Redefining Safety
BRAND REPOSITIONING & PRODUCT DEVELOPMENT
(This is a two part project)
Our team of five selected to take on sexual harassment. With Durex's mission of promoting safe sex, we challenge the company to embody a safe environment inside and outside of the bedroom.
This study was conducted over 9 months.
Brand Repositioning
01
Product Development
02
Redefining Safety
Design innovation strategy through brand repositioning with an emphasis on real everyday challenges.
the brief
Refine and develop design innovation strategy into a prototype. The solution can be a product, service, or experience.
the brief
01
"When women support each other, incredible things happen."
Kimberly Roseberg
Durex has achieved a long, functional heritage in embracing safe and healthy lifestyles. There is clear potential to reposition the brand and evolve into the world leader in health and wellbeing.
Durex's belief is that great sex is not just about physicality, but also for people to feel safe in all aspects of their lives; both inside and outside of the bedroom. To bring this ambition to life, here is a proposal to bring more attention and awareness to women's security through a plan of growing the brand beyond its reputation of trusted condoms.
BACKGROUND
CHALLENGE
Select a presently relevant issue while designing for a timeline 10-15 years into the future.
Determine a brand recommendation and develop rationale as to why they are suitable to be paired.
Propose a solution/pitch to persuade the selected brand.
CHALLENGE
Select a presently relevant issue while designing for a timeline 10-15 years into the future.
Determine a brand recommendation and develop rationale as to why they are suitable to be paired.
Propose a solution/pitch to persuade the selected brand.
DELIVERABLES
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Rationale
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Iterative evidence | benchmarks
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5 Minute Video Proposal
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Compelling A2 Report displaying creative brand opportunities
DELIVERABLES
-
Rationale
-
Iterative evidence | benchmarks
-
5 Minute Video Proposal
-
Compelling A2 Report displaying creative brand opportunities
PROBLEM
Durex has spent the last decade advocating and redefining sex as natural and exhilarating. It has nurtured sex into a positive experience that is relatable in various life stages.
Could Durex use its trusted amiable nature to cultivate a world ethos, one that rejects sexual harassment?
What if Durex could be the support that women need to defeat sexual harassment?
PROBLEM
Durex has spent the last decade advocating and redefining sex as natural and exhilarating. It has nurtured sex into a positive experience that is relatable in various life stages.
Could Durex use its trusted amiable nature to cultivate a world ethos, one that rejects sexual harassment?
What if Durex could be the support that women need to defeat sexual harassment?
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Defining the problem
-
Research
-
Solution
PROCESS
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Defining the problem
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Research
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Solution
PROCESS
DEFINING THE PROBLEM
Having an endless list of possible topics, our team set out to determine which area was the best fit for our interests as well as the world in our eyes. We began by creating five major categories from Living Service, Crowd Funding, Silver Tsunami, Eco-Bounty, to Well-Being. Then we performed a series of exploration methodologies including discussion, mind mapping, and whiteboarding in order to narrow down our options. With Maslow's hierarchy of needs in mind, we solidified our desire to focus on Well-Being, specifically Personal Safety and Security.
Personal Safety
Security
&
Statistics: The police recorded nearly 5 million offenses in the year ending March 2017. That is an annual rise of 10%. This is the result of numerous factors varying by crime type.
Statistics: The police recorded nearly 5 million offenses in the year ending March 2017. That is an annual rise of 10%. This is the result of numerous factors varying by crime type.
Statistics: The police recorded nearly 5 million offenses in the year ending March 2017. That is an annual rise of 10%. This is the result of numerous factors varying by crime type.
Relevant Issues of 2017
3 cups
Blueberries
3 cups
Flour
Miss Peru Pageant
Gender Violence Protest | 11/2017
1½ cups
Butter
Relevant Issues of 2017
Harvey Weinstein
Movie Director accused of Sexual Harassment| 10/2017
#MeToo
Sexual Abuse Survivor Movement| 10/2017
Sir Michael Fallon
Westminster Sexual Harassment| 11/2017
With women's safety being so relevant, we refined our emphasis to fighting alongside women in their battle against sexual harassment and safety.
We believe that providing resources and lifelines in an everyday carry will strengthen its user's confidence in personal security and well-being.
RESEARCH -
It was critical to understanding the history of Durex in order to be certain our vision aligned with their core values. Grasping the company's essence is necessary to be certain core values were aligned with our mission. This led to a full brand deconstruction.
REDEFINING SAFETY
A NEW DUREX
Always Connected - Crystal Chang
A quick and reliable means of communication in the form of a watch. Sync with a trusted circle of companions so getting separated or losing service will never be an issue.
Commute Safety - Geunhee Kim
A self-defensive ring that emits a beam, activated discreetly in an emergency, so that it momentarily disorients attackers, allowing users to gain enough time to either flee or attack.
Home Security - Dousan Miao
An intelligent doorbell that can verify the identity of unknown visitors by running polygraph test and facial reference checks.
Sleeper - Jinghua Li
A device that addresses the issue of women’s sleep problems after sexual trauma in order to improve sleep quality and retain their energy to get through the most terrible time.
Date Rape Security - Maisie Macdonald
A range of products as well as a service to help with consumption/awareness of drugs and alcohol in relation to sexual harassment/assault.
02
What if a woman could hold a lifeline on her wrist?
Based on evidence from future trends and the gap in the personal security market, we propose the launch of a new range of products and services. This family of products and services focus on women's safety in public places as well as promote empowerment in everyday life.
Currently, competitors approach this problem with a band-aid solution while ignoring the real issues. These new products aim to actively prevent and prepare women for the battles they face every day.
REDEFINING
SAFETY
CHALLENGE
Using the findings from the proposal created in Brief 1, develop a solution that aligns with the company.
Each group member will create a product for this line. The family of products must be unified and justified.
CHALLENGE
Using the findings from the proposal created in Brief 1, develop a solution that aligns with the company.
Each group member will create a product for this line. The family of products must be unified and justified.
DELIVERABLES
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Proof of Concept Development
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3D Physical Model / Prototype
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Adcept
DELIVERABLES
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Proof of Concept Development
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3D Physical Model / Prototype
-
Adcept
PROBLEM
How can Durex reposition themselves in the personal security sector and appeal as a relatable and trustworthy support system?
What are potential solutions and who are the competitors?
PROBLEM
How can Durex reposition themselves in the personal security sector and appeal as a relatable and trustworthy support system?
What are potential solutions and who are the competitors?
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Research
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Prototyping
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Solution
PROCESS
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Research
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Prototyping
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Solution
PROCESS
BRAND MISSION
In order to understand the direction of our goal and mission, it was important for us to solidify our vision and goals. As a team, we compiled key features and developed the desired elements we planned to use. This is important to ensure we have a cohesive family of products that still aligns with the parent company Durex. The purpose of this research was to discover methods to raise awareness and preparedness to empower women. We believe the confidence in personal safety will strengthen the community and aide in the battle against sexual harassment.
Prepare,
Prevent,
Protect.
&
Statistics: One in three women have had an experience of sexual harassment and only 29% of them reported it. (HuffPost, 2016).
EDUCATion
We aim to eliminate sexual harassment, biases, and double standards from our society's culture.
That begins with educating and the sharing of experiences.
DUREX
CARE centers
At a store level, the goal is to develop a series of care centers that offer workshops and classes. These workshops will promote women's safety through skill building.
The care centers will also serve as clinics to offer assistance in counseling and trauma care.
A Connected
system
The products developed in the line will be interconnected wirelessly in order to create a seamless and responsive safety solution.
DESIGN LANGUAGE
Staying mindful of Durex's product aesthetic on their current line, we merged them with our new values gathered from the brand reposition. This new mood board represents the developed brand design guide.
We aim to eliminate sexual harassment, biases, and double standards from our society's culture.
That begins with educating and the sharing of experiences.
SPREADING AWARENESS
ADDING A MESSAGE TO THE PACKAGING OF DUREX'S ALREADY POPULAR PRODUCTS WILL REACH MASSES OF USERS TO ENGAGE MINDFULNESS BEFORE AND DURING SEX
EDUCATION
SPREADING AWARENESS
SPREADING AWARENESS
ALONG WITH MESSAGES ON THE WRAPPERS, STATISTICS AND SURVEY RESULTS ARE PLACED INSIDE EACH BOX TO EMPHASIZE THE REALITY OF THE ISSUE.
ALONG WITH MESSAGES ON THE WRAPPERS, STATISTICS AND SURVEY RESULTS ARE PLACED INSIDE EACH BOX TO EMPHASIZE THE REALITY OF THE ISSUE.
DUREX
CARE CENTERS
At a store level, the goal is to develop a series of care centers that offer workshops and classes. These workshops aim to promote women's safety through skill building.
The care centers serve as clinics that are prepared to offer assistance in counseling as well as care after trauma.
EXPANDING
ACCESSIBILITY
HAVING A PHYSICAL LOCATION INCREASES THE POTENTIAl REACH. BY PROVIDING ACCESS AND RESOURCES, TRUST AND CLIENT RELATIONSHIPS CAN BE NURTURED.
HAVING A PHYSICAL LOCATION INCREASES THE POTENTIAl REACH. BY PROVIDING ACCESS AND RESOURCES, TRUST AND CLIENT RELATIONSHIPS CAN BE NURTURED.
EXPANDING
ACCESSIBILITY
A CONNECTED
SYSTEM
The products developed in the line will be interconnected wirelessly in order to create a seamless and responsive safety community.
INTEGRATED SECURITY
THE FAMILY OF PRODUCTS ARE DEVELOPED TO WORK IN UNISON AND INCREASE BOTH A USER'S SAFETY AND THEIR CONFIDENCE IN IT.
THE FAMILY OF PRODUCTS ARE DEVELOPED TO WORK IN UNISON AND INCREASE BOTH A USER'S SAFETY AND THEIR CONFIDENCE IN IT.
INTEGRATED SECURITY
ALWAYS CONNECTED
HIGH FIDELITY
MODELING
The smart wearable was prototyped for model referencing and presentation at the Brunel University London's design exhibition - Made in Brunel 2018
Digital modeling was also conducted to view the wearable in various angles and utilize in adverts.
The following poster is a showcase of the wearable's features and was displayed along side the family of products.
A NEW DUREX
A NEW DUREX
Always Connected - Crystal Chang
A quick and reliable means of communication in the form of a watch. Sync with a trusted circle of companions so getting separated or losing service will never be an issue.
Commute Safety - Geunhee Kim
A self-defensive ring that emits a beam, activated discreetly in an emergency, so that it momentarily disorients attackers, allowing users to gain enough time to either flee or attack.
Home Security - Dousan Miao
An intelligent doorbell that can verify the identity of unknown visitors by running polygraph test and facial reference checks.
Sleeper - Jinghua Li
A device that addresses the issue of women’s sleep problems after sexual trauma in order to improve sleep quality and retain their energy to get through the most terrible time.
Date Rape Security - Maisie Macdonald
A range of products as well as a service to help with consumption/awareness of drugs and alcohol in relation to sexual harassment/assault.