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Professional authority.
Polaroid's professional products were undifferentiated, not sufficiently defined and had little appeal with their target audience. The company needed to reconnect, truly understand its customers, and build upon the trust and loyalty it had successfully established over 30 years. In the pursuit of relevance, Polaroid charged Altitude with understanding the needs, attitudes and values of the professional user, and with developing a core set of visual product attributes that would clearly communicate the Polaroid brand. We determined imaging professionals wanted simple, bold and rugged products that stood for 'Professional Authority' and inspired confidence in their clients. A targeted design language was created with strong lines, purposeful forms, die-cast housings and exposed fasteners reminiscent of a Hasselblad or a Roliflex - projecting a clear impression of professionalism. The packaging is functional and unadorned, only carrying the Polaroid name and a prominent product descriptor to communicate professional utility. The resulting brand language conveyed authority and seriousness with a high technical appeal, but without being overly complicated. This brought Polaroid closer to the user.
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