Modem x
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ALL CREATIVE CONTENT PRODUCED BY TAMIA SANTIAGO UNLESS STATED OTHERWISE
CONCEPT
THE MOVEMENT TO SEAMLESS MODEMS
Since 1990, the internet modem has adopted many faces as it continued to compact more and more features into one device. With the popularity of fiber optics, internet modems found its place on our TV stands. This visibility leads to the current day demand of seamless, modern designs.
2023
2009 - 22
2000 - 09
40%
75%
93%
Presence of internet modems in households
RESEARCH
THE ISSUE...
In Philadelphia, there are two main competitors for internet providers: Fios and xfinity. I utilized social media polls and in-person polls to gain insight on which modem they'd rather have on their TV stand based on pure aesthetic. While a lot answered, an overwhelming majority stated they honestly could not tell the difference between the two. This opened opportunity for a new path for my concept. How can I make the Xfinity internet modem a bold new design that stands out from its competitor...
Xfinity missing brand identity
Look identical from afar on household furniture.
Similar rectangular silhouettes with no distinguishing colors or form.
Key nonnegotiable design factors to work around
The only distinguishing factor from afar is the bold fios logo
IDEATION
ICONIC PRODUCTS COME FROM WEIRD INSPIRATIONS
When exploring how I could distinguish the xfinity modem from its competitor, I turned to everyday objects. The one that stood out to me at the time was actually my snack: Twizzlers
Unique spiral structure
Bold, red, memorable brand design
I allowed the shape of a twizzler to inspire the beginning of my ideation. This chapter didn't focus on function or preexisting modems, but rather creating something potentially brand new and never seen before.
This chapter pulled from the earlier ideation of converting spirals to shapes. Here, I focused on how these new silhouettes could become functional and familiar enough to appeal to the xfinity consumer.
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I experimented with the placement of light to highlight branding and functional components while adopting bold branding tactics with their "X".
Here, I ideated on some remote forms for the modem focusing on how the shape of the hand will influence the comfort of the remote as it rests there. While remotes are typically nonconventional for internet modems, I included it as a marketing piece. It offers internet customization at the click of a button.
Narrowing down the final sketch to the final sketch
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