Curated products, tips, and tricks that help college students navigate dating and relationships amidst the COVID-19 pandemic.
Overview
Infectuated is a speculative design project that addresses the impact that COVID-19 has had on college dating and relationships. The social limitations imposed by COVID-19 significantly impeded the ability to cultivate new relationships. Through a humorous yet critical approach, Infectuated invites college students to be more thoughtful about how they form new sexual and romantic relationships going forward post-pandemic.
Recipient of the University of Michigan Penny W. Stamps School of Art & Design 2021 BFA Integrative Project Award
Companion-19
Products that will help you get to know new people (virtually), get off, and get on with your life.
Casual-19
Products that will help you find hookups, not feelings, in a fun and safe way.
Committed-19
Products that will help you love your partner, present-and-post-pandemic.
Process & INSIGHTS
Research
I gathered insights and inspiration from over 20 academic and design resources. (bibliography)
I surveyed over 100 undergraduate students at the University of Michigan on their experiences with college hookup culture and online dating.
I collaborated with professors and peers weekly to discuss my findings and iterate on my concept and approach.
findings
90% of survey respondents said they prefer to meet new potential partners in person
The majority of survey respondents said COVID-19 has negatively impacted their sex lives.
College students' perceptions of hookup culture often diverge from its reality, leading to undue pressure to participate in a culture that isn't as prevalent as believed. (source)
Design iterations
After months of research, feedback, and concept ideation, I began to develop the visual branding and products for Infectuated. My initial design concept was inspired by eccentric and colorful CPG brands whose target demographic is young adults aged 18-24. I created visual references to COVID-19 such as the crown-like virion shape. I explored the intersection between design and copy to further push the humorous quality of the products.
Logo Explorations
Product Design Development
Feedback & LEARNINGS
The feedback I received on my initial design iterations highlighted the need to strengthen the link between the brand's language and visuals.
The final brand expression incorporates concepts from early iterations. It expands on subtle visual nods to the sexual aspects of the products such as the organic wave shapes and phallic shape of the “i” in the logo.
This project taught me that an effective brand experience relies on clear and cohesive creative direction across all touchpoints. This involves integrating design, copy, and product presentation to communicate the brand's story.
Skills Developed
Research analysis
Creative copywriting
Packaging design
Product photography and post-production