A digital identity that aims to help heighten its users’ awareness of the objects in their lives. Functioning like a catalog, the main wireframes are structured like those of online shopping platforms to encourage appreciation of what one already owns. The key principles of the identity are rooted in a mutual trust between brand and user. Because the company’s ultimate goal is to limit the amount of objects in the world, all material is digital.
Rather than call attention to itself, the brand takes up conventional ad spaces to provide a better, more focused viewing experience for the user.
In alignment with the identity’s core values, the advertising seeks to establish a positive relationship with users from the start by performing small gestures of kindness. Here, for example, a randomly selected parking meter is paid in advance.