Project Statement
Client: Graeme Cannon
Designer: Christabel Fuentes
Objective:
To represent the client's brand identity through poster design and motion graphics.
Abstract:
Fun, easygoing, and active, Graeme's branding philosophy emphasizes his passion for sports, snowboarding in particular. This is represented in both design products through the snowboarder figure and the fast-paced action surrounding him. The branding poster features the snowboarder as the focal point, brought to life by the sharp lightning bolt that embodies the energy of the sport. The motion graphic illustrates this energy in a more abstract way, with swiftly-moving elements that flow in and out of the composition in smooth, graceful motions. More contemporary and geometric shapes were also added to illustrate Graeme's interest in technology and electronics.
Body:
The designs narrowly focus on Graeme's love for snowboarding and athletics in general, given that his hobbies, inspirations, and social circles revolve around it. Additionally, having a singular focus gives him a stronger and more distinct brand.
The branding poster is intended to emulate a sports advertisement to promote Graeme's branding philosophy in a way that is simple but creates a lasting impact on others. This is achieved through the snowboarder's dynamic pose and the powerful symbolism behind the lightning bolt. The sharp and defined edges of the lightning represents speed, refined control, and intense skill as a snowboarder. Moreover, the diagonals of the lightning bolt serve as a visual representation of the way a snowboarder "zigzags" down a mountain, and guides the viewer's eye down from one corner of the composition to the other. In fact, there are a lot of diagonals within the design; this is intended to add a sense of balance and symmetry that offsets the rather large cut that the snowboarder leaves across the page. The formation of the mountains and the central radial element of the sun in the center also keep the main focus trained on the snowboarder. The colour palette showcases vibrant, complementary colours to keep the atmosphere lively, directly contrasting the blues of the snowy mountains and snowboarder with the fiery sun and clouds. Lastly, some texture was painted on throughout the poster to convey a physical quality that appears tangible, which engages the viewers and helps them connect to the piece.
While the branding poster is largely illustrative, the motion graphic went for a more abstract style, depending on animated shapes and figures to depict Graeme's branding philosophy. Each sequence is fast-paced and places a lot of emphasis on movement, some of which are complex and some are more calm. The juxtaposition of rapid motion with slower gliding gestures proves to be useful in accentuating either end of the spectrum. In addition, it adds a life-like characteristic to the abstract shapes and makes them appear alive, which is highly effective in representing Graeme's brand. The snowboarder appears in this design as well, jumping right in front of the illustration of the Earth. This is intended to symbolize the significance of snowboarding in Graeme's life and personal brand. Furthermore, the sloping white curve that glides down the composition simulates the motion of gliding down a mountain of snow in a snowboard. The soundwaves that pulsate in and out of the animation represent Graeme's interest in technology, as well as add a sense of steady rhythm to slow down the action for a little while. Closing the video with an animated logotype leaves the audience with the name "Cannon" imprinted into their minds for a while, which is a great way to promote Graeme's brand. Similar to the branding poster, the motion graphic makes use of complementary colours to make the piece vibrant and fun to watch.
On the whole, the final products promote a dynamic and energetic brand that makes use of movement to capture Graeme's passion for sports.
