AR Enabled was a project I completed as part of the capstone unit in my Bachelor of Design degree. The unit tasked each student with creating a comprehensive design brief then providing a design solution which fit within the bounds of experimental visual communication.
As a rapidly developing technology Augmented Reality (AR) has the potential to have a significant impact on our future. The concept behind AR Enabled was to visualise how augmented reality might begin to be utilised in the realm of branding design. By capitalising on AR technology, particularly in its early stages, brands could supercharge their visual assets like packaging and signage, capturing the attention of customers and creating unique brand experiences.
The design process for AR Enabled began with a discovery phase to determine a design concept which would be further explored.
Following stage one, the project was then broken into tasks to ensure its completion on time. Sketching and various methods of ideation were used to refine and develop the direction of the project. The last phase consisted of creating various 3D assets that were utilised as the final outcome of the project.
The final outcome of the project is a series of visual imaginings which aim to communicate the idea of augmented reality’s integration into everyday life through brand design.
AR Enabled is not a blueprint of what AR branding will look like, but rather an attempt to imagine it. The goal of the imagery is to prompt the viewer to extrapolate on the ideas presented and ponder future possibilitie. To demonstrate the concept, three use cases were created: a hot sauce brand, a book cover and a campaign poster.
Use case #01 looks at how AR could become an addition to the established idea of a branding package. For Holy Hot Sauce, a design brief and branding package were created, including an original logo, branding guidelines and product labels.
Augmented reality was integrated into the label design as a way of demonstrating the potential it has to create novel user interactions. For example, a floating 3D graphic anchored to the hot sauce bottle would create a visual magnet drawing customers to the product.
Use case #02 looks at the possibilities of AR in the creation of unique and engaging product packaging.
Imagine this, a customer walks into a book store wearing augmented reality glasses and something catches their eye: objects floating in midair. They move closer to discover it is a 3D model anchored to a book. In that moment, the utilisation of augmented reality has successfully created an engaging customer experience. AR presents a host of new ways to craft unique touch points and brand interactions.
Use case #03 looks at how AR could be utilised to enhance advertising campaigns. In this scenario, a waiting passenger at a bus stop represents a captive audience.
The augmented reality screen creates a novel digital experience without the need for hardware, such as screens and speakers. The implementation of AR in this way creates a much deeper level of user engagement. Audience interaction is expanded from an analogue to digital experience.
