HERA ‘Black Cushion Foundation’ Communication Content Design
헤라 블랙 쿠션 파운데이션 커뮤니케이션 콘텐츠 디자인
HERAApr 01, 2024
Summary
The beloved Black Cushion by Hera has evolved into the Black Cushion Foundation with new technology. Hera continues
to offer easy yet sophisticated makeup, with this foundation providing a more liberating experience. A pop-up store
allows customers to experience the brand message of the Black Cushion, showcasing its modern charm. To ensure clear
communication, we developed typography and various customer experience content for the entire campaign. Through video
and sound, customers can feel and experience the concept of going anywhere freely with the Black Cushion Foundation.
Typography
We developed a new logo design for the Hera Black Cushion Foundation campaign.
This logo maintains Hera’s heritage while reflecting a modern sensibility through the proportions and curved details of the letters, which have been classically shaped.
It emphasizes the sophistication and modern feel of the Black Cushion, adding unique and fresh design elements to express the brand’s trendiness and the product’s lightness and freedom.
Within the pop-up store, we ensured that customers could clearly recognize the campaign’s consistent message through graphics and provided an emotional customer experience through typography-applied postcards, posters, videos, and motion graphics.
Additionally, we used the same typography and graphics across various online channels, including the website and social media, to leave a visually striking impression.
Facade
To attract customers’ attention in the fast-paced Seongsu-dong area, we utilized a powerful all-black façade with intuitive product images to clearly convey the design concept and create a striking visual impression.
This highlighted the brand’s inherent confidence.
Graphic Asset
The “Black Cushion,” which offers the freedom of everyday life, was inspired by a “parking confirmation stamp.”
To convey the history and campaign concept of the Black Cushion, we developed postcards featuring typography that customers could experience firsthand and applied them to the space.
The Black Cushion embodies the value of freedom to go anywhere, allowing customers to stamp the postcards freely and create their own unique postcards.
Uniform
To emphasize Hera’s professional image, the pop-up uniforms were designed in a gown-like style.
A lightweight material was chosen to avoid a heavy or serious appearance, symbolizing freedom and lightness.
The campaign logo was placed on the back of the uniforms to harmonize with the space’s concept, highlight the brand campaign, and ensure customers could clearly recognize the logo.
Installation Motion Graphic & Sound
The theme “I CAN GO ANYWHERE” is expressed through the changing sequences of sound and graphic motion videos, bringing vitality to the space and providing an experience free from spatial constraints.
Utilizing large LED panels and speakers, we have created diverse spatial experiences that stimulate all five senses.
Words associated with the brand, such as “first,” “best,” “freedom,” and “lightness,”which are impactful and aligned with the brand’s values, clearly convey Hera’s confidence as a “Seoulista” and the core message of the Black Cushion through visual elements.
These design elements emphasize the brand’s core values through sound and motion graphics while also highlighting the innovative appearance of the new product.
They are seamlessly integrated with diverse sounds reinterpreted beyond conventional frameworks, developed in collaboration with artist Moon I-rang.
The harmonious blend of sound and design elements further amplifies the message and value.
The Hera Black Cushion Pop-Up Sound is a 25-minute track created exclusively for the Black Cushion Pop-Up space, consisting of seven parts. Aligned with the theme “I CAN GO ANYWHERE,” this soundscape evokes various spaces through music and everyday situations across multiple genres.
It can be experienced through four large speakers in the Hera Black Cushion Pop-Up space.
PART 1: To express “lightness” as “air,” we layered dreamy ambient sounds with urban sound effects.
This sound serves as an intro emphasizing the lightness of the Black Cushion, conveying the message intuitively through narration and graphic motion.
PART 2: To evoke the story of “I can go anywhere,” we emphasized the feeling of transitioning to a new space.
By visually expressing instinctive rhythms, electronic sounds, and dynamic graphics alongside bold colors, we stimulate customers’ imagination.
PART 3: Lo-Fi style music captures the feeling of dawn turning into morning.
In rhythmic sections, the sound transitions to a completely different tone to naturally evoke a sense of spatial transition. Additionally, to convey a soft and calm atmosphere, the graphics and motion were applied slowly to match the sound.
PART 4: Based on the black color of the Hera Black Cushion, we planned sounds that evoke a futuristic space. We transformed and visualized the black color and circular elements of the Black Cushion into various graphics and listed words symbolizing the Black Cushion.
The narration voices change in sync with the music, creating a distinctive feature that enhances the cold spatial ambiance.
PART 5: Inspired by the night view of Seoul, we expressed the excitement of exploring a new space through French house-style music. In this work, we emphasized Seoul’s trendy image by utilizing straight line images and graphic design.
Additionally, we visualized the Black Cushion’s video and model images as graphic motion, ensuring the message is clear even without narration.
PART 6: This is a dubstep rhythm sound that embodies Hera’s freedom. We emphasized confident and free words like “Find,” “Just me,” and “Challenge” to clearly convey Hera’s brand identity and the Black Cushion’s product story.
Additionally, we designed graphics that move freely and spread across the screen to visually express the concept.
PART 7: An outro sound captures the comfort of everyday life against the backdrop of a sunset sky. This track expresses the moment of returning to “my own space” in various settings to conclude the day through music.
We gathered the graphic elements used earlier and designed them into a single motion, harmoniously blending them to form a new pattern, and carefully composed them to create a dreamy and immersive atmosphere.
The Hera Black Cushion Pop-Up Sound is a 25-minute track created exclusively for the Black Cushion Pop-Up space, consisting of seven parts.
Aligned with the theme “I CAN GO ANYWHERE,” this soundscape evokes various spaces through music and everyday situations across multiple genres.
It can be experienced through four large speakers in the Hera Black Cushion Pop-Up space.
Sketch Film
Rather than focusing solely on the final product, we highlighted the efforts of various people involved in the creation process and the sense of presence on set.
We filmed continuously from start to finish, using restrained camera movements and preserving the original sounds of the location to capture the raw essence of the scene.
Through this video, we aim to vividly convey the journey and story behind the creation of the Hera Black Cushion Pop-Up Store.
