Student Work | Snap Inc Brand Strategy

BEYOND

Gao

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the author, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.

Copyright © 2020 by Fangyi

Acknowledgements_

This work would not have been possible without the feedback, guidance and support of James Chu, Product Design 7 Branding Strategy instructor, 271 surveyors who responded to my questions, inspiring conversations with Sanchari Mahapatra. I am grateful to all of those with whom I have had the pleasure to work during this and other related projects.

Foreword_

The origin of the project lay in my fascination with studying trends. 2020 is a pivoting point for our society and a booster to push our lifestyles further into the digital world. I saw a potential for Snap Inc to take advantage of the trends and expand its services. I also saw an increase in need for social experiences, creative expressions, and escapism through all. My goal through this intensive research and discovery process is to translate the trend, need into a comprehensive strategy to enhance Snap Inc as a brand that have so much potential untapped.

Introduction_

It’s amazing how quickly the world around us are changing as we enter the Digital Age. Technology has brought many great advancements but at the same time lacks the most basic human need. Human connection. This brand strategy book explores the macro trends, business opportunities, and design development of how Snap Inc as a company can contribute to the human progress by offering seamless connection, whimsical escapism, and creative exploration.

001 Research & Discovery

Origin/Founder Year Found/HQ

History Timeline

9 Years of Innovation

Brand Overview

Founded in 2011, Snap Inc. is a camera company.

Snap Inc is a multimedia messaging app and camera company popular in North America and Europe. The company has evolved from originally focusing on person-to-person photo sharing to a trend setting, creative expression platform. Snap Inc has put significant emphasis on user interaction through the release of Spectacles virtual stickers and augmented reality objects.

Current Product Offerings

Snapchat

Snapchat is a new kind of camera used by millions of people day to stay in touch with friends, explore the world and for creative self-expression.

Spectacles

Spectacles are sunglasses that capture your world, the way you see it and empower you to share your perspective with the world in a whole new way.

Bitmoji

Bitmoji is the digital you - a living cartoon character to instantly express who you are and how you’re feeling, in the moment.

Target Market | The Snapchat Generation

Millennial | 1981 -1996

Largest

Generation in US History

They are expected to drive over half of the increase in expenditure growth over the next decade.

Gen Z | 1997 - 2012

$323 Billion in direct buying power

$1.2 Trillion in indirect purchasing power

Still developing brand loyalty, which is an attractive quality for advertisers who focus on lifetime value.

Millennial and Gen Z have over $1 trillion in direct spending power.

The Influence of Snap Inc

249 million daily active users use Snapchat everyday on average.

Over 30 minutes of time spent per DAU on Snapchat everyday on average.

Over 4 billion Snaps created every day on average.

Over 180 million DAUs engage with augmented reality everyday on average.

Over $1 trillion in direct spending power of Gen Z and Millennial.

Over 75% of the 13-24 year old U.S. population uses Snapchat.

Target Market Size

Snap Inc Have High Penetration in Developed Markets

2020

Snap has reached more than 80% of 13 to 24 year olds and more than 60% of 13 to 34 year olds in the UK, France, Canada and Australia.

90% of 13 to 24 year old US population

75% of 13 to 34 year old US population

2030

Snap will reached more than 90% of 13 to 24 year olds and more than 80% of 13 to 34 year olds in the UK, France, Canada and Australia.

95% of 13 to 24 year old US population

90% of 13 to 34 year old US population

Target Market | 10 Year Outlook

Consumer cohorts will have aged into new life stages.

Boomers (age 66-84)

Boomers will be hitting or have passed retirement age.

Older Gen X (50-65)

Gen X will be approaching a transition into retirement or a new career phase.

Millennial(34-49)

Millennial will be 40% of the workforce, and are expected to see the fastest growth in net wealth to 2030, particularly in Asia.

Gen Z (18-33)

Gen Z will be the largest cohort, at 26% of the global population and will be in prime home-making mode.

Alphas ( 4-17)

Alphas will be in the full span of childhood

Where did Snap go wrong?

Snap Inc is a multimedia messaging app and camera company. The once “the future of social media” platform hasn’t lived up to the hype because_

The Snapchat experience is limited and one-dimensional

Due to the nature of content you can share on Snapchat, it’s not a platform that drives anything greater than flaky engagement, or short conversations that eventually port over to another messaging app where you don’t lose track of what was said half an hour ago.

The nature of Snapchat don’t inspire much trust and connection

There’s also the whole conversation about Snap actually being a camera company, which raised a lot of eyebrows. To the layman, the company seems without direction. They’re clearly a messaging company that should yearn to be a social network of sorts, but they’re talking about pivoting to being a product company.

Lack of power of influence and versatility

Platforms like YouTube and Instagram puts emphasis into cultivate its relationships with influencer and on-board them with new features and tools that they’d like influencer to try and introduce to its audience. Snap did the opposite by establishing rules to follow.

The clones are doing it better

After Instagram launched its “stories” feature, which is essentially a snapchat clone, to its then 300 million strong community in August 2016, Snapchat’s growth slowed by 82%.

Unmet needs and wants of the Snapchat generation: connection, authenticity, social impact, ease of use, transparency, versatility, creative expression.

“ So How Can We...?”

How can we reinvent the service to re-establish connections with our users?

When Snapchat first came out, teenagers all over the world flocked towards it and spent most of their time using the app and sending pictures of themselves to friends and strangers alike.

Snapchat started loosing followers at the start of 2018 as more social media platforms are providing similar experience with better interface. Snap tried to diversify into a number of areas many of which were unsuccessful, one example is the Snapchat Spectacles also did not sell well due to its design, privacy and usability issues. Snap Inc has since re-branded themselves as a camera company.

Market Sector Size

XR: AR/VR/HAPTICS

By Industry: Gaming, Entertainment & Media, Healthcare, Education, Retail, Manufacturing.

XR Market is expected to hit USD 5,362 Million by 2024

AR & VR Market size is expected to reach USD 571.42 Billion by 2025

AR & VR Market size is expected to reach USD 2,094.08 Billion by 2027

Trends_

Social Trends

Desynchronized society

eco-anxiety

emotional contagion

equitable resilience

radical optimism

demand for customization

demographic polarization

the inclusion opportunity

the power of local emphasis on creating experience & happiness

Trends_

Technology Trends

additive manufacturing/3d printing the rise of artificial intelligence

the integration of augmented reality

geospatial technology

5G and beyond

tech advancement in healthcare

tatcile internet

datanomic, the future of blockchain

hyperconnectivity

the future of internet, splinternet

Trends_

Environment Trends

environmental awareness

resource scarcity

extreme weather

the end of more lifestyle

back to the future: intuitive, indigenous and pre-industrial wisdom

climate mitigation

biodiversity protection

sustainable finance

heightened awareness of plastics

reduction in energy consumption

Trends_

Economic Trends

economical power shift

economic stimuli

expansion of social commerce

circular economy

hyper-localized commerce

competition for talent

economic crsis caused by extreme weather

data monetization

globalization the rise of sharing economy

Trends_

Political Trends

political fragmentation

social unrest

decolonization

individual empowerment

a new type of terrorist threat

aging global population

industrial & technological revolution

a new arena of international competition : space

climate refugees

competition for resource

Trends_

XTrends

digital inclusion

how we consume content will change

cashless future

the reinvention of retail nostalgia

an new era for gaming

ephemeral Contents keep gaining popularity: short video content

expansion of social commerce

adoption of AR in Social Media

speculative design

Key Trend Deep Dive

EMPHASIS ON CREATING EXPERIENCE & HAPPINESS

Metrics are evolving to priorities happiness, and in the face of an uncertain world, consumers will be celebrating “small happiness”. To cop with an uncertain future and a world that feels out of control, consumers will be looking to find and create happiness in seemingly insignificant, everyday moments. The future will be about creating innovative micro breaks that boost customers’ happiness.

Key Trend Deep Dive

AUGMENTED REALITY

AR is a form of technology used to digitally enhance view of the real world. It layers digital information on top of physical environment for users to manipulate. Augmented and virtual reality help accelerate the coalescence of users with their device-powered experience of the world, Improving the fidelity of intention, increasing efficiency, and driving innovation.

Key Trend Deep Dive

THE TACTILE INTERNET

By 2022, we will not only see and hear virtual experiences, but feel them as well, as haptic technologies help us navigate through increasingly mixed-reality world. The web will evolve from an Internet of information, where users see and hear content in real time, to a tactile Internet that will also allow for a sense of touch to be transmitted across time and space.” Haptics will transform the human-machine interface to enable people to feel and execute actions remotely.

“ Framing Question”

How can we reinvent Snap to seamlessly integrate and establish stronger sense of connection.

In a time when we are more connected than ever before digitally, questions are being raised over whether we are losing our humanity by lack of physical connection and shared experiences.

How can we design meaningful touch points to connect humans, with an aim to create and inspire so new  attitudes can be applied to everyday life.

002 Brand Strategy

Snap Beyond

A new generation of everyday whimsical tech pieces that allows users to seamless connect, creatively capture everyday moments and explore new experiences digital screens and beyond.

Positioning Statement

For people who value creativity, authenticity and playfulness, Snap is the tool to adapt into your need to create, to discover, to unwind in meaningful ways.

We bring social experience to your fingertip to foster togetherness and a sense of belonging through our diverse product lines, artist and brand collaborations and continuous technology acquisitions.

Market Definition

We are a digital lifestyle company.

Whether you are the aspirer, influencer, communicators, knowledge-seekers, functionals, or the networkers, Snap is your one-stop digital destination for all your digital lifestyle needs, from entertainment, wellness and education or cultural discovery. We design meaningful experiences  to connect humans, with an aim to inspire and educate Snap is also a collection of technological tools for you to enjoy and process lived experiences, whether its documentation, sharing, learning or building personal brand.

Brand Promise

Through Snap, you can create positive change and be inspired. Through Snap, you can build communities and be inclusive, learn and discover a variety of perspectives and experience from other users. Through Snap, you can be authentic, expressive and playful. Through Snap, we can help you escape from reality but also help you live in the moment.

In a world full of darkness and uncertainty, Snap is your tool to create your own light.

Value Proposition

To offer authentic, expressive and playful phygital tool that brings community and social experience to your fingertip through the integration of immersive technology, with Snap you can live in the moment together without any boundaries, we are your one-stop place for all your digital lifestyle needs.

Brand Attribute

Eccentrically Whimsical

Ubiquitously Versatile

Streamlining the browsing, sharing and discovering experience and able to adapts to different personal and business needs and ambition.

Genuinely Authentic

Empowers users stay true to who they are, encourage inclusiveness and increase organic & faceto-face interaction and help users to be more confident by simplifying and over-coming the current status-norm of a cultivated social presence.

Creatively Expressive

Creating tools to aid users ability to create, to perform, to design in meaningful ways and help communicate and share those ideas confidently.

Intuitively Playful

Celebrate the element of play by encouraging exploration, increase engagement, and gamification of overall user experience.

Eccentrically Whimsical

creating boundary pushing experiences and interactions where its through form language or digital experience.

Viscerally Personalized

Hyper-personalization in the user-experience sector to increase relevance, boost visibility and engagement and establish trust.

Positioning Matrix

Increase versatility of the user experience as well as improve AR capability into the user experience of Snap to attract more curious minds.

Diversify

Allow XR capabilities such as augmented, virtual, and mixed reality technologies through physical products.

1. Short | Increase AR abilities and versatility

2. Mid | Testing of phygital products

Snap’s product portfolio into physical product combined with its digital service.

3. Long-term | XR and phygital

3. Static

1.

2.

Whimsical Professional

Positioning Matrix

1. Short | Meaningful targeted experience, Versatile usability

Increase meaningful connection and better target user needs to increase trust between the brand and the user. Increase versatile usability to suit different needs such as sharing, creating, relaxing.

2. Mid | Personalization and Versatile usability

Offer wider adaptability to user customization in the user experience to boost brand loyalty.

3. Long-term | Complete personalization and exclusive functions

Adapt to complete personalization of the app including content viewing method, data privacy...etc.

1.

2.

3.

Year Road Map

Brand Modification Phygital World XR and Emotional Intelligent Future

Short Term | 2023-2024

Mid Term | 2024-2029

Long Term | 2029-2035

Our target audience have changed and grown older. As their needs and wants change, Snap have to be evolved as well. Brand modification includes hyper-personalization in the user-experience sector to increase relevance, boost visibility and engagement and establish trust, realigning the brand messaging and its brand image.

- Diversify physical product portfolio | 2023-2024

- Redesign user interface |2024

By incorporating emerging technology and following social and technology macro trends. Snap will diversify its product portfolio into hardware product combined with AR capabilities to expand their position for consumer’s recognition as a digital lifestyle brand.

- Redesign AR spectacles | 2024-2025

- Design multi-functional and compact VR and AR products | 2025

- Expand beyond mobile screens | 2025-2026

- Design with sensorial stimulation in-mind | 2026-2029

Snap will continue to expand and refine its phygital products and services into a digital lifestyle platform that adapts itself into a creative tool for authenticity, expressiveness and playfulness. Snap will have the ability to fully integrate XR into its service and start moving towards empathetic technology as a way to future personalize user experience, form new bonds and develop a deeper connection.

- Fully integrate XR into phygital products | 2029

- Design experiences with physical/digital and sensorial stimulation | 2029-2035

Brand Story

Snap create shared moments to better connect human beings.

It’s amazing how quickly the world around us are changing as we enter the Digital Age. Technology has brought many great advancements but at the same time lacks the most basic human need. Human connection.

At Snap, we contribute to human progress by bring authentic, expressive and playful experience to empower people to tell better stories, and connect the world through bring community and social experience to your fingertips.

Brand Campaign Slogan Imagine Beyond

003 Design Development

Key Value & Benefits

User Insights

MASS SURVEY

Top three archetype that people identify with are

- Digital Influencer

- Trend Hunter

- Nostalgia Activist

People believe that Social media itself should not be more immersive.

Majority of the people somewhat agree (51%) or disagree(27%) with the phrase “ I consider myself as an early adopter of new consumer technology services”.

Most people would love to see both AR, VR, Haptic incorporated into their digital lifestyle.

Some of the technological services that people see themselves using in 10-15 years are (ranked by popularity):

- Digital Traveling: the ability to travel anywhere at anytime

- Personalized wearable tech incorporated into their daily lives

- Digital browsing experience incorporating all 5 sense

EXPERT OPINION

“ Since working remotely, there has been no way to accurately analyze material or tell a material story digitally. The turnaround time is a lot slower as we are shipping our samples...One of my collage ended up with a car bumper in her living room”

- Sanchari Mahapatra, CMF Designer

STEEPX

Key Findings:

People yearn connection, digital advancements is taking over traditonal way of doing things. Climate and economic shift is resulting in population shift.

More Detailed view at: https://miro.com/app/board/ o9J_ki2aE9Y=/

SWOT

Brands that were looked at:

Facebook Twitter Instagram Quibi

Youtube TikTok

Google Glass

GoPro Sony Snapchat

More Detailed view at: https://miro.com/app/board/ o9J_ki2aE9Y=/

SWOT

Brands that were looked at:

Facebook Twitter Instagram Quibi

Youtube TikTok

Google Glass

GoPro Sony Snapchat

More Detailed view at: https://miro.com/app/board/ o9J_ki2aE9Y=/

SWOT

Opportunity:

find and create happiness in seemingly insignificant, everyday moments. Increasing efficiency, and driving innovation. Not only see and hear virtual experiences, but feel them as well.

More Detailed view at: https://miro.com/app/board/ o9J_ki2aE9Y=/

E- Heavy bodies of text

- Irrelevant advertisement

- Disappearing contents

- Dangerous viral challenges

- Bottomless scrolling

- Bitmoji merch

- Over-usage of filters

- Unauthorized data collection

- Current user interface

- Limited & One dimensional experience

- Bitmoji

- Content separation between “friends” and celebrities brands and media

- Algorithm to show stories not chronologically but based on users you interact with most

- Limited target audience

- Single purpose devices

-Limited design and colors

R- Post with only images

- Complicated interface

- Reduce number of content on feed

- Unfiltered advertisement

- Dependency on revenue driven by advertisement

- Teen exclusive content

- Sole focus on video and photos

R- Original content: filters, challenges...etc

- Collaboration with other brands

- Exclusive features that other brans can’t copy

- Cultivate relationships with influencer

- Integration of technologies such as AR VR

- Snapchat exclusive promotions

- Increase e-commerce sales

- Visual aids

- Expand to other parts of the world with cultural appropriate content

- Video content

- Live content

- Increase production to lower cost per unit

- Increase R & D investments

- Increase product design options and CMF innovation

- Tangible and personal contents

- Increase speed and ease of multimedia content creation

C- Mobile gaming

- Enter music/streaming market

- Diversify product portfolio outside of the spectacles

- Create trust between user and brand

- Customizable digital identities

- Preview content

- Allow the option of longer video duration

- Instant messaging for formal occasions

- Subscription service

- Ability to few contents across multiple devices

- Innovate new services and products

- Closed looped system

Consumer Archetype | Innovator

Consumer Archetype | Early Adopters

Consumer Archetype | Early Majority

Consumer Archetype | Late Majority

Consumer Archetype | Laggards

Target Persona

REMI ROSE

Bold trendsetter/Tasteful Curator/Disruptive Tastemaker

/Charismatic risk-taker /Sensible intellectual

Gender: They/them

Date of Birth: April 25, 1985

Education: College / Visual design, Media and communications

Occupation: Art Director--CMF

Income: $107k annually

Hometown: San Jose

Attitudes: Compassion for people and the world, vibrant, enthusiastic

Lifestyle: Tech-savvy, fast-paced, hyper-connected, health conscious Interest: Fashion, foodie, traveling, cafe dwelling, photography, music, yoga, tinkering.

Target Persona

COLLIN JONES

Relentlessly curious/ Captivating achiever / Calculated risk-taker/ High spirited / Fun-loving

Gender: Male

Date of Birth: March 31, 1993

Education: College / Communication and Media studies

Occupation: Digital content creator, musician.

Income: $65k annually

Hometown: New York native, currently in LA

Attitudes: Curious, witty, creative, practical

Lifestyle: Tech-savvy, active

Interest: Foodie, traveling, photography, music, hiking, city exploration, spending time with good company.

Target Persona

TATE WILEY

Relentlessly curious/ Sensibly modest/ Compassionately empathetic/ Enthusiastically proactive

Gender: Male

Date of Birth: Jun 12, 1975

Education: Some College / Business, Management, Marketing

Occupation: Financial consultant turned photographer

Income: $83k annually

Hometown: Seattle, Washington

Attitudes: Curious, open to new seeing, doing, trying things, open to challenge

Lifestyle: Nomadic, adventurous, sustainable

Interest: Foodie, traveling, photography, biking, hiking, urban gardening.

IDEATION 1 AR/VR/HAPTICS

IDEATION 2 AR/VR/HAPTICS

IDEATION 3 AR/VR/HAPTICS

IDEATION 4 AR/VR/HAPTICS

IDEATION 5 AR/VR/HAPTICS

MOCKUP AR/VR/HAPTICS

MOCKUP AR/VR/HAPTICS

Visual Brand Language

Reference | Form

Playful Tech

Pushing outside Snapchat’s Iconic circle, SnapBeyond’s forms uses versatile joinery playful and warm shapes, Whimsical shapes.

Visual Brand Language

Reference | Color

Optismistic and Creatively Bold

SnapBeyond’s colors have an authentic richness, playful color blocking and are grounded with a sense of optimism

Visual Brand Language

Reference | Texture

Capturing Everyday Moments

Inspired by the textures of analog cameras, textural linear ridges and ripples are used to convey a sense of softness, friendliness and playfulness.

Visual Brand Language

Reference | Graphic Application

High-Contrast Boldness

Inheriting existing equity of Snap’s current typeface, Graphic will be used in a high contrasting manner with both Bold and Light typefaces along with embossing engraving finishes.

Visual Brand Language

Reference | Material & Finish

Refreshing Everyday Tech

A variety of finishes on materials such as titanium, acetate, bio-plastic, textile wrappings, are used to create a refreshing, playful, personalized and long-lasting user experience.

Visual Brand Language

Reference | Surface

Friendly Tactility

Varies surface and finishes such as transparency, color blocking, ribbing, gradience are used to establish as feeling of expressiveness, playfulness and versatility.

Introducing... Snap’s new Beyond Collection

Features & Benefits

Customization/Personalization

Tactility/ Touch and Feel

Immersive/ AR and VR

Mood-Boosting/ Filters and Wellness subscription

Style/ Brand Collaboration

BRAND COLLABORATION

Snap X Snap X Snap X

$323 Billion in direct buying power

$1.2 Trillion in indirect purchasing power

Still developing brand loyalty, which is an attractive quality for brands who focus on lifetime value.

BEYONDSPECS COLLECTION US EUROPE ASIA

Snap X

THE WHIMSICAL WAYFARER

Bio-Acetate frame | Playful Transparency | Light Weight | Detailed Hardware

Two HD cameras capturing your surrounding in 3D at 60 fps and layering real-time digital information transforming your surrounding. While four built-in microphones and headphone record and play immersive, high-fidelity audio.

© 2020 Fangyi Gao 2020 Snap Inc Branding Strategy

Snap X

The Whimsical Wayfarer Features

Front Camera for photo/video capture and object occlusion.

Microphone mounted around the rim for voice control.

Next-gen LCD microdisplays for HD immersive visuals.

Can be fitted with corrective lenses, designed for comfortable extended use.

Snap X The Whimsical Wayfarer Features

Bone-Conducting earpiece

Power on/off by unfolding & folding temple.

Charged wireless via Charging case

Battery

Main Processor

Motion Stabilizer

Snap X

The Reinvented Teashades

Classic and Trendy | Light Weight Titanium | Textured and Etched Hardware

Two HD cameras capturing your surrounding in 3D at 60 fps and layering real-time digital information transforming your surrounding, hand tracking to provide seamless navigation experience.

While four built-in microphones and headphone record and play immersive, high-fidelity audio.

Snap X The Reinvented Teashades Features

Front Camera for photo/video capture and object occlusion.

Microphone mounted around the rim for voice control.

Next-gen LCD micro-displays for HD immersive visuals.

Can be fitted with corrective lenses, designed for comfortable extended use.

Snap X The Reinvented Teashades Features

Bone-Conducting earpiece

Charged wireless via Charging case

Power on/off by unfolding & folding temple.

Motion Stabilizer

Snap X

The Elevated Aviator

Recycled Metal Frames | Playful Color Blocking | Light Weight Titanium | Detailed Hardware

Two HD cameras capturing your surrounding in 3D at 60 fps and layering real-time digital information transforming your surrounding, hand tracking to provide seamless navigation experience.

While four built-in microphones and headphone record and play immersive, high-fidelity audio.

The Elevated Aviator Features

Front Camera for photo/video capture and object occlusion.

Microphone mounted around the rim for voice control.

Next-gen LCD micro-displays for HD immersive visuals.

Can be fitted with corrective lenses, designed for comfortable extended use.

Snap X The Elevated Aviator Features

Bone-Conducting

Power on/off by unfolding & folding temple.

Charged wireless via Charging case

Battery

Main Processor

Motion Stabilizer

earpiece

AURA | TRANSITIONAL VR ATTACHMENT

Compact, Lightweight, Wireless Titanium exterior shell | Fabric wrapped Interior

AURA | TRANSITIONAL VR ATTACHMENT

Compact, Lightweight, Wireless

Hand Tracking Sensors

AURA | TRANSITIONAL VR ATTACHMENT

Compact, Lightweight, Wireless

Rubber padding for comfort

AURA | TRANSITIONAL VR ATTACHMENT

Compact, Lightweight, Wireless

Simple Magnetic Attachment

AURA | TRANSITIONAL VR ATTACHMENT

Compact, Lightweight, Wireless

TOUCH BEYOND | HAPTIC ACCESSORIES

Making the intangible tangible. Discover the sensation of texture and weight through digital space.

HAPTIC Feedback Ring equipped with ultrasonic senors, magnets and digital display.

HAPTIC touch pad with ultrasonic sensors(Center) and (Corners) to provide ability to feel weight and textures.

© 2020 Fangyi Gao 2020 Snap Inc Branding Strategy

CONDUCTIVE CHARGING CASE

Charging base with conductive glasses case on top and wireless charging surface for Aura VR on the bottom.

001 BEYOND SPECS EXTERIOR PACKAGING

002 BEYOND TOUCH EXTERIOR PACKAGING |

Made with Algae-based plastic

004 Brand Guideline

PANTONE 113 C

Pantone Black C

PANTONE 16-4725 TCX

Beyond Logo

If you’d like to use the Snap Beyond Logo, Please follow these Guidelines.

Do:

- Only Show the logo in black and radient Yellow.

- Follow the Space Guidance on the next page.

Don’t:

- Alter, rotate, or modify the Logo

- Obstruct the logo

- Surround the logo with other characters

- Use the Beyond logo to refer to any products other than Snap’s sub-brand Beyond Collection.

Beyond Logo

When you’re using the Beyond Logo with other graphical elements, make sure you give it some room to breathe.

Do:

- Display the Beyond log side-by-side with other logos. If you include the logo next to other logos, please display it in the same size as other logos.

Don’t:

- Display other brands logo larger than the Beyond logo.

Typography

Inheriting Snap’s existing assets, Snap Beyond will use the Graphic font family. It’s welcoming while remaining structural and easy to set.

Imagine Beyond

005 Appendices

Appendices A

Regions of the world where Snap is most heavily used.

Appendices B

Archetype survey question result

Appendices C

Early adopter survey question result

Appendices D

Technology Incorporation Survey Result

Appendices E

Concept Testing Survey Result

006 Glossary

Glossary

VR: Virtual reality is a simulated experience that can be similar to or completely different from the real world. Applications of virtual reality include entertainment and education.

AR: An enhanced version of reality created by the use of technology to overlay digital information on an image of something being viewed through a device.

XR: a term referring to all real-and-virtual combined environments and human-machine interactions generated by computer technology and wearables, where the ‘X’ represents a variable for any current or future spatial computing technologies.

Haptics: the use of technology that stimulates the senses of touch and motion, especially to reproduce in remote operation or computer simulation the sensations that would be felt by a user interacting directly with physical objects.

Ultrasound: sound or other vibrations having an ultrasonic frequency, particularly as used in medical imaging.

Electromagnets: a soft metal core made into a magnet by the passage of electric current through a coil surrounding it.

007 Bibliography

Bibliography

J. P. Gownder; Christopher Voce; Michelle Mai; Diane Lynch (May 10, 2016). “Breakout Vendors: Virtual And Augmented Reality”. Chuah, Stephanie Hui-Wen (2018). “Why and Who Will Adopt Extended Reality Technology? Literature Review, Synthesis, and Future Research Agenda”. SSRN Working Paper Series.

“Investor Presentation.” Edited by Investors Analysts, Snap Inc. - Investor Relations, Snap Inc, 20 Oct. 2020, investor.snap.com/overview/default.aspx.

“Hand Tracking and Mid-Air Tactile Effects for Public Installations.” Ultrahaptics STRATOSTM Inspire, Ultraleap, www.ultraleap.com/datasheets/STRATOS_Inspire_Datasheet.pdf.

Erica Volini et al., Introduction: Leading the social enterprise—Reinvent with a human focus: 2019 Global Human Capital Trends, Deloitte Insights, April 11, 2019.

Ginsberg, A. D., Dr. (2019, November 18). Future Innovations 2021. Retrieved Fall, 2020, from https://www.wgsn.com/li/article/81556

Invertuals, D., & Till, F. (2019, November 19). Future Drivers 2021. Retrieved Fall, 2020, from https://www.wgsn.com/li/article/81654

Housley, S. (2020, October 31). The Future of Home 2030. Retrieved Fall, 2020, from https://www.wgsn.com/li/article/88795