I found problems in the existing New Yorker’s daily life, which is doing laundry. Not only is a laundromat customer, but I also observed other users’ journeys and interviewed them to find out the pain points of using local laundromats.
Laundromats are found in virtually all neighborhoods across the United States since eight decades ago, especially in renter-occupied, densely populated cities. Despite its long history, the industry rarely makes changes and transformation. The Laundromat system is no longer fit for modern people’s needs and requirements anymore.
I realized improving the laundry experience is the key. A modern laundromat brand is built with the idea of giving young urbanites the best laundry experience and bring the neighborhood together. SUDS is the young blood in the field to push the industry forward - the first laundry & bar fusion down the block. I came up with a new way of displaying washers and dryers and operating them, abandoning the coin payment system.
I did the art direction and design, including visual identity, motion graphics, photography, and video style. Handling the strategy and business side of the brand also gave me a new perspective on commercial design.
- Project Roles
- Art Director, Designer, Motion Designer, Type Designer, Strategist
- Art Direction, Design, Motion, Brand Strategy, Creative Strategy
- 2D Animations, Branding, Motion Graphics