Sparrow Dock

Form factor from origami fold logic: add professional capability to the MacBook and make the desk itself a striking artifact. Hardware story, rebellious logo (internal code name “SP” as a team joke), crowdfunding creative in one voice. Product + brand as one system in 2014.

Internal product-agency project, then released for crowdfunding. Photography and video carried the fold story with emotional clarity, not just catalog shots. Zero-to-one hardware launches live or die on coherent identity under deadline — the analog fold maps to digital component reuse.

Today's stack for the launch

Today I'd write the position in one line first: a desk that folds like origami and works like engineering. Every asset would answer to that line. A shot list would come from the campaign beats, and Midjourney would light the fold before the shoot: which angle makes the geometry read as precision, and where the desk becomes an artifact. The real photography and hero video would still carry the campaign. The generative work just tells us which shots to take.

The campaign would run on a calendar, not a single launch day: a pre-launch waitlist, launch, each stretch goal, then backer shipping updates. Kling would turn hero frames into the short loops each of those beats needs. The campaign page would start as a section outline (hook, how it folds, proof, tiers, stretch-goal tracker, FAQ) that generates a wireframe in minutes, so the story gets tested before it's styled.

A light Figma kit would keep the "SP" mark, the apparel, and the page speaking with one attitude. A hardware launch from zero means owning identity, product story, and merch end to end, on a deadline that doesn't move.