ROLE: Brand Strategy; Mobile App Design

COLLABORATORS: Anastasiia Glekel (Brand & Graphics Designer); Rhys Benham (Motion Graphics, Visual Prototyping, Video Editing).

SKILLS/TOOLS: Visual Design, Prototyping, Figma, Photoshop, DallE.

DURATION: 5 Months

Humans have settled on Mars, but what’s still missing? Beyond basic needs like food, air, water, and shelter, where can people connect and build a community in a Martian atmosphere? 

SITUATION

It is year 3000 and humans are permanently settled on Mars.

Your task is to design a brand experience to enhance Martian living.

CREATIVE CHALLENGE

There is a need for familiar activities through innovation that can yield community entertainment and connection.

PROBLEM

Mars is lacking diverse recreation, leaving a gap in social and communal entertainment. Our team wanted to revolutionize sports and leisure on Mars.

NEED

We created RheccStation - a gravity-shifting pickleball venue & cafe to boost social interaction and entertainment.

THE BIG IDEA

STRATEGY

WHAT I DID

(Worked cohesively alongside group collaborators and under the guidance of Liisa Puolakka, Lauren Cantor, and Ron Romero.)

Strategic Analysis - Researched macro/mega trends to motivate creative inspiration and analyzed competitors to elicit opportunities and advantages.

B2B Model and Roadmap - Hypothesizing key partners and resources, customer segments, and cost streams.

Brand Strategy - Establishing brand positioning, values, ambition, and purpose based on target audience.

Visual Identity System - Establishing a brand identity based on brand strategy.

Brand Applications - Leveraged AI to prompt creative imagery and future scenarios on planet Mars. Designed the mobile app.

TRENDS

COMPETITIVE ANALYSIS

(Goal)

*Third party images, text, and logos are property of the respective rightsholders. They are used here as part of a student presentation for demonstration purposes only.

Rhecc Station wants to become the most modern recreation center by integrating technological innovations and catering to our social-sports enthusiasts who seek thrilling gameplay.

Competitive Advantages:

  1. Digital & Visual Environment - Customizable digital court panels to fully immerse.

  2. Gravity-shifting Innovation - High-tech paddles can yield zero-gravity shots.

  3. Community-centric Approach - Variety of events + low impact.

*Images generated via Dall-E.

  1. Digital & visual environment - customizable digital court panels to fully immerse.

2. Gravity shifting innovation - high-tech paddles + zero-gravity shots

3. Community-centric & safety approach - variety of events + low impact.

Rhecc Station is the only gravity shifting pickleball cafe that helps ephemeral escapers to immerse within a combo of fitness and fun to walk out feeling ecstatic.

BRAND POSITIONING

BRAND PURPOSE

Creating a cosmic hub that unites martians for health, happiness, and unparalleled recreation.

AUDIENCE

Social-sports fanatics; Friends & family

BRAND AMBITION

To be the #1 choice for individuals seeking thrilling gameplay, community connection, and cutting-edge entertainment in cities all over Mars.

  1. SOCIAL - We thrive on communal engagement and interactive experiences to effortlessly build connections that enrich our social lives.

  2. IMMERSIVE - Rhecc Station exists for one to immerse into a world where digital technology meets innovative design, creating an unforgettable gravity shifting gameplay.

  3. DOPAMINERGIC - Dive into an athletic afternoon that is as energizing as it is dopaminergic, sparking joy and vitality within every move.

BRAND VALUES

IDENTITY & APPLICATIONS

BRAND IDENTITY - Logo, colors, and type generated by Ana Glekel.

Our visual style was inspired by a gradient we imagined within a beautiful Martian sunrise - Mars Orange, Space Blue, deep grey, and star white.

MOBILE APP - Designed by me.

Looking for an entertainment spot to socialize? Download the Rhecc app to get started.

HOME PAGE

*Images generated via Dall-E.

Delicate gradients are employed to evoke a sense of coolness and athleticism. To ensure user-friendliness, I simplified our homepage to focus on essentials: court bookings and community events.

Easily reserve a court for up to 8 players. Hours are from 8am-9pm everyday.

COURT RESERVATION

The court reservation process is meant to be very swift, intuitive, and straightforward, inducing a sense of reliability and effortlessness.

Hungry and tired? Order from our Rhecc Cafe.

THE RHECC CAFE

The Rhecc menu is designed to look tasty through appealing visuals generated via Dall-E. The ordering process should be simple, quick, and visually pleasing to entice customers.

BUILDING EXTERIOR & INTERIOR - Images generated via Dall-E and edited by Ana Glekel and Rhys Benham.

MERCHANDISE - Images generated and edited by Ana Glekel.