To develop the visual identity system and product experience for Sean Parker’s new social media product Airtime, which allows up to 10 people to simultaneously group video, stream music, watch videos, chat, and simply hang out. Geared toward a Gen Z audience (ages 17 and under), Airtime prioritizes living in the moment with friends over curating a "perfect" online identity.
Our challenge was to capture everything the product is capable of while making a compelling case for a platform that weaves together content, social-sharing and real-time video, all for an audience already jaded by the different platforms vying for their attention. Our strategic positioning and language work led us to our approach—don't be prescriptive. Let people simply: do whatever, together.
Wrapping the sophisticated product in a "slacker" persona captured the spirit of being a teenager escaping into the expansive and energetic world of online. Our strategy centered on the experimentation inherent to being growing up, and how Airtime's fluid experience enables open exploration of interests, identities, and experiences. The visual language draws from zine culture — intentionally lo-fi, layered and hand-made. It stands in stark contrast to the sterile feature messaging and platonic images of youth that our audience expects from social media companies. The brand is designed to connect — not because it's faster, friendlier or more reliable, but because it provides the freedom for you to be whoever, and do whatever.