logodolby

DOLBY DIMENSION

DOLBY | 2018
DOLBYDIMENSION.COM

CREATIVE DIRECTION
VISUAL IDENTITY
USER EXPERIENCE
USER INTERFACE
PACKAGING DESIGN
OUT OF HOME
PHOTOGRAPHY
VIDEO DIRECTION

B1-Dolby-Studio-Macro-Day_4-0892-R4

CONTEXT 

 

FROM 2015 TO MID-2019 WHILE BEING IN-HOUSE AT DOLBY LABS IN SAN FRANCISCO, I LED THE CREATIVE DIRECTION FOR A VERY EXCITING NEW PROJECT; DOLBY LABS WAS DEVELOPING ITS VERY FIRST CONSUMER PRODUCT: A PAIR OF HEADPHONES MAINLY DESIGNED FOR HOME USE (MOVIES, SERIES, MUSIC, ETC). ASIDE FROM DOLBY’S ASTONISHING SOUND QUALITY, THE HEADPHONES HAD A UNIQUE “LIFEMIX” FEATURE. THIS FEATURE ALLOWS YOU TO EITHER FULLY BLOCK OUT OR LET IN YOUR SURROUNDING ENVIRONMENT WHICH THEN NATURALLY MERGES WITH THE SOUND OF THE CONTENT. THIS HAS CREATED A PARADIGM SHIFT IN HOW PEOPLE USE HEADPHONES AT HOME. I WAS RESPONSIBLE FOR THE VISUAL DIRECTION OF THE MARKETING, LEADING INTERNAL DESIGN TEAMS IN SAN FRANCISCO AND WROCŁAW, POLAND, AS WELL AS OVERSEEING VARIOUS PRODUCTION COMPANIES IN LOS ANGELES, SAN FRANCISCO, PITTSBURG, DETROIT, WARSAW AND WROCŁAW, POLAND.

collide_06

DOLBY LABS HQ LOBBY

research

RESEARCH IN AN ENGINEERING LAB AT DOLBY HQ

IDcolors

DOLBY DIMENSION INDUSTRIAL DESIGN EXPLORATIONS

CREATIVE PRINCIPLES 

 

AS THE FIRST CONSUMER PRODUCT FOR THE COMPANY, WE WERE CHALLENGED WITH DESIGNING A VISUAL DIRECTION FROM THE GROUND UP WHILE SIMULTANEOUSLY RESPECTING THE BRAND'S AESTHETIC. DOLBY'S OVERARCHING PRINCIPLE IS THAT THEIR WORK IS BASED ON BOTH ART AND SCIENCE, SO EVERY DESIGN ELEMENT IS BUILT ON A BALANCE BETWEEN ART (EXPERIENCE) AND SCIENCE (TECHNOLOGY).

COLOR SCHEME 

 

WE WERE INSPIRED BY THE COLORS YOU GET WHEN YOU SWITCH OFF THE LIGHTS AND WATCH A MOVIE AT HOME. WE DIVIDED THE PALLETTE UP INTO TWO CATEGORIES OF TONALITIES; A VIBRANT RANGE REPRESENTING THE ART AND A GREYSCALE FOR THE SCIENCE ASPECT. THE VIBRANT COLOR IS A STRONG PINK TO SOFTEN AN ARGUABLY VERY MASCULINE PRODUCT, AND THE MOSTLY DARK COLORS REINFORCE A MYSTERIOUS ETHEREAL ATHMOSPHERE.

color-1

THE COLOR SCHEME WAS INSPIRED BY THE TONALITIES OF WATCHING MOVIES AT HOME

color-2

THE COLORS FROM THE SCREEN ARE VIBRANT WHEREAS THE ROOM TONES ARE DARK AND MUTED

color-3

WE CHOSE A VIBRANT COLOR WE COULD OWN AS A BRAND, BALANCING IT WITH A GREYSCALE TO REPRESENT THE ART AND SCIENCE PRINCIPLES OF THE COMPANY.

TYPEFACE INSPIRATIONS FROM CINEMA AND SERIES OPENING TITLES

TYPEFACE 

 

WHEN CHOOSING A TYPEFACE FAMILY, WE TOOK INSPIRATION FROM CINEMA / SERIES TITLES AND CREDITS. NOT ONLY BECAUSE IT MAKES SENSE FOR HEADPHONES MAINLY DESIGNED TO WATCH MOVIES, BUT ALSO BECAUSE THESE TYPEFACES WERE THOUGHT TO BE LEGIBLE ON EVERY SCREEN SIZE. WE CHOSE THE DIN FAMILY FOR THE FLEXIBILY IT PROVIDES; THE STANDARD, CONDENSED AND MONO VERSIONS GAVE US THE OPPORTUNITY TO HAVE VARIOUS VISUAL TONES OF VOICES.

TYPEDIN
TYPEUSAGE
typetreatment

TYPEFACE TREATMENT WE BUILT INTO THE BRAND GUIDELINES

LOGOTYPE 

 

BUILT ON THE DIN LETTERWORK, THE LOGO IS DESIGNED AS A MOVIE TITLE WITH LARGE TRACKING. THE SIMPLE | AND O FORMS RECALL NOT ONLY THE GRAPHIC BUTTONS OF THE PRODUCT, BUT ALSO THE BINARY CODES REPRESENTING THE SCIENCE AND ENGINEERING BEHIND THE PRODUCT.

dimension
tracking

THE LOGO IS MODULAR AND ITS LETTER TRACKING CAN BE SHIFTED TO MATCH THE SURROUNDING TO THE REAL ESTATE

logo-treatment

LOGOTYPE TREATMENT RULES FROM THE BRAND GUIDELINES

THE “SOUL” 

 

TO ACCOMPANY THE PRODUCT VISUAL, WE WANTED TO SUBTLY EVOKE THE MAGIC OF THE EXPERIENCE WITH AN ABSTRACT GRAPHIC ELEMENT WE CALLED THE “SOUL”. MOST OF THE TIME IT IS OUT OF FOCUS AND ADDS A DOLBY DIMENSION SIGNATURE TO THE VISUAL. BUT IN SOME INSTANCES, IT COMES IN FOCUS (APP INTRO, EXPERIENCIAL ROOMS) AND IS A VISUALIZATION OF THE SOUND EXPERIENCE. THE “SOUL” IS AN ABSTRACT AND TRIDIMENSIONAL EQUALIZER (CONTENT SOUND), WITH PARTICLES (ENVIRONMENT SOUND) FLOATING AROUND. WE WORKED WITH THE CG GRAPHICS WIZARD MICHAEL RIGLEY TO BRING THE “SOUL” TO LIFE. (VISIT THE EXPLORATION PROCESS ON MICHAEL'S WEBSITE).

oofsoul

THE “SOUL” OUT OF FOCUS, VISIBLE ON MOST PRINTED MATERIAL

dimension-soul-2

THE “SOUL” IN FOCUS, A TRIDIMENSIONAL EQUALIZER REPRESENTING THE SOUND EXPERIENCE

PRODUCT RENDERING 

 

WE DEVELOPED A SERIES OF HIGH-FIDELITY RENDERINGS TO COMPLEMENT THE PRODUCT PHOTOGRAPHY. SOME IMAGES ARE MEANT TO BE CLEARLY LEGIBLE, FULLY IN FOCUS AND EVENLY LIT, WHILE SOME OTHERS ARE ONLY SHOWN CLOSE-UP CELEBRATING THE PRODUCT DESIGN, WITH MOODY LIGHT AND A SHALLOW DEPTH OF FIELD.

198298_037_Dark-on-Black_Detail9_Perspect_R5
198298_043_Dark-on-Black_Detail14_Perspect_R1
198298_044_Dark-on-Black_Detail15_Perspect_R2
198298_029_Dark-on-Black_Detail1_Macro_R3
198298_033_Dark-on-Black_Detail5_Macro_R2
198298_030_Dark-on-Black_Detail2_Macro_R2

PHOTOGRAPHY 

 

OVER A COUPLE OF YEARS WE ORGANIZED A NUMBER OF PHOTO SHOOTS FOR PRODUCT AND LIFESTYLE IMAGERY. WE TEAMED UP WITH GREAT PRODUCTION PARTNERS: WHERE IT'S GREATER IN LOS ANGELES, THIS IS RED IN PITTSBURG AND JUICE IN WARSAW, POLAND AND PRODUCED MANY IN-HOUSE PHOTO SESSIONS. (SEE BEHIND THE SCENES BELOW).

BRAND GUIDELINE 

 

WE DEVELOPED A BRAND GUIDELINE DOCUMENT IN ORDER TO SHARE VISUAL DESIGN ELEMENTS AND USAGE WITH OUR PARTNERS.

bds01
bds02
dimension-app-hero

COMPANION APP 

 

FOR A MORE COMPLETE EXPERIENCE, WE DEVELOPED A MOBILE THAT GIVES MORE CONTROL OVER THE HEADPHONES. WE DID THE UX AND UI IN-HOUSE. A DESIGN PATENT HAS BEEN ISSUED ON THE "LIFEMIX" INTERACTION.

APP INTRO, DEVELOPED WITH MICHAEL RIGLEY

PACKAGING 

 

THE GRAPHICS OF THE PACKAGING WERE DESIGNED FOLLOWING THE SAME PRINCIPLE OF AN ART / SCIENCE BALANCE. WHILE ETHEREAL WITH A FLOATING PRODUCT AND AN OUT-OF-FOCUS “SOUL”, THERE ARE ALSO TECHNICAL ELEMENTS WITH LINE DRAWING AND DIN MONO TYPEFACE.

Packaging-mockup-def

WEBSITE 

 

THE WEBSITE HAD TO HELP CREATE THE PARADIGM SHIFT OF LISTENING TO HEADPHONES AT HOME. WE DESIGNED A HOMEPAGE THAT GAVE A CONCISE OVERVIEW OF THE PRODUCT, AS WELL AS A WEBGL INTERACTIVE “EXPLORE” PAGE, WHERE WE CAN ROTATE A 3D PRODUCT IN ALL DIRECTIONS AND SELECT HOTSPOTS FOR MORE SPECIFIC INFORMATION. THE UX AND UI WERE DESIGNED IN-HOUSE.

UX EARLY EXPLORATIONS

UX EARLY EXPLORATIONS

01-LIFEMIX-DESKTOP
10_SUPPORT
xp1
xp2
xp3
xp4
xp5

LAUNCH VIDEO 

 

WE TEAMED UP WITH OMELET IN LOS ANGELES, AND NICE SHIRT IN DETROIT FOR THE PRODUCTION OF VARIOUS VIDEO ASSETS. OUR INTERNAL TEAMS DESIGNED THE OUT-OF-HOME AND WEB BANNERS.

banners1
banners2
hh1
hh2def
hh3

BEHIND THE SCENES 

 

BEHIND THE SCENES OF VARIOUS PHOTO / VIDEO PRODUCTIONS.

DSC01744
DSC01960
DSC01962
DSC01989
IMG_0003
DSC02088
DSC02177
DSC02226
IMG_0478
IMG_0924
IMG_1865
DSC01657
IMG_1910
IMG_1872
IMG_2078
IMG_2565
IMG_2660
IMG_3080
IMG_3104
IMG_3294
IMG_3664
IMG_4210
IMG_5606
IMG_7196
IMG_7449
IMG_7547
IMG_8498
IMG_8689
IMG_9317
IMG_9335

RELATED PROJECTS /