Branding, Web, Illustration
After designing a board game ("Suits & Daggers") that I wanted to launch on Kickstarter, I calculated that I would need at least 4,000 subscribers to reach my funding goal with the assumption of a 10% conversion rate and $25 average pledge. I was impatient to begin selling products instead of waiting to launch a campaign, so I began designing commonly gifted products in a style that would also appeal to the Suits & Daggers target audience. The intent would be to start selling immediately through social media ads and collect customer info upon a sale in order to produce revenue while also growing an email list for the larger product launch. With the creation of these products, I realized I needed a brand-- a parent identity for these products to live under. Thus came the idea to create MEGAMOCHI, and with it, its mascot: Mochi, modeled after my own cat of the same name, who would draw an audience through a weekly web comic illustration.
Design a memorable, light-hearted brand that appeals to the "Suits & Daggers" audience, as well as consumers who like collecting and/or gifting quirky, eccentric finds
Create an intuitive site that houses web comics, a store and landing pages for spotlight products
Draw people into products and content through a visually appealing layout and regular, comedic comics about Mochi
I looked at three brands, two of which are built around web comics that also include an e-commerce component to their site. ModCloth, the only comparison reference that doesn't feature a comic series, was included because of their distinctive retro style and quirky product offerings in their gift collection.
Users referenced in persona-building were largely attracted through a spotlight product-- a board game I created prior to the brand called "Suits and Daggers". By reviewing activity and other followed pages of users subscribed to my board game's Instagram, I created the following persona profiles:
The user journeys I mapped were specifically to think through how a one-time purchaser could be redirected back into the site through my web comic tactic of content marketing, and vice versa (a comic-reader turned buyer).