client
Mirror
project
Brand Elevation & Studio Build
disciplines
Strategy / Ideation / Creative Development / Motion Graphics / Technical Operations
task
In Mirror, DOMO saw a highly-competitive product driven by cultural compatibility (hello, social distancing) and an intimately-connected user experience. We also saw huge opportunities to refine and amplify Mirror’s brand voice throughout its offering. On the other hand, Mirror’s primary focus was expansion: more studio space + more content = more consumers.
The brand needed both elements to succeed long-term, so that’s what we did: we developed a custom approach as brand consultants, set designers, technologists, stylists, marketing managers, and producers to elevate Mirror’s content workflow. And we gave them modular tools to run everything in-house, long past our contract.
process
We first identified a need for brand consistency, leading to an enhanced set of values and language. This served as the strategic basis for numerous stage, lighting, branding and camera tests. We built two stages and added four new camera angles, maximizing the fluidity of the user and instructor experience.
We also added an LED wall for on-camera brand integration and user connectivity, empowering Mirror to make flexible changes now and in the future. And in manifesting Mirror’s ethos of honoring the individual, we nixed the existing one-size-fits-all lighting design and unveiled a collection of looks to flatter and empower each instructor.
result
Mirror’s in-house team can easily run two new stages with the power of a full production staff — without the need for additional overhead. They’ve tripled their potential class output to allow for significant user growth. Their integrated branding is now visibly effective. And when a new instructor comes aboard, they’re framed in custom lighting with the press of a button. It’s a diverse, future-proof set of improvements threaded by one simple principle: brand-first.