atom: a portable bluetooth speaker


the challenge: to communicate the speaker’s versatility and multifunctionality at first glance

deliverables:

details

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> brand identity

establish atom as a leader in the portable speaker space with unmatched utility and streamlined design.

a system and toolkit including
☞ logo
☞ color palette
☞ product design
☞ packaging design

> brand book

> packaging + products

> atmosphere

information on industry and customer to create data-driven functional design

> competitive market research

Psycho-Aesthetic (P/A) mapping for resonant solutions and lead project direction



> consumer research

breakdown of consumer categories; demographics, pain points, triggers

> exploration

defining brand essence to develop a visual identity that communicates concept and feeling.

> mood board

☞ explorative
☞ eclectic
☞ flexible
☞ rugged
☞ dependable


> the feeling of...

☞ cool mountain air
☞ your toes in the sand
☞ a bold cup of morning coffee
☞ reaching the summit
☞ looking up at the milky way

> name exploration

a process of narrowing through simplified identities for a versatile name as fundamental as the components of matter.

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> logo exploration

hand drawn type constructions for quick experimentation and on-the-fly customizations.

> color palette

conveying both adventurousness and dependability through experimentation with earthy and nature-inspired color palettes.

> direction

further tightening to solidify design direction.

> logo refinement

rounds of editing and digitized drafts, creating the backbone of atom’s identity.

> physical product exploration

envisioning physicality through initial mockups and first-draft packaging.

initial mockups sensing the product’s movement and storage using...

☞ clay
☞ wire
☞ gorilla tape
☞ flex tubing


first-draft packaging sensing the product’s storage and packaging safety using...

☞ foam board
☞ styrofoam