JOVE & Dalus
Product Design & Branding Concepts
Branding and design concepts for a hypothetical tech company, Dalus Technologies, and their flagship product, the JOVE Disc.
JOVE & Dalus were conceptualised to address a specific problem space: mobility disruption caused by cellphones while dancing in clubs and thus reducing one’s overall enjoyment and positive experience of that activity. I asked: How might we make bringing phones while going out dancing in clubs and bars safer and less restrictive while remaining accessible and fashionable?
My solution came in the form of a wireless phone controller, the JOVE Discs.
I conceptualised a two-part product and service hybrid. The product was a wireless phone controller that could activate certain functions on your phone with a push of a button so you still had access to basic features even if your phone was somewhere else. These products could be rented out from special booths so phones could be stored in lockers at the booths so it could be kept safe. In this way, the minimum features one would need during a night out would be addressed without sacrificing mobility or comfort.
I modelled the appearance of the JOVE and gave it a unique branding in order to market it as an advanced lifestyle product.
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Product Design
Draft Iteration
This design was found to be too clunky and does not meet the lifestyle concept that I was aiming for.
Final Iteration
This is a more sleek and developed version of the same concept and ultimately what I decided to go with.
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Branding
Parent Company: Dalus Technologies
Much like how iPhones are products under Apple, I conceive the JOVE Discs to be under the company Dalus Technologies.
I chose to give my company a different name and a slightly varying branding in order to open the possibility of the company expanding beyond the JOVE Discs.
Design Rationale:
Dalus just wants to make life better and Dalus prefers to be creative about it. Like its namesake, Daedalus the inventor from Roman myth, Dalus values innovation. When you are stuck thinking in a certain way, you can miss better and more convenient options right in front of you.
So Dalus is your smart best friend. It wants you to know about this cool new thing it discovered but it is not pushy. It only recommends you tech that keeps your best interests at heart and makes sure to crack jokes in the process. It is not interested in jargon or fancy language, preferring to be colloquial rather than intimidating, but Dalus is not without substance. It is intelligent and knows what it is talking about, but keeps it casual and fun, so thus, accessible. Dalus is a part of the young generation, digital natives and excited about tech developments, trend cycles, and design innovations. Creativity, cheer, and convenience are what gives it power.
The Dalus Technologies logo spells out the name in a creative and abstract way. The shapes used to form each letter are motifs commonly seen in tech circles, which often use modern graphic shapes. It is a logotype that also has the full name spelled out underneath for ease of reading.
It uses a rainbow of colours to represent the different colours of people, perspectives, and styles that is vital in creative thinking. They are in bright hues to convey the idea of sunshine and positivity. Together, this logo represents Dalus’ values and carries those ideas wherever the logo resides.
Dalus Technologies uses bright colours and strong graphics in its imagery. It uses a combination of abstract shapes and straight forward shapes in a seamless display of creativity. They are united by its strong colour palette and highly graphic forms. This makes the brand easy to digest and understand for anyone who encounters it.
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Product Design: JOVE Discs
Design Rationale:
The JOVE Discs are an extension of Dalus as a brand. It carries with them the same values of Creativity, Cheer, and Convenience at all times. JOVE is also your smart best friend: intelligent and fun, casual and with substance, modern and accessible. However, JOVE is also Dalus on a Friday at 10PM.
Simply put, JOVE is just a little wilder. It talks louder, it gets more excited, and its jokes are more enthusiastic. JOVE knows what they have exciting, and they want everyone to be a part of it.
JOVE is all about maximising your night out and it knows the best way to get yourself pumped up is through leading by example!
JOVE Discs follows Dalus’ example and employs strong graphic forms to add visual interest and a creative twist to simple advertisments. It is supplemented by product photography or renders that provide contrast to the 2D forms. Overall, it uses a tech-inspired Y2K aesthetic as its primary inspiration to give a youthful and vibrant personality to the brand.
