Role
Solo Graphic & UI/UX Designer
Timeline
February 2024, 1 Month (Research Phase)
March 2024 - May 2024, 3 Months (Design Phase)
March 2024 - May 2024, 3 Months (Design Phase)
Tools
Figma
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe After Effects
Clip Studio Paint
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe After Effects
Clip Studio Paint
Project Brief
Summary
soulm8s is a heartwarming, wholesome campaign revolving around the friendship of 5 characters - Shailoh, Ozzy, Uri, Leah, and Makai! Each character has a unique appearance, lovable personality, and different ways of handling their issues. Despite their differences, they are understanding and will always stay by each other's sides - that's what true soulm8s (friends) are for! The campaign encourages individuals to become better soulm8s to their friends and loved ones, fostering an environment of empathy and understanding. The campaign's goal is to ensure that no one feels alone in their struggles with mental illness by teaching it is okay to reach out when needed and that even the smallest validation message can help your soulm8 more than you can imagine. There is a variety of content to enjoy; Instagram posts, posters, figurine, stickers, and so much more. Let's learn to communicate feelings and support our soulm8s - we are #soulm8s4ever!
Task
Design a capstone project that solves our chosen problem. There is a minimum of 6 design pieces required for this project: 1 interactive (ex. website, app, book), 3 environmental, 2 "any" (choose 2 of the 3 - takeaways, motion graphics, packaging).
Problem
Mental health is a continuously growing issue worldwide.
Solution
Improve support systems from friends to alleviate all of the stress and issues caused by mental illnesses.
Thesis
My goal is to design a marketing campaign emphasizing social support's importance in helping people's mental health and strengthening relationships.
Target Audience
13 years old - 24 years old
Final Design Solutions
Infographic Poster
Z-Fold Brochure
Stickers
Postcards
Instagram Page & Posts
Mini Figurine Blind Box Packaging + Collectible Cards
Website
You can view my website prototype and Canva presentation using the buttons below! The website will help inform you about the campaign (mission, goals), characters, merch, and more. The Canva presentation is a simplified, summarized version of this project.
Project Timeline
I started this project at the beginning of February and my deadline was on May 2nd, 2024 (Capstone Day), giving me about 3 months to complete. I had to have all of my designs completed and printed before the Capstone event because most of that day would be spent setting up my table display.
Design Process
Research
To start my capstone project, I had to research the topic, "Mental Health", and find current problems, including statistics. Once I was able to decide what problem I wanted to tackle, I needed to come up with my design solution. During my research phase, I also surveyed 50 respondents and interviewed 3 individuals.
Methods & Research Types Used
Secondary Research, Primary Research, Qualitative, and Quantitative.
Secondary Research, Primary Research, Qualitative, and Quantitative.
User Personas
Ideating Branding
Brand Identity
Name
The name "soulm8s" is based on the nickname my best friend and I gave each other. It is a shortened, fun take on the word "soulmate", emphasizing that our friendship is special and we understand each other deeply. The "8" also represents an infinity sign, symbolizing that it is a friendship that will last forever because of the mutual effort to understand and be there for each other.
The name "soulm8s" is based on the nickname my best friend and I gave each other. It is a shortened, fun take on the word "soulmate", emphasizing that our friendship is special and we understand each other deeply. The "8" also represents an infinity sign, symbolizing that it is a friendship that will last forever because of the mutual effort to understand and be there for each other.
Typefaces
I selected fonts that align with the playful and heartwarming tone of the brand, soulm8s. For the logo and headers, I used "Round Black Regular" and "Bubble Boddy" to give a fun, lighthearted feel while still being visually impactful. For body text, I chose "Montserrat" (medium weight) to give a clean, modern look.
I selected fonts that align with the playful and heartwarming tone of the brand, soulm8s. For the logo and headers, I used "Round Black Regular" and "Bubble Boddy" to give a fun, lighthearted feel while still being visually impactful. For body text, I chose "Montserrat" (medium weight) to give a clean, modern look.
Color Scheme
The color scheme is centered around turquoise, a calming hue in the middle of the rainbow. It promotes emotional balance, self-acceptance, and relaxation - essential elements in addressing the topic of mental health. Complimenting the main color, the campaign features pastel accents of purple, pink, orange, and yellow. Evoking positivity, happiness, and playfulness.
The color scheme is centered around turquoise, a calming hue in the middle of the rainbow. It promotes emotional balance, self-acceptance, and relaxation - essential elements in addressing the topic of mental health. Complimenting the main color, the campaign features pastel accents of purple, pink, orange, and yellow. Evoking positivity, happiness, and playfulness.
Each color corresponds to a specific character, reflecting their personality. To maintain a warm, welcoming aesthetic, I used dark brown for illustration outlines and text.
Keywords
Comfy, happy, optimistic, cute, welcoming, soothing, educational
Comfy, happy, optimistic, cute, welcoming, soothing, educational
Character Designs & Bio
How the character look and act was essential before starting any of the design pieces. Their designs are what set the tone and direction of the project as they are the main thing that'll catch attention and all content revolves around them. Characters can make the marketing campaign stand out and be memorable. For people who struggle with mental illnesses, it'd be nice for them to have a character that they can relate to & not feel alone.
All characters have a turquoise "X" bandaid to connect to the main mascot of soulm8s, Shailoh. Shailoh has bandaids of the other character's colors to show that she carries their support and that they mean a lot to her.
Inspirations
Sanrio, BT21, LineFriends, Maplestory, Carebears, My Little Pony, Kind Words, and most importantly, all of my friends!
Motion Graphics - Character Animations
Time Piece
For the website's character pages (main and individual), I designed an animation for each character. The purpose of these motion graphics is to visually show the audience their personality. New viewers will get a glimpse into who they are and how they act before reading. This is important for the branding since each character is supposed to be unique, eye-catching, and relatable!
To create these animations, I had to illustrate each part that I wanted to move individually and take it into Adobe After Effects. All animations are about 10 seconds or less, and created to loop smoothly infinitely. Since I had prior experience in character animation from using Maplestory assets (2008-2016), planning and deconstructing the characters came naturally.
Program: Adobe After Effects
Time Spent: 1 Week (About 1-2 days per character)
Time Spent: 1 Week (About 1-2 days per character)
Sticker Designs
Takeaway Piece
After designing the characters, I immediately started on the stickers so I didn't stress about potential printing issues near the event date. I created a sticker of each character individually and a group version. Each character sticker has the phrase "support ur soulm8s <3" in their associated color. My main idea for the stickers was to have attendees get their favorite characters, as well as their own soulm8s (friends/loved ones) the characters they would enjoy! It would be a way for them to show their love and appreciation!
Sticker Display Shelf & Bags
I designed a small 4-tier shelf to display all of the stickers, making it easy for attendees to see and grab whatever they'd like. I also premade about 100 bags. Each bag had stickers (1 of each character, group, logo) and my business card. This was extremely helpful for people who are passing by each table quickly, indecisive, or want to get them all. It'll also help them remember whose the creator of soulm8s. It was worth investing 1-2 hours in making these bags since I received many compliments about it.
I designed a small 4-tier shelf to display all of the stickers, making it easy for attendees to see and grab whatever they'd like. I also premade about 100 bags. Each bag had stickers (1 of each character, group, logo) and my business card. This was extremely helpful for people who are passing by each table quickly, indecisive, or want to get them all. It'll also help them remember whose the creator of soulm8s. It was worth investing 1-2 hours in making these bags since I received many compliments about it.
Infographic Poster Design
Environmental Piece
The poster went through many revisions and I almost dropped the idea due to time constraints. After working on the other designs, I gained better understanding of the branding direction, allowing me to finish the poster. I'm glad it all worked out in the end because I noticed Capstone attendees were reading it while I was busy answering questions from other people. The poster's purpose is to summarize the project, statistics, characters, and related links.
Final Design
Moodboard & Rough Drafts
Z-Fold Brochure
Environmental Piece
I designed a brochure that will explain the campaign. I wanted this brochure to have a unique shape at the top so that it has different looks when it is opened and when it's closed. When it's closed, all of the characters will come together and have a group hug! Since the top portion of the brochure is illustration heavy, I wanted to keep the rest of the space simple with subtle design elements to still be on brand. Designing a brochure was not in my plans until mid-April, but once I thought of the idea, I dived straight into designing and finished it within 3 days.
Moodboard & Sketches
Moodboard
Postcard Designs
Environmental Piece
These would be sent to people's mail to spread the word about the campaign, gaining more interest and recognition.
Rough Drafts
Social Media Posts
Environmental Piece
For the Instagram posts, I tried imagining what a company likes soulm8s would do if it was real. The first set of posts (9 posts) would tease the characters and branding (colors, grid pattern, logo) to get the audience excited about the "launch". Then the next set of posts (9 posts) would be posted when the company officially launched and it introduces all of the characters individually! Each character post explains who they are and how important social support has been on them.
Figurine Blind Boxes & Figurine (3D Model)
Packaging Piece
Like Sanrio, BT21, and LineFriends, I imagined soulm8s would have merchandise where people can collect their favorite characters, while also supporting the company and the good cause. Blind boxes are super popular and trendy (ex. Pop Mart), so it would be a great way for friend groups to bond - opening boxes together and trading figurines.
In my free time, I learned how to use Womp to design a 3D model of a Shailoh figurine.
Moodboard & Rough Drafts
Table Set-up for Capstone Event
Environmental Piece
Designing my table was suuuuper fun! All of my references and inspo pics were from convention events. I enjoyed designing my table to match the branding of soulm8s. There's small details here and there that elevates the whole experience for any attendees~
Finalized Set-up
Inspiration Moodboard & Sketches
Challenges
Conducting research was confusing at the beginning because instructions were unclear or too broad. Tight deadlines. Fast-paced. Getting designs in time to get it printed was stressful at times because I had to double-check that all of the printing requirements were met and sometimes there was a long queue for the print lab.
Insights
Despite how challenging this project was, it gave me valuable experience with conducting research, creative problem-solving, and taking feedback from start to finish. It was also one of the first times I learned how to set up my design files for printing and it was quick to catch on. Most importantly, it was an amazing experience to meet all of my designer peers in person, make new friends, and support one another through this semester!
Citations
[1] Holmes, Emily A., et al. The Lancet Psychiatry Commission on Psychological Treatments Research in Tomorrow's Science. The Lancet Psychiatry, vol. 5, no. 3, 2018, pp. 237–286. https://doi.org/10.1016/S2215-0366(17)30513-8.
[2] Ng, Anthony. Warning Signs of Mental Illness. American Psychiatric Association, 2022. www.psychiatry.org/patients-families/warning-signs-of-mental-illness#:~:text=50%25%20of%20mental%20illness%20begins.
[3] Latha, K, et al. Effective Use of Social Media Platforms for Promotion of Mental Health Awareness. Journal of Education and Health Promotion, vol. 9, no. 1, 28 May 2020, p. 124. NCBI. https://doi.org/10.4103/jehp.jehp_90_20.
[4] Webster, G. D., & Campbell, J. T. Personality Perception in Game of Thrones: Character Consensus and Assumed Similarity. Psychology of Popular Media, vol. 12, no. 2, 2023, pp. 207–218. https://doi.org/10.1037/ppm0000398.
Final Thoughts
I improved on multi-tasking and time management. This project required a lot of planning and realizing what to prioritize. At the start of the project, I underestimated how much the workload was gonna be and how little time there was to finish it. Even up to the day of the capstone event, I was still working on something to make sure everything was perfect.
I invested so much time into this project, while it was draining to do non-stop working on top of my college projects, the results are amazing and I'm so proud of myself. All of the design skills and knowledge I gained up to this point have came to use in soulm8s, even skills that I never thought I would use again. My love for design was already ignited, but this project has made it even bigger and stronger. With soulm8s, I got to shine as a designer and show that design skills are fluid, matching whatever task at hand. I can't wait to see what the future holds <3
- Jenel Jyl Braza
