Moo boards

Creative Direction: Branding, Animation Duration: 1 Month

SEAN CONNOLLY

Brief Description

Research/Inspiration

Moo are a brand that produce business cards, letterheads, flyers, postcards, etc. Their target audience are business men and women.

My inspiration was very specific, I was enthralled by the northern lights and how they pierced through the sky.

This led me to search for a contrast between plain images and vivid colour (ie: image just below this paragraph) This inspired me to start messing around with the word “Wonders” and making it fit the image I had in my head.

This was a YCN competition brief. Moo wanted their new slogan “Design Works Wonders” to be portrayed creatively.

I changed the brief around so that it fit what I was able to design. Create 2 pieces of typography focussing on the word WONDERS as the creative element. I want the word WONDERS to really make the audience feel wonder. I want people to see this typography and be filled with admiration, amazement and astonishment so that they can make it synonymous with the Moo brand.

Development

I was inspired by the WONDER typography on the left. So I started experimenting with Illustrator to get a beter idea of what kind of “explosion” I wanted.

I came across the programme cinema 4D which enables one to create 3D objects digitally. Below, is the letter B that I found which was created on cinema 4D. I started experimenting with letter forms in cinema 4D until I found a certain bit of type that I thought I could take further.

This letter ‘B’ below fundamentally changed my brief as now instead of 3 pieces of typography, I was focussing on creating an animation. The letter ‘B’ actually strings together in the animation.

I embarked on a new path and had to learn how to animate.

Completed Work

In the USB, there are animations. The animations are in specific locations in the city that directly appeal to my target audience: business men and women.

Evaluation

I wanted to work with animation this time around because I had never done so before. I felt it was necessary to start pushing myself in the different briefs I took on, and start to get a better understanding of my own skills and design practice. Through this mentality, my typography skills improved.

Typography is now an essential part to my design practice, and making sure that it makes sense is a key factor.

Hopefully when people look at this work, they will be able to understand the concept I was working on of “breaking through” and “design working wonders”.