Traditional cameras are powerful and high-performing, but they lack the connectivity today’s content creators need to shoot, edit and post in the moment. Anyone who has moved files from a DSLR to a phone just to publish a post knows the friction. Alice set out to remove it, blending the UX, connectivity and artificial intelligence of a smartphone with the picture quality of a DSLR, so creators could shoot and share high-quality content more easily and for less.
Our strategy team first met Alice at UCL Hatchery. The founders knew they wanted to build an AI-powered camera for content creators, but weren’t yet sure what form it would take.
We recommended a camera that attaches to, and works seamlessly with, a smartphone. It would give users the best experience, lower the barrier to entry and speed up product development. A year later the founders came back to our studio with a prototype and a new challenge: a brand that content creators would both trust and be inspired by.
The identity straddles the clean professionalism of market-leading DSLRs and the creative, daring nature of a new generation of creators. The logo blends references to the brand name, AI, a smartphone and a DSLR lens, while echoing the form of a camera. A custom typeface livens up headings across decks, the website and social, and schematic graphics create a behind-the-scenes framing device that puts creators and their content at the centre. Our strapline, The Camera for Creators, sums up the position: supporting creators rather than shaping them, and speaking directly to them.
For the companion mobile app, our UI guidelines prioritised clarity and usability: minimalist data visualisations, easy-to-understand controls and a focus on the camera feed, for a smooth experience that maximises functionality at every stage.
We also built a library of 3D assets and animations. Dramatic lighting evokes the game-changing significance of the product, and hyperrealistic detail gives it legitimacy, helping the audience picture a finished camera that wasn’t yet in production.
We’re really proud of what you guys have done. Massively over delivered, went the extra mile and did an outstanding job... the numbers speak for themselves!
Vishal Kumar, Founder, Alice Camera
For the crowdfund, we designed and developed a landing page with a 3D scroll animation that gave the site a tactile feel, as if visitors were turning the camera in their hands. We also supported the marketing strategy and an Indiegogo social media takeover, and scripted and produced a video blending live action and 3D animation to show backers why the product deserved their support.
The campaign hit its funding target within 8 hours and closed at $200,000, 720% overfunded, with coverage in tech media including TechRadar and DP Review. Since then Alice has raised further investment, taking its total raised to $1.3 million, and the finished camera began shipping to customers in the UK from 15 July 2024.
Outfly, a London brand, marketing and product agency, shaped the Alice Camera product concept, brand identity, app UI and crowdfund launch.
Product strategy, brand identity, a custom typeface, UI guidelines for the mobile app, 3D assets and animation, a crowdfunding landing page, a launch video and marketing support.
It hit its target within 8 hours and closed at $200,000, 720% overfunded, with coverage from TechRadar and DP Review. Alice has since raised further investment, taking its total raised to $1.3 million.
The Camera for Creators, a line written by Outfly that speaks directly to content creators and positions Alice as supporting them rather than shaping them.
