Creative Direction | Experience Design | Branding
Having just designed a new K-01 with Marc Newson, Pentax wanted to get the creative class using their new camera
Who better to re-position this fantastic new marriage of design and technology than a team of designers, creators and technophiles. Leveraging existing design elements, we went to work straight away, rethinking the market, strategy and design to get the word out
The key to falling in love is that first meeting, to facilitate that, we took the K-01 on the road to major museums and design events to get people’s hands on it and let the camera do the rest of the work
Additional placement at design conferences such as ICFF and 99U opened the door to a halo audience in different fields and created an uptick in sales
With full page takeovers and contextual content, the K-01 was set up to succeed, the new creative was able to seamlessly work across publications and feel at home in it’s new world
By integrating the new design system into all of our events and outlets, we were able to focus and amplify our message to the coveted readers and creators that Pentax wanted to reach
Ultimately, Pentax took our direction and ran with it across markets shaking the dust off traditional photography communications