The Process

Logo

I started this project by designing the logo which needed to be done first. As I was designing a logo that was to be a more up to date version, I needed to make sure the feel, look and visual style was similar so I decided to incorporate the same/similar colours into the 2021 logo design. I took the green, grey and blue and made the main text with the theme text the same style as done previously. To keep it the same visual style I took the people silhouettes and changed them to the JBA blue colours for contrast as I was working on a white background which when exported would be transparent.

To create the feeling of reconnecting with more people I had made it so the silhouette was duplicated and changed the scaling so it looked like it was 4 people rather than just the same 2 people copied and pasted which in reality it is but because I played around with positioning and scaling it created the illusion it was more than just 2 people. All I had to do was incorporate the 3 areas which I did by being represented into icons below. A man running would represent Active, a Park bench would represent outdoors and Seed Packet represent sustainability.

All I needed to do to finish it off was to position everything in a way that made sense and looked visually good. The text would go at the top with an overlap with each other, the people would go next followed by the icons at the bottom. I just needed a way to separate the icons to the people and I needed to use less of the people as it didn't look right. The solution was to mask the people so the bottom of the legs was cut off and to place a divider line in between to separate it, this became the new logo which was approved.

Motion Graphic

To create the motion graphic I started with brainstorming ideas for it, bearing in mind I needed to get ideas that were viable and achievable with my motion graphics skills and capabilities. This would mean working from a 2D perspective and utilizing what I know and what I’m comfortable with.

After I came up with two viable ideas I went into the storyboarding phase to outline exactly what would happen, when, and how long approx it would take. These storyboards were then taken to the senior designer and line manager which they approved one of these ideas.

This then took me onto the idea of the animatic, (a video version of a wireframe) rough animations, basic shapes, all to visualize what would happen and to sort out the timing of everything happening as what was put in the storyboard was a rough estimate as the timing could change. This again once completed was approved so I could move onto the final animation stage.

Before I started, I planned out my time so I could achieve the deadline as well as anything I needed to learn for the animations needed, the majority was familiar with what I needed to do but some animations I needed to learn like to do a running man which I have always found frustrating to do as I’ve never really learnt so I learnt how to do it, put in the time and make a good result out of it. Once the final was finished it was approved with any tweaks needing doing as well as finding suitable music for the subject of the animation. It was also at this stage where we had a slight colour change to the logo, the grey was replaced by the orange as after evaluating contrast and colour it was decided that the grey looked a bit of a disabled colour (in the context of a disabled / greyed out button un User Interface) So we switched to orange which went a lot better with the what it was meant to mean which was to be active. This fitted better with the brand and contrasting the colours.

Once the logo motion graphic was complete, it was approved and was ready to be used for the Just Be Active Campaign.