Executed a brand transformation that solved both a business challenge and a cultural insight simultaneously. Modernized Polaroid's visual language to compete in contemporary culture while establishing clear differentiation: positioning analog instant photography as a wellness tool rather than a camera. Validated this thesis through creator activations that proved the concept and built evangelism among digitally fatigued audiences seeking more mindful habits.
Below the film that revealed the new identity and launched our new brand strategy
VO by Polaroid's Chief Technology Advisor Steven Herchen
Deployed the new brand system across all product touchpoints, anchored by a special editions strategy for film frames. This created a dual benefit: collectibility that drove repeat purchase frequency, and social currency that turned user-generated content into organic brand marketing. Each frame design became a limited-time collaboration opportunity with artists and cultural moments.
We celebrated the rebrand releasing a new Polaroid camera in the 5 colors of our new identity.
Polaroid pop up shops in New York and Paris, and a global high end retail program followed the new identity ahead of its launch.
Made community the product strategy, not just the marketing strategy. Every brand touchpoint—from packaging to campaigns—was designed to celebrate and activate creators, turning customers into collaborators. Hashtag features on packaging created a submission-to-showcase pipeline that generated authentic content at scale while reinforcing that Polaroid exists to amplify creative voices, not just sell cameras.
We transformed our launch from a one-way broadcast into a co-creation moment with our community. By granting exclusive early access to select creators, we didn't just generate launch content—we built proof of concept, demonstrated product versatility, and created aspirational entry points for prospective customers, all while rewarding our most loyal advocates with insider status.
Designed a recurring engagement system where each of our five product colors became a creative challenge for the community, generating colorway-specific marketing content at scale while rewarding winners with exclusive limited-edition film that replaced instructions with inspirational messaging—transforming packaging into collectible and participants into brand evangelists.
Below an example of a creator activation with the launch of a special edition film.
To launch the new PolaroidNow camera on paid media we celebrated the simplicity of how taking a Polaroid can bring us together in the real world.
BTS below
We launched the rebrand on Polaroid.com featuring all our new redesigned packaging and film special editions, the new PolaroidNow with video content showing a behind the scenes on how Polaroid film is made today.
As the year got to an end and we entered the gifting season, we kept inspiring creators and gift givers by showcasing the story of Maripol the Polaroid Queen who got a Polaroid camera gifted for christmas and changed her creative life forever. Maripol worked as brand ambassador on various PR events and hosted a photo-challenge on our channels as well as give her tips on how to get great Polaroid results.
Press Highlights
