CLIQ







2023 - 2024 Project

Brand Design, Graphic Design, UI/UX Design
Technophobia is an extreme fear of technology especially common in older adults. The project created a brand aimed to establish a correct understanding of technology, providing information of using technology, and creating community for solving technical problems. The brand utilized an analog and digital strategy to communicate the brand objectives.


























































Process




Motivation

 My grandmother often asks me how to use certain function on her phone. How to download app? How to make online internet purchases? How to post on social media? These constant streams of questions have brought to my attention that many older adults struggle with everyday technology.




Background Research


What is Technophobia?
Technophobia is an extreme fear of technology, especially the power of artificial intelligence, robots, or computers. It can lead individuals to not only resist learning new technology but also go to great lengths to avoid incorporating it into their daily lives.




The Issue
Technophobia is more commonly observed in older adults, many of whom live alone and experience a sense of "cannot use, dare not use, do not know how to use" when it comes to digital devices. As a result, they may struggle to maintain regular contact with family members, leading to feelings of loneliness, social isolation, and an increased risk of depression.






Statistics



Strategy & Identity


Target Audience





Personality




Strategy
Providing a relaxed and supportive environment makes it easier to understand and use technology. Simple and easy operation helps reduce fear and builds confidence, while also easing loneliness by encouraging connection.



Brand Standards


Fonts




Brand Colors





Magazine Pagination Map






APP Wireframe











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