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Business Info

BUSINESS NAME

Light Thinking

WHAT DO YOU DO?

We design and manufacture lights for photography.

Target Audience

WHAT IS YOUR INDUSTRY?

Photography

DESCRIBE YOUR AUDIENCE

Our products are targeted at photographers in general. From keen amateurs to semi-professional to professional, but our priority is keen amateurs and semi-professionals. We are much closer to Consumer Electronics than to traditional studio equipment.

WHAT ARE THE TOP 3 THINGS YOU WOULD LIKE TO COMMUNICATE TO YOUR AUDIENCE?

1. A new generation of light
2. Fancy electronics open up new creative opportunities
3. Non-traditional

Style and Concept

WHAT STYLES DO YOU LIKE?

Bold and active (strong and energetic. Not timid)
Playful (unafraid, fun, smart)
Clean (meaning simple, uncomplicated, non-technical)
Human (consider using a resemblance to human shapes to convey friendliness)

WHAT COLORS DO YOU LIKE OR HATE?

Everything in the photo industry is black. Everything. Except perhaps the soul of the photographers themselves :-)

Frankly, I'm not sure if we can get away with being any other color than black, but we'd certainly like to try!! An option is of course spot colors.

ANY OTHER ADDITIONAL INFO? (OPTIONAL)

The device is a compact, portable, battery powered light for stills photography and video.

We are using new materials and fancy electronic magic to enable creative possibilities not available with any existing photographic lights.

If you look at traditional photographic lights (do an image search for 'camera flash' or 'video lights') you will see products that are black, somewhat technical looking and too expensive. Visually, we are working in a different direction with a look more akin to modern consumer electronics (certain mobile phones for example). We want to point towards creative possibilities and not towards technical aspects.
The design should reflect this approach.

Context:
The device should not look completely out of place when used with modern SLR cameras or video recorders. The attached images shows two extremes: a very simple blogger rig, and a more decked out rig for news gathering or indie film making.

Minimum technical requirements:
The device has a 2.4" LCD display with four buttons along the side, and a thumb-wheel. These should face the photographer.
The device has a light emitter that faces the subject of interest. The emitter may be round or rectangular and should either protrude or have a lip (min 20 mm) for attachment of light modifiers.
The device has an optical sensor that should look in the same direction as the light.
It has a foot for attachment to a light stand or camera.
The absolute minimum physical volume we can achieve is about 1/2 liter, and minimum half of the surface has to be metal (aluminum) for heat dissipation.

We are a start-up company and we have not launched our first product yet, so I can't offer you any visual context there.

We would like the designer to be able to take the design to the CAD stage.

Stuff we like:
Keith Haring http://en.wikipedia.org/wiki/Keith_Harin... because his work is bold and lively.

Owle Bubo http://www.wantowle.com/ because it is fresh, simple, and it is a crazy concept that seems to work.

About the attached images
dslr_prod_page_graphic.jpg shows various handheld rigs used in video production.
Gizmodo_videorigs.jpg shows an example of a very simple setup for news gathering.

See also
http://philipbloom.net/2010/06/04/new-ds...
http://gizmodo.com/5443853/the-mutant-ca...

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