LOKI Camera Gear
I started LOKI Camera Gear to develop equipment that enables photographers and videographers to tell engaging stories. Anytime. Anywhere.
Throughout the project I’ve worked closely with a variety of filmmakers and photographers, which has enabled me to develop and launch the company’s first product, the LOKI one.
Designed specifically for the new generation of DSLR and Mirrorless filmmakers, the LOKI one has been receiving fantastic reviews from customers and publications alike.
You can find out more about this journey below.
Insight
DSLR and Mirrorless cameras are now capable of capturing cinema-quality video. Their small footprint means they’re easy to carry and the ability to change lenses allows for a lot of creative freedom.
Problem
These ‘photographic’ cameras are not ergonomically designed for shooting video and traditional camera rigs are big, bulky and slow to set-up or switch a camera between.
Solution
The LOKI one combines three pro rigs in one portable design that folds up to fit in a pocket. It enables users to capture a range of high-quality, cinematic shots anytime, anywhere.
Introducing the LOKI one
User-Centered Process
Building a close feedback loop with customers has been fundamental to every stage of my development, launch and commercialisation process. I have continually engaged a range of professional photographers and filmmakers to gain honest feedback, validate decisions and field test prototypes.
Ethnographic research and contextual inquiries helped me understand the needs, wants and desires of the key user groups. It also provided first-hand insights into the different environments they work in and challenges they face. Mapping these experiences highlighted the current pain points, which I was then able to translate into unique selling points for the LOKI one.
Design Development
Combining customer insights with a detailed market analysis, I put together a clear design specification and product roadmap. This focused the design scope and outlined the key deliverables and milestones.
Every single element of the LOKI one went through an in-depth, iterative process of sketching, prototyping, testing and refining.
During this process I also created the brand identity and design language, which evolved through the quick cardboard models, 3D prints and CNC machined metal prototypes.
These metal prototypes were then field tested by users, including the British Army Photographers. This provided feedback on the design and put it through its paces.
Finding a Production Partner
To find the best manufacturer for the LOKI one, I travelled to Shenzhen, China, and met a potential partner. This allowed me to assess the facility and see some of the parts they make for well-known brands in the photographic and video industry.
The most valuable outcome, however, came from making the effort to build a personal relationship. It broke down some of the initial barriers to entry and built up mutual trust and respect.
Launching the LOKI one
To bring the LOKI one to market I first tried a Kickstarter campaign. This involved me writing, filming and editing the campaign video as well as producing all the PR and marketing collateral.
During the 30 day campaign, I raised over £13,000 in pre-orders. Campaign traffic came from the database and social media accounts I had grown as well as from large industry blogs that had picked up the project. However, as it was below the £25,000 goal, I received nothing.
Undeterred, I sought out a new route to market, which came in the form of the Design Council Spark Accelerator. Through this I refined the product, brand and messaging which culminated in the successful launch of the LOKI one.
Part of the launch involved wireframing and building an e-commerce website as well exhibiting at various industry trade shows. These shows have been great for building relationships with new customers, retailers, distributors and publications as well as growing brand awareness.
