"Substitute service" refers to hiring someone to perform a task for you. This project is my graduation work from the MA in Graphic Branding & Identity at UAL in 2022. I independently completed all branding under my tutor's guidance, envisioning a future anti-utopian world through critical and speculative design.

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Insight:

Inspired by a 'job hunting' agency that writes resumes and finds jobs for a fee, I discovered they shared clients' personal information, even family details, revealing the dangers of "agency services." Illegal substitute services like surrogacy and test-taking also exist. Since the pandemic, such services have rapidly expanded, including absurd services on behalf of someone like online chatting, break-up, and fighting. If this continues, will we live in a world dominated by "substitute services," from picking up packages to exchanging lives? 

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Solution:

THE PERFECT LIFT is a future "substitute service" brand with two sub-brands:
1. THE PERFECT LIFT - ideal life: An agency that travels for clients and enhances customers' social media presence, shown through absurd promotional videos and brand assets, portraying a fake ideal life.
2. THE PERFECT LIFT - various life: This brand offers "exchange services" to let people enjoy substitute services and experience various lives. For example, if you need homework done and someone requires a dating substitute service, then you can make a deal through the brand's online platform, which provides the necessary tools to help customers complete the services effortlessly.
Using absurd and humorous visuals, I aim to draw attention and evoke a sense of ridiculousness, prompting reflection on the phenomenon of "substitute services."