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ROLE: Concept, design
CHALLENGE: DAQRI, a human-machine interface company, wanted a clever t-shirt design for their holiday giveaway.
DISCOVERY: The founder and CEO had a strong interest in the brand evolution of legendary companies. Though DAQRI had only been established in 2010, I created a fictional, yet plausible, development of the company’s identity throughout the 20th century. I used DAQRI’s brand promise as the guiding principle: “The tools to create and the technology to deliver augmented reality experiences.” To plan a systematic transition to the current logo, I then focused on the major technological advancements of the times and considered the typographic and design styles of each decade.
RESULT: The final set of logos were presented on a t-shirt with the motivational tagline, Keep Evolving.