Art Director
Art Director
ROLES:
Art Direction
Graphic Design
Branding
Storyboard
Animation Direction
TOTAL STAFF:
2 people
PROJECT LENGTH:
A Month
This was a very interesting project and very challenging. Basically, the media company I did this for owned five different media properties and did video production for these five distinct brands under one roof. Since we had a small staff, we needed video branding that: 1. wouldn’t take away from the five brand personalities 2. wouldn’t be super distracting 3. could be templated and easy to apply 4. MUST be generic but also distinguishable as the same parent brand as well as their own brands. We didn’t want it to totally disappear in a sea of internet videos, so it did need some distinction.
In a nutshell, I couldn’t ignore the brands we were creating for, but we also needed the branding to be generic enough that the post production team could use ONE set of assets to brand all of the videos. That meant I had to figure out a way that the logos of each five brands could fall into the same branding umbrella for the video output. So my solution was to brand based off of the principals of the parent company while also using the video branding to express the multitude of styles and voices it would be representing.
The concept I came up with was titled “Follow Us” since we were very active and prioritized with social channels, but also because we specialized in giving advice to moms and redefining what motherhood and community looked like in the online sphere. Motherhood was young and modern and electric and we could help them navigate in this new world.
Ultimately I landed on the following: This branding aims to lead and reveal and ultimately empower, like a beacon. We follow lines of movement and implications of dimension and depth, we follow electric combinations of color. The juxtaposition of organic (skipped keyframe) and geometric animations (fluid transitions) showcase the unpredictable (and therefore interesting) world in which we often find ourselves (not everything can be planned). The range of colors and combinations allows different shades of personality. (brain, Synapses, electrical impulses, etc) and we can associate each of the five brands with their own color combination within this generic branding.
Above is the branding in it’s early stages and directly below you’ll find the post-rolls for two of the different brands to illustrate how the brands are the same but distinct in the video branding.
In the following sections you’ll find Specs, Art Direction, Original Designs, and the resulting motion graphics assets. Right below, you can see the watermark design and animation direction; you’ll see it animated with a different brand below, once again illustrating the versatility built into the branding.
You’ll find directions etc for the L3 below
This was designed to create areas of text that post-production could emphasize editorially in cut together stories that needed the text.
Below you can see how the colored in boxes of text were ultimately treated.