Fashion and Music

A fashion label that has music in it’s Brand DNA, a Designer that targets female audiophiles with a new accessory that combines industrial design and expert tailoring. Fashion meets Music meets Design: two examples.

John Varvatos and Jimmy Page

Jimmy Page from Led Zeppelin is the model of a new campaign video from John Varvatos, the the brand that has rock and roll in it’s Brand DNA.

In selected John Varvatos boutiques they carry a unique assortment of McIntosh audio equipment, vintage vinyl records, vintage audio equipment and collectible music books for the rock enthusiast.

See more info on the website

Molami

Molami headphones are designed with the contemporary individual in mind. Instead of focussing on the product ‘as a gadget’ and the technical specifications Molani works through the fashion industry to convey how their product ‘frames and enhances the feminine face’. A good example of user centered design.

See the website

Personas and Female Mindstyles

This year I did one of my biggest projects on how to compile and communicate user insights from consumer research together with quantitative research on women. It was a challenging project with international, interdisciplinary teams and one goal: to bring it all together – aspirational personas (the brand point of view) and reality personas (based on quantitative and qualitative research).
To communicatie this inside the company to have a better understanding “for whom we work” there were 100 copies shared internally at my client Veldhoven Group with the brands Sandwich, Stills, Turnover and NoNo. I facilitated all the workshops (including the seasonal briefings), did consulting on personas and the overall design of the persona posters, the female mindstyle posters and this little booklet including tips and tricks why and how to use it. Here a short impression of the work (iPhone video).

The research on female mindsyles was done by Senta: www.senta.com
More info on VeldhovenGroup and their brands: www.veldhovengroup.com

Need help with your persona project?
From time to time I am organizing an open workshop: 
Data storytelling with personas (here the dutch info, but it can also be held in english or german)
 Storytelling mit Daten ganztägiger Zielgruppen Workshop mit Persona