Reimagining what a computer can be.
For nearly a decade, Spectacles had been one of Snap Inc.'s most distinctive expressions of its belief that technology should feel more human. What began in 2016 as a tool for capturing your perspective evolved into an ambitious AR platform—and, ultimately, a vision for a new kind of computer.
As we approached the 10-year anniversary, the year we’d reveal our first consumer-facing device, the brand needed to evolve with it: moving beyond its playful origins to appeal to early adopters and premium technology consumers, while establishing a vision for the future.
I led the brand identity work, partnering directly with CEO and co-founder Evan Spiegel to define the new direction.
The result was a complete evolution of the brand - from name and logo to visual identity, guidelines, photography and digital experience - along with design direction across hardware and software teams to create a cohesive experience from product to brand.
The ambition was simple - Make the future of computing more human.
SPECS visual identity and brand system created by Design Director Oscar Martinsson.
SPECS visual identity and brand system created by Design Director Oscar Martinsson.
SPECS visual identity and brand system created by Design Director Oscar Martinsson.
SPECS visual identity and brand system created by Design Director Oscar Martinsson.
SPECS visual identity and brand system created by Design Director Oscar Martinsson.
SPECS visual identity and brand system created by Design Director Oscar Martinsson.