Lyon Handball is a local handball club in the city of Lyon in France. Active for more than 10 years, the club is looking to grow and expand their formation proposition (creating a youth and female sections) and to increase the club's area of influence to attract talents in Lyon.
Together with a brand consultant, a designer and the board members of the club, the brief is to scope out and create a refreshed brand identity reflecting the club's ambitions and fundamental values.
Market Analysis, Competition Analysis, User Research, Strategic Scenarios
Power Point, Adobe Illustrator
A refreshed brand identity across the digital and physical touchpoints for a consistent brand experience.
The approach is to find the opportunity space to build up a brand and a product. It involves the research of:
■ Differentiating from competitors
■ Credible for your brand
■ Relevant for the target groups
The food industry is very complex, so the first step is to map it out. Focusing specifically on the British market, there are several actors influencing, directly and indirectly, the food supply chain and the end consumers. It can be divided into two main categories: the Food Business Systems and the Food Influential Groups.
These competitors are competing for similar customers and grants. They all have similar value propositions, promoting British food and its producers. They are all membership-based, I am not in favour of this format if the goal is to advocates citizen engagement to change the industry.
To connects and cultivates the link between workers in the fields, cities and consumers to collectively develop responsible solutions together and catalyse actions for a better British food system.
To empower and mobilise collectives for a future where the agricultural economy and environmental sustainability go hand in hand (environment centered design).
78% of British shoppers agree that it is important to support British farmers while only 4% disagree, source.
Through desk research, individual interviews (producers and farm shops), and a survey, I went to empathize to create products that are truly relevant to both segments, workers in the fields, cities, and consumers. Instead of creating fictional characters, I decided to understand and focus on their needs, desires and fears to ensure the product to fit their needs.
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