Polaroid OneStep packaging prototypes, 1977

The design plot thickens as Polaroid product engineers crank out more and more camera models to hit all the price points in the photographic market. Someone decided that the face plate of the camera should carry the Polaroid color stripes because the ad brass decided to do their own corporate design in-house and the color stripes would be part of the identity program. I was not invited to contribute to this very significant overhaul. Since the product used the same film as the SX-70 I kept that mark on the box. Then I found out that Sales didn't want it (for whatever reason) and I came up with this version, below. It got shot down as well. Click on the image for an enlargement.

This, below, is my final and accepted prototype. You can see sell copy beginning to appear on the top of the box. It was becoming obvious that my influence had waned considerably and there was no Stan Calderwood to call off the in-house attack dogs. (Just by itself, the political intrigue at Polaroid in 1977 would take pages to describe and we won't go there.) Click on image for enlargement.