Koru: The Game of Struggles

Koru was created by myself and Faridah Adam for our senior degree project at MICA. We started out with a broad dream: to promote the discussion of mental health in an exciting way. Through a ton of research and a social design approach, we found that a game would be a fun way to bring everyone together—whether they have a full-on mental disorder or college stress—and just talk about it.

Koru is a card game that promotes the discussion of mental health in a light-hearted, fun, non-judgmental environment. The card prompts lead players through the stressors and hassles of everyday life, taking everyone through phases of self analysis, reflection, empathy, connection, support, and—of course—struggles! Koru is all about storytelling and struggling. It’s crazy how much you can get to know the people around you—the best and worst of them—through telling stories. This is how we bond as human beings: we admit and we relate. The idea is to struggle openly. The more a player struggles, the further they advance in the game. Being able to share, relate, and assist gives players the upper hand and adds to the larger narrative.

The goal of the game is for each player to achieve a new sense of self; to come together and grow stronger as a community by admitting our personal stories and struggling together.

At the end of the semester, we put together an exhibition to display our final project. We curated a very comfortable, home-like space for people to play Koru. Using the CNC Router and Laser Cutter, we built a hand-painted, custom floor table for people to sit around on our large shag rug and floor pillows. As an additional element, we covered the wall in speech bubbles with examples from 40+ people who answered our prompt questions and introduced how the narrative could go.

Tamed

Tamed is a fictional business I created to experience branding a company entirely from scratch. I started with the broad idea of constructing a male grooming salon and subsequently formed the name, story, and brand guidelines. I designed business cards, a services menu, website, social media campaign, and shipping package for online purchases. Additionally, I designed an invitation package to kick off the collaborative loyalty card program between Tamed and Flora Nest (another fictional business that I constructed the general idea, story and logo for), to be mailed to the dearest customers of both businesses.

Our Story

Tamed is a family owned male grooming business that was originally established in 1925 as a barbershop based in New York. We closed our shop in 1972 in order to focus solely on our handmade, caffeinated shaving creams, which have become widely known for their energy kick and their ability to steer clear of razor-bumps.

In celebration of 90 wonderful years, we are re-opening our shop and providing a whole new experience for our loyal patrons.

We are pairing up with local businesses in our community and encouraging our customers to relax while enjoying complimentary samples from shops located within walking distance. Our goal is to provide a full service grooming bar experience while revolutionizing masculinity in a salon environment. In this liberated atmosphere, we are reshaping the male grooming experience.

Etsy Rebrand

I wanted to design a more appropriate logo for Etsy that showcased their business fundamentals. I developed a main problem statement and translated that into the central question: What aspects of Etsy can I represent visually in the logo mark to allow any viewer to see it and gain an understanding of the whole company? I focused on 3 keywords—Community, Handmade, and Sustainability—and created several logos that fit into one or more of these categories. The final logo combines these keywords with a friendly, approachable, handmade overall feel.

Logos