In developing the brand identity and user persona for Iridium, I focused on selecting clients who would be naturally inclined to embrace Iridium or Iridium-based products, based on their careers, lifestyles, or hobbies. Since Iridium is an incredibly versatile and valuable element, it can be used in a variety of high-end products, including luxury jewelry, spacecraft components, fountain pen nibs, spark plugs, and high-performance headphones. I crafted these specific personas around the industries and interests where Iridium’s unique properties—its rarity, durability, and resistance to corrosion—would be most appreciated and sought after.

For the design brief, I took a deeper dive into understanding the essence of Iridium as an element. I explored its scientific properties, its exceptional rarity, and its remarkable utility across multiple industries. These attributes became a key selling point for the brand. By emphasizing how rare and valuable Iridium is, I wanted the design to reflect not just the physical properties of the element, but also its significance in creating premium, long-lasting products. The narrative of Iridium being both rare and functional positioned it as an exclusive, high-performance material, making it all the more appealing to those who seek quality and innovation in their choices, whether it be in technology, craftsmanship, or luxury.