CHANI - A (Really Cool) Case Study

I. Introduction and Project Overview

• Seeking a personal creative outlet, I initiated a passion project. This project was sparked by CHANI's 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:

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.







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.

IX. Conclusion and Call to Action

• Personal Passion Turned Project:
  • Transitioned a personal passion into a strategic graphic design project for CHANI.
• Alignment with CHANI's Brand:
  • Ensured visuals resonated with CHANI's brand voice and incorporated existing visual elements.
• Efficient Use of Assets:
  • Leveraged pre-existing Deck of Plenty cards for content creation, demonstrating a sustainable approach.
• Diverse Content Creation:
  • Developed diverse content, including Story slides, Reels/TikToks, and Instagram posts, showcasing a comprehensive skill set.
• Consistency Across Platforms:
  • Emphasized the importance of maintaining visual consistency across different platforms for a cohesive brand experience.
• Strategic Marketing Principles:
  • Demonstrated the application of modern marketing principles by creating engaging, valuable, and consistent content.
• Building Trust and Increasing Conversions:
  • Offered a preview into the Deck of Plenty, building trust with the audience and potentially increasing conversion rates.
• Balancing Passion and Profession:
  • Illustrated the harmonious blend of personal joy, beliefs, and professional skills in the project.



Ready to give your brand's social media a visual boost? I've got you covered. Just drop me a message or shoot an email to hi@deemstudios.com, and let's chat about bringing your brand to life!