Pixy
Role
Brand Identity
Campaigns
UX and Brand
Web Design
Campaigns
UX and Brand
Web Design
Overview
Pixy—your friendly flying camera—is Snap’s first drone, embodying the spirit of Snapchat as an approachable, easy-to-use device for creating photos and videos to share with friends and family. My role in bringing Pixy to market involved designing its brand identity, providing creative and design direction for the campaign, and developing product touchpoints for the hardware and within the Snapchat application.
Logo and Typography
The Pixy logo is based on the G2 Kosmos typeface by Gruppo Due, and uses a customized lowercase with optically adjusted characters. Gruppo Due kindly integrated the logo into a customized version of the type that has the y as an alternate character.
Buenos Aires accompanies the logo and serves as the typeface for messaging. The similarity between the y's in each font is pleasing, and it is tagently related to Avenir Next, Snapchats app typeface.
Buenos Aires accompanies the logo and serves as the typeface for messaging. The similarity between the y's in each font is pleasing, and it is tagently related to Avenir Next, Snapchats app typeface.
Website and Shop
Pixy.com features an overview of the device’s capabilities, a robust support site, a shopping page, an anthem film, and instructional videos that showcase the product through various use cases, and includes operational information.
Learn Films
A series of films was produced to on board users to Pixy. Each film covered essential operations including how to operate, charge and create with the device, as well as process and post content to Snapchat. The film's creative direction stemmed from the broader campaign approach of positioning the product as fun and easy to use flying camera that can make interesting images and video to share with your loved ones. Top row, flying in Orbit mode; second row, applying an augmented reality Lens and posting to a Snapchat story.
Brand Experience in Snapchat
The brand identity guided the design of user interfaces and in-app touchpoints, including context cards that link to public-facing Snaps created with the product, and iconography. Additionally, we developed the product profile page in Snapchat, which links to Snap-produced creator content and provides a path to purchase.
Anthem Film
The anthem film that accompanied the launch shows the device in three vignettes. The idea is to highlight the primary uses cases, and telegraph the ease of use, approachability and joy the camera brings to those who use it.
Credits
Project Team
Chief Creative Officer
Colleen DeCourcy
Global Head of Marketing, Snap Lab
Katie Babineau
Pixy Marketing Lead
Andrew Gomez
Creative Lead
Sarah Kim
Creative Lead
Patrick O'Rourke
Sr. Art Director
Forest Abruzzo,
Executive Producer
Karl Medford
Project Management
Jackie Parker
Agency Partners
General Idea
The Mill
RJ Shaughnessy, Photography
Tucker Bliss, Director