Chom Chommalee Durongpisitkul
Project 1.1
Thomas Lozada
Select : Brand Genetics
To analyze and identify brand using biological terms which will be used to describe and discuss candidates relative to one another. The research framework identify by the genes, norms, memes to define types and techniques in business and will give tools to let strands of identity in material or concept influence one another to create a contemporary context.
The three candidates are Sphero, Osmo and Kickstarter
Sphero
Sphero introduce balls that teach tech programming, optimized by data and powered by fun, these ever-evolving experiences are changing the way the world thinks about play. The sphere robot is controlled by smartphone and tablets. Sphero is approachable, practical and fun. The material of the brand is focus on the products of the brand. Each sphere function and advanced in different aspect. The sphero, sphero mini, ollie and sprk. The combination of education and technology into new way of learning and fun by physical sphere toy and digital input by smartphones.
Osmo
Osmo is an award-winning game system that will change the way your child interacts with the iPad and iPhone by opening them up to hands-on play. The slogan of Osmo is "play beyond the screen." The games are connected with the set up base for ios base smartphone which is i phone and i pad and download the application of each games for free. Osmo has expanded its family of games to include Numbers, Masterpiece, Coding Awbie, Monster, and Pizza Co., incorporating unique characters, such as Awbie, Mo the Monster, and the Pizza Co. gang. On the material context plate, the exploration on how the base of the game and pieces of toy(analog) connect with the smartphone which is digital is by the red machine on top of the set up. This is called the "red ray" it is a sensor which detect movements from the area in front of the set up base and linked with the smartphone. Looking into the range and limitation of areas the players can provide and also each gestures of the individual game.
Kickstarter
Kickstarter is a crowd funding platform which is enormous to global community built around creativity and creative projects. Over 10 million people, from every continent on earth, have backed a Kickstarter project. The brand mission is to help bring creative projects to life. With the variety of group of people reached into kickstarter (artists, musicians, filmmakers, designers, and other creators find the resources and support they need to make their ideas a reality.) Kickstarter work based on two factors which is the creator of a project and the backers who pledged in creator's funding goal. Creator may gives backer a reward package which may be in a form of discount coupon or limited edition of the work. On the material of the candidates is focus on how kickstarter behave in social platform. Kickstarter has an account on facebook, twitter, instagram and it's own website which post about the 'live project' with a hashtag #kickstarted to promote project and encourage people to pledge on good ideas. If the project accomplish (meaning it reach it's funding goal) kickstarter gets 5% for fund raised out of each project they can success.
On last diagram, Sphero and Osmo is the two candidates i choose to explore on. The identity of 'phisical (analog) vs digital (visual)' of their brands with the evolution of technology in different ways would developed into an ideas of enlarging the scale. To use the 'red ray' which detect people movements and gesture together with the human scale glass screen in different size in the aspect of each user's privacy. With the balls from sphero in a bigger scale which could be in form of human and objects transportation. The ball would roll and slide when the occupants inside move or change their gesture which will be detect by the same method as the red ray but concerns in a larger scale.
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