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Alice Camera

Product concept, brand identity, UI design and crowdfund launch for Alice, the AI-powered camera for content creators.

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Blending the UX, connectivity and Artificial Intelligence of a smartphone with the picture quality of a DSLR, Alice Camera makes it easier and cheaper to shoot and share high quality content.

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Our challenge was to carve out a brand that content creators would both trust and be inspired by.

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We developed an identity that straddled the clean professionality of market leading DSLRs, and the creative, daring nature of a new generation of content creators.

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The logo blends references to the brand name, AI, a smartphone and a DSLR lens, while echoing the form factor of a camera.

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The end result was a $200,000 crowdfund (720% overfunded) and many waves in tech media – with features from the likes of TechRadar and DP Review.

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Blending the UX, connectivity and Artificial Intelligence of a smartphone with the picture quality of a DSLR, Alice Camera makes it easier and cheaper to shoot and share high quality content.

Image
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Our challenge was to carve out a brand that content creators would both trust and be inspired by.

Image
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We developed an identity that straddled the clean professionality of market leading DSLRs, and the creative, daring nature of a new generation of content creators.

Image
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The logo blends references to the brand name, AI, a smartphone and a DSLR lens, while echoing the form factor of a camera.

Image
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The end result was a $200,000 crowdfund (720% overfunded) and many waves in tech media – with features from the likes of TechRadar and DP Review.

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Alice Camera Traditional cameras – while powerful and high-performing – lack the connectivity today’s content creators need to shoot, edit and post in the moment. By blending the UX, connectivity and Artificial Intelligence of a smartphone with the picture quality of a DSLR, Alice Camera makes it easier and cheaper to shoot and share high quality content. Outfly’s Strategy team first met Alice at UCL Hatchery. In the early workshops, the founders already knew they wanted to design an AI-powered camera for content creators, but weren’t sure on the form it would take. We recommended they pursue a camera design that attaches to and works seamlessly with a smartphone. This would enable the ultimate experience for the user, lower the barrier to entry, and speed up product development. One year later they came back to our studio with an exciting prototype. Our challenge was to carve out a brand that content creators would both trust and be inspired by. The designers developed an identity that straddled the clean professionality of market leading DSLRs, and the creative, daring nature of a new generation of content creators. This was crystallised in the logo, which blends references to the brand name, AI, a smartphone and a DSLR lens, while echoing the form factor of a camera. The creative heritage of the brand was brought to life through a custom typeface designed to be used lightly to liven up the headings in any slide deck, website or social feed. And, since Alice is passionate about building an open source product that’s led by its users, the designers used schematic graphics to compose a “behind-the-scenes” style framing mechanism, making creators (and their content) the centre of attention. The overall brand position is best described by the Outfly-designed strapline: The Camera for Creators. A confident expression of the uniqueness of the product, the strap evokes helping/supporting, rather than shaping, while directly addressing the product’s key audience. When designing the UI guidelines for the accompanying mobile app, we prioritised clarity and usability; minimalist data visualisations, easy-to-understand controls, and a focus on the camera feed, resulting in a smooth, pleasing user experience that maximised functionality at every stage. Finally, the designers developed a library of 3D assets and animations. Using dramatic lighting to evoke the game-changing significance of the product, and driving legitimacy with hyperrealistic attention to detail, these assets helped the target audience visualise a final product that wasn’t yet in production. To launch the crowdfund campaign, Outfly designed and developed a landing page, then made it unique with a 3D scroll animation that gave the website a tactile feel, as if the user was manipulating the camera in their hands. The team also supported on marketing strategy, an Indiegogo social media takeover, and scripted and produced a video that blended live action and 3D animation to educate investors on the product and why they should support it. The end result was a $200,000 crowdfund (720% overfunded) and many waves in tech media – with features from the likes of TechRadar and DP Review. The crowdfund hit its funding targets within 8 hours of launching – and since then, Alice has gone from strength to strength, raising a further $500,000 and preparing for a global product launch.
client Alice Camera
Type Brand | UI | Product Design
year 2020
 
Alice Camera Traditional cameras – while powerful and high-performing – lack the connectivity today’s content creators need to shoot, edit and post in the moment. By blending the UX, connectivity and Artificial Intelligence of a smartphone with the picture quality of a DSLR, Alice Camera makes it easier and cheaper to shoot and share high quality content. Outfly’s Strategy team first met Alice at UCL Hatchery. In the early workshops, the founders already knew they wanted to design an AI-powered camera for content creators, but weren’t sure on the form it would take. We recommended they pursue a camera design that attaches to and works seamlessly with a smartphone. This would enable the ultimate experience for the user, lower the barrier to entry, and speed up product development. One year later they came back to our studio with an exciting prototype. Our challenge was to carve out a brand that content creators would both trust and be inspired by. The designers developed an identity that straddled the clean professionality of market leading DSLRs, and the creative, daring nature of a new generation of content creators. This was crystallised in the logo, which blends references to the brand name, AI, a smartphone and a DSLR lens, while echoing the form factor of a camera. The creative heritage of the brand was brought to life through a custom typeface designed to be used lightly to liven up the headings in any slide deck, website or social feed. And, since Alice is passionate about building an open source product that’s led by its users, the designers used schematic graphics to compose a “behind-the-scenes” style framing mechanism, making creators (and their content) the centre of attention. The overall brand position is best described by the Outfly-designed strapline: The Camera for Creators. A confident expression of the uniqueness of the product, the strap evokes helping/supporting, rather than shaping, while directly addressing the product’s key audience. When designing the UI guidelines for the accompanying mobile app, we prioritised clarity and usability; minimalist data visualisations, easy-to-understand controls, and a focus on the camera feed, resulting in a smooth, pleasing user experience that maximised functionality at every stage. Finally, the designers developed a library of 3D assets and animations. Using dramatic lighting to evoke the game-changing significance of the product, and driving legitimacy with hyperrealistic attention to detail, these assets helped the target audience visualise a final product that wasn’t yet in production. To launch the crowdfund campaign, Outfly designed and developed a landing page, then made it unique with a 3D scroll animation that gave the website a tactile feel, as if the user was manipulating the camera in their hands. The team also supported on marketing strategy, an Indiegogo social media takeover, and scripted and produced a video that blended live action and 3D animation to educate investors on the product and why they should support it. The end result was a $200,000 crowdfund (720% overfunded) and many waves in tech media – with features from the likes of TechRadar and DP Review. The crowdfund hit its funding targets within 8 hours of launching – and since then, Alice has gone from strength to strength, raising a further $500,000 and preparing for a global product launch.
client Alice Camera
Type Brand | UI | Product Design
year 2020

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