Overview
The University of Plymouth introduced a new brand device and campaign identity. As this was the first time the identity was being animated, the project was an open opportunity to explore its scope and capabilities. My role was to create an animated motion brand guideline that explains how the logo mark behaves in motion, helping the university's internal marketing team to understand all the ways it can be used across their animation and video content.
The University of Plymouth introduced a new brand device and campaign identity. As this was the first time the identity was being animated, the project was an open opportunity to explore its scope and capabilities. My role was to create an animated motion brand guideline that explains how the logo mark behaves in motion, helping the university's internal marketing team to understand all the ways it can be used across their animation and video content.
Challenge
The challenge was to transition the campaign's new visual identity into video formats. The logo mark needed to be stress-tested across a wide range of content scales, ensuring it could adapt seamlessly to everything from fast-paced vertical social clips to full-bleed, cinematic campaign footage while maintaining its design integrity.
The challenge was to transition the campaign's new visual identity into video formats. The logo mark needed to be stress-tested across a wide range of content scales, ensuring it could adapt seamlessly to everything from fast-paced vertical social clips to full-bleed, cinematic campaign footage while maintaining its design integrity.
Approach
Using the core brand guidelines as a foundation, I designed and generated an expanded suite of custom static assets and layout mock-ups to demonstrate real-world logo usage, building them into a comprehensive storyboard for production approval.
Using the core brand guidelines as a foundation, I designed and generated an expanded suite of custom static assets and layout mock-ups to demonstrate real-world logo usage, building them into a comprehensive storyboard for production approval.
I worked alongside client services and a brand strategist/copywriter to establish the foundational motion rules. I worked with the team to formulate the script, advising on narrative flow, timing, and text clarity to make sure the technical rules were easy to follow.
Together, we defined a clear visual vocabulary for the logo mark, establishing rules for framing, layouts, and motion behaviours.
Outcome
The final framework delivered a motion brand guideline video that worked in tandem with the primary brand guidelines.
The University of Plymouth’s internal creative team received a practical, highly visual utility tool that serves as the blueprint for all future video and motion branding.
The final framework delivered a motion brand guideline video that worked in tandem with the primary brand guidelines.
The University of Plymouth’s internal creative team received a practical, highly visual utility tool that serves as the blueprint for all future video and motion branding.
