Background
Return to Shore was developed as a consumer-research and brand-design course project. It focuses on young people who spend much of their time online and may experience information overload, social comparison, and a weakened connection to ordinary life.
Core judgment
The concept avoids treating users as people who need to be “fixed.” Instead, it offers low-pressure prompts and tangible experiences that make it easier to reconnect with the body, surroundings, relationships, and small moments of daily life. The brand metaphor of returning to shore expresses steadiness rather than escape.
My contribution
I worked on user insight, consumer profiling, brand positioning, the service concept, report structure, and visual presentation. I also helped translate broad emotional needs into concrete touchpoints and content principles.
Completed outcome
The course report defines a target audience, problem context, positioning, subscription concept, content direction, and visual expression. It later became one source of thinking for DailyTasks.
Limits and unfinished work
The work remains a course proposal. It has not been operated as a subscription service, and the assumptions about demand, retention, and willingness to pay have not been tested.
Reflection and next step
The project taught me that a resonant concept is not the same as a validated product. Future work should test specific actions and service moments before expanding the brand system.