garmin
opportunity
Expand the global garmin brand
ideas
My intent isn't to propose these as immediate projects — I understand the ramp-up that comes with a new role and a new brand. But I've spent enough time in looking over the system to see a few gaps I'd like to help fill.
results
hopefully, a great job and career
illustration
my main concern with the current illustration style is that while icons are consistent and great for small applications in larger applications they lack depth both physically and emotionally to resonate with core brand ideas.
my thought
The garmin brand, in-store, and OOh already take advantage of angular elements to create depth, texture, and differentiation. Why not take this application further and apply these angular elements as halftones to build an illustration system?
concept one
Using the same color palette, this concept does more than just suggest user functions, it illustrates aspiration. This goal isn't signaling a specific action but a desired destination, which every garmin user can resonate with. this concept lands more on the lust side of the spectrum but balances well relative to against the rest of the logical info available on-screen.
maybe we want to focus on one idea or activity. How would it apply then?
concept two
here the signal is focused on action. the abstraction of the illustration allows for more kinds of imagery while the halftone adds a style that is uniquely garmin. The benefit is that this illustration style provides opportunities to scale globally, works independently of production budgets, and creates the kind of shareable visual artifacts that photography rarely does.