North Wall Photography
DESIGNING A BRAND DEBUT
Drop is a community-driven commerce platform that makes products with input from its members and gives them a place to connect, learn, and shop with people who share their interests. In 2019, the company made its transition from Massdrop to Drop in a transformative rebrand. The new brand is defined by sleek, Swiss design that features minimalist elements and a subdued color scheme. This was a far departure from the company’s old design which was bulky and colorful.
To introduce their new brand, Drop hosted a high-profile PR event in New York City where media outlets like Business Insider, Buzzfeed, and CBS This Morning could learn more about the company and have an immersive experience with its premium products.
North Wall Graphic Design
FIGURING OUT THE "WHAT"
I was given an exciting opportunity to bring conceptual ideas to life through compelling design which would be presented in 3 experiential vignettes and a 34'x8' wall. To accurately and creatively tell Drop's story, I had to address four big challenges: creating distinct vignettes that also worked together cohesively; conveying elaborate information with limited real estate; staying within budget; and delivering assets within a 7-day turnaround.
The focal point of the experience would take place on the North Wall which was by the entrance. This is where I wanted to capture the essence of Drop and set the tone for the rest of the presentations. It was also a prime space to educate attendees on a core aspect of the business. This concept materialized in a timeline depiction of a product's development cycle. I worked closely with our copywriters and photographers to develop assets that represented the process in an accessible and concise way that still honed in on the granular details. This meant featuring the product in macro shots for an intimate feel and using approachable, non-technical language. Through the use of leading lines, the design guides the eye. Yellow bars indicate the progress at each stage of development. The use of a horizontal timeline optimized the wall's space and facilitated an engaging experience for the viewer.
Audiophile Vignette Graphic
TELLING A UNIQUE STORY
The Audiophile vignette was a chance to bring the music-listening experience to life - and what better way to listen to music than at a concert? I designed several faux concert posters with puns that married existing band names and product related words. This approach was both a nod to our history and a cost-effective way of creating an immersive experience.
Audiophile Vignette Photography
The design revolved around classic Swiss influence with a black/white color scheme and pops of yellow to maintain continuity across different presentations. Flushed together, the posters covered the wall from top-to-bottom with a bold presence.
TYING IT ALL TOGETHER
The Style and Ultralight vignette posed a unique problem for continuity because they are less mechanical by nature and hinge on lifestyle/model photography for good context on products. Because the overarching design of the event was minimalist with pops of yellow, I decided to source high-quality macro shots that aligned with the North Wall's photography. Then, I converted them to black/white and adjusted the levels to create a punchier, enthralling rendition.
The final products were aggregated into an immersive PR event that felt intimate, clear, and cohesive!
