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Product Design
— .img
.img is a personal project and creative outlet where I have the opportunity to do whatever I feel is fun, challenging and exciting. The project looks to explore how a camera can be made as individual and expressive as the act of photography.

Photography is expressive.
Camera’s are not.
A product you carry is an extension of you and should complement you functionally, visually, and be a representative of the values you as a consumer have.


Exploring new materials and interactions for more precise control and feedback whilst balancing that materiality with approachable forms and personal softer elements.

Depth and Layers

Creating a depth with the controls of the product by walking the fine line between appropriate analouge and digital interactions, compacting features not always in use and having another layer of function to the controls.

For many photography is a great form of self-expression, allowing people to express and convey feelings, provoke thoughts, showcase beauty, capture memories, communicate ideas and highlight observations. The project looks to bridge that disconnect which currently exists between existing cameras and the essence of photography.

The product looks to balance within the intersection of personalisation of the product, the level of depth the product has to acheive a variety of control for the user without compromising on the product size and evolving the perception of tactility.

The image below showcases the process that helped me reach my solution. The design process sumarised includes inspirational imagery, functions derived from insights, product sketches, visual identity development and product refinement combined with rationale - alongside 1:1 scale paper models to help get an understanding of scale and controls.
The product is packaged simply within a recycled card box, with a pulp skeleton casing to hold the product. An image of the product inside is clearly printed on the exterior alongside a discription and the appropriate level of branding at the top and bottom.
The camera is available with different sets of different zoom and prime lenses which are available in a variety of colour options to allow people to personalise this acessory as they do with others from fashion to technology. Allowing people to fit it, stand out and mix and match exactly to their tastes.
The design explores a removeable textile composed of 90% worsted wool and 10% nylon - which in turn provides a level of tactility over traditional camera materials like leather and an opportunity for flexibility and personalisation. The logo is foil stamped onto the textile, allowing for a fairly flat metallic detail highlighting the brand. The camera also features an optional laynard allowing for a safer transfer when using the product.

Each of the lenses can be released by selecting the pop colour circular button at the bottom right of the camera, twisting the lens and pulling once a click is heard - taking inspiration from traditional camera lens removal, a learned behaviour over decades.

The materiality on the body of the camera looks again to evoke the sense of natural tactility which flows from the use of textile,
ridges and material choices as the user pushes and rotates the variety of buttons and mechanisms on the product.

The animation below looks to showcase, one flow of how the camera could be used. From selecting modes, focusing on a photo, capturing ad editing that photo - and sending a selection of those photos to the cloud.

The body is made of the technichal ceramic "Steatite" a highly specialised ceramic material which has unique properties mechanichally and technichally optimised for applications like these. While also providing physical tactility for the user and unleashing a more raw aesthetic to the camera.
Digital camera’s are trending towards less tactile experiences, and are starting to overlap with mobile phones more and more.
One of the most satisfying elements of using a camera is the beautifully tactile elements which allow for better precision, control
and feedback. The intangible effect of of the level of control that physical elements can give can really enhance a product experience - especially one as special as a photography lover's relationship with their camera.

Three of the projects colour and material finishes were derived from the inspirational imagery below, exploring the expression of pink, the engulfing nature of plants and well an indulgent style peice for myself. I looked into how these behaviours, expressions and quirks could be represented through imagery and effects alongside the product to create more tailored images.
The capture button features a force sensitive button which allows the user to control whether they're capturing a photo, taking a video for a short period of time, multiple tapping for burst modes and also more fun and unique capture modes.

An expression in pink with quirky poses, fun tools and playful forms using a combination of the loveable colour and the assets added to the imagery to evooke a level of playfulness.

An expression in green shying away from full view and becoming engulfed by plants around it.
Exploring the aesthetics of static, noise and glitches allowing the aesthetic to invite openess and a level of randomness.
The lenses are fully ridged providing the functionality of turning the lens at any point on the device to adjust for focus whilst also creating an aesthetic that evokes the sensory feeling running your fingers through each of the ridges providing an encapsulating level of tactile feedback.
A pop-up flash module for those rare moments you want to do a bit of flash photography - without comprimising the form and size of the product. A view finder does provide an improved photography experience giving the user the option of both convinience when not in use and improved accuracy when taking photographs.
A few more colourways that look to stand out just a little bit more.
The product is available in a variety of colour variants to suit a person and their style. Also if you liked any of the pictures on the cameras - they're all taken by me, so thanks!
Thank you for taking the time to look at this little project, my creative outlet to experiment and have fun  - I hope you enjoyed it.


The project looks to explore how a camera can be made as individual and expressive as the act of photography.
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Attribution, Non-commercial, No Derivatives

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