The Identity is the Interface

SoftKinetic, a depth-sensing technology, needed to merge its three companies to create a single identity.

All of SoftKinetic’s competition used some kind of a symbol of a person to represent human interaction. We set out to create an identity that invited interaction rather than representing it.

A simple word-mark, container shape and texture combined with SoftKinetic’s technology to create an identity that responded when interacted with. Soft through pattern manipulation, Kinetic through technological response.

Eric Krzeslo Co-Founder and CMO said that when he founded SoftKinetic their slogan was ‘The Interface is You’. The new identity became that thought expressed as an experience. Sony acquired SoftKinetic five years after the rebrand for an undisclosed sum.

The Team
Marc Shillum – Method Inc, Creative Direction
Ryan Lee – Method Inc, Design
Rusty Munro – Method Inc, Design
Bradley Griffin – Method Inc, Design and Digital Development

All The Rise of Mountain Culture → A Place for Transformational Fidelity → A New Definition of Forever → The Spirit of Collaboration → A Marque for a Flying Car → Protecting the Oceans → The Spirit of Joy → The Race to Make Clean Air → The language of the product → Using resources to their full potential → Product to Market to Nature Fit → Index #1 – Flattening → eBay – Connecting Brand, Product & Service → A modern transportation network → Brands can be organized through patterns → Misseeing → A channel for Discovery → Rethinking Restoration Hardware → Canary – disrupting security → The Identity is the Interface → Minimum means → nook – building a last-to-market product → Constructing Brand and Product Together → A killer app for Nokia → Repositioning Aston Martin → Uncovering a design system → Watching Te levi's ion → Revisiting the Guardian → Nike – The art of the poster → Nike – Products in motion → Trying to understand advertising → Working at M&Co → Landing a job with Tibor → Experimenting in Dutch design → Finding new meaning → It all started here → I've been very lucky →

The Rise of Mountain Culture → A Place for Transformational Fidelity → A New Definition of Forever → The Spirit of Collaboration → A Marque for a Flying Car → Protecting the Oceans → The Spirit of Joy → The Race to Make Clean Air → The language of the product → Using resources to their full potential → Product to Market to Nature Fit → Index #1 – Flattening → eBay – Connecting Brand, Product & Service → A modern transportation network → Brands can be organized through patterns → Misseeing → A channel for Discovery → Rethinking Restoration Hardware → Canary – disrupting security → The Identity is the Interface → Minimum means → nook – building a last-to-market product → Constructing Brand and Product Together → A killer app for Nokia → Repositioning Aston Martin → Uncovering a design system → Watching Te levi's ion → Revisiting the Guardian → Nike – The art of the poster → Nike – Products in motion → Trying to understand advertising → Working at M&Co → Landing a job with Tibor → Experimenting in Dutch design → Finding new meaning → It all started here → I've been very lucky →

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