Visual Strategy Guide
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POLAROID Visual Strategy Guide
It’s not that we need new ideas, but we need to stop having old ideas. — Edwin H. Land
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CON TEN TS
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INTRODUCTION
NEW VISION
History Timeline
Old Look New Look
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DEVELOPMENT
COMPETITIONS
Our Soul Our Mission Potential Objective Keywords
03 OUR PERSONAS My Audience Not Interested
Current Competition Adjacent Competition Future Competition
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01 INTRODUCTION History Timeline
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IN TRODUCTION
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History 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 eyewear. It was founded in 1937 by Edwin H. Land. In 1926 he patented first synthetic polarizer. Polaroid is most famous for its instant film and cameras. The original idea behind the instant camera was to create a camera that produces images immediately and is easy to use. His pioneering technology, developed for the Polaroid Corporation, became the company’s prize product for the next 50 years. Early models of Polaroid roll film cameras required the use of a light meter to set the exposure setting on the lens. It took until integral film cameras arrival in the 1970s for the original idea to be indeed fulfilled. In 1948, Edwin Land presented his first instant Land camera called the Model 95. In the decade that followed, reached the full use and substantial commercial success. The 1980s brought the 600 series cameras. 1990s models displayed the efforts of their designers to create more compact and less fragile Polaroid cameras. Polaroid Captiva was the ultra compact instant camera, best fitting the purposes of producing quick, yet quality portraits. In 2009 Polaroid Company announced the withdrawal, and ended the production of all of their instant cameras and films. This event was in the media referred to as an end of an era in photographic history. The original Polaroid Corporation filed for federal bankruptcy protection on October 11, 2001.
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HISTORY
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Timeline 1926
1937
1943
1947
Edwin H. Land, a founder of Polaroid, leaves Harvard University after his freshman year to conduct scientific investigations of the application of polarizing light filters. Three years later, Land makes his first patent application for polarizers that reduce headlight glare.
The Polaroid Corporation is formed on September 13, 1937.
While on vacation with his family, Land’s 3-year-old daughter asks why she can’t see the picture he has just taken of her. Land conceives of the instant camera.
Edwin H. Land announces his invention of the instant-picture process, the first one-step dry process for producing finished photographs within one minute after taking the picture, at a meeting of the Optical Society of America on February 21.
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1986
1999
2001
The new 600 Sun system: the Sun Autofocus 660 and the Sun 640 cameras with built in and light management electronics, and 600 High-Speed color Land film, the world’s fastest instant color print film.
The Spectra Camera debuts at Jordan Marsh Company in Boston, 38 years after the first Land camera was announced.
Polaroid introduces the Polaroid iZone, an instant pocket-sized camera in a wide range of bright colors. It become a hit amongst teens.
Polaroid Corporation files for Chapter 11 bankruptcy restructuring on October 12.
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TIMELINE
1948
1956
1963
1977
On November 26, 1948, the first Land camera was sold $89.95 at Jordan Marsh department store in Boston, Massachusetts. The Model 95 Land camera becomes the prototype for all Polaroid Land cameras produced during the next 15 years.
The one-millionth Polaroid Land camera, a Model 95A, comes off the assembly line on September 27. Polaroid products are now distributed in over 45 countries worldwide.
Polaroid debuts Polacolor instant color film. Polaroid releases the Model 100 Land camera, the first fully automatic pack film, exposure control camera.
The Polaroid OneStep Land camera debuts. This inexpensive, fixed-focus camera becomes the best-selling camera, instant or conventional.
2011
2012
2014
Today
Polaroid introduces the GL10 instant mobile printer.
Polaroid Corporation is purchased by One Equity Partners, creating a new company that now operates under the Polaroid Corporation name, thereby launching a new era for Polaroid.
The Polaroid Cube debuts as the newest and smallest Polaroid lifestyle action camera.
New Polaroid is trying to be the social sharing brand.
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02 DEVELOPMENT Our Soul Our Mission Potential Objective Keywords
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D E V E L O PM E N T
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Our Soul Embrace instant moments, through sharing memories connect with people.
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OUR SOUL
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Our Mission New Polaroid aims to strengthen create social connections with people by sharing instant gratification from experience, activities, memories, and life.
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OUR MISSION
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Potential Polaroid has been a trusted global brand for 80 years and is best known for pioneering instant photography since Edwin Land first conceived of the instant camera in 1943. As Polaroid got chopped up into bits, its name became its most valuable asset. The value of Polaroid cameras decreased after 2008 when Polaroid announced it would discontinue making its instant film. However, a group of former Polaroid employees purchased an old Polaroid factory to continue to manufacture instant film, leading to ongoing demand for these classic cameras. Called the Impossible Project, this venture, along with Fujifilm, are now the only instant film manufacturers. A lot of people still liked taking Polaroid photos and found things in the medium that digital couldn’t match. Among the famous artists and photographers who used Polaroid cameras were Andy Warhol and Ansel Adams. Recent images also included Lady Gaga, captured by Nobuyoshi Araki. One of Polaroid photographers who mourned the end film production was Grant Hamilton, who takes some remarkable instant photos. For the past several years, Hamilton has been working on a documentary on the sad end and unexpected new beginning of Polaroid film. It’s called Time Zero, and you can watch the trailer above. The name Polaroid later became the generally used name for instant cameras. There is a great potential that provides instant enjoyment that connects the people through sharing.
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P O T E N T I A L /O B J E C T I V E
Objective Polaroid is not digital photography, not technology. The new brand keeps instant values. The new brand will focus on social connections that sharing instant enjoyment form experience, activity, and life. Polaroid has these characteristics: instantly, simplicity, and sharing. New Polaroid focuses on these characteristics and exploration more deliveries that would embody the essence of the brand. New Polaroid has the potential for a physical product focus on a more innovative and customer experiences. It will develop more customers market, products, community, activity, service, events, education, Cooperation and all. Such like build own photo community club, provide unique personal service, set photography courses, co-branding cooperation and all. New Polaroid will use its characteristics and environment develop its values. The objective of new Polaroid is to provide potentiality for people to use sharing and connections to make wonderful their life experience.
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Keywords Instant: Polaroid captures moments, and save time, making things immediately.
Memory: Capture instant moments and save memorize.
Sharing: Capturing memorize, sharing moments, participate in or posting it on a social media.
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K E Y WO R D S
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03 OUR PERSONAS My Audience Not Interested
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OUR PERSONAS
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Elin Eriksson AGE: 23 CAREER: Student NATIONALITY: Swede LOCATION: San Francisco SKILLS: Swedish STATUS: Single LANGUAGE: Swedish, English
Elin is an international university student. She’s studying business at USCF (University of California, San Francisco) She’s a vice Minister of Student Union. Elin likes American’ culture wants to stay in life in the USA and find the job on Wall Street in New York. She has high-social skills, many blogs, Instagram, Snapchat, etc. She usually posts her cute photos on the blogs. She likes to travel and communicate with people. And she like animals very much. Her motto is to work hard and plays hard. And she has a part-time job in the Chase bank. Her family lives in Sweden, her family usually to see her blogs and video. Elin also loves her family. She has three best friends, Echo, Vito, and Mark. They hang out very often to chatting, coffee, shopping, and movies. She has the habit that sports each week with friends. And she can manage time between study, works, and plays.
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M Y AU D I E N C E
Simon Bennet AGE: 33 CAREER: Photographer NATIONALITY: Canadian LOCATION: Vancouver SKILLS: Painting, Photography STATUS: Single LANGUAGE: English
Simon is a visual artist and traveler from Canada. Currently in Quebec. He’s single but he has dated a girl. They were meet on the trip. He doesn’t like work in the office because he doesn’t like surrounding stressful feeling. He likes freedom and he prefers to be an artist. He likes to social because chatting with people let him by inspiration. He joined an adventure group in Quebec because he wants to get new ideas and some advice for traveling. He has own website and blog that show his works and traveling experience. His recent images included famous singer Gaga. He usually co-working with brands. His photography portfolio that you can go shopping buys it.
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Suzumiya Haruh AGE: 27 CAREER: Traveler NATIONALITY: Japan LOCATION: Tokyo SKILLS: Swedish STATUS: Cooking, Writing LANGUAGE: English, Japanese
She’s a traveler, and she likes writing, singing, hiking, and recording because she wants to discover this world, learn new knowledge and meet new friends. She thinks travel is the best way to get to her some moments and memories. Her mother is an art teacher, and students like to get her art class. Her father is a professional and work in university and teach sociology. In the magazine, we can usually see that she writes her traveling experiences and share memorize. She thinks that it’s very enjoyable and memorable. She felt lonely when she first came to the new place, so she kept in touch with her friends and fans frequently. She usually posts images and replies comments with fans and friends. As a traveler, she feels very nice because she has enough time. Except for traveler, she also as a volunteer. She believes that she has the power to help other people. She usually spends time with family because she thinks that her parents were old. She always captures instant moments and fascinating collection things about her parents.
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M Y AU D I E N C E
Ryan Walsh AGE: 16 CAREER: Student (High School) NATIONALITY: USA LOCATION: Seattle SKILLS: Computer game, Basketball STATUS: Single LANGUAGE: English
He has a sister and already works. He is a popular young man in high school very much because he’s very handsome and humorous. He doesn’t like reading because studying is very dull for him. He loves to play computer games. He likes listening to music, such as rap, pop and all. He favorite singer is PnB Rock, Kap G, and ASAP Rocky. He loves to skateboard and likes to try other extremes sports. He has a tattoo because he thinks that tattoo culture attracts him. He likes to play basketball. He has a beautiful girlfriend. They are fall in love for the half year. Her girlfriend likes to post her cute images on social media. For him, he’s a frequent user of social media, texting, and device. He likes fashion and collection Jordan’s basketball shoes. He always stays fashion popular. He bought GoPro last week. He loves to capture experiences that play skateboard status.
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Sarah Murray AGE: 41 CAREER: Baker NATIONALITY: Norway LOCATION: Boston SKILLS: Singing, Cooking STATUS: Married LANGUAGE: English, Norwegian
Sarah with two lovely children, husband live in Boston. Her husband is a chef, and she’s a baker. She has a good family and life. She always takes care of children, is very careful to children’s’ growth. She and her husband records and captures moments and well as all the lives of her children, and take video to record growth. Sarah likes to share them on social media with her family and friends. She always baking for children and enjoying times. Her children also like to eat. She wants to be a freelance that writes articles about baking because has more time accompany children. She with her husband take a dating to celebrate wedding anniversary every year. Her husband will be cooking delicious food for her and eating together. She sometimes makes DIY at home. She will print images and draw them, after that she will post her blog and share her life.
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M Y AU D I E N C E
Sean Smith AGE: 38 CAREER: Soft Engineer NATIONALITY: Australia LOCATION: Canberra SKILLS: Computer, Soft STATUS: Single LANGUAGE: English
He is a single father, stayed at home with my girls were little and worked from home. He likes pets, and he has a dog and a cat. He loves technology, and join technology group and develop software. He usually pays attention newest and coolest digital gadgets. In his works, he’s very busy, but he always manages time to take care children. He is on most popular in the company because he has excellent characters. He likes to communication, smiling. He loves the reading book because he can learn new knowledge from books. His wife left him but kept in touch with him because of children. He loves his child and takes photos with her. Grandfather and grandmother usually help him to take care child. He has exploration computers, smartphone. And he uses his free time to study UI/UX.
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Jianguo Lee AGE: 68 CAREER: Retired NATIONALITY: China LOCATION: Guangzhou SKILLS: Reading, Math STATUS: Married LANGUAGE: English, Cantonese
He’s a retired worker. And he lives alone because his children go to work in Beijing. He doesn’t like social and doesn’t have much of a social group. He likes to stay at home with reading newspapers, drink tea take rest. He had several health questions. He has hypertension, diabetes. His children don’t have much time to visit him, but they usually talk the phone with him. He is a very serious man and he doesn’t have more hobbies. He taught math before. His children taught him that use social media, but he said that he doesn’t like and waste more time, unhealthy for eyes.
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NOT INTERESTED
Objiaju Ngouabi AGE: 45 CAREER: Scientist NATIONALITY: Africa LOCATION: Lagos SKILLS: Craft, Reading STATUS: Single LANGUAGE: English, Kiswahili
He’s a successful scientist. And he gets a lot of scientific research, work and very busy most of the time. He focuses on medical view, and he usually forgets to eat when he’s working. He supports feminist and should power voice. He expects technology breakthrough shortly as which will allow him to spend more quality time with herself. He doesn’t like social because he prefers to spend more time on his scientific. He loves to sleep and reading.
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04 NEW VISION Old Look New Look
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NEW V ISION
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Old Look The old Polaroid was a little bit of classical, vintage, warm and hipster. This is a visualization of the existing brand as a piece of architecture, a person, an object, an activity, an animal, a color, and so on. This gives an overall feel of what the brand would be like, even before using any of their products.
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OLD LOOK
POLAROID
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New Look The new Polaroid is going to be casual and modern. The use of brighter colors makes it more lively.
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NEW LOOK
POLAROID
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05 COMPETITORS
Current Competition Adjacent Competition Future Competition
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C OM P E T I T O R S
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Current Competition Polaroid was the instant camera. List of companies that the Polaroid brand can currently in competition with digital camera brands.
GoPro is an American technology company founded in 2002 by Nick Woodman. It manufactures eponymous action cameras and develops its mobile apps and video-editing software.
Nikon is a Japanese multinational corporation headquartered in Tokyo, Japan, specializing in optics and imaging products.
Leica is German engineering at its best, and the Leica ideal is an integral part of the culture of seeing. Leica has a long history of focusing on perception and has developed innovative instruments that offer a unique experience. They have also produced viewfinder and reflex models. Sony is a Japanese multinational conglomerate corporation focused on the Electronics, Game, and Entertainment. Sony creates and delivers more entertainment experiences to more people than anyone else on earth.
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C U R R E N T C OM P E T I T I O N
Canon is the largest and most commonly known brand of various camera accessories.
Minolta was a Japanese worldwide manufacturer of cameras, camera accessories, photocopiers, fax machines, and laser printers.
Kodak is a technology company focused on imaging. We provide direct and through partnerships innovative hardware, software, consumables, and services. A brand much older than Polaroid, and much more accessible to people.
It is a globally active organization dedicated to analog, experimental and creative photography. It has love creative photography, community, share photos, read the latest photography tips and features.
Fujifilm creates innovative products and deliver effective solutions in a wide variety of fields to serve society, contribute to the quality of life, and enhance environmental sustainability. It’s a Japanese multinational photography and imaging company headquartered in Tokyo. At Olympus, we are passionate about the medical technologies, microscopy, industrial solutions, cameras and audio products that we bring to the world. We are genuinely proud of the way they positively impact people’s lives.
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Adjacent Competition Customers might go for these brands if they didn’t want to invest in an instant camera. And people might use phone take photos. The list of companies would be adjacent competitors of Polaroid.
Shutterstock is an American stock photography, stock footage, stock music, and editing tools provider headquartered in New York City.
Huawei Technologies Co., Ltd is a Chinese multinational networking and telecommunications equipment and services company headquartered in Shenzhen, Guandong. It is the largest telecommunications equipment manufacturer in the world.
Leica is German engineering at its best, and the Leica ideal is an integral part of the culture of seeing. Leica has a long history of focusing on perception and has developed innovative instruments that offer a unique experience. They have also produced viewfinder and reflex models. At Microsoft, its mission and values are to help people and businesses throughout the world realize their full potential.
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A D JAC E N T C OM P E T I T I O N
Dell is an American multinational computer technology company based in Round Rock, Texas, United States, that develops, sells, repairs, and supports computers and related products and services.
HP developed and provided a wide variety of hardware components as well as software and related services to consumers, small and medium sized businesses and large enterprises, including customers in the government, health and education sectors.
Nokia serves communications service providers, governments, large enterprises, and consumers, with the industry’s most complete, end-to-end portfolio of products, services and licensing. A global technology leader at the heart of our connected world.
Play station is blazing a trail into the future of entertainment systems, games and apps with PlayStation 4, PlayStation 3 and PlayStation Vita. And we connect players to us and each other with services such as PlayStation Plus and PlayStation Network.
National Geographic captivates and entertains a global community through television channels, magazines, children’s media, travel expeditions, books, maps, consumer products, location-based entertainment and experiences, and some of the most engaging digital and social media platforms in the world. It designs, develops, manufactures and sells personal computers, tablet computers, smartphones, work stations, servers, electronic storage devices, IT management software, and smart televisions.
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Future Competition These companies would be related to instant, sharing, and memory. In the future, new Polaroid would be the focus on the market of instant memory sharing.
Twitter is an online news and social networking service where users post and interact with messages, known as “tweets.�
Getting together with real people in real life makes powerful things happen. Side hustles become careers, ideas become movements, and chance encounters become lifelong connections. Meetup brings people together to create thriving communities.
WeChat is a Chinese multi-purpose social media mobile application software developed by Tencent.
Form lab s a passionate team of engineers, designers, and problem solvers. Formlabs is establishing the industry benchmark in professional 3D printing for professionals from a variety of industries. We’re excited about creating powerful tools that change the way we work and live.
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F U T U R E C OM P E T I T I O N
Instagram is a mobile, desktop, and Internet-based photo-sharing application and service that allows users to share pictures and videos either publicly, or privately to pre-approved followers.
Uber creating possibilities for riders, drivers, and cities. Our app represents a flexible new way to earn money. For cities, we help strengthen local economies, improve access to transportation, and make streets safer.
Travello’s aim is to simply make traveling easier and to help travelers connect. Hopefully, you’ll make some lifelong friends along the way.
WeWork is an American company that provides shared workspaces, and services for entrepreneurs, freelancers, startups, small businesses and large enterprises.
YouTube is an American video-sharing website. It allows users to upload, view, rate, share, add to favorites, report, comment on videos, and subscribe to users.
We develop platforms that empower everyone to create virtual experiences. Discover incredible experiences, fascinating people, and vibrant communities in this vast virtual world.
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Sources Unsplash: https://unsplash.com/search/photos/instant Brand New: https://www.underconsideration.com/brandnew/archives/ new_logo_identity_and_packaging_for_polaroid_originals_done_ in_house.php Polaroid: https://www.polaroid.com/history Not Quite in Focus: https://notquiteinfocus.com/2014/07/22/a-brief-history-of-photography-part-9-polaroid-instant-film/ Instant forever: https://www.economist.com/blogs/prospero/2013/04/ polaroid-photography A New Twist on a Storied Brand: http://www.direporter.com/products/accessories/strategy-sessionpolaroid-a-new-twist-storied-brand The Story of the Death (and Rebirth) of Polaroid Film: http://techland.time.com/2012/04/07/ the-story-of-the-death-and-rebirth-of-polaroid-film/ Timeline: A Quick History of Instant Photography: https://www.lomography.com magazine/322573-instant-photography-timeline The Polaroid: https://www.nyfa.edu/student-resources/polaroid/ Photography: History of Polaroid Cameras - Model 95 Land Camera: http://www.thedailytofu.com/blog/2015/8/2/ photography-history-of-polaroid-cameras-95-land-camera Edwin Land and Polaroid Photography: https://www.acs.org/content/acs/en/education/whatischemistry/ landmarks/land-instant-photography.html
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SOURCES
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Graphic Designer Kay Wang Typeface in Use Filson Pro Museo Slab Course The Nature of Identity Instructor Hunter Wimmer
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