Poetic Design DNA

POETIC CASES

Creating a brand led product language

Client: Poetic Inc Work: Product Strategy, Design studies, Industrial Design, 3D modelling, Visualisation Year: 2017-18

Mobile Accessories as an industry is extremely fast paced and also heavily cluttered and commoditised with manufacturers jumping in with a variety of products. To create clear and true differentiation, a clear design Language was crucial for the success of a brand who wanted to create a unique product offering to their consumers. In essence a language is needed to show maturity in a brand and also creates coherence among the products and build greater brand awareness where consumers can recognise and link a product to a brand without the necessity of a logo.

Decoding the DNA with a value driven approach

We had worked on plenty of cases for Poetic forming an aggressive, protective image for all of their offerings, but in early 2017 as we examined trends like protection, which had become more of a base requirement and the reduction of branding on the products were happening along with a need to highlight the device finishes. We identified that consumers liked to protect their devices but not necessarily showcase the brash perception of aggressive protection. This led to a new design philosophy of clear, tactile protection which was to show case as much of the device as possible without compromising on grip and protection, all done in a sophisticated essential manner. Similarly product features and the portfolio strategy were tweaked to create a new set of products which helped align to the next gen of consumers. The name Y-form was from the alignment of the three values that build up Poetic Case's new product language.

The Visual Identifiers

We were able to create a tool kit of physical identifiers using our unique understanding of Design systems and DNA and methodology where the consistency is maintained not only across product lines but across various device SKU's as well. Thus bringing about a 70% reduction in reliance on manufacturing engineers to create consistency. Successfully launching highly reviewed cases by Android Central and other online blogs and the attention to detail was evident.