Option 1 – Task 1: Full screen web-based animation

Initial Idea Creation

The aim of this project is to create a series of animated marketing assets for an imaginary venue of my choosing. I have made the decision to create branding and moving images for a pizza restaurant.

This post will be focusing on the research for the branding and style, along with an animated introduction screen to the restaurant.

Clientele

The first step to creating a branding suite is to define the target audience and research styles that would appeal to this demographic. The vision I have for the pizza restaurant is modern, colourful, warm and welcoming, with a touch of inspiration from traditional Italian restaurants.

The target audience for this project will be creative, trendy people who like good food and drink.

Style

When considering what style to incorporate into my branding and animation I looked at memorable venues that I have visited. I also examined creative and colourful menus, well branded packaging and inspiring artwork and illustrations. I then created a mood board that showcases the style aspirations for the venue.

Figure 2 – A mood board I created on Adobe Illustrator demonstrating the inspiration for the interior of the pizza restaurant (images referenced at the end).

Branding

To develop the branding for the imaginary venue I first decided on a name, Pizza Place. The name Pizza Place has a fun, playful tone that matches the style, I imagined people asking friends or family “where shall we go out for tea tonight?” and there being a playful response “shall we go to that Pizza Place?”. Additionally, I considered people searching for pizza places Hull and due to the name, this would hopefully rank highly.

Once the name was decided fonts and colours for the branding were tested.

Figure 3 – The development of the typography and colour for the Pizza Place branding.

The next phase of creating a clear brand identity was developing a logo suite. As shown above the potential fonts had encouraged a few ideas for a logo. When deciding on a colour palette I felt inspired by traditional Italian restaurants with the black, red and cream. I also wanted to bring in brighter, lighter colours to meet the aim of having a colourful, welcoming space. Colour palette 1 brought all the elements I was searching for, it has the traditional colours, the colourful colours but they are also muted tones so meets the intended cool vibe for the venue.

Figure 4 – The development of the logo suite created using Adobe Illustrator.

The illustrated elements were intentionally hand drawn with messy lines to ensure the branding didn’t look too corporate and incorporated the warm, welcoming vibe. The target audience for the venue is creatives and illustrated elements will stand out to this demographic.

To ensure that all elements created throughout this project were in keeping with the branding and suitable for the target audience I created a brief one-page brand guideline.

Figure 5 – The brand guidelines for Pizza Place created using Adobe Illustrator and Adobe Photoshop.

Within the brand guidelines I created mock ups of a takeaway bag, a pizza box and a restaurant merch poster. These are elements that I would like to incorporate within the animation.

Figure 6-8 – The mock ups included in my brand guidelines.

Animation

I aimed to create animated elements that relate to the chosen venue and the target audience. Please see below my short animation created using Adobe Illustrator and Adobe Animate.

Figure 9 – My full screen web-based animation with four animated elements and an animated logo created using Adobe Animate.

What I’ve learned

This exercise was a steep learning curve. I have no prior experience of illustrating a room and had not expected it to be as time consuming. Ensuring the perspective was correct for every aspect was challenging and whilst this worked in Adobe Illustrator, when I converted it into Adobe Animate the branding on the pizza box warped. Unfortunately, I was unable to correct this as you may have noticed. Regardless of this issue I am very pleased with skills I have learnt throughout the task, both in creating a brand identity and illustrating a scene.

Moving forward I would like to improve on my skills by introducing different textures and an element of realism.

References

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