BRANDING AN APP
Concept/Art Direction/Design
TIME Magazine’s Best apps of the year list
Microsoft Research's new camera app needed a reason to exist in the crowded app store landscape.
![](https://freight.cargo.site/t/original/i/5e861ccee863d9f8a26a2bbb2f5eb0f216361a7f2580425a104a02abf9435940/Screen-Shot-2019-09-26-at-12.27.24-PM.png)
EXECUTION
Powered by machine learning, Microsoft Pix let's you capture those "perfect moments" without having to make the kind of time-consuming adjustments that can get in the way and slow the process. The barrier to entry for quality photos was gone, and a new concept was born. "Point. Shoot. Perfect."
![](https://freight.cargo.site/t/original/i/c19aaeb8bb644faaee732ebc2989addebe408b4d0fcfb159db02ae90e3481d5b/Screen-Shot-2018-08-07-at-4.29.15-PM.png)
![](https://freight.cargo.site/t/original/i/32e078bcd370f8f22df45ee62717ec246a78fb595b405547eb059f6ff5acb2d0/Screen-Shot-2018-08-08-at-1.52.27-PM.png)
To back up this message, we crafted a sleek camera icon that, while still being recognizable, was updated with a breezy, energetic flow and elegant line work. The lines extending from the lens communicate the always-on nature as they reach out to pull in images as soon as the app is activated.
![](https://freight.cargo.site/t/original/i/a966d432ef0d42bc446648133eb8e0778784bd0b1307140f18e03b7e3ec9744f/Screen-Shot-2018-08-08-at-2.23.01-PM.png)
The colors are approachable and friendly, while feeling fresh and conveying a sense of quality. Imagery followed the same strategy of being open while focusing on fine details, fulfilling the promise of ease of use without compromising style.
![](https://freight.cargo.site/t/original/i/03f66e08f0eee9738ab47de762777a7d867ccdc43ccaada1e18e61f47772c3c0/Screen-Shot-2018-08-08-at-1.51.46-PM.png)
![](https://freight.cargo.site/t/original/i/c8b48b3833f0f4ccc5e3f7e18128f58cf90826935aa6aca22b7601480c5c8098/Screen-Shot-2019-09-25-at-3.38.32-PM.png)
Reviews were extremely positive and the product landed on many "Top 10 App" lists including Time Magazine's Best Apps of the Year.
Brand