add to me_redesign
Shift a core brand idea to drive growth
"Add To Me"
Creating religion for secular people
The “Add To Me” project is a design exploration in creating religion for secular people. Primary and secondary research investigated secular life and religious offering to create a design solution that infused some benefits of religion into people’s everyday life.
The design solution was to setup simple display mounts throughout New York City as offerings to neighborhoods with the intention of bring people together to share a passing moment. Signage with the words “add to me” and the hashtag #animamundi were placed on each “shrine” enabling people to engage with one another on social media channels like Instagram, Twitter and Facebook.
The result was the creation of an informal network of physical and virtual spaces for people to connect with one another and have meaningful dialogue in places that did not exist before.
design research, product development, content strategy