Speculative Wearable Brand Extension
This project is an exploration of how GoPro, the technology company best known for their action camcorders, could undergo a theoretical brand extension into the wearables market.
The GoPro pin allows Olympic athletes to capture sporting events and daily life in the Olympic village from their own perspective, creating an opportunity for these athletes to share their unique sporting experiences with their supporters.
I began by researching GoPro as a brand. GoPro produces small action camcorders and a range of accessories, and it’s target market is mainly young, active, travelers. GoPro’s mission statement is all about sharing the experiences that one captures and inspiring others.
GoPro’s target audience reminded me of another group: Olympic athletes. These athletes are often young, inspiring, and experience things most people don’t get to experience. Through research I learned that NBC, the official broadcast partner of the Olympics in the US, had recently looked into ways of making the Olympics appealing to younger audiences.
I saw an opportunity here to design a way for these athletes to connect and share their experiences with people. I set out to create a small, wearable camera that could be worn by Olympic athletes as a way of sharing their individual experiences during the games with others.
I ideated on different ways to incorporate a wearable camera onto athletic uniforms in a way that wouldn't impede the athlete's performance. I considered pins, hat clips, and key chains before settling on pins due to the fact that they are easily removable and can be pinned in a range of locations on a variety of garments, as well as the fact that pins already have a place in Olympic culture with the tradition of pin trading.
Visual Brand Language
I analyzed the visual brand languages of my major stakeholders: GoPro, NBC, and the US Olympic team (though the wearable could be worn by athletes from any country's delegation by simply switching out team graphics). I drew form inspiration largely from GoPro visual brand language, while the pin's graphics were mostly influenced by the US Olympic team’s existing branding.
Camera Lens Placement
The GoPro pin has a classic GoPro wide angle lens, a durable matte plastic body, a recording button, a charging port, and a threaded lock fastener, which keeps the pin in place during activity without poking holes into whatever garment the pin is fastened.
The pin allows athletes to capture sporting events and daily life in the Olympic village from their own perspective. They can share their clips with NBC or post to their own social media platforms, creating a way for athletes to share their unique experiences with their supporters.
digital renderings of the GoPro pin
12 page presentation including brand research, user persona, wearable development, user scenario, and final visualizations
practiced identifying and designing with established brand identities and visual brand languages
honed digital modeling and rendering skills