Clarity : A Dystopian Speculative Project
Germany · 2026 · Designer. Team Lead
Clarity and its branding is one element of a larger design project meant to depict a speculative dystopian universe. In this universe, it is presumed that invasive, smart glasses are worn by most individuals and that society is heavily monitored. Clarity is meant to resemble a clearly predatory product branded in a very inconspicuous and friendly way. It is meant to raise awareness when it comes to the risks of the gradual normalization of intrusive technologies in everyday life.
Project Description
Clarity is a branding project that imagines a company selling fashionable smart glasses with one hidden purpose: surveillance. Its visual identity uses soft colors, minimalism, and a polished aesthetic to appeal to a younger audience, making the product appear harmless and desirable despite its invasive nature. The glasses feature holographic lenses that display real-time information about strangers. Social media profiles effectively move beyond our phones and into the physical world, blurring the boundaries between digital and real-life interactions. The slogan, “We help you see what matters,” presents the loss of privacy as a form of innovation. While Clarity is fictional, its branding reflects real marketing strategies used to make controversial business practices appear acceptable and gradually normalize them. Beyond surveillance, the glasses include a shopping feature that allows users to compare products based on price, nutritional value, and other details. However, the information displayed can be manipulated to favor certain brands or conceal unethical practices. A tool that appears to promote transparency can therefore become a means of influencing consumer behavior for corporate profit. Clarity is part of a larger project centered on a virtual reality game in which players experience a grocery shopping trip in this fictional world. The setting includes a speculative EU law requiring food companies to disclose information about their ethical practices. In response, companies develop ways to manage public perception and conceal the injustices behind their products while continuing to prioritize profit. Following the VR experience, players' decisions are analyzed from a psychological perspective to explore whether access to cheaper groceries can make people more willing to overlook cruelty and unethical production. The project examines how convenience and financial incentives can contribute to desensitization, raising concerns about the future of consumer ethics and the normalization of exploitation.
Ethics Disclosure
The attached images are my personal work, but they are part of a larger team project conducted through my Interaction Design study program. The original idea is not my property, and has been developed alongside my project group. Everything has been designed in Figma. AI has not been used to create these images.