Branding, Design Experience (UX), Fashion Technology, Illustration, Narrative, Portfolio

OHZONE INC

May 18, 2021 | By admin | Tags: 3D, Branding, Business Strategy, Design, Fashion Technology, Illustration, Logo, Marketing, UX Design

OHZONE: 3D Fashion Company
OHZONE Inc. transforms real garments into high fidelity 3D models in digital space for an exceptional online shared shopping experience for catalogs, marketing, virtual fit, try-on, and content. They capture every exquisite detail in one zoom-able, rotate-able image for mobile, web, and with AR/VR technology. The aim is to lower the barrier of entry for fashion brands to create 3D images for the full 3D e-commerce shopping revolution.

CHALLENGE
The objective was to create a simple and contemporary brand, logo, and support the business development to attain the first Alpha Customers. The brand, message, and approach needed to represent the exquisite detail and complexity of photogrammetry and fabric but also be understandable and accessible to a fashion audience.

ACTIONS

*Triggered a combination of unique approaches from business development, marketing, and brand strategy through problem-framing inside MIRO.
Analyzed and scoped the brand materials for consistency, ideated, and led the team through a rebranding process; presented ideas on Google Slides with photo and illustrated images done in Adobe Photoshop and Illustrator.
Applied in-depth assessment of the business strategy, plans for development, and interviewed the team on video conference and on-site visits, on what new information was obtained from the customers.
Determined that the value propositions needed concise revisions and communicated clearly to customers that the technology had infinite possibilities; placed this information in MIRO boards designed around the Lean Canvas, storyboards, the 5 Whys, brainstormed, and mapped concepts.
Oversaw and created the website low-fidelity prototype and final mini-site design in Adobe XD then passed off to the developer team.
* Used Photoshop, MIRO, Microsoft Teams, Asana, Illustrator, HubSpot, PowerPoint, Google Slides, and Keynote presentations for sales and investors; and hired UpWork contractors.
Creatively led brainstorming sessions with the team to name the technology—3DREAL—for social media, hashtags, and communications.
Steered a deeper alignment with several online MIRO Sticky Note workshops around the Lean Business Model Canvas, Alexander Osterwalder’s format, and scoped areas of value proposition, solutions to problems, customer segmentation, and early adopters.
Used expertise in UX/UI tools including Figma/XD as well as finding and implementing new software tools such as Relay-That and MIRO.

RESULTS

Executed creative direction and implemented the New Brand and Logo, designing marketing and sales content, onboarding, and strategy for customer development and partnerships.
Attracted direct feedback and landed the first customer—a button-down shirt company, Button-Down Store, for customer validation and cost test $11,000.
Wrote the proposals and inked the deal with the first paying fashion B2B customer using the MaterialMagic tool—The Button-Down Store leading client-facing interactions to ensure delivery.
Created an elegant logo and basic band packet using Adobe Photoshop, Illustrator, and design practices, including the Lean canvas and in-house interviews of the CEO and CTO that allowed the brand to be recognizable and usable in all sizes and media in the fashion event space
Executed knowledge of ASANA to manage and track projects combined with knowledge of the fashion industry that resulted in a more agile workflow, improved business collateral at events, and streamlined presentation materials for speaking engagements. Later, followed the CEO’s suggestion to move to Microsoft Teams for cost savings.
Encouraged the use of Kanban and Agile working style inside ASANA to manage and track projects. * Used HubSpot for on-boarding and maintaining sales leads resulting in agile workflow, improved business collateral at events, and streamlined presentation materials for speaking engagements

LOGO & BRAND DESIGN

For the LOGO, focused on the “O” which can be used as an icon and also symbolizes the central theme of OOOOOh and represents the founder whose name is OH! The goal with all logos is to make it recognizable and scalable in many formats and materials and work in black and white.

Logo Design

WOW! is usually how people respond when they see the product the first time and when they zoom in. The folds are designed from pleats as of the details. The multiple of 3 symbolized the zoom, resolution, and angles that make OHZONE so beautiful to use. Light, rounded sans serif font was used for lettering. The logo works in both B&W and with a smart aquamarine color scheme for a modern feel. Below you can see the LOGO process gallery:

Logo And MicroSite

OHZONE’s Original logo was three t-shirts on a phone with a lot of emphasis on technology and a dress on a mannequin which took away from the capabilities because the power of the tech is in the detail of the fabric. The transformation of the brand was from tech-centric to a cohesive fashion results-oriented brand. Stiff models were removed, focus on the clothing and detail was the new staging for the 3D models, and emphasis on the WOW! the experience delivers.

Visual Technology Roadmap

After initially meeting with the team, the first work was to create a visual common language of the technology now and a roadmap for the future. The imagery left shows a priority on the mannequin since the product has the capability to be worn or dressed on an avatar. However, the styling of the avatar was a distraction and it lacked focus on the undeniable power of the technology to capture the texture and fabric with exquisite realistic detail. The first visual/technical goal to remove the mannequin from the viewer and have an emphasis on the textile or garment itself. A stretch goal is to have all the products together as part of a showcase. After that, people re-appear but in a more stylish and personal format for showrooms and fit. The ultimate goal, which the OHZONE team achieved by 2020 is a move forward into having the product dressed on digital avatars for runway shows or specialty showcases, and finally for it to be in realistic spaces and AR/VR technology.

Marketing Materials

Marketing materials for showcasing OHZONEs technology in the Virtual Showroom space for Google Ads and other events. Each look had different requirements.