Tana
Shift a core brand idea to drive growth
TANA
Challenge
The office is no long the center for work. Over 36 million people will work remotely full time by 2025 (Forbes) and over 72% of Americans don’t have a dedicated home office (The Verge).
INSIGHT
Laptop were made to be seen in the office but stick-out like a sore thumb in the home. No one wants to see their office work in their personal space.
Solution
Tana turns nooks and crannies into space saving storage that makes clutter disappear. Making it easier to transition from work to life.
Concept Testing
A combination of observational and light quant test. Observed how people used the product in a home and office setting and setup a survey to guage interest in demand for home use.
Observed how real people used the product in the field
Coded a quick survey to quantify demand with over 300 responses
Created a booth to allow potential customers to experience the product and gather product feedback
PROTOTYPING / MANUFACTURING
VIDEO ASSET CREATION
Worked with an illustrator to storyboard and sketching concepts. Worked with a produce and creative director to shoot and edit video concepts.
Photography
Developed a photographic style to shoot content and convey best product attributes
