Power Up
Brand Identity
Art Direction
Motion Graphics
My Work
The Rundown: Power Up is a campaign that the People Programs Team would run every year at a slow point in the sales cycle to re-energize and re-engage customers with new exciting content and incentives. The Creative team was asked to give an update on the brand for another run of the campaign, but unfortunately it was on a tight deadline (about a week…). We had a choice to make on the creative team: Give what was expected and update the colors from last year’s campaign with one or two new visuals //
or do what nobody asked and reshape the whole brand to be something kick-ass that actually get people excited to re-engage.
*Selects hard mode*
Responsibilities: Brand Research, Logo Design, New Brand Key Graphics, Motion Graphics
Old Logo
New Logo
Visual Tone
The new visuals for Power Up evolved the tone into something loud, electric, and impossible to ignore. The artwork uses geometric forms, digital disruptions, and contrasting colors to create a bold new vision that would draw in users to a slew of new content.
New Challenges
With an exciting new brand presented to the People Programs Team, an entirely reinvigorated list of deliverables were created to push the digital event to the next level of engagement. I helped create an animated quiz using Lottie animations (along with a massive list of design elements) reskinned assets for a Power Up takeover, and designed style frames, thumbnails, and some motion for a slew of new short form videos
Note
The animated quiz had to be designed for iPhone, iPad, and Desktop sized versions - so each style frame was designed with the border parameters
in mind to work cohesively as one animation for every medium.
I helped develop the motion style for the motion graphics team and assisted in making portions of this animated intro that they then adapted into variated forms.
Credit
Design
Kendall Lane
Motion Graphics
Abby Chang
Zack Mao
Kendall Lane
Art Direction
Sean Moen
Kendall Lane
Production Design
Andres Chavez
Video Editing
Auston Marek