Sigma RF1

Project Brief
Sigma RF1 is a case study of Sigma’s design language and a concept for a new digital rangefinder. With advancements in smartphone cameras, image quality is often not enough to make a standalone camera worthwhile. This design sprint examines the experiences that make a camera great.

This is a case study from 2024 done in line with Sigma’s brand language.

Role 
Industrial designer

Duration
2 weeks

Dimensions 
Width: 9.5 cm
Height: 19.7 cm






A New Trend


With modern smartphones cameras, everyone has a device capable of capturing every moment in great quality right in their pocket.

However, this advancement has watered down the experience. Everyone’s photos look the same, sparking a desire for character and a more enjoyable experience.

Fast Company “Why Gen Z is obsessed with point-and-shoot digital cameras” 

Adorama “Gen Z is Bringing Back Retro Digital Cameras”





The Current Options


Many cameras competing in this space are pricey relative to their image quality, but their value instead comes from their unique and joyful experiences. 

These cameras are more akin to luxury products and they evoke memories of the past with their styling and functionalities.






Sigma: 
Examining the Brand


Sigma is a major player in photography equipment, most well-known for their excellent lenses and image quality. However, they struggle with awkward ergonomics, slow performance, and overall poor user experience.





Exploring Forms 
and Features




 I began developing my concepts in 3D using quick CAD models.






Testing 
Ergonomics


How does it feel in your hand?





Exploring User Interactions


How does it feel to use?





Form and Visual Inspiration


Dark textured plastics and metals are the basis Sigma’s product line. Good photo gear creates sharp images and inspires confidence in users. Likewise, Sigma’s forms are sharp and linear with touches of precise and controlled curves. 

Warm highlights round out the aesthetics for RF1, marking the sunrise of a new beginning.


Dark, confident, and sharp 






Brilliant Detail


Sigma’s unique Foveon X3 sensors capture the finest details with unmatched color accuracy and depth due to their clever construction. 

Instead of the typical Bayer pattern RGB array used to filter light and capture colors, Foveon sensors are made up of three layers, each dedicated to capturing just one color. The result is better coverage of the color spectrum, higher perceived resolution, and no color artifacts.





Frame Line 
Selector



Adjust frame lines in viewfinder to suit different lens focal lengths.





Intuitive Exposure Triangle Controls