In-depth case study analysis consisting of research and development in a foreign market.
This project aimed to create a fictitious company comprised of key branding components such as a logo, brand guidelines, graphic toolbox, and a target demographic/market analysis on which a product could be based on and could target effectively. A large portion of this project could be broken into two parts: the preliminary and research phases, in which R&D into products was investigated in a specified region/demographic. Secondly, the iterative trial and error phase involved sifting through a culmination of ideas and working toward seamlessly connecting the digital 3D content and the physical product photos to work symbiotically. The main challenge stemmed from overcoming the differences in media and execution of each deliverable.
My personal goal for this project was to push and advance my skills in the 3D environment of Blender. By analyzing real-world models, I sought to visually create 3D assets that represented the product accurately in both a digital and physical environment or format. In a short time frame, I sought to unify and push the envelope of my skills by compiling various organizational strategies to accomplish my project objectives and personal goals in a timely manner.
- Research and development of a new brand.
- Printed/Digital belly band packaging.
- Condensed graphic toolbox with logo, typeface, colour palette.
- Real product photography of at least 5 images for the purposes of advertising, marketing and communications.
- Motion graphics that highlight the qualities of the product.
Selyem is a beauty brand unlike any other. Researching into resource materials immediately set the tone of creating luxury products that represented the guidelines of the brands neutrality when it came to defining what beauty is for the company. By combining marketing research in the preliminary stages, a solid product would emerge through research & development (R&D) phases of the project. An iterative methodological approach would then finalize where the product and brand would need to be to reach its target demographic and to stand apart in it's microenvironment.
Selyem's audience would consist of a younger demographic between the ages of 18-30 while emphasizing its focus on the central European cosmetics market. Utilizing the regional language of Hungarian, researching the country's origins and various related products helped to establish R&D that would be relatable, functional and unique as it could tap into the company's history and its environment closely. While the brand incorporates traditional Hungarian history, it also employs and acknowledges a predominantly growing trend of English-language-speaking demographics within Europe.
Lead designer & creator: Greg Gulyas.
Models/Assistants: Brittney G, and Fiona C.
Software: Illustrator, Photoshop, Blender.
Hardware: Fujifilm X-T4 with 16-80mm lens in a studio environment.
The process relied heavily on early sketching and creative ideation, exploring multiple products, approaches, and market entry strategies. Research guided the overall direction, while the photography phase incorporated trial-and-error based on concepts developed during ideation. By keeping multiple ideas open rather than committing to a single approach, the process allowed for experimentation and flexibility while staying aligned with brand guidelines. This approach supported the successful execution of the photographic deliverables and complemented the 3D motion graphics.
Selyem is a high-end beauty brand built on sophistication, transparency, and research-driven differentiation. As a newcomer to the cosmetics market, it focuses on standing apart through strong business-to-business relationships that ensure the sourcing of high-quality, natural ingredients like shea butter. This ingredient is responsibly sourced from karité trees across the Sahel region of Africa, with an emphasis on supporting local economies and ethical production. By aligning its business practices with sustainability and social impact, Selyem positions itself as a brand that not only delivers quality products but also contributes meaningfully to the communities behind them.
Reach out to me at greg.gulyas@hotmail.com to discuss project scope, or alternatively if you are looking for some consultations on how to achieve your ideas, or if you wanna just chat, thats cool too!
