Halo CRate

343 INDUSTRIES . Subscription Service . January 2016

Boxing Energy

Goal: Summon the feeling of hearing a garage band before the rest of the world.

In early 2016, I was asked to design a box for Lootcrate. I didn't want to just design a box; I wanted to create an experience. I aimed to recapture that Christmas feeling that a subscription boxed product should evoke. Apple is known for its ability to make the unboxing experience feel magical.

I had some guiding principles for the design: the box should feel well-thought-out and not merely centered around a theme. Similar to the best aspects of Halo, the box should appear as one thing on the surface but reveal that there is more going on underneath. The space surrounding the box is almost as important as the contents inside. This entails empowering the customer to ponder about the future. Absence becomes a part of the story, as does anticipation.

Creative Director: Dan Chosich
Transmedia Studio Head: Kiki Wolfkill
Executive Producer: Brian Albrecht

Hand-off to Digital

Remember everything does not need to be in the box. The box can be a springboard for experiences outside the box. Something physical can have a digital counterpart.

Mystery

Images without titles are questions. Questions without answers foster conversation.

Mind-Theater

Words are inexpensive. Self-aware, authentic, and well-crafted words are invaluable and sticky.

Intelligent Design

Include less with greater thoughtfulness and better design. It will seem more valuable than a dentist’s chest of toys. The things people do not see are sometimes the most meaningful.