Lasaura — Jay Kim

A fashion designer, brand strategist, and design director

LASAURA

BRAND FUTURE

THE CELESTIAL LIVING TECH

Lasaura is a brand on Mars centered around Linklet, a wearable interface controlling home automation and providing a familiar welcome on the new planet. Through interviews and research, my team and I identified a universal desire for comfort on Mars, positioning this project as a tangible step towards making human life there both feasible and fulfilling.

What We Did
The work was completed in collaboration with Lyric Ellis and Gilmer Maluyao under the supervision of Liisa Puolakka, Lauren Cantor, and Ron Romero

Audience Analysis

Market Research
Launch Plan and Milestones
Product Naming
Brand Strategy

Brand Identity
Application

Outcome

Lasuara stands at the forefront of merging advanced technology with the unique demands of extraterrestrial living, ensuring that every resident can navigate and manage their surroundings with unparalleled ease and efficiency. After conducting comprehensive interviews, we have successfully identified consumers’ pain points and needs and a living celetial tech and innovative wearable technology specifically designed for life on Mars. Lasuara seamlessly integrates with our wearable devices, including Linklet and Lenses equipped with mixed reality features. These wearables offer real-time interaction, providing users with intuitive control over their living spaces and the ability to effortlessly manage their daily routines. The outcome of our endeavor is a sophisticated and holistic ecosystem that transforms the concept of home and personal management on Mars.

Images in this project were created using Midjourney, and other AI-powered image and text generation tools

NASA Selects Primary Crew for Mars Journey
Source: nasa.gov

Jason Lee is an associate professor-in-residence at the University of Connecticut’s School of Mechanical, Aerospace, and Manufacturing Engineering.

Stephanie Navarro is a space operations officer in the U.S. Air Force Reserve. She began her civilian career as an information technology specialist for the U.S. Army, providing systems engineering for data-center modernization efforts in Hawaii.

Shareef Al Romaithi is a pilot with more than 16 years of experience in the airline industry, including more than 9,000 flight hours on multiple Airbus and Boeing aircraft. Al Romaithi received a bachelor’s degree in Aerospace Engineering and three master’s degrees from Embry-Riddle Aeronautical University, focusing on aerospace and aviation management, safety systems, and space operations, respectively.

Piyumi Wijesekara is a postdoctoral research scientist in the Radiation Biophysics Laboratory at NASA Ames Research Center in California’s Silicon Valley.

Research Insights

45% Moving
33% Getting married
28% Starting one’s first job
Respondents say moving a by far the most stressful event in life.

77% believe that these home automation technologies improve their overall quality of life.

Defining the Audience

They are forward-thinking individuals who are both adventurous and mindful of their well-being. These early adopters are driven by a desire to explore new frontiers, yet they crave a sense of security and comfort in their environment. They prioritize systems that streamline their daily routines, ensuring their lives are as effortless and stress-free as possible, even in the unfamiliar terrain of Mars. They are anxious tech lovers, constantly seeking the latest innovations to simplify and enhance their lives.

Brand Strategy

Positioning
Lasaura is the only Celestial Living Tech that helps anxious tech-enthusiasts make their home into a living sanctuary.

Ambition
By 2050, we are a top of mind brand in Mars wellness-tech category.

Purpose
To nurture and care for the Martian mind.

Values
Elegant: We want to keep our voice elegant. True elegance transcends aesthetics, shaping not only our products but the very essence of how we engage.
Curious: We create a sense of curiosity through our interaction that is inviting, inspiring and empowering.
Resilient: We slowly build up relationship by showing them we are are trustworthy with consistent approachable attitude. We don't teach but create space to learn and grow.

Please contact if you’re interested in learning more.
Third-party images, text, and logos are the property of their respective rightsholders. They are intended for educational purposes as part of a student presentation and are used for demonstration only.

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