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Zoning out.
When Altitude was asked to explore meaningful and relevant line extensions to Polaroid's phenomenally successful I-Zone brand, we recommended a new target demographic and a heightened level of subtlety and sophistication. The melding of a digital CCD camera and its drivers with Polaroid's instant film platform shifted the paradigm and created 'on demand' digital printing. The iconic vertical format supported usability while offering a distinct point of differentiation, serving as a metaphor for digital video cameras and reinforcing the mobile nature of the brand. The details are refined, sophisticated, and higher-end while not stepping too far from the visual language if its I-Zone siblings. A strategically chosen color palette emphasized the more serious, cool nature of the exploration and directly appealed to the tech savvy user.
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