Case Study 001
BEYOND THE SCIENCE QUO
CASE STUDY 001 - COMPANY REBRAND - SPECTRUM SCIENCE COMMUNICATIONS
What was the need?
Following the sale of the company to a new owner in 2018, a full rebrand was requested to reinvigorate the brand, and communicate a sleek, independent, high-tech, and “rock star” attitude and culture, both for internal and client-facing goals. The internal target was unifying and exciting the rapidly growing company. The client target was new attraction, growth, and an assurance of continuity maintained during innovation.
What was the role?
I was the lead brand motion designer, co-lead brand designer, co-lead web designer, and the director, editor, animator, and co-writer for the brand identity video and company reel.
What did we make?
1 animated brand identity story video
Full multi-device website with extensive motion.
Flat and motion art assets including: standees, backgrounds, brand decks, business cards, and more.
a full video tool kit including eye catches, animated logos, and lower thirds.
What were the tools?
Adobe CC (AE, PS, AI, PR, and ID)
Maxon Cinema 4D
Plexus 3
Google Earth Studio
How did it happen?
Ideation and Concepting
After taking direction from the company CCO, the creative team set a 4 person core group, for art, copy, web, and motion, the last of which was my role. As the process evolved, motion became more integral, bleeding back into web design and graphic design/flat art in particular.
Production and Design
With only a limited kit of brand colors, a logo, and fonts, I was given a carte blanche to start motion design. The early concepts, video scripting, and style and storyboards I created for this project were so successful that my role was expanded, my design work becoming the integral backbone for the brand as a whole.
Particular concepts that my work spearheaded were the introductions of space, atomic, and molecular imagery into the brand as a whole, as well as repeating abstract logo patterns used in both digital and print.
THE IMPACT
Results
The company is still running with the same branding today and has seen over 100% increase in revenue and nearly 300% in staffing. New clients have included Moderna, Regeneron, and Bayer, and other Fortune 500 companies such as BMS and AbbVie have expanded their business.
Takeaways
I learned the groundwork of seizing the opportunity and adapting to an expanded workload and expectation based on great early feedback and response, and how to conform and apply dynamic branding to interactive motion and static imagery from more video and animation-oriented design.