Abolish

April 1, 2024 | 12:18:30 PM

Chase Guerin

> Designer

CS @ Columbia

: Case Study

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Overview

Role From January to April 2022, I enhanced Abolish's brand and web identity in collaboration with its founders. I refined the logo and brand identity using Adobe Illustrator and Figma and led the website's front-end design, implementing custom CSS animations and developing key sections with HTML, CSS, and JavaScript.

This effort was part of a collective endeavor to elevate Abolish's online interface and user engagement.

Team
Mazen Alsafi, Daequan Brooks, Chase Guerin

Duration
4 months, (Jan 2022 - Apr 2022)

Scope
Front-end, Branding & Identity

Tools
Adobe Illustrator, Figma, HTML, CSS, JavaScript

Token Vault

ID: 80613197606

All content types, including but not limited to, text, audio, video, image, animation, or a combination.

CONTRACT:
0x254d4fF60b164ec86DE4c2379D56a8F0bEd1cFba 2021
ID: 56543164663

A unique sequence of tokenized assets linked to/ documenting significant milestones/events in Guerin's personal life.

CONTRACT:
0x254d4fF60b164ec86DE4c2379D56a8F0bEd1cFba 2021
ID: 03680441697

A tokenized asset that relfects Guerin's state of mind or quality of feeling at a specific instance. Used in conjunction with ID-Token.

CONTRACT:
0x254d4fF60b164ec86DE4c2379D56a8F0bEd1cFba 2021
ID: 60322741144

A 4-digit form, where the ordering of digits is read from upper left-to-right to lower left-to-right. Used in [Year] Visualized & Video.

CONTRACT:
0x254d4fF60b164ec86DE4c2379D56a8F0bEd1cFba 2021
ID: 20052971595

A functional building block, structural element, or concept created by Guerin. Token Examples: [Artifact, ID, Token Vault, ...]

CONTRACT:
0x254d4fF60b164ec86DE4c2379D56a8F0bEd1cFba 2022
ID: 16772539657

An alphabetical/ numerical arrangement of functional building blocks, structural elements, and concepts created by Guerin.

CONTRACT:
0x254d4fF60b164ec86DE4c2379D56a8F0bEd1cFba 2022
ID: 93466536232

An assortment, in any particular order, of functional building blocks, structural elements, and concepts created by Guerin.

CONTRACT:
0x254d4fF60b164ec86DE4c2379D56a8F0bEd1cFba 2022
ID: 10101010101

Displays data attributes such as date and location for all content types using Num-token technology.

CONTRACT:
0x254d4fF60b164ec86DE4c2379D56a8F0bEd1cFba 2023

User Interface

Logos

Primary

Abolish, Primary Logo. Chase Guerin, Mazen Alsafi, Daequan Brooks.

Secondary

Abolish, Secondary Logo. Chase Guerin, Mazen Alsafi, Daequan Brooks.

Logo Treatment
Ideal logo treatment is a white logo on a black background.

Typography

Primary

Abolish

regular

Thin
ExtraLight
Light
Medium
Regular
SemiBold
Bold
ExtraBold
Black
ExtraBlack
Thin Italic
ExtraLight Italic
Light Italic
Medium Italic
Regular Italic
SemiBold Italic
Bold Italic
ExtraBold Italic
Black Italic
ExtraBlack Italic

Color Styles

Primary

#000000

Hex

Rgb

Cmyk

Hsl

Secondary

#FFFFFF

Hex

Rgb

Cmyk

Hsl

Brand Showcase

Abolish Homepage
I led the design and implementation of the homepage layout, while also crafting the Abolish Star music player from scratch using HTML, CSS, and JavaScript.

Abolish Library
Additionally, I directed the creation of the Abolish library section on the site, allowing users to explore artwork references and discover the backstories behind Abolish's products, using HTML, CSS, and JavaScript.

Abolish Star music player
This is a hands-on demonstration of the Abolish Star music player, showcasing its features and user interaction.

Purpose - Website section. Chase Guerin.

Abolish Purpose
Lastly, I was responsible for developing the 'Purpose' section of the site, utilizing HTML, CSS, and JavaScript to effectively convey Abolish's mission and core values.

Problem Statement

Challenge The major challenge was creating a distinctive brand that resonates with a diverse audience while balancing academic commitments.

The initial launch did not meet expected outcomes, leading to a reassessment of marketing strategies and audience engagement.

Solution

The resolution involved embracing failure as a learning curve, refining the brand's marketing approach, and engaging directly with the target audience for feedback. Efforts were redirected to enhance brand visibility and appeal through creative marketing and strategic influencer collaborations.

User Experience [UX]

Empathize Understanding the User

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