While interning at Madison Design, I co-led creation of the visual toolkit and strategy for their 25th Anniversary Campaign. We worked with the company founders to establish the parameters and goals for this year-long campaign, and brought numerous ideas & iterations to fully capture their vision. My primary responsibilities were co-creating the campaign brand kit, ideating & defining deliverables, and beginning the storyboard & animation for their teaser video.

Context

Some aspects remained consistent with the original brand guidelines, like the logo, typeface, and base color palette. While the extension included additional shades and tints, an icon system with specific meaning, and a pattern system created from the icons.

Brand Extension

Due to time constraints, I designed a synthesized storyboard of key frames from the script to communicate the overall look/feel. From storyboard to animation, quite a few things changed once I could see how the animated elements worked together in the composition.

Animation Storyboard

My first cut of the teaser video helped us visualize what was/was not working about the animation tactics and storyboards that I initially created. I did not have time in my internship to finish this video, so I documented and organized my work/feedback to ensure the next animator could pick up where I left off.

My Rough First Cut

My internship ended before I could dive deeper into brand execution & video refinement, but I wanted to show how the Madison Design team executed the 25th Anniversary Campaign!