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Bar&Com
Project type
Research-led brand launch concept
Role
Creative Strategist
Summary
Starting from a single research insight, this project builds DANI, a portable cushion for studio stools, into a launch-ready brand for art students. A survey of 81 students found that 93.8% believe they do better work when they're comfortable. That finding became the brand concept, "Comfort that moves with your creative practice," which positions DANI as a tool for better creative work rather than just a cushion. The activation plan brings it to campus, where students try DANI while making art and submit designs for future cushions, with email and creator partnerships keeping them engaged through launch.
