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.
Dynamic, Versatile, Intentional
If these attributes were a person, who would it be?
Confident, observant, inspiring, intrepid, ambitious, original. A traveling influencer. Every weekend is a different opportunity to travel somewhere new.
What does this mean conceptually?
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.