MOTION GRAPHIC AND COMPOSITING / PROJECT 3 - CHANNEL IDENT / IDENTITY
25/04/2024 - 25/07/2024 / Week 1- Week 14
Chew Zhi Ern / 0358995
Motion Graphic and Compositing / Bachelor of Design (Honours) in Creative Media / Taylor's University
Project 3 / Channel Ident / Identity
Chew Zhi Ern / 0358995
Motion Graphic and Compositing / Bachelor of Design (Honours) in Creative Media / Taylor's University
Project 3 / Channel Ident / Identity
INSTRUCTIONS
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In Project 3, we will synthesize the knowledge gained in previous tasks to create a channel ident motion graphic video. Building on our chosen channel from Task 2, we will develop a comprehensive concept that includes a moodboard reflecting our ideas, a style guide conveying the final look and feel, a storyboard, and animatics. We will also explore appropriate audio to enhance the motion tempo. The project culminates in a 15 to 20-second video (*.mp4, h2.64, 16:9 - 1440 x 1080, 25 fps, ACC, 48kHz) uploaded to our YouTube channel.
Following the channel bumper created in Project 2, the next task is to develop a channel ident motion graphic video. This project expands on the visual elements and animation style established in the bumper. And so, I am going to focus on the four key products that represent each key ingredients that I have mentioned in the previous bumper, which are:
The ident should maintain the brand’s identity while expanding on the visual elements and animation style previously established.
Here’s the detailed process:
Conceptualization
To ensure the channel ident aligns with Fresh’s brand identity and also the previously created bumper, I used the same Fresh’s visual style, color palette, and typography as researched in Project 2 to create a cohesive and engaging ident. Fresh emphasizes the use of natural ingredients like aloe vera, black tea, lemon, and strawberry in their formulations, which helped shape the visual and thematic direction.
Ingredient Selection
I selected four key ingredients to highlight in the channel ident: lemon, black tea, aloe vera, and strawberry. These ingredients were chosen for their visual appeal and the unique benefits they offer in Fresh's product range.
I chose four key ingredients to highlight in the channel ident:
- Vitamin Nectar Glow Moisturiser (Lemon)
- Black Tea Advanced Age Renewal Cream (Black Tea)
- Rose Face Mask (Aloe Vera)
- Sugar Face Polish (Strawberry)
Moodboard Creation
I viewed various references to help gain the right direction and understand the visual and thematic aspects of successful channel idents. This helped refine the conceptual approach to ensure it aligns with Fresh’s brand identity and nature. So, I created a mood-board that reflected the concept and style of the channel ident.
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| Figure 1. Ideation References https://pin.it/2uEBPewME |
Storyboard Development
The storyboard outlined the sequence of the ident, detailing each transition and key frame. The storyboard was designed to ensure the animation flowed smoothly.
Storyboard:
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| Figure 2.1 Storyboard Page #1 |
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| Figure 2.2 Storyboard Page #2 |
I started with thumbnail sketches to brainstorm a wide range of conceptual ideas. Different compositions and transitions were tested to find the most compelling approach. These sketches were then digitized using Adobe Illustrator, ensuring high quality and visual cohesion.
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| Figure 3. Illustrate in Adobe Illustration |
Animation
Using Adobe After Effects, I animated the digital elements, focusing on smooth transitions and engaging movements. Transitions were applied for both elements and text to enhance the visual appeal. As advised by Mr. Fauzi, I animated it scene by scene instead of animating it all at once.
Below is the process of animating.
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| Figure 4. Process of Animating |
For the audio, I selected an appropriate track to complement the visual tempo and mood of the ident. The audio was integrated into the animation to enhance the overall experience.
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| Figure 5. Background Music Selected Beauty Future Pop |
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| Figure 6. Adding Audio |
Each scene was then imported into Premiere Pro for final synchronisation.
The initial draft of the animated ident was reviewed against the storyboard and style guide. Necessary adjustments were made to improve transitions, visual elements, and audio synchronisation. The final output was polished. So, I exported it and uploaded to my YouTube channel for submission.
Outcome for this project.
Figure 7. Youtube Link
REFLECTIONS
This project was an exciting opportunity to build upon the knowledge and skills gained from the previous tasks. I chose to continue with the brand Fresh, which I had worked on in Project 2. This decision allowed me to build on the cohesive visual and conceptual style, colour palette, also typography that have already established. The process began with selecting representative products for each of the key ingredients highlighted in the previous bumper. Creating the mood-board helped me to crystallise my ideas, while the storyboard provided a clear sequence for the animation. Each step involved careful planning and creativity to ensure that the final product aligned with Fresh’s brand identity. Experimenting with different audio tracks to uplift the motion tempo was particularly enjoyable, as it added a dynamic layer to the visual elements. My feelings throughout the project were a mix of excitement and challenge, as I aimed to create a visually compelling and engaging ident that effectively represented the brand.
Observations:
Several observations emerged during the project. Firstly, the importance of a strong conceptual foundation was reaffirmed. The mood-board and style guide served as essential tools to maintain consistency and direction throughout the project. These visual references were crucial in ensuring that all design elements aligned with the intended brand identity and aesthetic.
Through looking at the work of peers, I realized the importance of simplicity and clarity in motion graphics. Some of them managed to convey their brand’s message effectively with fewer elements and smoother transitions. This observation led me to reassess and simplify my own approach. Additionally, Mr. Fauzi’s advice to animate scene by scene instead of all at once proved invaluable, making the animation process more manageable and efficient.
Furthermore, the role of audio in enhancing the motion graphic was highlighted. Selecting the appropriate audio track to complement the visuals was a key aspect of the project. The right audio not only added to the overall impact but also helped in setting the tone and mood of the channel ident. This underscored the importance of audio-visual synchronization in creating a compelling and engaging animation.
Findings:
The completion of Project 3 led to several important findings. Firstly, I realized the power of continuity in design. Working on the same channel from Project 2 allowed for a deeper understanding and more refined execution of the brand identity. This continuity ensured a cohesive and consistent visual language, enhancing the overall effectiveness of the channel ident.
Secondly, I discovered the importance of a structured workflow. Following a systematic process from conceptualization to final output ensured that all aspects of the project were thoroughly considered and executed. This structured approach not only enhanced the quality of the final product but also made the entire process more manageable and efficient.
I also learned about the significance of balancing visual complexity with clarity to effectively convey the brand’s message. This project served as further evidence of the need for continuous feedback and iteration, as initial ideas often require refinement to achieve the desired outcome.
Lastly, the project emphasized the significance of creativity and technical proficiency in motion graphics. Balancing creative exploration with technical execution was essential in bringing the channel ident to life. This project reinforced the need to continually develop both creative and technical skills to excel in motion graphics and compositing.
To strengthen my weaker areas, such as initial planning and simplicity in design, I plan to focus more on pre-production stages in future projects. What I have gained from this experience can be applied to future motion graphic projects, ensuring a more streamlined and effective workflow. Overall, this project not only enhanced my technical skills in motion graphics and compositing but also improved my ability to align visual elements with brand identity, which will be invaluable in my portfolio and future career.
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