Guerin New York

April 1, 2024 | 10:12:44 PM

Chase Guerin

> Designer

CS @ Columbia

: Case Study

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Overview

Role I founded Guerin New York in 2017, focusing on the design of unique luxury lifestyle products, including duffels, handbags, and clothing, alongside designing the brand’s distinctive logos and website.

My role encompassed everything from conception to delivery: designing, collaborating with manufacturers, assessing quality, photographing products, packaging, and shipping directly to customers. I built a consumer base through strategic social media marketing and partnerships.

Website
guerinnewyork.com ➞

Duration
3.9 years, (Nov 2017 - Sep 2021)

Scope
Front-end, Branding & Identity, Product Design, Merchandising, Apparel Sourcing, Fashion Design

Tools
Adobe Illustrator, Adobe Photoshop, Adobe Lightroom, Nikon D750, Profoto B10, HTML

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

A unique visual identity was developed, encapsulating the brand's core values of growth, inclusivity, and resilience. This identity was manifested through Guerin's primary & secondary logos, color scheme, and product/brand positioning.

Logos

Primary

Guerin New York, Primary Logo. Chase Guerin.

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

Secondary

CG Logo, Secondary Logo. Chase Guerin.

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

Typography

Primary

Futura

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

Secondary

Helvetica

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

Tertiary

#C9B274

Hex

Rgb

Cmyk

Hsl

Brand Showcase

Milano Traveler (top-left), Limited Edition Guerin Hoodie (right), Guerin Traveler (bottom-left). Chase Guerin.

Guerin Tote - All views. Chase Guerin.

Guerin's baby sister, Zara surrounded by flowers with a CG Onesie. Chase Guerin.

Guerin Tote - modeled by Isabella. Chase Guerin.

Essentials - Guerin Hoodie. Chase Guerin.

Essentials - CG Drawstring Bag. Chase Guerin.

Chase Guerin for the Columbia Daily Spectator. Chase Guerin.

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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Guerin New York Front-end, Branding, Product

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