This project is not affiliated with or endorsed by DJI.
Carpe diem, enjoy the variety of life,
and see the bigger world.
and see the bigger world.
DJI Virtual
2023
Speculative brand proposal: brand strategy, identity and campaign visuals
Student concept — not affiliated with or commissioned by DJI
Speculative brand proposal: brand strategy, identity and campaign visuals
Student concept — not affiliated with or commissioned by DJI
DJI Virtual is a speculative proposal for a metaverse sub-brand of DJI, devoted to creating diversity in life. I chose DJI because its work already reaches beyond drones, into education and robotics through projects such as RoboMaster. Its brand reads as reliable, smart and high-tech, which suits professionals, but leaves room to be more playful in a new field.
The project began with research. I looked at how DJI presents itself across Douyin, Weibo, Xiaohongshu and Instagram, and traced its history from remote-controlled aircraft to the Phantom series and its professional and enterprise lines. From this, I built a new position: a brand that is curious, playful, intelligent and a little mysterious. The idea joins drones with virtual worlds. A drone can become your avatar, letting you see the world from another perspective; filmmakers can shoot once a scene is built; and people with limited mobility can experience places they could not otherwise reach.
The identity rests on a single rounded, upward-pointing mark in a bright yellow-to-lime gradient, both an arrow taking off and a drone seen from below. In the campaign the mark becomes a window onto imagined worlds, across three lines: Make a New Friend, Experience the Future Life, and Retreat or Advance? The proposal ends with a future strategy, including an open-source metaverse platform where players build their own scenes and characters, partnerships with game studios, and real-time modelling from drone scanning data.
Target group
- High-tech enthusiasts
- Game enthusiasts
- Creators of photography and film
- People with curiosity and creativity
- People with limited mobility
- Teenagers
Reason
- The combination of metaverse and drone technology is a high-tech product.
- Create an immersive experience.
- It can reduce the post-production process and shoot once the scene is built. It can also create more unexpected and attractive images and film.
- Let the drone become your avatar and explore
- Let the world interactively from another perspective.
- Can create more possibilities
Brand character
Interesting, curious, highly intelligent, unyielding, playful, mysterious.
Value proposition
Carpe diem, enjoy the variety of life, and see the bigger world.
Future strategy
Deeply cultivate the field of drones and the metaverse, create an immersive experience, provide supporting game services and platform services, create an open-source metaverse platform, and allow players to freely build scenes and characters. To help people with disabilities experience the world freely.
credit:
Xueer Xu @alexstewart.000000012024
Unofficial student concept. DJI and the DJI logo are trademarks of SZ DJI Technology Co., Ltd.
This project is not affiliated with or endorsed by DJI.
Campaign imagery generated with Midjourney.