Background & Key Issues
Development of Coway design identity
The goal of this project was to establish a design identity guideline based on the company's strategy to delivery Coway's core values through design experience. In doing so, conceptual and visual guidelines would be created to reference when designing customer experience contacts as well as products.
The main challenge of this project was to create a "Communication Design Guide" that effectively implements design experience at all customer experience points. The guide would also serve to be shared throughout the company to be used as a strategy to establish Coway's identity and enhance its brand value.
COWAY Design Identity Guideline Purpose
Approach & Solution
Workshop to co-create the concept of "Cowaydium"
It was crucial to collect opinions from Coway employees on the current and future values for Coway. Therefore, two co-creation workshops were enacted.
In the first workshop, Core Value Triangle, Five Sense, and 6 Prime analyses were used to derive core values and segment-oriented values. Based on this, personas and mood boards by segments were discussed in our second workshop. Additionally web charts were analyzed to more firmly select the direction of each segment.
COWAY Design Identity Guide Book
The Coway Design Identity Guide Book was created via the enactment of the two co-creation workshops and did so by organizing design philosophy, style keywords, and target personas. The book, which includes a mood board, dictated Coway's story from elements including "Tone and Manner" to "CMF (Color, Material, Finishing)." The Guide therefore offers direction in facilitating communication between developers and designers and aids Coway in maintaining a unified story from ideation to design to sales.
Design Philosophy – Perception
Design Segmentation – Perception
Design Guide Book – Perception