About Habitown
Generation Z, also known as the impatient generation, is prone to taking shortcuts in many aspects of their lives. Have a question? Just key into Google. Hungry? Just order food online. Instant gratification like these propels Generation Z forward, allowing them to problem solve and achieve their goals without much difficulty at a quicker pace. Impatience has furthermore exacerbated behavioral shifts and new services. It robs them from enjoying life’s simple pleasures of living in the moment and a life-long learning process.
Fortunately, patience could be improved by adopting healthy habits. Therefore, the objectives of this project are to remind Generation Z to take things slow to enjoy the present, to encourage life-long learning, and ultimately become a more patient generation with habits.
View the showreel below:
More Context
For impatient Gen Zs, Habitown is a mobile application where we encourage Gen Zs to become more patient through improving personal habits with 4 formulas (see below). Habits play an important role in shaping lifestyles. By taking small actionable steps to live slower, Gen Zs will value every moment and live habitually.
Add
healthy habits suitable for your lifestyle
Subtract
unhealthy habits that you have
Divide
and plan your time meaningfully
Multiply
and boost your daily productivity
+ – × ÷
A collaboration with SingapoRediscovers
From 1 Jan 2022 to 30 June 2022, Gen Z users of Habitown are granted 100 SRVouchers to go around town to find potential habits through visiting new places and doing meaningful activities. This, in itself, requires time and patience. Exploration around town also calls for Gen Zs to live in the moment and enjoy what’s in front of them with their family and friends. The lesson to learn through this campaign is to not rush impatiently through life as good things are always worth the wait.
Brand Blueprint
Brand Story
Habitown is a town made up of regular people like you and me with shared experiences of losing patience though we may live different lifestyles. Consistency is what we are best at. A supportive buddy, we understand your frustrations, and want to help you take a step back to live a slower yet more fulfilling and enjoyable life with habits!
Brand Drivers
Authentic, Supportive, Approachable
Brand Personalities
Down-to-Earth, Friendly, Sincere
Brand Style
Inviting, Familiar, Repetitive
Brand Voice
Genuine, Quirky, Understanding
Brand Archetype
Regular Guy/Girl
Brand Guides
Research
Deliverables
Food For Thought
A solo rollercoaster ride — Habitown was a solo rollercoaster ride to me. It was a period of self-discovery where I challenged myself with both the known and the unknown skillsets that I possessed. The art direction, branding, voice, etc, were all dictated me. I had 100% control and I enjoyed every bit of the process.
I became more individualistic, but most importantly, more confident with decision-making. This was something that I used to struggle with but I slowly learned to trust my instincts and my level of mastery. I learned to be patient with myself and not to feel guilty when an idea is not working out. I slow down and take my time to ideate deeper without distractions. I always remind myself that good ideas may come in 5 minutes, or 50 minutes, hence, patience is truly the key. It also got to me that life is really short, so I should chase after what I want and do it for myself. For this, I deserve a pat on my shoulders as I brought out my A-game and the right attitude to the table.
It's crazy because I could see the subtle changes in my mindset and habits over time by paying more attention to my level of patience. I told myself, if I can't, who can? It is quality over quantity. Spend that extra few hours and invest in yourself. I developed healthier habits, influenced by the nature of my project. I maintain a certain level of structure in my life — on Google Calendar. I was strict with striking a balance in personal and work life and I cannot be any happier.
Sure, there is room for improvement, but I am overall quite contented with the work that I have produced today. If I had to choose what's my favourite deliverable, I would say it's the showreel. Despite being down with Covid-19, I powered through 24 hours and fought through the fatigue to meet the deadline. This is significant to me as I was never once confident in any of my edited showreels previously, but I am proud of this one and that speak volumes. I went back to the file so many times, till the point where I could memorise my script word for word. Editing it frame by frame, I actually patiently did it. I was motivated to package all the hard work that I have put into this project. On the contrary, my least favourite deliverable would have been the habit planner as I focused more on the functionality and practicality of it back then. Looking at it now, I could definitely afford to improve the look and feel of it. Nonetheless, it was also the first collateral that I have done a make-shift shoot for in my room during confinement (Covid-19 LOL).
