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Zamin Dharsi
brand planning & innovation



Hello, my name is Zamin Dharsi.                                    Contents
I’m a brand anthropologist concerned with
human factors and social-sustainability who
believes in innovation.                                                                 the bra
I’m deeply interested in how the design world is
                                                                   1               sustainable product design
                                                                                    and biomimicry research
reacting to modern cultural advances and
                                                                                        design research
globalism. I build systems that translate brands
to audiences.


Logistically, I have a background in Graphic
Design and a degree in Branding, Marketing
and Public Relations. I have spent a year
working at an advertising agency in Dubai,                                                   tru2u
several years freelancing as a brand-strategist
and designer, and the last year as the social-
                                                                   2                ethical clothing business
                                                                                    model & product design
media administrator for MCAD.
                                                                                        brand planning

What do these all have in common?
People.


Whether I’m collecting stories to engage an
interactive audience, or doing quantitative
studies to pick a color-scheme for underwear, I
                                                                                             kfai
have an intense curiousity for humanbeings.
                                                                   3             integrated marketing campaign
                                                                                    strategy & direct targeting
Here is a small sample of work I’ve done, and
the well-conceived research behind it.                                               project management




My Process
 Every creative person has their own process. Some begin with sketching, other dive into online research,
 while few hit bound books to get a sense of how to approach their project. I believe every individual
 persons process says a lot about who they are, and how they solve problems.
                                                                                                                     creative            analytical




6 testingI work to get feedback
  finally,                                                                                                  1 design of my background in design, I’ve found
                                                                                                              because
    while collecting archiving data to
                                                                                                                that this is the place I always start, just to get all
    cross-analyze in the future.
                                                                                                                my thoughts out.

5 design round, to get it ready
  final design
    for finalizing and pre-production.
                                                                                                            2 research the most expansive portion of the
                                                                                                              next comes
                                                                                                                project: research. Depending on the timeline, this
                                                                                                                can last from minutes to weeks. I usually begin
                                                                                                                with analytics and what the social-media world is
                                                                                                                saying about my subject matter, then moving into

4 testingdoing 2 rounds one testing:
  i enjoy
                                                                                                                blogs for a more in-depth analysis. I then move to
                                                                                                                conducting a market assesment, which presents
    one with creatives/designers and                                                                            itself in the form of quantitative and qualitative
    another with my target audience.
                                               3 concepting options notes, which I filter through
                                                 i’m a big fan of post-it
                                                                                                                interviews with the ideal demographic.


                                                   key-words of the company’s mission statement to
                                                   determine which concepts makes the cut.
The Bra
sustainable product design
and biomimicry research

project components


  design research
  sustainability
  market planning
  product design
The Bra
    The Problem



    The brassiere is a female undergarment that is
                                                       1 Health
    used by 3.3 billion women in the world. Gaining
    popularity in the Qing Dynasty of the 1600s, the       2 of the deadliest causes of women’s deaths in America are heart disease and breast cancer,

    Bra has not been redesigned since the early            both of which have been shown to be contributed by blocking blood flow due to wearing bra’s

    1900s, and although many health factors                which are too tight.

    correlate with the garment-nobody has made
    significant stride in changing the paradigm
                                                            heart disease                breast cancer
    of how women dress.

                                                                                         75%
    This is a biomimicry study on the brassiere,
    resulting in a new product I designed simply                                                                   women who wear bra’s 24/7

    called, “The Bra.”
                                                                                                          cancer               cancer-free
                                                           1 in every 3 women dies

    My design was selected to be featured at the           of heart disease every

    Science Museum of Minnesota in an exhibition           34 seconds.
                                                                                          .5%
    called “Visualizing the Future.”
                                                                                                                   women who never wear bra’s

    project components


       sustainability                                  2 Comfort
       product design
       market research                                     Oprah once said that “Freedom should be synonomous with bra’s, and not the other way
       campaign development                                around.” The problem relies mainly in underwire, which doesn’t support the natural fluctuation
                                                           of a woman’s biology and hinders full-growth and development.



    Demographics                                            What about size?



                         Primary
                         • Women
                         • Ages 18-32
                         • Western Market
                                                               80%
                         Secondary                                                       80% of women
                         • Women                                                         worldwide are wearing the
                         • Breast Cancer                        wrong-size               wrong size. This means that 2.5
                         • Obese                                                         million women, which is equal to
                                                                                         the entire population of Jamaica.

problem-solving

                                                           Visual
the ideal solution would have to address               3
3 components to be truly holistic.

                                                           Finally, It’s important to not forget that the main reason why women wear bra’s is for visual

                  health                                   appeal, in order to look and feel confident as well as sexy. A qualitative study of 12 women

1        minimize risks of cancer                          and men, which I conducted, yielded these results.

        by reducing over-heating
                                                             what is sexy?



                 comfort

2       ability to fluctuate in size
         and eliminate underwire
                                                             45%                         10%                        30%                      15%
                                                               Black                        White                      Nude                     Colors

                   visual

3          keep women feeling
                                                           75%
            confident and sexy
                                                                         75% of men surveyed said the sexiest part of a bra is
                                                                         how easily it comes off, and favored a front-clasp.
The Bra
The Solution
                                                                                                                                                                                                                            interior coating of ‘urea’compund
                                                                                                                                                                                                                            • natural cooling agent
                                                                                                                                                                                                                            • erythromelagia
                                                                                                                                                                                                                            • Catalyst with Moisture (Oxygen+Hydrogen)
                                                                                                                                                                                                                            • Activated when sweating using air
      hollow-underwire frame
      + mesoglea liquid mold
      • Sea Anemone
      • Liquid that hardens
      • Malleable
      • Flexible
      • Biodegradable




                                                                                                                                                                                                                                                                              3”


                                                                                                                                                                                                              front-clasp                                               1”
                                                                                                                                                                                                              • Easy-on
                                                                                                                                                                                                              • Easy-off

                    spider silk                                                                                                                                                counter-balance pockets
                    • Lightweight                                                                                  adjustable hooks                                            • Non-Adhesive Epoxy gel
                    • Flexible                                                                                     • Enhance Cleavage when needed                              • Liquid goes to solid
                    • Body-Contouring                                                                              • “At-Rest” convertible phase                               • Ratio of 1x 3 inches = 1 lbs
                                                                                                                                                 • Customization: 0 lbs - 6 lbs




               comfort                                                                                                                                                                                                                                   health
               • Eliminate metal underwire                                                                                                                                                                                                               • Reduces risk of cancer
               • Stretchable fabric                                                                                                                                                                                                                      • Increases lymph flow
               • Breathable padding                                                                                                                                                                                                                      • Easy excretion of toxins
               • Front-clasp                                                                                                                                                                                                                             • Lowers body-temperature
               • Body-Contouring wire                                                                                                                                                                                                                    • Decrease sweat
               • Personalized/Right size
               • Counter-Balance




                                                                                                                                                                                                visual
                                                                                                                                                                                                • Black and Nude
                                                                                                                                                                                                • Opaque Lace
                                                                                                                                                                                                • Strap-less converter
                                                                                                                                                                                                • Cleavage enhancer
                                                                                                                                                                                                • Slight push-up/padding




                                                                                                                                                                                                                        the system and the objectives came together by understanding that
                                                                                                                                                                                                                        most health risks are caused by 3 things:
                                                                                                                                                                                                                        • biological breast size fluctuation
                                                                                                                                                                                                                        • consistent sweating/obstruction
                                                                                                                                                                                                                        • underwire chaffing


                                                                                                                                                                                                                        By utilizing spider silk for the garment material, the fabric would fluctuate
                                                                                                                                                                                                                        with the body. Using misoglea, an element excreted by animones which
                                                                                                                                                                                                                        begins liquid and bolds into a moldable solid gel with exposure to heat,
                                                                                                                                                                                                                        archaic underwire could be eliminated.


                                                                                                                                                                                                                        Finally, counter-weight balance hooks in the back to eliminate back prob-
                                      We heard that 80% of women are wearing the wrong bra-size. So we had one of two options: teach 3 billion
                                      women around the world how to correctly measure themselves, or reinvent a bra that does that automatically.

                                      We took the easy way out.
                                                                                                                                                                        a new way to look at comfort.

                                      Introducing The Bra with smart technology made with all-natural flexible fibers that contour the shape of your breasts and customize themselves to fit you perfectly.
                                                                                                                                                                                                                        lems, and we’ve got the first health-promoting, sustainable bra.
Tru2u
ethical clothing business
model and product design

project components


  brand planning
  ethical clothing
  market research
  product design
Tru2u + Haiti
The Problem

                                                             1 The Price
In the spring of 2010, a new company named
“TRU2U” challenged us to redesign the                                 In researching the demographic as to their underwear purchasing habits, we found one of two
underwear to be ethically and socially                                important factors that take place in decision making:
conscious, in order to promote empowerment                            1) Price-point at the point-of-purchase
for factory workers who make that underwear.                          2) Brand-loyalty
Simultaniously, earthquakes in Haiti broke out
leaving over 1.5 million people homeless.


We saw an opportunity.
                                                                                                                                                     PACT
                                                                                                                                                                $24
We proposed an underwear, visually
                                                                                                                    GAP
                                                                                                                                 $12.50
competing with Gap Intimates, but at the
price-point of Hanes and Fruit of the Loom.                                                           TRU2U        $10                 In order to make the most
                                                                                                                                       impact, the decision was
10% of the profits of each piece would go
directly to the factory worker in Haiti who
                                                                                      HANES
                                                                                                   $6                                  made to price the product
                                                                                                                                       closer to retail brands such as
made the garment through a partnership with
                                                                                                                                       Hanes and Fruit of the Loom,
“Verité,” who work to ensure postive working
conditions in factories around the world.
                                                                           FOL*
                                                                                     $3                                                so as to increase sales.



I was selected to travel to New York City to                       *fruit of the loom price shown as retail avg per pair
present the design and campaign to board
members of Verité and Green Team.


The underwear will be in stores Spring 2011.
                                                             2 The Look
                                                                      In order to set the brand apart from other retail brands
project components                                                                                                                                   Hanes
                                                                      (and our external competitors), the design of the
                                                                      underwear would match that of Gap Intimates, Pact and
   sustainability
                                                                      H&M. These companies would essentially be our
   product design
                                                                      internal competitors. We would then go a step further,                        TRU2U
   market research
                                                                      to not provide replica’s of last season’s design, but bold
   campaign development
                                                                      patterns, guest designers and artist collaborations.

                                                                                                                                                      Gap



Demographics                                                                 external competitor            internal competitor
                                                                             (price-point)                  (fashion design)



                  Primary
                  • Women and Men                            3 The Cause
                  • Ages 18-24
                  • Shop Retail                                       10% of the profits of each piece would go directly to the factory worker in Haiti who
                                                                      made the garment through a partnership with “Verité,” who work to ensure postive
                  Secondary                                           working conditions in factories around the world.
                  • College-Aged
                  • BOBO Culture
                  • Awakening Consumer
             comfort                                         10%                                        =
    ability to fluctuate in size
     and eliminate underwire



problem-solving
We decided the line would not be                          the price                                     the look                                   the cause

made of organic fabric, giving up        1         keep the price close to
                                                                                         2    designed like Gap, to set us
                                                                                                                                   3       10% of profit of every sale

ecological sustainability for social             retail brands for more sales                   apart from retail brands                    goes to factory worker

using this 3 pronged approach.
Tru2u + Haiti
The Solution




                In our market research we found that most retail brands
                keep their underwear line clean and basic: white, black
                and the occasional gray. Big brands however splash the
                garment with an ever-changing seasonal design, however,
                the design only changes on the outside.

                So our solution was to have a basic solid on the outside,
                and an ever-changing design on the inside. Something
                that no other brand does.

                Why?
                Because its true to you, and not to anybody else.

                To further promote our message, we recommended that
                the print be designed as a comissioned piece by local
                Haitian artists. The artists would design their pieces
                inspired by Haitian proverbs, to help bring a community
                together and share their cultural pride during troubled
                times.

                For a better tomorrow.
Zamin Dharsi
                              +763 234 6653
                              zamindharsi@gmail.com
                              www.krop.com/dharsi
                              twitter: @dharsi
brand planning & innovation

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Zamin Dharsi - Portfolio

  • 1. Zamin Dharsi brand planning & innovation Hello, my name is Zamin Dharsi. Contents I’m a brand anthropologist concerned with human factors and social-sustainability who believes in innovation. the bra I’m deeply interested in how the design world is 1 sustainable product design and biomimicry research reacting to modern cultural advances and design research globalism. I build systems that translate brands to audiences. Logistically, I have a background in Graphic Design and a degree in Branding, Marketing and Public Relations. I have spent a year working at an advertising agency in Dubai, tru2u several years freelancing as a brand-strategist and designer, and the last year as the social- 2 ethical clothing business model & product design media administrator for MCAD. brand planning What do these all have in common? People. Whether I’m collecting stories to engage an interactive audience, or doing quantitative studies to pick a color-scheme for underwear, I kfai have an intense curiousity for humanbeings. 3 integrated marketing campaign strategy & direct targeting Here is a small sample of work I’ve done, and the well-conceived research behind it. project management My Process Every creative person has their own process. Some begin with sketching, other dive into online research, while few hit bound books to get a sense of how to approach their project. I believe every individual persons process says a lot about who they are, and how they solve problems. creative analytical 6 testingI work to get feedback finally, 1 design of my background in design, I’ve found because while collecting archiving data to that this is the place I always start, just to get all cross-analyze in the future. my thoughts out. 5 design round, to get it ready final design for finalizing and pre-production. 2 research the most expansive portion of the next comes project: research. Depending on the timeline, this can last from minutes to weeks. I usually begin with analytics and what the social-media world is saying about my subject matter, then moving into 4 testingdoing 2 rounds one testing: i enjoy blogs for a more in-depth analysis. I then move to conducting a market assesment, which presents one with creatives/designers and itself in the form of quantitative and qualitative another with my target audience. 3 concepting options notes, which I filter through i’m a big fan of post-it interviews with the ideal demographic. key-words of the company’s mission statement to determine which concepts makes the cut.
  • 2. The Bra sustainable product design and biomimicry research project components design research sustainability market planning product design
  • 3. The Bra The Problem The brassiere is a female undergarment that is 1 Health used by 3.3 billion women in the world. Gaining popularity in the Qing Dynasty of the 1600s, the 2 of the deadliest causes of women’s deaths in America are heart disease and breast cancer, Bra has not been redesigned since the early both of which have been shown to be contributed by blocking blood flow due to wearing bra’s 1900s, and although many health factors which are too tight. correlate with the garment-nobody has made significant stride in changing the paradigm heart disease breast cancer of how women dress. 75% This is a biomimicry study on the brassiere, resulting in a new product I designed simply women who wear bra’s 24/7 called, “The Bra.” cancer cancer-free 1 in every 3 women dies My design was selected to be featured at the of heart disease every Science Museum of Minnesota in an exhibition 34 seconds. .5% called “Visualizing the Future.” women who never wear bra’s project components sustainability 2 Comfort product design market research Oprah once said that “Freedom should be synonomous with bra’s, and not the other way campaign development around.” The problem relies mainly in underwire, which doesn’t support the natural fluctuation of a woman’s biology and hinders full-growth and development. Demographics What about size? Primary • Women • Ages 18-32 • Western Market 80% Secondary 80% of women • Women worldwide are wearing the • Breast Cancer wrong-size wrong size. This means that 2.5 • Obese million women, which is equal to the entire population of Jamaica. problem-solving Visual the ideal solution would have to address 3 3 components to be truly holistic. Finally, It’s important to not forget that the main reason why women wear bra’s is for visual health appeal, in order to look and feel confident as well as sexy. A qualitative study of 12 women 1 minimize risks of cancer and men, which I conducted, yielded these results. by reducing over-heating what is sexy? comfort 2 ability to fluctuate in size and eliminate underwire 45% 10% 30% 15% Black White Nude Colors visual 3 keep women feeling 75% confident and sexy 75% of men surveyed said the sexiest part of a bra is how easily it comes off, and favored a front-clasp.
  • 4. The Bra The Solution interior coating of ‘urea’compund • natural cooling agent • erythromelagia • Catalyst with Moisture (Oxygen+Hydrogen) • Activated when sweating using air hollow-underwire frame + mesoglea liquid mold • Sea Anemone • Liquid that hardens • Malleable • Flexible • Biodegradable 3” front-clasp 1” • Easy-on • Easy-off spider silk counter-balance pockets • Lightweight adjustable hooks • Non-Adhesive Epoxy gel • Flexible • Enhance Cleavage when needed • Liquid goes to solid • Body-Contouring • “At-Rest” convertible phase • Ratio of 1x 3 inches = 1 lbs • Customization: 0 lbs - 6 lbs comfort health • Eliminate metal underwire • Reduces risk of cancer • Stretchable fabric • Increases lymph flow • Breathable padding • Easy excretion of toxins • Front-clasp • Lowers body-temperature • Body-Contouring wire • Decrease sweat • Personalized/Right size • Counter-Balance visual • Black and Nude • Opaque Lace • Strap-less converter • Cleavage enhancer • Slight push-up/padding the system and the objectives came together by understanding that most health risks are caused by 3 things: • biological breast size fluctuation • consistent sweating/obstruction • underwire chaffing By utilizing spider silk for the garment material, the fabric would fluctuate with the body. Using misoglea, an element excreted by animones which begins liquid and bolds into a moldable solid gel with exposure to heat, archaic underwire could be eliminated. Finally, counter-weight balance hooks in the back to eliminate back prob- We heard that 80% of women are wearing the wrong bra-size. So we had one of two options: teach 3 billion women around the world how to correctly measure themselves, or reinvent a bra that does that automatically. We took the easy way out. a new way to look at comfort. Introducing The Bra with smart technology made with all-natural flexible fibers that contour the shape of your breasts and customize themselves to fit you perfectly. lems, and we’ve got the first health-promoting, sustainable bra.
  • 5. Tru2u ethical clothing business model and product design project components brand planning ethical clothing market research product design
  • 6. Tru2u + Haiti The Problem 1 The Price In the spring of 2010, a new company named “TRU2U” challenged us to redesign the In researching the demographic as to their underwear purchasing habits, we found one of two underwear to be ethically and socially important factors that take place in decision making: conscious, in order to promote empowerment 1) Price-point at the point-of-purchase for factory workers who make that underwear. 2) Brand-loyalty Simultaniously, earthquakes in Haiti broke out leaving over 1.5 million people homeless. We saw an opportunity. PACT $24 We proposed an underwear, visually GAP $12.50 competing with Gap Intimates, but at the price-point of Hanes and Fruit of the Loom. TRU2U $10 In order to make the most impact, the decision was 10% of the profits of each piece would go directly to the factory worker in Haiti who HANES $6 made to price the product closer to retail brands such as made the garment through a partnership with Hanes and Fruit of the Loom, “Verité,” who work to ensure postive working conditions in factories around the world. FOL* $3 so as to increase sales. I was selected to travel to New York City to *fruit of the loom price shown as retail avg per pair present the design and campaign to board members of Verité and Green Team. The underwear will be in stores Spring 2011. 2 The Look In order to set the brand apart from other retail brands project components Hanes (and our external competitors), the design of the underwear would match that of Gap Intimates, Pact and sustainability H&M. These companies would essentially be our product design internal competitors. We would then go a step further, TRU2U market research to not provide replica’s of last season’s design, but bold campaign development patterns, guest designers and artist collaborations. Gap Demographics external competitor internal competitor (price-point) (fashion design) Primary • Women and Men 3 The Cause • Ages 18-24 • Shop Retail 10% of the profits of each piece would go directly to the factory worker in Haiti who made the garment through a partnership with “Verité,” who work to ensure postive Secondary working conditions in factories around the world. • College-Aged • BOBO Culture • Awakening Consumer comfort 10% = ability to fluctuate in size and eliminate underwire problem-solving We decided the line would not be the price the look the cause made of organic fabric, giving up 1 keep the price close to 2 designed like Gap, to set us 3 10% of profit of every sale ecological sustainability for social retail brands for more sales apart from retail brands goes to factory worker using this 3 pronged approach.
  • 7. Tru2u + Haiti The Solution In our market research we found that most retail brands keep their underwear line clean and basic: white, black and the occasional gray. Big brands however splash the garment with an ever-changing seasonal design, however, the design only changes on the outside. So our solution was to have a basic solid on the outside, and an ever-changing design on the inside. Something that no other brand does. Why? Because its true to you, and not to anybody else. To further promote our message, we recommended that the print be designed as a comissioned piece by local Haitian artists. The artists would design their pieces inspired by Haitian proverbs, to help bring a community together and share their cultural pride during troubled times. For a better tomorrow.
  • 8. Zamin Dharsi +763 234 6653 zamindharsi@gmail.com www.krop.com/dharsi twitter: @dharsi brand planning & innovation