A F U T U RE OF I N ST A N T S H A RI NG
01
POLA RO I D VI S U A L S T RA T E GY GUI DE
Take care of all your memories. For you cannot relive them. − Bob Dylan ∙
american musician
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POLAROID VISUAL STRATEGY GUIDE
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TABLE OF CONTENTS
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In many ways, Polaroid was original photo-sharing cam
Now, in the age of digital, P is back trying to reclaim its as the ultimate sharing bra
TA B LE O F C O NT E NT S
— Jerry Grossman
s the mera.
Polaroid s roots and.
POLAROID VISUAL STRATEGY GUIDE
1.1
Our Conception
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1.1.1 Our History
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1.1.2 Our Timeline
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2.2 Identity Development
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2.2.1 Our Mission
18
2.2.2 Who We Were
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2.2.3 Who We Are
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2.2.4 Our Personas
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TABLE OF CONTENTS
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Our Conception + + Our History + + Our Timeline
01
POLAROID VISUAL STRATEGY GUIDE
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OUR CONCEPTION
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O VE R VI E W Polaroid is an American company that is a brand licensor and marketer of its portfolio of consumer electronics to companies that distribute consumer electronics and eye wear. It is best known for its Polaroid instant film and cameras. The company was founded in 1937 by Edwin H. Land, to exploit the use of its Polaroid polarizing polymer. Land ran the company until 1981. Its peak employment was 21,000 in 1978, and its peak revenue was $3 billion in 1991. When the original Polaroid Corporation was declared bankrupt in 2001, its brand and assets were sold off. The “new� Polaroid formed as a result itself declared bankruptcy in 2008, resulting in a further sale and the present-day Polaroid Corporation.
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OUR HISTORY
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O U R HI S T O R Y In the digital age, there is a demand for instant gratification; however, is it possible that the perfect solution for the modern individual is an analog one? Instant film was a product introduced during the late 1940s and remains a popular option for instant physical prints to this day. Hold up your camera, press a button, and minutes later you have a fully processed physical image. And to think that it all started with a little girl’s simple question… Scientist and inventor Edwin Land was on holiday when he decided to snap a photograph of his three-year-old daughter. Land’s daughter asked why she couldn’t see the photo right away. Having a loss of words for the reason, Land set out to create a system that could accomplish the task. In 1948, the Polaroid Land Model 95 camera was born — a phenomenon was about to hit the world. The original Land Model 95 used two separate positive and negative rolls, which enabled the photograph to be developed inside the camera. Polaroid manufactured 60 copies of the Land Camera for the Christmas holiday. However, the company severely underestimated the demand; all units and film supply sold out on day one.
POLAROID VISUAL STRATEGY GUIDE
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OUR TIMELINE
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O U R TI M E L I NE
19 2 6
1932
1 93 9
Edwin H. Land, founder of Polaroid, leaves
Edwin H. Land establishes Land-Wheel-
Polaroid produces glasses, ski goggles, 3D
Harvard University after his freshman year
wright Laboratories in Boston with his
glasses, and dark-adapter goggles for the
to pursue his own research on light polarization. Two years later, he files the patent first synthetic polarizer.
former Harvard physics professor, George
Army and Navy.
Wheelwright III. They continue to research
+
and to produce synthetic polarizers.
The Chrysler Corporation presents a 3D movie made possible with unique Polaroid 3D glasses. Its display at the 1939 World’s Fair in New York City is the first time an American audience experiences a 3D movie.
19 56
1963
1 965
The one-millionth Polaroid camera rolls off
Polaroid introduces Polacolor, the first
The stylish and low priced Polaroid Swinger
the assembly line. Polaroid products are
instant color film.
camera is released and is extremely
now distributed in over 45 countries worldwide.
+
successful with a younger generation. The catchy “Meet the Swinger” jingle sung by
Polaroid releases the Model 100 Land
Barry Manilow featuring a young Ali
camera, the first fully automatic pack film
MacGraw makes the camera a household
and exposure control camera.
name.
POLAROID VISUAL STRATEGY GUIDE
19 43
1947
1 948
While on vacation with his family, Land’s
On February 21st, Land presents the first
On November 26, 1948, the first Land
3-year-old daughter asks why she cant
demonstration of the instan camera, and
camera was sold for $89.95 at Jordan
see the picture he has just taken of her.
wows the audience at the Optical Society
Marsh department store in Boston,
That day, Land conceives of the instant
of America meeting.
Massachusetts. The Model 95 Land camera
camera.
becomes the prototype for all Polaroid Land cameras produced during next 15 years.
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19 7 2
1977
1 98 1
Polaroid introduces the SX-70 Land
The Polaroid OneStep Land camera debuts.
Polaroid Sun 600 System cameras and Type
camera, the first fully-automatic,
This inexpensive, fixed-focus camera
600 color film are released. The Muppets
motorized, and folding camera with instant
becomes the best-selling camera, instant
debut in a number of commercial and print
color prints. Within a year, the company is
or conventional, in the US.
ads for Polaroid, including the famous Miss
producing 5,000 a day. + Lawrence Olivier becomes an advertising spokesman for the Polaroid SX-70. Life Magazine features the camera and Land on the front cover.
Piggy’s Birthday and Fozzie’s Christmas Present.
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19 86
1992
1 997
The Polaroid Spectra System camera is
The Polaroid Captiva camera and film
A modern Polaroid OneStep Express is
introduced at Jordan Marsh in Boston, 38
system, an ultra-compact format designed
reissued in 1997 with a rounded body and in
years after the first Land camera was announced.
for instant portraits, debuts. Well-known
various color options.
actor comedian Sinbad appears in Polaroid commercials launching the Captive camera products.
20 1 2
20 1 3
201 4
The Polaroid Z2300 instant digital camera
The first Polaroid Fotobar retail store
The Polaroid Museum opens in the LINQ in
becomes the newest addition to the
opens in Delray Beach, Florida.
Las Vegas. The museum proudly showcases
Polaroid camera line. The innovative digital
some of the most beautiful, elaborate, and
camera uses ZINK® Zero Ink® Printing
interesting Polaroid photography and
Technology to print to print 2x3"
artifacts.
sticky-back photos instantly..
+ The Polaroid Cube debuts as the newest and smallest Polaroid lifestyle action camera. The 35mm camera is weatherproof, shockproof, mountable and packed with 1080p HD video, 124° wide-angle lens, and built-in battery that records up to 90 minutes.
POLAROID VISUAL STRATEGY GUIDE
19 99
2008
201 1
Polaroid introduces the Polaroid iZone, an
The Polaroid PoGo Instant Mobile Printer
Polaroid launches the Z340 instant digital
instant pocket-sized camera in a wide
debuts in the US. Polaroid Corporation
camera, a fully-functioning digital camera
range of bright colors. The camera's
partners with ZINK® Zero Ink® Printing
and integrated printer that uses ZINK®
thumbnail-sized prints become a hit
Technology and manufacturers of ZINK
Zero Ink® Printing Technology to instantly
amongst teens.
Paper®.
transform digital pictures into fun 3x4" prints. + Polaroid introduces the GL10 Instant Mobile Printer. Innovative and simple, the GL10 their mobile phones using ZINK® Zero Ink® Printing Technology.
TO DAY
TO MO R ROW
The Polaroid OneStep Land camera debuts.
In the age of digital, Polaroid is back trying
This inexpensive, fixed-focus camera
to reclaim its roots as the ultimate sharing
becomes the best-selling camera, instant
brand.
or conventional, in the US.
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allows users to instantly print photos from
TABLE OF CONTENTS
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Our Future + + Our Mission + + Who We Were + + Who We Are + + Our Audience
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POLAROID VISUAL STRATEGY GUIDE
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OUR FUTURE
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OUR MISSION Polaroid is an American company that is a brand licensor and marketer of its portfolio of consumer electronics to companies that distribute consumer electronics and eye wear. It is best known for its Polaroid instant film and cameras. Today we celebrate our heritage and bring it forward through our products, services and brand promise. We are committed connects the world through sharing instantly. In fact, we consider ourselves to be the original social sharing brand.
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OUR FUTURE
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W HO W E WE R E Original, Polaroid was young, happy and cozy. Polaroid was targeting people who are loving their life. So the original looking is more easy-going, not that high-end.
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OUR FUTURE
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W HO W E AR E Photographers around the globe can still enjoy shooting instant film. Professional photographers have even used the medium to produce unique projects that help to make their work stand out. The magic of instant photography continues to live on in the 21st century. So today's look is more modern, and tech driven. But we will still keep it warm, and easy- going.
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OUR PERSONAS
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O U R P E RS O NA S Polaroid target audience can be divided in four categories: Generation X, Generation Y, Passionate photographers, and Experiencers. Photo-loving moms make up the majority of the demographic; 65% of it would be 30 to 35 years old photo-centric moms who’d love to be able to print photographs in the moment and share them. There is an 18 to 25 years old play as well, which is more event oriented, perfect for weddings, parties, scrapbooking and other events. It doesn’t replace a digital camera; rather it augments a portfolio of products you might carry with.
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OUR PERSONAS
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Chris Haigh THE FASHION LOVER + 17 YEARS OLD
• Chris is a high-school student. She works hard and plays hard.
• She blogs for teenage gils and provides some styling inspiration or simply something beautiful to look at.
• She wants her family to see her in the school sporting events, where she’ll run the 200.
• Makeup is herdaliy routine. She feel comfort when she wear makeup.
• Trying new and unfamiliar things is her habbit. Basically she has great acceptance of changes that is happening around.
• She loves to capture the reality of life with her friends because she think the memories she created are fondest and valuable.
• She write cards to her family, and friends for their birthday or some important festivals.
POLAROID VISUAL STRATEGY GUIDE
Geneva Abbey THE CREATOR + 23 YEARS OLD
• Geneva moved to New York after completing a Master of Fine Arts degree at California.
• She has worked as a photographer and have over 5 years of experience.
• She is traveling a lot and she want to share her experiences with her friends and family.
• She became a vlogger for her interesting life and she wants other people to take part of.
• She believe she has the power to help others. She intends to keep learning and keep improving every day.
aesthetic. She can take photographs and create content.
• She loves meeting new people, dashing out her contact and meeting them on date. She claims she get bored being at home.
• She stayed in touch with her family. She feels happy when she Skype or FaceTime with her family.
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• When it comes to Instagram photos, she has an amazing
OUR PERSONAS
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Mumu Xi THE FOOD LOVER + 27 YEARS OLD
• Mumu is a Chinese international students studying in the US.. She want to learn some new skills and explore the different culture between the different countries.
• She is very creative and enjoy trying new things. She feel happy when she learned a new skill and she is willing to share her new skills with others.
• Before eating, her should take food photos. It is a kind of Asian tradition, and she cannot avoid that.
• She tried hard to be good on the social media. She checked instagram and FB very often.
• She managed to build her own fan base because she want to be famous on the social media.
• She is kind of a butterfly. She enjoy the feeling when people around her, and listening to her stories.
• She facetime with her parents once a week and when she really miss her parents she want to see them in real.
• She likes to play extreme sports with her friends, but sometime she don’t think that is safe.
POLAROID VISUAL STRATEGY GUIDE
Zoe Kravity THE OPTIMIST + 32 YEARS OLD
• Zoe is a stay at home mom. She loves her babies and her family so much, She want to make her family better.
• Zoe is launching an at-home business. She thinks she can handle more things when she at home. She do not want to spend more time in the office but she can work at home.
• Blogging about her life is her best way to reaching others. She makes friends through the internet, and she feel happy about that.
• She learned a lot about how to play with her baby • She create a online group for new mom to learn and share experience with each other because she has the experience and she feel happy to share with others,
• Her husband and her hang out on Thursday and Sunday. They think this could make their marriage so much fun and memories.
• She stated to blog her experiences as a mom when she pregnant.
• She love to watch YouTube Live for her idol when she want to relaxed.
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through the internet. She cannot live without that.
OUR PERSONAS
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Vincent Zach THE INNOVATOR + 31 YEARS OLD
• Vincent is rooting for the SF Giants. He plays football every weekend and he really enjoy his time with his best friends.
• He is good at social in front of people. He is happy to be a leader among his friends.
• He has owned every single generation of iphone. He likes to try new high-tech. And he feels happy to use iPhone as his camera to take photos in real life.
• He learned how to make 3D glasses on YouTube. He like handcraft things when he is free,
• He facetime with his family and friends, and in his work, he do a lot of online meeting. He use facetime all the time, which make he feels like he can be anywhere through facetime.
• He write cards to his friends and family when there is a festival or someone’s birthday. He enjoys to see how happy when his friends got his card, and store in a box.
• He enjoys his city life. He loves to live in down town because he can get anywhere very quick.
POLAROID VISUAL STRATEGY GUIDE
Peter Sayer THE ATTENTIVE FATHER + 37 YEARS OLD
• Perter is an Apple store genius. He does a great job, and he really appreciate the job gives him a chance to change the world.
• He likes to stay at home with his family, especially his daughter because he feels happy when his little girl need him. He want share all the memory with his little girl.
• He is not that good at social in front of people, but he feels good when he share his thoughts and achievements on the internet.
• He is intelligence and professional on his interest to share their views and exchange the up-dated information.
• He bought some good cameras, and he use iPhone took lots of photos, but he really want to something special. He want something real, which made him feel comfortable and relaxed.
• As his wife working in another city, and get back every weekend, they facetime a lot. They are happy to share everything together even they are not literally in the same place.
• At work, he do a lot of online meeting. He use facetime all the time, which make he feels like he can be anywhere through facetime.
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field. He grouped common interest people on Internet
OUR PERSONAS
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N O T O U R P E R S O NA S Andrius Repsys THE SECRETE MAN + 45 YEARS OLD
• Andrius is a successful businesses man. He enjoys being professional, and have high-end life. • He do not like to use social media because he don’t want to post his life on the social media. • He has some secrets, he do not want to share his trace to others. He want to keep his business secrets. • He cares about personal space. He feel comfortable when he stay alone, and doing his own stuffs. • He is very busy. He use blackberry. And he only know how to use that kind of phone. He don’t know how to use high-tech things. • He is very serious and smart. But kind of stick on one thing. He is not that flexible, and don’t like changes. • He likes to stay at home and read some books at weekends. He do not have a lot of friend. But he feel good when he is alone. • He wears classic suit to work, and very like to have classic life.
POLAROID VISUAL STRATEGY GUIDE
Victoria Ho THE MAJOR HOME BODY + 29 YEARS OLD
• Victoria is a major home body. She don’t like to hang out with friends and family. She spend a lot of time watching TVs, etc. • She doesn’t update her life on social media because she don't want to share her personal life to others, • She feels difficulty to make friends because she really enjoy her private time. • She likes to stay at home and reading books. She thinks she can have good communication with books, but not real person.
Because she think words can explain much more clear. • She is kind of cool girl and just enjoy her work. She don’t care other people’s view. She thinks she is different, and enjoy to be different. • She has very few friends, and they are really her best friends. She feel good when she have same friends, and stay with them when she need them.
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• She tend to text, but not talking through the phone.
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In the age of digital, Polaroid is back trying to reclaim its roots as the ultimate sharing brand. — Jerry Grossman
POLAROID VISUAL STRATEGY GUIDE
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SOURCES
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INFORMATION SOURCES Wikipedia, https://en.wikipedia.org/wiki/Polaroid_Corporation, Overview, November 2016 Michael Archambault, http://petapixel.com/2015/06/11/thehistory-and-magic-of-instant-photography/, The History and Magic of Instant Photography, June 2015 Unknown, http://www.polaroid.com/history, Our History, 2016 Unknown, http://polaroid.com/about-us, About us, 2016 Jerry Grossman, http://direporter.com/article/strategysession-polaroid-a-new-twist-storied-brand/, Strategy Session: Polaroid—A New Twist on a Storied Brand, November 2012
POLAROID VISUAL STRATEGY GUIDE
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mu l t i pl e-peo pl e, Pexels
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Academy of Art University 79 New Montgomery St, San Francisco, CA 94105 United States of America For the Academy of Art University MFA Graphic Design First published in December 2016 Š 2016 Academy of Art University https://www.behance.net/JieliLuo All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any other information storage and retrieval system, without prior permission in writing from te publisher. Printed and bound in San Francisco