Cubeecraft Chronicles

A Creative New Year

Summary

In Iranian folklore, the tale of Amu Nowruz and Nane Sarma holds cultural significance as a symbolic representation of the transition from the old year to the new. This case study delves into the creative design and implementation of Cubeecraft characters inspired by Amu Nowruz and Nane Sarma, with a focus on a unique marketing campaign aimed at Digikala's customers during the New Year season, under the theme "New Year, New Life."

Team

Lead Designer (me), Graphic Designer Social Media Marketer, Communication Manager

Tools

Photoshop, Illustrator, Wacom Tablet

Deliverables

Cubeecraft designs of Amu Nowruz and Nane Sarma, festive packaging design, engaging social media content, compelling communication materials, physical prototypes for quality assurance, and a coordinated campaign timeline.

Role and responsibility

As the Lead Designer, my responsibilities included ideation, guiding graphic design, crafting physical prototypes, creating cube patterns, character design, coordinating with logistics for timely deliveries, and overseeing print production to ensure quality and accuracy.

The Challenge

The challenge was to create a campaign that not only celebrated Iranian folklore but also resonated with Digikala's diverse customer base. Additionally, the team needed to find a way to encourage social media engagement and positive discussions about Digikala's services.

The Goal

Social Media Buzz: Generate a significant amount of user-generated content related to the cubeecrafts, driving Digikala-related conversations on various social media platforms.
Brand Visibility: Increase Digikala's brand visibility and positive sentiment through the user-generated content and discussions.

Conceptualization

The first step in our design thinking process involved delving into the rich tapestry of Iranian culture. Exploring old Iranian clothing, arts, and patterns provided a foundation for our creative vision. Although ancient writings lacked explicit details about Amu Nowruz and Nane Sarma's attire, our goal was clear: draw inspiration from various Iranian tribes' motifs and art, avoiding replication of a specific ethnic group. This approach ensured a design that celebrated the kaleidoscope of Iranian heritage.

Character Design:

The protagonists of our campaign, Amu Nowruz and Nane Sarma, came to life through the art of cubeecraft. Meticulously crafted, these characters seamlessly blended traditional elements with a modern twist. The cubeecraft design was not merely a representation; it was a nod to the fusion of heritage and innovation, embodying the spirit of the New Year.

Engagement Strategy:

The magic of our campaign extended beyond the physical realm. Customers were encouraged to assemble the cubeecraft characters and share their creations on social media using a dedicated hashtag. This interactive element not only allowed customers to be part of the storytelling process but also fostered a sense of community. Sharing with friends amplified the impact, creating a ripple effect of engagement.

Raffle Incentive

To further incentivize participation, a raffle system was introduced. Participants who shared their cubeecraft creations stood a chance to win exciting prizes. This gamified approach not only encouraged involvement but also turned the campaign into a shared experience, enhancing brand loyalty and Digikala's connection with its customers.

Outcome and Impact

The "New Year, New Life" campaign became a beacon of creativity, seamlessly weaving together tradition and modernity. The cubeecraft characters found their way into countless homes, becoming tangible symbols of the New Year spirit. Social media buzzed with vibrant images of assembled characters, creating a visual tapestry of shared experiences. The raffle drew widespread participation, solidifying Digikala's position as a brand that not only provides products but crafts meaningful connections with its audience.