Stack of books titled 'The Book of Woah' with a blue textured cover featuring an eye. Published by Polaroid, displayed on a pink surface.

Polaroid brand refresh

I had the privilege of being part of Polaroid’s attempt to redefine itself in an age of smart phone cameras and social media.

This was the comeback story of a business being rescued by its fans - and having to conquer the world all over again.

Our take was, that in a world of bland digital perfection, what a privilege to have the only copy of something. We created this little book as a reminder to the team to see ‘innovation’ through the lens of art, not just tech.

It connected the spirit of Polaroid’s visionary founder to today’s image-driven world - and pushed Polaroid to discover dozens of young photographers around the world who shared its love of ‘woah’.

“My motto is very personal and may not fit any other company. It is: Don't do anything that someone else can do. Don't undertake a project unless it is manifestly important and nearly impossible”

EDWIN LAND, FOUNDER

[Click/tap to enlarge]
Open book with yellow and red pages, text in black, and a pink background.
Open book on a pink surface with white text on a black page reading: "Don’t do anything that someone else can do. Don’t undertake a project unless it is manifestly important and nearly impossible." The text ends with "Edwin Land."
Bus stop advertisement at night displaying text "ENJOY THE UNIVERSE" and "SO FAR SO GOOD" with a small blue image and light trails of passing vehicles.
Billboard with yellow background displaying 'Welcome to the Unicorn Rodeo' and an image of a person in an orange outfit, including a cowboy hat, performing a pose. Polaroid logo is visible in the corner.
Large bold red text reading "WOAH" on a yellow background, overlaid with a black text narrative about creation and innovation.
Gradient background with text 'never fade' and two images of people with sunset and wind-blown hair.
Text 'What Does This Button Do?' on a yellow background, with a red button and an inset image of a hand.
Collage with text "NOBODY CAN TELL YOU WHAT TO DO WHEN YOU DON’T KNOW WHAT YOU’RE DOING" over an image of a person wearing red tights and yellow shoes, with a bucket on their head, against a blue background.
Image collage with two people kissing behind veils, a rainbow, and the text 'live happily ever other' on a peach background.
Green background with bold text "Enjoy the Universe," featuring a small image of an eye peeking through blue material and a cartoon of a pink and yellow tennis paddle with a smiley face ball.
Polaroid Instagram profile screenshot with nine grid images. Features include abstract art, a photo of a person with a red bucket, an eye in water, decorative socks and shoes, and a Polaroid camera. "Enjoy the Universe" text is prominently displayed.
A graphic with a purple background featuring a glowing red-lit window at night, a crying heart illustration, and the text "beautiful is everything."
Poster with the text 'FOR PEOPLE WHO DON'T LISTEN' over a pink background, featuring two images of an individual with creative hairstyles; one with bright green hair and the other with hearts dyed on the head.
A hand with rainbow nails holds a polaroid photo of a couple embracing in outdoors. Small inset of a person taking a selfie with a camera. Text reads: "It’s mine. It makes me smile. It’s the best thing I’ve ever done. All my friends are in it. It mak
A hand reaching into blue water, surrounded by colorful gradient background with the words 'use every sense except sense'.
Abstract design with pastel colors, featuring text "My imagination’s 10 steps ahead of me," and a person looking upwards through hand-made binoculars.
"Join the Post-Like Generation" text on pink background with a retro road image and "See Ya" dice illustration, Polaroid branding.
Collage with two images: on the left, a person in a patterned suit, green socks, and red heels striking a pose in a grassy area; on the right, a person with long hair holding a finger to their lips in a "shush" gesture. The text "like what you do wha

My role(s)

Creative direction
Concept development
Copy

Brand strategy
Brand guidelines
Visual research