The Design Challenge
The goal was to design and build a brand from scratch for a phone that’s built to endure extreme conditions. Its target users are outdoor enthusiasts, field workers, and fitness lovers who need technology that keeps up with their active lifestyles.
Tools used: Autodesk Maya, Adobe After Effects, and Photoshop
Key Deliverables
A 20-second commercial video showcasing the product’s features. Billboards and posters emphasizing key product attributes. A brand logo inspired by the iconic Matterhorn mountain and its rugged design language. A cohesive brand guideline with typography, colors, and visual identity. An animated GIF for online promotions.
Final Design
Logo Design
The logo features slant lines with sharp edges, symbolizing strength and resilience. Inspired by the Matterhorn mountain and the letter “M,” the dimensions were carefully crafted using concentric circles to achieve balance and aesthetics.
Phone Design
Dimensions: 150mm x 70mm x 20mm, with extra thickness for a larger battery.
Unique Selling Point: A glowing logo with a lighting strip at the back, making it easy to locate the phone in the dark.
Grip & Durability: Textured sides for better grip and thick bezels for impact resistance.
Design Language: Slant elements dominate the design, avoiding perpendicular or rounded edges for a cohesive rugged look.
Concept Sketches
Video Breakdown
The commercial starts with the phone emerging from the earth amidst rocks and heavy rain, symbolizing its heat and water resistance. The phone activates and soars into the sky, showcasing its features before closing with the brand logo.
Typography
I chose the font Gamay because it has both slant and circular elements for harmony with the brand’s design language.
Billboards
Created dark-themed mountain backgrounds using Photoshop and AI tools. Each poster includes a QR code labeled “Order Now” to improve user engagement and drive sales.
Future Development
If I had more time, I would:
Redesign the camera to better align with the overall design language.
Further refine the 3D model in Maya by smoothing edges and adjusting textures and lighting setups.
