Pixy
Pixy, your friendly flying camera, is Snap’s first drone. The device is the embodiment of Snapchat, designed to be an approachable, easy-to-use, fun way to capture photos and videos to share with your friends and family. My role in bringing the product to market involved designing the product’s wordmark and brand identity, providing creative and design direction for the campaign, as well as product touchpoints for the hardware and within Snapchat application.
The product launch and campaign were carried out in partnership with the agency General Idea, who worked on the overall go-to-market approach. Specific areas of the campaign that I contributed to included directing still photography, providing creative direction for the film vignettes and the story for the anthem, overseeing production, creative and design, and providing strategic direction for paid media and social channels in collaboration with the 1KH agency.
Typography
The wordmark is based on G2 Kosmos by Gruppo Due, selected for its rounded terminals that complement the shape of the device. This affable typeface features customized lowercase i, x, and y characters, resolving the wordmark's presentation as a logo. Additional consideration was given to the y character. The mark is prominently featured on the product, packaging, and throughout campaign and points of sale.
The secondary typeface for the Pixy brand and campaign is Buenos Aires by Luzi Type Foundry. Buenos Aires visually complements both the Pixy wordmark and Avenir Next, Snapchat's application typeface.
Website and Shop
Pixy.com was designed in collaboration with the General Idea agency, and developed by Snap's internal web team. The site features an overview of the device’s capabilities, robust support site, shopping page, anthem film, and instructional films that present the product in a series of relevant use cases and operational information. Product renders were produced by The Mill.
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. Each 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.
In Snapchat
Pixy's brand and marketing work was completed with close collaboration with the engineering and product design teams at Snap Lab. The brand identity guided the design for user interfaces and in-app touchpoints. This included context cards that link to public-facing Snaps created with the product, as well as direction for iconography. Additionally, I contributed to the creative direction and strategy for the product profile page in Snapchat, which links to content and provides a path to purchase.
Campaign
Pixy's brand and marketing work was completed with close collaboration with the engineering and product design teams at Snap Lab. The brand identity guided the design for user interfaces and in-app touchpoints. This included context cards that link to public-facing Snaps created with the product, as well as direction for iconography. Additionally, I contributed to the creative direction and strategy for the product profile page in Snapchat, which links to content and provides a path to purchase.
Project Team
Snap Marketing and Creatives:
Katie Babineau,
Head of Marketing, Snap Lab
Andrew Gomez,
Pixy Marketing Lead
Colleen DeCourcy,
Chief Creative Officer
Sarah Kim, Creative Lead
Forest Abruzzo, Sr. Art Director
Patrick O'Rourke, Creative Lead
Jackie Parker,
Project Management
Karl Medford,
Executive Producer
Agency Partners
General Idea
The Mill
RJ Shaughnessy, Photography
Tucker Bliss, Director