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.