Counter Productive — dkse design

Counter Productive Brand Design
2017–2018

This Parsons School of Design thesis project, Counter Productive, introduced a conceptual brand and product line designed to combat diminishing candid social interaction caused by constant digital connectivity.

The core design strategy centered on analogue intervention, where games—named after digital gestures like Swiping, Dragging, Tapping, and Flicking—were used to instill healthier real-world habits. The product packaging itself focused on a tactile experience, incorporating an interactive, built-in mechanism and utilizing materials like bright metallic and glossy black tones to deliberately draw attention away from digital screens. The entire system—from the conceptual visual identity to the product packaging and rules—was designed as a cohesive solution to reinforce productive, hands-on engagement.

Prev Next

Dennis Kim