The collaboration between Lady Gaga and Ammunition reached a new milestone last week with the announcement of the Polaroid Grey Label line at the Consumer Electronic Show in Las Vegas. This is the second collaboration between Ammunition and the Grammy Award-winning artist, who previously collaborated to produce “HeartBeats by Lady Gaga” from the Beats by Dr. Dre line of headphones.

Led by Robert Brunner, our team of designers worked closely with Gaga in her role as creative director at Polaroid and her team to help conceive and design the products for the inaugural line. Each product was designed with the idea that creativity and sharing go hand in hand in both the digital and physical world. The goal, which Ammunition helped bring to life, was to encapsulate both the instant experience reminiscent of the classic Polaroid brand and the fashion-forward vision from the musician’s signature style.

Grey Label gives consumers a new and exciting way to embrace self-expression, originality and artistry and communicate it instantly through technology to the world around them. Three products were debuted on the tradeshow floor including the GL20 Camera Glasses, GL30 Instant Digital Camera and GL10 Instant Mobile Printer.

For product descriptions and release dates, read here.

For more on the design, read here.

Last week Barnes & Noble launched the Nook Color, the latest collaboration between Ammunition and the US’s largest brick-and-mortar book retailer. With over two million book titles and the world’s largest magazine publishers providing content, the Android operating system, Wi-Fi, and seamless integration of content sharing and social networking, the Nook Color is poised to redefine the boundaries of e-Readers.

In 2009, Ammunition provided industrial design, packaging, and brand identity for the original Nook. It was named Time Magazine’s #2 Gadget of 2009, went on to sell over a million units, and is on track to crack two million by Christmas this year. When the nation’s largest book retailer wanted to not only bring color to the Nook but to open the device up to Android apps, video, and more, they again turned to Ammunition for product identity and packaging design.

The response at the event in Manhattan was immediately positive, with Gizmodo claiming “it might be the best Android tablet yet.” Featuring beefed-up software to handle tablet-style user interface, Facebook and Twitter integration, and MP4 video playback capability, the Color nook blurs the line between e-Reader and full-function tablet.

The color nook will be available November 19 for $249.00. Barnes & Noble is taking pre-orders now at Barnes & Noble.

To read Engadget’s initial impression, visit Engadget.com

An event at the Best Buy theater in midtown Manhattan and a performance by hip-hop artist Soulja Boy served as a backdrop for the unveiling of the latest Ammunition-designed product from Beats by Dr. Dre., BeatBox. A fusion of design and superior audio performance, BeatBox at once recreates the traditional portable audio experience and redefines the current iPod/iPhone dock market.





Ever present in the emerging music scenes of the 1970’s and 80’s, the traditional boombox gave artists and enthusiasts a simple and powerful method for broadcasting music outside the home or studio. BeatBox builds on that tradition with updated audio components and a form that redefines the iPod dock.


“BeatBox is our take on the old-school boombox, we’ve revised it with new audio technology and a decidedly modern look,” says Ammunition founder Robert Brunner. “We took Dre and Jimmy’s passion for audio fidelity and artistic expression, and fused it with our design ideals and redefined tradition in this space.”


See the BeatBox here.

Barnes & Noble has announced the new, Ammunition-designed e-Reader, “nook,” in a special event in New York. Ammunition developed the industrial design, service design, user interface, accessory system and packaging for the new product.

The device is slim and compact, with minimal buttons and an easy to hold, contoured back. nook features a color touch screen LCD for navigation and a six-inch E Ink display for reading. Users will have access to over one million ebooks, newspapers and magazines via both wi-fi and AT&T's 3G network, as well as the ability to digitally lend books to others. nook features expandable memory and is built on an Android operating system.

nook will be available at the end of November for $259.00. Barnes & Noble is taking pre-orders now at www.nook.com and in stores beginning October 21, 2009.

Download the press release

San Francisco (April 30, 2009) – Award-winning design consultancy Ammunition has designed a new corporate identity for FICO™, the leader in analytics and decision management technology, whose products and services include the FICO® Score, the leading measure of consumer credit risk in the U.S. The new logotype reflects a simplification of the corporate identity from Fair Isaac Corporation to FICO™, the name by which the company is commonly known. The change reinforces the company’s long-standing commitment to helping its clients manage risk, fraud, accounts and other critical functions, as well as empowering consumers to take control of their credit health.

The Ammunition team, lead by partner Brett Wickens, developed a bold, uppercase logotype that asserts leadership and strength, underscoring FICO’s position as the de facto standard in credit scoring and decision management. The original typeface was crafted to maximize legibility at all sizes, and to act as a simpler aid to memory than the more complex pre-existing identity.

“By adopting the name FICO for the whole company, we're following the lead of many of our customers, who have called us FICO for years,” says David Feder, senior director for corporate marketing at FICO. “The FICO brand has long stood for predictive power and accuracy, qualities that apply across our entire line of solutions.”

“We feel that Ammunition understood and interpreted our core values,” commented Feder on working with Ammunition. “The new identity has helped us create a spirit of strength and clarity for the organization today, while positioning us well for the future.”

See more of our work for FICO

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Today the award-winning product, identity and interaction design consultancy Ammunition, founded by Robert Brunner, announced the addition of new partners Creative Director Brett Wickens and Strategist Matt Rolandson to its San Francisco-based office. The additions strengthen Ammunition’s offering in the areas of identity design, interaction design and strategy consulting, and create a valuable complement to the firm’s focus on product development and the orchestration of customer experiences.

Wickens and Rolandson were formerly the Vice President Creative Director and President, respectively, of the international design consultancy MetaDesign, prior to joining Ammunition. Wickens and Rolandson will lead identity, interaction design, and strategy projects for global clients at Ammunition. Since joining, the partners have expanded the firm’s design team and continue to work alongside business leaders seeking to launch and renew their products, services, and brands. Their current and recent clients include Kohler, Autodesk, Dell, Fair Isaac and Johnson & Johnson.

The expansion will help clients benefit by working alongside a team comprising experts from the full range of design disciplines and perspectives.

“Brett and Matt’s distinguished careers in identity, interaction, and brand consulting unites perfectly with the needs of our clients,” says Ammunition Founder Robert Brunner. “Their move to Ammunition signifies an exciting part of the firm’s expansion plan, and fully realizes our mission to build broad, incredible design experiences that reach directly into the customer’s heart.”

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