art direction
design
motion graphics
advertising
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What role does mythology plays in our humanity? Told from the lens of technology, mythology is described as a projection of our innate fear and anxiety; created to explain the unexplainable.
[ Viceland ]
Brand Ident
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Cinematography
Photoshop
After Effects
[ Branding in a New Light ]
The exposed, curt identity synonymous with Viceland is placed into new contexts through the use of Surreal elements and nested scenes.
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The goal was to understand Viceland's existing brand language and remain true to their essence, but also provide alternative visual solutions in a short 15 second ident.
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[ Identity ]
The branding consists of straightforward type that acts as a framework for content. The identity is, "blunt and raw – an exposed structure, a functional language free of decoration, artifice and veneer." [Gretel].
[ Challenge ]
Viceland's strong, recognizable brand identity means there's little for deviation or experimentation. A level of consistency between prior branded material and with this branding needs to be maintained.
[ Solution ]
To capture the essence of Viceland while also being experimental with their current branding, a character was used alongside dynamic typography. The scenes are nested and take the viewer through a story: a direct reference to Viceland's documentative content.
