WHAT’S KiKi?
DIFFERENT SPECIES
THE LAST CRYSTAL
VOICES OF ESSEX MARKET
MEDITATION ON MOVEMENT
UNCANNY CLOSET
NOT AI GENERATED
3D DESIGN
THE TRANSVERSAL
PHOTOGRAPHY
VIDEOGRAPHY
PRODUCT DESIGN
GRAPHIC DESIGN
WHAT’S KiKi?
KiKi is an experimental party experience that aims to redefine live music concert through immersive spatial design. I collaborated with my peers at NYU for the duration of 8 weeks to develop a culminating experience that involves posters, motions graphics, merchandise, and App prototype.
Collaborators: Marc Andre Lam, Jonanthan Gu, Rebecca Ascencio
Role :
Marc Andre Lam - App Prototype
Jonathan Gu - Poster/Motion Graphics
Rebecca Ascencio - Merch
Jinho Yang - Spatial Design
Project Supervision: Jesse Seegers
Course: Hybrid Visual Identity (Unofficial name: "How To Design a Cult")
Original Brand Designer: Kianna Eddy
Project Duration: 8 weeks
Original Brand Guideline - Developed by Kianna Eddy
Our goal as a group was to expand upon the original brand guideline and develop a more cohesive brand identity through various applications that are not limited to app prototype, posters, motion graphic, merch, and spatial design. As a team, we experimented with workflows and constantly sought for ways to progressively iterate on our previous ideas through peer reviews. Our work was culminated into a comprehensive experience that binds these components together in a single space live music concert called KiKiland.
Workflow and Process
- Brand Ideation
- Competitive Analysis/Brainstorming
- Prototyping/Iteration
- Peer Review
- Presentation/Final Brand Guideline
1. Brand Ideation
When we first received the guideline, we were pretty clear on the point that we wanted to keep the original spirit of the brand. The simplicity and the quirky joy that the brand exuded was something we did not want to compromise in the expansion phase. At the same time, we wanted to make sure that brand identity evolved into something more vibrant, and expansive that could somehow capture the redefined live music concert experience.
2. Competitive Analysis/Brainstorming
As a group, we started to envision what would the redefined live concert experience would look like. As the original brand adhered to lighthearted, fun, joyful vibe that was more focused on the intimate party experience, we wanted to showcase both versions: intimate party experience, and the big, bold, corporate version that is more culminative. Through both versions, we are able to highlight how the intimate part experience could transform into a more
We were inspired many existing music concerts like Coachella, Lolapallooza, but also party onboarding experience like Luma and Partiful as well as fashion show runways of Loewe and Valentino.
In general aesthetics inspiration, we leaned into CharliXCX's Brat album that shows retro y2k aesthetics combined with vibrant punk vibe.
The key was to collaesce all the inspirations into an original and unique experience that wasn't just a replica of a particular brand.
3. Prototyping/Iteration
Spatial Design Production
Spatial Design was mainly inspired by corporate music festivals like Coachella and Lollapalooza with a avant-garde twist. I designed the structure in Maya and imported additional assets on Twinmotion where I also rendered cinematic view. I also used Mehsy.ai to generate image-to-3D models for certain assets that accentuated KiKi’s brand identity. Throughout the process, I closely collaborated with Rebecca Ascencio to create a space that could also serve as a merch display space.
Final Spatial Design Mockup
Motion Poster
5. Presentation/Final Brand Guideline
Spatial Design Introduction Video
Project Feedback
We were able to receive feedback from professional designers, brand strategist, and musicians in the field for our final presentation. The general reaction to the brand identity was positive as the vibrant/quirky vibe of the brand was well expressed through overall brand experience including merch design and app prototype. However, we also received some criticism regarding the inconsistency regarding the different stylistic choices in different applications. For example, while the poster and app promoted more intimate and indie style music experience that’s happening within the city, the spatial design, KiKiland, had a more commercial, corporate-organized festival feeling that reminded of lollapalooza or Coachella.
Moving Forward
If we were to enhance the brand identity through the criticism we received, we would work on to create a more fluid narrative as to why there is a contrast between what the poster and app promotes and the final spatial design. Spatial Design was mostly geared towards the end-of-the-year culminative experience membership owners and VIPs, while the everyday experience of KiKi was mostly organized through independent organizations and entities.
Overall
Through the project, I learned that building a brand is mostly about communication and bringing vision to life. However, it is critical to decide what to include and what not to include. It is critical that collaborators communicate effectively about the progress to ensure that the brand identity remains consistent as it is manifested through application.