JOEL KRASS: Sparking Connection

(he/him)

Joel Krass, a packaging designer at The Fesco Group, is interested in using his creativity to craft impactful and sustainability-driven solutions. While his current career focuses on the tangible world of packaging design, Joel’s journey is deeply influenced by imagination, invention, and a passion for mental health awareness.

Joel’s fascination with design sparked early. “I loved the idea of inventing and making things,” he recalls. His childhood admiration of Thomas Edison fueled a desire to create. His father’s brief venture into industrial design in college provided the initial idea, and it simply “clicked” for Joel. Although gifted and motivated, his academic path wasn’t without its hurdles. Navigating mental health challenges during his junior year, Joel persevered and full-throttle invested in his chosen field. His post-graduation experience further demonstrated his resilience, as he tackled unexpected 2D design demands during an internship that stretched beyond its initial description. "I'm sure lots of designers can relate to that. You can learn a lot when firms expect skills you weren't prepared for!"

While his program in Boston offered a strong foundation in flexible thinking and diverse approaches – skills crucial to his current work in packaging, Joel found the local resources limited upon moving to New York. Despite this, the program’s emphasis on adaptability did wonders, allowing him to thrive in his current role.

Introducing: Herd

Herd reveals a deeper layer to Joel’s design thinking – a focus on human connection and well-being. Given an open-ended assignment, Joel ventured beyond conventional design projects, driven by an interest in mental health.

Loneliness is a growing concern, with significant implications for their mental and emotional well-being. Joel's social circle often faced common challenges such as navigating social transitions, family conflicts, and academic pressures, which can contribute to feelings of isolation.

Drafting Ideas by Joel Krass

Instead of focusing on forging new connections, like dating apps, he sought to strengthen existing ones. “I thought it could be interesting to improve the relationships with friends you already have” Joel explains.

Prototype Group Chat by Joel Krass

This research included a practical prototype: an Instagram group chat where participants shared daily updates, fostering a sense of closeness and shared experience.

“We prototyped the idea together and it worked out really well—we created a group chat on Instagram and told the group about our days, often learning things about ourselves and growing closer,” he shares.

While Boston offered ample physical spaces for community interaction, Joel, an introvert by nature, was intrigued with how an online space could be involved with real-life connections. Herd isn’t about replacing physical interaction but rather enhancing it. It offers a platform for long-distance friends, those with social anxiety, or anyone seeking a little extra support to stay connected.

Herd incorporates an onboarding feature that guides new users through a series of thoughtful questions. This process allows the app to gain a deeper understanding of each individual's specific needs, preferences, and relationship goals.

The Onboarding Process by Joel Krass

Whether it's announcing a promotion, sharing a travel adventure, or simply posting a brief update about your day, Herd provides a space for both the monumental and the mundane. This flexibility encourages consistent engagement, which strengthens their bonds over time.

Herd aims to combat the increasing loneliness epidemic among young adults by fostering stronger bonds between friends, families, and coworkers, while simultaneously expanding their networks through the power of mutual connections – the “friend of a friend” concept.

This wasn’t a shot in the dark; Joel’s vision was grounded in extensive qualitative research. He engaged in conversations with his own friends, their wider social circles, and mental health counselors.

The impact of Herd is multifaceted:

• Stronger relationships

• Expanding your network

• Reduced feeling of loneliness

Herd is a reflection of Joel's desire to use design for a pressing societal issue, a concept that has stayed with him. As he navigates the world of packaging, Joel's aspirations lean increasingly towards the realm of sustainability. He envisions a future where his creative talents contribute to minimizing environmental impact, and he remains open to opportunities that allow him to learn and grow within the evolving design industry.

Want to see Joel's impressive achievements in design? Connect with him here:

• LinkedIn: Joelkrass - Connect professionally and explore his experience.

• Website: Joelkrass.com - View his portfolio for visual elements and stories behind his design.