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Sophisticated Invisibility

Ultra low-profile square design blends into the home environment.

Sophisticated Invisibility

Deliverables

Ultra low-profile square design blends into the home environment.

Consumer Research
Product Design
Package Design
Arrow
Invisibility has never looked so good. We designed this sleek, ceiling-hugging smoke alarm to give design-conscious consumers exactly what they told us they wanted: advanced smoke detector technology that doesn’t call attention to itself… until it needs to. The ultra low-profile design blends in seamlessly within home environments. The result is a compelling new segment of smoke alarms for First Alert—creator of the first battery-powered smoke alarm in 1964—and a big boost in making this pioneering brand more contemporary and relevant to today’s consumers.
CONSUMER RESEARCH
First Alert wanted a smoke alarm design that would shake up the category. Consumer insight research was the first step—identifying new opportunities to fit meaningfully into consumers’ lives. The key insight we gained was revelatory. Consumers didn’t actually want a better-looking alarm; they wanted an alarm that was essentially invisible. And conventional designs—round and bulbous—didn’t do that. This breakthrough insight drove our design process.
PRODUCT DESIGN
To create this revolutionary design, we worked with First Alert engineers to overcome limitations imposed by internal components, revising the circuits inside to fit within the proposed structure. The result was the flat, square housing with a low-profile silhouette.
PACKAGE DESIGN
Most smoke alarm shoppers make their purchase decisions at point-of-sale. Our package design struck an ideal balance between showcasing the minimalistic design form and giving shoppers the information they needed. An icon system simplified the presentation of extensive features and benefits.