Psycho Bunny

Dual digital and print storytelling  for an emerging retail brand.

PURPOSE

In an effort to create immersive content experiences commensurate with the quality of their physical products, Psycho Bunny was looking for design direction and execution on a dual print and digital brand story campaign. The first step was producing a limited edition collectible hardbound, denim covered book detailing PB's competitive advantage, quality portfolio of products, and its origin story. This piece was conceptualized and created by PB's in-house team to be used a north star for the creative direction.

From there, PB was looking to create a corresponding digital experience of equal caliber, inclusive of dynamic motion graphics, tactile animations, and interaction play to make the website more striking and engaging.

Services
Experience Design
Art Direction
Prototyping
Design Systems
Animation / Motion Graphics

Visit
www.psychobunny.com

PROCESS

The first order of business was conducting a preliminary digital brand and component analysis to get up-to-speed. Once we got centered on PB's positioning and preferences, we moved into taking their foundational storyboard, along with their existing components, and began to wire out the hierarchy of the page. Our goal was to keep the core key experience intact while designing a page that was 'component-friendly', could improve usability and extensibility, and minimized technical debt.

Next we moved into creative exploration, producing evergreen concepts of lo to hi-fi comps across a number of viewports. We also collaborated heavily with the Front End programming team to ensure quality of interface execution and to optimize delivery performance - including working through timing, fluidity, component reflow, and overall experience quality.

We rounded things out by providing comprehensive visual QA of the newly-built components and related animations through deployment.

PAYOFF

Ultimately the campaign produced a big uptick in brand awareness, specifically around PB's promise of quality, the 4k stitch, and the craftsmanship that goes into every garment. In addition to having a unified print and digital brand story, equally as immersive and experience rich, they also walked away with reusable, high-value content components that can be leveraged on new campaign pages and promotional websites moving forward.

Psycho Bunny is a men's clothing company based in New York that was founded in 2005 and specializes in reinventing classic styles to stand apart, with clever detailing and vibrant colors.