Ilayda Ozcan

ilayda

Azure Symphony

Crafting Abstract Poetry with Harmonized Elements

CLIENT

AquaVisions

ROLE

Branding

YEAR

2022

LOCATION

Greece

Overview

3D models, where innovation dances with abstract beauty. Dive into a colorful journey where every shape and geometric form is a note, meticulously orchestrated to create an immersive visual poetry. Explore our dedication to authenticity, as every detail is meticulously shaped to make this symphony of creativity a visual masterpiece, rich in branding potential.

Problem

Research

Embarking on the odyssey of 3D object modeling, challenges were met head-on. From intricate detailing to the creation of original textures, our focus embraced both aesthetic allure and technical excellence. The palette of colors, encompassing every possible shape and geometric form, became a pivotal part of crafting a seamless visual spectacle. State-of-the-art technologies played a crucial role in turning these challenges into opportunities within the vibrant canvas of "Azure Symphony."

Site Audits

We began by visiting local supermarkets to observe navigation and product discovery in real contexts.

What We Observed: Narrow aisles caused the “butt-brush effect,” discouraging seniors and busy professionals alike. Younger shoppers skipped entire sections due to poor wayfinding.

Key Takeaway: Customers needed clearer paths and signage from the moment they entered.

Stakeholder Interviews

Discussions with city officials, local businesses, and community advocates underscored the need for a store concept that also tackled homelessness and nurtured local vendors.

User Surveys & Personas

Target groups included, Industry experts, members of the community and GSU students

Natasha

Natasha is a GSU student, who is well-educated on her health, and values foods that leave her nourished and ready to take on the day. She prefers to make food at home for cost, and is open to exploring ready-made healthy meals around GSU campus.

Brands Frequented

"I try to cook at home as much as I can, but I occasionally get takeout if there are healthy options."

Shopping Habits

Service Blueprinting

Detailed user journeys (awareness to exit) revealed friction points like unclear pricing and crowded checkouts.

Accessibility Audits

Committed to an accessibility-first design inspired by user insights and city guidelines.

Gaps Identified: High shelves, low-contrast signage, and minimal maneuvering room.

Ideation & Brand Development

The announcement echoes with pride, surpassing not just meeting but exceeding our 3D modeling goals with "Azure Symphony." This project stands as a testament to our commitment, showcasing unparalleled visual complexity. Seamless transitions between elements and lifelike textures are not only a manifestation of our technical prowess but also a testament to our innovative approaches to abstract modeling. "Azure Symphony" is not just content; it's a symphony that resonates with branding potential, encompassing a spectrum of colors and shapes.

Stakeholder reviews and user feedback guided us to Azalea’s Market, reflecting Atlanta’s welcoming energy.

Design Solutions

Smarter Flow & Cart Design

We designed store concepts with wider aisles and direct routes to popular zones (like produce and grab-and-go). We also introduced a two-tiered, compact carts concept with hooks for reusable bags—perfect for frequent, smaller trips in a dense urban area.

Smarter Flow & Cart Design

Mobile Experience & Checkout Efficiency

To support on-the-go users and extend the in-store experience, we proposed a mobile platform that allowed customers to:

Mobile Experience & Checkout Efficiency

To support on-the-go users and extend the in-store experience, we proposed a mobile platform that allowed customers to:

Order ahead for pickup or locker retrieval, minimizing time spent in-store

Scan product QR codes for sourcing details, nutrition facts, and recipe suggestions
Use scan-and-go checkout to scan items as they shop, track totals in real-time, and pay directly through their device—bypassing traditional checkout lines entirely
Access loyalty rewards and weekly promotions tailored to their purchase history
Engage with culinary programs, including in-store events and training sessions

Order ahead for pickup or locker retrieval, minimizing time spent in-store

Scan product QR codes for sourcing details, nutrition facts, and recipe suggestions
Use scan-and-go checkout to scan items as they shop, track totals in real-time, and pay directly through their device—bypassing traditional checkout lines entirely
Access loyalty rewards and weekly promotions tailored to their purchase history
Engage with culinary programs, including in-store events and training sessions

A note on promotional geofencing

Workforce Development & Local Sourcing

Modular Shelving & Local Product Spotlight

Designed flexible, height-adjustable shelving with clear visibility, walkable layouts, and dedicated zones for community-sourced produce.

Accessibility-First Store Layout

We proposed using high-contrast signage and having aisle widths of around 4–6 ft to accommodate carts without creating pinch points.

Color and Material Check

Muted tones near produce helped users linger, while vibrant accents in social zones drew curiosity. Signage was simplified after testers flagged visual clutter.

💡Warmer lights near bakery samples drew attention, while cool tones kept produce fresh-looking. A subtle citrus scent at the entrance made the space feel inviting.

Omnichannel Experience & Validation

Key Validation Insights:

01 Scan-and-Go

Students who have had experiences with similar technologies noted that it helped them shave off considerable waiting time.

02 Digital Signage

Students who have had experiences with similar technologies noted that it helped them shave off considerable waiting time.

Importance of Cross-Functional Collaboration
This omnichannel approach required close coordination among:

UX/CX Team: Consolidated user insights and ensured data/feature parity across channels

UX/CX Team: Consolidated user insights and ensured data/feature parity across channels

Branding & Advertising: Created a cohesive identity so customers recognized the store’s voice everywhere

Branding & Advertising: Created a cohesive identity so customers recognized the store’s voice everywhere

Interior Design & Industrial Design Teams: Created digital and physical mockups of layout, aisles, shelving, and signage to match digital flows.

Interior Design & Industrial Design Teams: Created digital and physical mockups of layout, aisles, shelving, and signage to match digital flows.

Real-World Outcomes

Presenting the Azalea’s Market concept to the Mayor and Savi’s founder won immediate support. The former Olympia Building is now under renovation, validating our omnichannel, customer and user centric approach—uniting user-centered design, brand storytelling, local partnerships, and robust technology—for a transformative grocery experience.