Inflatables, and designing for joy

The client makes pool floats, and the first meeting was about everything a float has to do: stay up, stay together, pass a safety test. The second meeting was about the only thing a customer notices, which is whether it makes them smile.

Joy, it turns out, is mostly saturation and scale. A watermelon as big as a bed, red enough to look edible, with seeds you could lose a hand in. The identity we built for them uses the same rule: one colour at full strength, and never two.