The goal of this student project was to create a new product that represents a new direction for a brand based on market research.
Olympus is a legacy brand in the professional digital camera market. While Olympus has good name recognition among photographers, competitors like Canon and Nikon dominate important segments like DSLRs with 94% market share. The O-1 realigns the brand with its target customer - professional photographers - by moving into a new category: medium-format, mirrorless cameras.
Photoshop, Rhino, Keyshot
Vintage, retro, old. To many, the Olympus brand is associated with the film era. It turns out that for many pro photographers - even young ones - their first experience with an Olympus camera was a film SLR lent to them in a photography course, and that, in fact, they remember these cameras positively for their durability and simplicity.
These positive associations became the base for a new brand identity. Instead of creating products that imitated the past in look and feel, embracing heritage became about recreating the experience of using those simple, durable SLRs.
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