Challenge and Selection 

 The challenge I was presented with during the second year of my education in art and design school was   to create a brand based on traditional soviet Christmas tree accessories . The main challenge was to   make sure that the new brand is not copying the one that already exists and that it provides with new   products and adds new values to old products . For that problem I ’ve decided to use a tool of storytelling   and create a new story around those accessories to make them relevant to the present time and   highlight new ways of using them , as well as create a new product and attract new customers by an   appealing storyline of those new products . 

 Application 

 I have conducted a survey to learn personal stories , experiences and memories connected to the   Christmas tree accessories . By collecting them I ’ve distinguished the most sensitive topics and the most   heartwarming and touching stories . Next , I put together a storyline of the new brand that includes all   these insights I ’ve found . The new brand has the same name as the old one , and is actually a part of the   old one , but it ’s main focus is on bringing the new values and rethinking of way to use the accessories .   The new brand is providing with accessories for people ( earrings , bracelets , rings etc . ) but saves the   forms and visual approach of the Christmas tree decorations . The story that the brand uses in the   marketing campaign is based on the childhood memories and on the feeling of happiness , holiday spirit   and merriness . 

 Insight and Approach 

 What I have learned from creating such a brand and working with a storytelling tool is that the most   important thing in design is not the visual part of it , but the associative and sensual . The more meaning   you give to a product , and not just practical meaning , but emotional — the better it works . You as a   designer have more to work with and a better understanding of the target audience and of the past and   possible future of the brand . It helps to create an identity that portrays a clear message and   incorporates the whole story of a brand , if you know where the story starts , how it goes and rhere it ’s   heading . 

 Since I ’ve discovered such approach , I have been trying to incorporate a storytelling tool to all of my   works , even the simplest ones . It is a great starting point to a creating of brand identity and   understanding of past and future of the brand , as well as the values it holds and how it is intertwined   with real peoples ’ lives , memories and personal stories . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge and Selection 

 The challenge I was presented with during the second year of my education in art and design school was   to create a brand based on traditional soviet Christmas tree accessories . The main challenge was to   make sure that the new brand is not copying the one that already exists and that it provides with new   products and adds new values to old products . For that problem I ’ve decided to use a tool of storytelling   and create a new story around those accessories to make them relevant to the present time and   highlight new ways of using them , as well as create a new product and attract new customers by an   appealing storyline of those new products . 

 Application 

 I have conducted a survey to learn personal stories , experiences and memories connected to the   Christmas tree accessories . By collecting them I ’ve distinguished the most sensitive topics and the most   heartwarming and touching stories . Next , I put together a storyline of the new brand that includes all   these insights I ’ve found . The new brand has the same name as the old one , and is actually a part of the   old one , but it ’s main focus is on bringing the new values and rethinking of way to use the accessories .   The new brand is providing with accessories for people ( earrings , bracelets , rings etc . ) but saves the   forms and visual approach of the Christmas tree decorations . The story that the brand uses in the   marketing campaign is based on the childhood memories and on the feeling of happiness , holiday spirit   and merriness . 

 Insight and Approach 

 What I have learned from creating such a brand and working with a storytelling tool is that the most   important thing in design is not the visual part of it , but the associative and sensual . The more meaning   you give to a product , and not just practical meaning , but emotional — the better it works . You as a   designer have more to work with and a better understanding of the target audience and of the past and   possible future of the brand . It helps to create an identity that portrays a clear message and   incorporates the whole story of a brand , if you know where the story starts , how it goes and rhere it ’s   heading . 

 Since I ’ve discovered such approach , I have been trying to incorporate a storytelling tool to all of my   works , even the simplest ones . It is a great starting point to a creating of brand identity and   understanding of past and future of the brand , as well as the values it holds and how it is intertwined   with real peoples ’ lives , memories and personal stories .
### Output: 