Motion Graphics

In order to create a visually engaging website/brand identity that the audience will want to look into further its important to include animations and videos of what the brand represents to keep viewers interacting with the page. This is important as more likely than not the person watching it will digest the information quicker and easier as opposed to reading length amount of text as it’s less visually stimulating than a fun, vibrant video with sound layered over the top.

For my first idea I wanted to use scale and proportion to create interest and a level of satisfaction between the movement of the Freedom Festival’s emblem rolling and turning the “F” in the centre into a staircase. I liked this as it I thought it was simple and effective way to use basic iconography to link the visual identity of the current festival into the concept of a staircase that someone has to climb. This way the animation can represent the brand pillars they they’ve made for themselves of determination and challenging themselves. I tried to conceptualise it further by digitising the hand-drawn storyboards but I didn’t like how the colour scheme worked with the shapes and I couldn’t actually animate it due to the visual design not being my own re-branding.

For my second idea I went a much more complex route with more detailed illustrations being used to represent the Humber bridge which I later decided I didn’t want to include due to the bridge not being recognisable within the Freedom Festival brand. I then transitioned the wires of the bridge into a display of an acrobatic performance as through my research I found a lot of imagery surrounding dramatic acts such as that and thought it’d be appropriate for the concept. However, when it came to the execution of the design it looked a lot more confusing the eye and the general message and idea of the animation was lost due to how many things were going on at once.

I much preferred the typographical style of my third design which features text transforming and moving around one another as it’s easy to get the core idea of the festival across through the language chosen in the animation. I prefer the simple concept as there’s not too much happening all at once and the message is clear and concise.

Finalised Animation

One of my finished animations created on after affects uses the brand identity and house style that I’ve created for the Freedom Festival in order to improve brand visibility and serve as a creative gif that can be embedded onto the website or to be used as an advertisement on billboards and social media.

I’ve used a stock image of a brick wall for the background to reinforce the rustic, more gritty aesthetic that I want the festival to be associated with. As well as this it gives off a worn-down humble appeal to promote the event as something that anyone can attend and not a super modern festival that’s targeted towards the upper class. The contrast between the wall and the modern, electric signage serves as iconography to Hulls rich heritage and th general development of the city over the past years. It also links towards the Freedom Festivals brand pillars of being a welcoming community as well as the lights flickering on and off on the neon sign to represent connection.

As drawn out and conceptualised in previous storyboards, I tried to incorporate different elements of movement within the animation so it can become more exciting for the viewer to watch.