PROJECT
VERIZON 5G
STUDIO
W12 STUDIOS
ROLE
SENIOR DESIGNER
CONTRIBUTION
DESIGN DIRECTION
PRODUCT VISION
NAMING
LOGO DESIGN
VISUAL IDENTITY
PROTOTYPING
DESIGN GUIDELINES
YEAR
2019
INDUSTRY
TECHNOLOGY
AR
A design vision for the next generation of wireless technology systems. Promoting this cutting-edge technology with a digital product serving augmented reality experiences. Deconstructing the technology and leveraging its key benefits to shape a unique design identity system.
01.
Context
Verizon needs to promote the launch of its forthcoming 5G technology through their wireless network. To support this, a design identity needs to be created within Verizon's app, aimed at showcasing content related to this cutting-edge technology. The app, pre-installed on Verizon mobile phones, will serve as a companion product for customers. The challenge lies in developing the design vision while the content is still being defined. The new design identity for this product doesn’t need to follow Verizon’s existing brand guidelines. It can establish its own brand, allowing freedom to explore what works best with the content and experience.
02.
Approach
Collaborate with the content team to define the experiences that utilise the new 5G technology. Focus on creating the product identity and experience using the content ideas as a basis for design decisions. The design concept is rooted in 5G technology, deconstructing its key benefits into metaphors to shape the visual design language. The goal is to expand Verizon's brand, inspiring customer excitement and engagement with 5G content. The vision for the app is to evolve into a genuine companion product, leveraging 5G’s power to deliver contextually relevant content and introduce exciting AR experiences. The challenge is to work within the restrictions of Verizon’s app UI framework while designing a product that accommodates the content and promotes the new technology.
03.
Outcome
The project runs successfully in parallel with the team dedicated to generating content ideas for the app. It benefits from the collaboration with engineers and key stakeholders for validation in the design. The content primarily centred around AR experiences utilising 5G technology, is sponsored by Verizon's key partnerships with Disney, Apple, and the NBA. The overarching design vision seamlessly aligns with the client's marketing strategy and business objectives, ensuring a cohesive and purposeful design strategy ahead of development.
Vision
Defined product experience vision to promote 5G.
Art Direction
Basis for content creation during production phase.
Design System
Key visual components for production phase.
PROJECT CASE STUDY
⸺ The 5G technology is built upon five main new technologies (millimeter wave, small cell networks, massive MIMO, beamforming, and full duplex) translated to speed, connectivity, no delay, location, and efficiency. Visual devices, animation and content represent these elements in the design language system.
04.
Strategy
The design approach relies heavily on hypothetical assumptions due to the timeline and budget constraints, prioritising fast delivery. Collaborating with Verizon's marketing team, the goal is to shape the product's identity and vision while the content team works in parallel to generate compelling augmented reality (AR) experience ideas to be developed later during the production phase. As the user experience and interface design are built upon the existing app shell, validation primarily focus on the augmented reality content tailored for 5G technology, which is validated by a specialised creative developer in this area.
05.
Vision
The vision for the container app is to evolve into a genuine companion product for Verizon customers. Leveraging the capabilities of the new 5G technology, the app aims to optimise contextual content delivery, ensuring the right content reaches the right user at the right moment. The concept involves extending Verizon's brand to encourage customers to actively interact with the dynamic and aspiring new content.
▲ Simple
▲ Reliable
▲ For me
⸺ The design prioritises simplicity without overly emphasising minimalism. By using Verizon's main typeface and incorporating primary colours, the design subtly harmonises with the brand's identity while establishing its unique character. The chosen imagery is modern and vibrant, encouraging users to engage in exploring the product’s content.
06.
Design Direction
Technology is rapidly evolving, continuously changing and improving our lives in all aspects. To craft meaningful and aesthetically pleasing products, technology must seamlessly integrate into people's lives. Inspired by this notion, the design aims to embody simplicity, personalisation, and elegance — capturing the essence of the concept idea: Elegant Simplicity. This concept defines the essence of for design look and feel. An aesthetically pleasing design will be perceived as more usable and more likely memorable. The design should be adaptive, representing the continuous evolution of digital technology.
Technology is rapidly evolving, continuously changing and improving our lives in all aspects. To craft meaningful and aesthetically pleasing products, technology must seamlessly integrate into people's lives. Inspired by this notion, the design aims to embody simplicity, personalisation, and elegance — capturing the essence of the concept idea: Elegant Simplicity ●
Credits
Samuel Viani ⸺ Senior Designer
﹢Cross-functional team
Pete Brown ⸺ Account Creative Director
Designers & Creative Developer ⸺ Content Ideas
© All photography rights reserved
Tim Tadder, Carlos Serrao, Flóra Borsi
Duration
8 weeks
Studio
W12 Studios
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