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ScaffoldStudio© 
Creative work of
Luca D. Ponticelli


About
Services


Creative Strategy
︎︎︎Ford
    Perlego
    Dubai Gov. 🔒
    IKEA Museum
    City of London 🔒
    IDEO.org 🔜


Art Direction

︎︎︎Brands
    WorkLens
    Ko Kombucha
    INDY Hair
    SENZI


    Exhibitions
    Hyperhuman︎IDEO
    Citizenshop︎Tate
    Residency︎Antwerp
    New Old︎Design Mus.


    Editorials
    Perlego Report
    Unlocked Mag.
    Taste of Mango 
    Emozioni Books

    Illustrations
     An App for Hemophilia  
    Supply Chain Logistics
    COVID Habits  

    Writing
    Brand & Co-design
    Thoughtless Acts
    Design & Improv.


  ︎︎
Mark

WorkLens



Led workshops to define brand strategy and tone, then crafted brand identity, website, and UI kit for an AI camera app.


︎ Art Director and Designer ︎ 4’ read




①

THE CHALLENGE

“Your phone’s camera is not made for your work. Still, people’s camera rolls are full of screenshots, receipts, notes and photos of customers and their houses, pets, packages - even organs.”

When your camera roll fills with work and company data mixes with personal files, trust becomes a concern.

What's essential in a work photo tool? Built-in cameras capture moments, but businesses need more: dedicated storage, powerful search, smart features, workflow integration, plugin support, and customization. Enter WorkLens—an AI-powered camera for work, solving these issues and simplifying work life. The product was developed and launched in beta by technology studio ‘New Material’, formerly ‘Playground’.

③

THE OUTPUT

A visual identity, a verbal identity, a website.

We developed the core brand concept "Images that work for you."

Through workshops, we defined the brand's personality and tone of voice, crafting a comprehensive guide with a copywriter's input. The visual identity merged tech, cultural, and user research references, encompassing logo, typography, colors, gestures, icons, and UI components. Collaborating with the client and a copywriter, I also wireframed and designed the WorkLens landing page in preparation for launch.



Social Media Application
WorkLens, 2022


④ 

CULTURAL REFERENCES

WorkLens' Brand DNA revolves around "Focus" and "Connection," embodied by cultural references like the Nendo Melt Chair's seamless design and Gabriel Orozco's mathematical art. Just as Orozco highlights invisible geometries, WorkLens' AI decrypts hidden codes in images. The blur effect, akin to depth of field in photography, emphasizes focused elements. Circles symbolize connection, from Braille to lenses, while speech bubbles represent communication. Lastly, the flash brings brightness and clarity, akin to photography's illuminating effect.



References from Visual Culture
* Nendo Melt Chair–2012


References from Visual Culture
* Gabriel Orozoco
Mark

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