CITY CRUMBS

Reimagining urban exploration as a playful, enriching experience that celebrates curiosity, connection, and the joy of rediscovery.

YEAR2024

CATEGORYBranding and Strategy

EXPERTISEBranding
Strategy
Art Direction
UX/UI
Motion Design
Social Content

BACKGROUND
Rooted in my personal experience as an international student, this research-led design project explores the emotional and spatial disconnect individuals often feel when navigating unfamiliar urban environments. Stemming from recurring conversations with peers about the barriers to spontaneous exploration such as time, unfamiliarity, and over-reliance on digital navigation tools, this project seeks to reimagine how we traverse cities.
CHALLENGE
In what way can branding be leveraged to help foster deeper connections between Londoners* and the city?

*In this project, “Londoners” are identified across three categories: newcomers to the city, long-term residents in search of fresh experiences, and individuals aiming to reconnect with their surroundings through more meaningful and exploratory engagement with London.

SOLUTIONCity Crumbs reimagines urban exploration by encouraging mindful interaction with the city through playful discovery. Departing from the efficiency-driven nature of navigation apps and the curated lens of social media, the platform invites users to slow down and notice the overlooked. With interactive prompts, location-based challenges, and storytelling woven into the experience, City Crumbs transforms ordinary spaces into sites of curiosity, connection, and serendipity, reinstating the lost joy of wandering through London.

BRAND SHAPES Crumbs!

The Logo’s irregular lines and shapes capture the organic, hand-crafted charm of City Crumbs, reflecting the concept of “crumbs” as small, serendipitous discoveries scattered throughout the city. It’s design, inspired by irregular forms, visually embodies the brand’s essence.

GAMIFICATION Collect your Crumbs
Gamification is a key concept integrated into the brand’s main outcome, transforming urban exploration into an engaging and playful experience. Participants are rewarded with badges, that are awarded when a certain amount of explorations and prompts have been used.
Leveraging gamified strategies are designed to provide users with moments of serendipity through unexpected discoveries and joyful interactions with the city.

TOUCHPOINT Prompt Cards
The prompt cards offer a tactile, device-free way for individuals to engage with the brand and explore their surroundings, catering to those who prefer a hands-on experience.

They also serve as a marketing tool, distributed at events, workshops, or through local partnerships to introduce new audiences to this concept of city exploration.