creative brief
mums the word
background
mum is a colorful 3-d chrysanthemum whose job is to encourage users to journal by making it fun, engaging, and easy to use
key message
experience the benefits of journaling in a fun, interactive, and secure way
target audience
mobile phone users, age 13–29, female, all races and ethnicities
objectives
1. opportunity: trying to journal for just a few minutes every day can turn it into a stress-relieving, sustainable habit
2. goal: create a journaling app with a mascot and use a character-driven narrative to encourage users to journal
research
summary
- none use a mascot as part of their narrative
- all have cost option for premium features
- consideration for future as cost covers expenses associated with maintaining cloud-based features, including hosting and providing a secure experience
design
