CHANI - A (Really Cool) Case Study

Graphic Designer

Content Creator

Video Editor

I. Introduction and Project Overview

Seeking a personal creative outlet, I initiated a passion project. This project was sparked by

search for a Junior Graphic Designer. The opportunity came at the right time and aligned perfectly with my 15 years of design experience and 5 years in social media.

Each morning, I kick off my day at the kitchen table with my cards and a cup of coffee, drawing inspiration from my

Deck of Plenty

by CHANI. The wisdom and magic within this affirmation deck resonate deeply with me, making it the perfect muse. Choosing a card, I decided to shape my design process around its message:

"I know that being self-made is a marketing scheme. I know that none of us got here on our own and no one builds anything solo. Everything comes into existence through a lacework of interconnectedness."

A picture of the card I pulled from CHANI's Deck of Plenty.

II. Timeline

I brainstormed ideas in rounds, jotting down thoughts along the way. I started with broad thoughts about visual language and gradually narrowed them down. By the fourth round of brainstorming, I had a clearer picture of the visual language I wanted. To make sure it resonated with the Deck of Plenty and

CHANI App

designs, I did some research to refine my direction.

A look into my brainstorming process for this project.

III. Design Concept Development

CHANI's brand stands out with its vibrant colors, unique symbols, and digital collage style. Taking inspiration, I researched symbols like plants and animals that matched the card's meaning, incorporating them into the designs. For instance, the fox in the first slide symbolizes the slyness behind the "self-made" lie of capitalism, a theme present in the card's meaning.

Moodboard #1: Exploring the scientific and natural elements. Notice the visual language, echoing CHANI's strong connection to nature. Embracing the divinity within our natural essence. 🌿🔬

IV. Research and Visual Language

The colors I use in my designs blend well with CHANI's brand look on their website, app, and products. It's vital to create a seamless visual experience that makes CHANI easily recognizable. When we bring these colors and concepts into the social media space, it keeps things consistent and reinforces CHANI's unique style.

Effective branding aims for consistency, longevity, and recognizability. By adhering to these principles, we not only embrace good branding but also embody the essence of successful marketing.

Moodboard #2: Curating images tied to the card's essence. Lacework symbolizes intricate collaboration, while gloved hands embody a soft touch, guiding you gently toward your next phase. Braiding also reminds me of delicate interconnectedness. 🌟

V. Final designs

Final slide #1

Final Slide #2

Final slide #3

Additional assets:

I couldn't resist making animated Instagram Story slide versions for each asset because, well, they're just too adorable! Plus, if captured at the perfect moment, these could easily double as charming user wallpapers for everyone's phones. 🎨📱

Story slide 1

Story slide 2

VI. Content Creation and Social Media Strategy

I crafted three Reels on

my brand page

to showcase the effort put into this passion project. My aim was to create content that's easy to watch and approachable, offering value to my audience while also giving them a peek into the behind-the-scenes of my marketing and design skills.

Each Reel/TikTok lasted 15-30 seconds, featuring my process, workspace, and a voiceover where I explained my actions and the reasons behind them. This content stands as a testament to the importance of maintaining consistency, providing value, and infusing an element of fun in modern marketing strategies.

View post on Instagram

VII. Passion Project and Brand Alignment

This project sprouted because CHANI was on the lookout for a Junior Graphic Designer, and I saw an opportunity to put my skills in the spotlight. As a skilled graphic designer, astrology enthusiast, and content creator, I felt it was a perfect chance to harmonize my spirituality, beliefs, and love for crafting engaging digital content for social media.

This project isn't just about what makes me happy; it's also a perfect match for CHANI's brand voice and perspective. Take, for instance, the joy I find in their

Astrology of the Week Ahead

podcast – it's insightful, calming, and always emphasizes trusting your intuition. I aimed to reflect this spirit in my work, providing an opportunity to showcase my capabilities.

VIII. Marketing Insight and Future Implications

Efficient time management is crucial for graphic designers and social media managers, given the dynamic nature of these industries. Rapid changes are a constant, but mastering them can propel your brand forward. This project echoes the concept of sustainability. What I mean is, the cards for this already exist! Creating content based on them is a time-saver because half the work is already completed. These posts are easily consistent as they stem from real-life content. Moreover, this approach fosters trust with the audience by offering a glimpse into the Deck of Plenty before purchase. This type of marketing often translates into increased conversions, turning casual observers into committed buyers.