Will.i.am is many things, but the most surprising thing is that he's a futurist. He had an idea to develop a smart cuff, with all the capabilities of a phone–but also work as a fashion accessory. In order to do this, he came to Struck to develop branding, promotional materials and core aspects of the interface design.
We developed a brand system as well as interface launchers that could double as an icon suite and promotional materials. We concepted advertising that worked to elevate the idea beyond technologys or gadgets. The idea of 'nexterday' was a throwback to a fashion-conscious consumer that had seamlessly integrated technology into their lifestyle. This system also included a brand mark and identity to allow for him to extend his technology platform.
This prototype concept was unveiled at Dreamforce by Salesforce in a keynote address. Beta tested by fashion-forward people at Selfridges and select influencers, many of the ideas, design and branding would work their way into his second iteration and wider-scale release: i.am.Dial.