Alexander Darabi BA (Hons) Digital Animation
I was asked to create a sub-brand using the Globeman figure. Recently departed from Lycamobile, Globeman was key to spearheading a competitive market and was originally conceived by David Ogilvy’s design house. Since then, Globeman has been subject to ridicule, also as the mascot approach to branding has since been overtaken by elemental styles and colours.
Recent artwork produced for Lycamobile South Africa. Using the current print-artworks as a bridge to the new concept (previous post) so the transition is incremental and not so unrecogniseable as Lycamobile to the customer. By seeing the posters everyday it is tempting to want to change the designs too often. From the perspective of an in-house designer t seems like the brand is evolving from one week to another yet from the customer’s perspective it may seem very inconsistent and sporadic (due to the frequency of exposure). In order to overcome this, we have sought to maintain the consistency through the branding elements I.e. Header with brandmark, this at least shows we are still the same company known to the customer. Without consistency, the brand becomes diluted and weak, with no personality or tone of voice. This s why most brands opt for the agency approach, whereby one consistent look and feel through copy, design and colours is carefully selected in order to reflect the target audiences’ needs and wants as well as the strategic positioning of the business. This design is then built upon (evolved) very gradually over the course of time so as not to stagnate and become old. As I have shown with the post sighting Doyald Young’s Prudential re-branding even the leading on the character of the word mark can effect how it is read and therefore the vibrancy/fluidity of the brand. By maintaining this style throughout all advertising and collateral we can make sure that the customer is building a relationship of trust with the business (represented by the brand) and doesn’t get confused with greatly varying styles, fonts, colours etc. This will only lead to brand confusion and a dilution of the desired response.
Recent poster created using Data-Merge fields and CSV sheet (fig.1)
Usually purposed for books or large publicaions, Data merge allows referencing of CSV values in order to populate specific fields/boxes within the poster/artwork.
Benefits of this include:
In order to reveal the Data-Merge window, navigate to Top Bar Menu > Window > Utilities > Data Merge. From here it is clearly explained how to populate/import each field from a CSV/TXT file editable in Microsoft Excel software.
New style adopted for the Spanish market which is a slight evolution of our previous month’s work.
These banners were designed in a rapid response to a quickly changing telecoms market. The realm of external digital display is one of my favourites because I feel a strong concept can give something back to the customer in a kind of exchange with the company brand.
Whilst looking at Google’s new “Dark Theme” for Android’s latest installment (Android Pie) I noticed one of the icons looking almost too balanced to be an artist’s rendition (too perfect if you will). On closer inspection I realised that all the lines are separated by proportions found in nature’s golden-ratio. Whether this was intentional or not, by overlaying the box below, I was able to identify the use of the golden ratio.
Google Material is an excellent place to learn about Google design implementation and also the reasoning behind each design choice. When we can see the mathematical formula for beauty coming to light in their resources it proves they are still the world leader in user-interface (UI) and user-experience design (UX).
:: Future development :: look at other ways of using golden ratio area formatting in 2D and possibly 3D. also when thinking on a grander scale one could draw parallels between cell division proportions and growing patterns found in all living things but more apparent in simple single celled organisms. like corals (formed by a type of algae).
Above marketing campaign for Poland highlighting roll-over data using the geometric correlation to form the sometimes overwhelming myriad of bundles. By using the beehive like structure we can structure the hierarchy of information in different ways. When the correlated objects form a different entity on the composition.
Having played Geometry wars with a friend not so long ago, I could not attribute some of the background in the poster to the mesh like structure built into Geometry Wars: Retro Evolved 2 on Microsift Xbox. This amazing warping effect of gravitational fields really do give the impression-n of depth that can really give clues to the rest of the composition in a stunning array (simply joined by longitude and latitude) By transposing the simplest points within the wave patterns we can join the dots to see the real root cause. Perhaps this could be the way we know what caused the big Bang! BOOM, but you would have to appreciate the nature of our position in the galaxy the . :: Future Development :: Learn about the gravitational/magnetic fields demonstrated in the Geometry Wars background mesh grid and whether use of animation techniques or mathematical (perhaps quantum?) fields are generated.
Prior to finalising the block-busting design, I had the idea to recreate a style similar to the above in order to give maximum impact/appeal. This unique style has been developed by Charles Williams of Made Up Studio (based in East London). I really like the aesthetic generated in this image using only 3-4 colours. It’s also quite similar to the sky mobile roll-over concept we looked at during the market research phase of the project (shown below):
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| Credit: Robin Sutherland (Lead Image) |
Campaign landing page refresh including style sheet assets for the developer to integrate to his/her own CSS library
Layouts created for a new white-label product being up-sold by Lycamobile and subsidiary brands. I was very happy with the way the final result came out. I am moving more and more into User experience layouts for web and apps where the page balance must work in both mobile and desktop views, with the emphasis being on mobile when the current usage is approaching 60% of all web sessions. I also wanted to keep the use of colours to a minimum, maintaining brand consistency with Lycamobile which is key to the success of this project (allowing piggybacking of trust from Lycamobile)