY

I considered both Ciutadella and Blender in two weights, as both typefaces are referential to digital backgrounds (Ciutadella’s rounded squares, Blender's subtly beveled finish). I selected Ciutadella’s more open, relaxed, friendlier character, which more closely embodies the identity.

IDENTITY DEVELOPMENT

The opening screen was reduced from a lengthy statement of intent down to three words. At this point, I stepped back and decided on the more descriptive, yet still abstract, statement.
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ICON SYSTEM

I started the icon system by creating complex stars based on sacred geometry repetitions and movements. Some of these forms were then reduced and simplified to better reflect the identity.
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CATALOG WIREFRAME

To recreate an online shopping experience, I adapted a standard shopping layout to the app. In coherence to the identity, a certain airiness is achieved by eliminating visual noise in text and increasing negative space.