A Visual Brand Language Exploration
This was a group project in collaboration with Jonathan Schmitt. We were tasked with creating a brand from core attributes and developing the personality and visual design elements. The final deliverable was a form icon that shows off the signature elements.
We first chose the category of cameras. We looked at what seemed important in cameras and differentiation from the existing market.
2 Weeks
Branding
Research
Solidworks
Keyshot
Graphic Design
Marketing
Core Attributes:
Dynamic, Versatile, Intentional
If these attributes were a person, who would it be?
Brand Personality:
Confident, observant, inspiring, intrepid, ambitious, original. A traveling influencer. Every weekend is a different opportunity to travel somewhere new.
What does this mean conceptually?
Design Principles:
Familiar and adaptable in function, yet different and simple in form.
Emphasize movement and highlight functional importance.
Inviting yet sophisticated in form.
We began getting ideas and creating a mood board based on these design principles, looking at aesthetics that emulated these different ideas.
We wanted the shape to be reminiscent and inviting, similar to that of a regular camera, and we began sketching based on these principles, in order to conceptualize the signature elements.
1:3 proportions also played a large role in reflecting the intentionality throughout the form. From the "lens" portion to the buttons, to the indentions.
Here's a closer look at the details and reasoning behind the signature elements.
