PROBLEM :
VSCO needed a motion principles guide to ensure consistent brand presentation and messaging across all short-form social media content. The guide would serve as a resource for external partners, providing a clear set of principles, assets, and tools for designers, copywriters, and creatives to follow in executing content that aligned with the brand.
SOLUTION :
Drawing inspiration from VSCO’s brand ethos of putting the creator at the centre, we developed the motion principles around the photography process—featuring transitions that evoke the tactile experience of contact sheets, filmstrips, and photo development. We focused on elements like contact sheets, filmstrips, and the photo development process, using them as metaphors for visual transitions and motions. This approach created a dynamic, hands-on feel that aligned with the brand's creative journey. To visualise this, I crafted detailed storyboards in Figma, iterating through multiple versions to perfect the look and feel. Once the concept was solidified, we collaborated with animators to bring these ideas to life across different sections of the guide.
The final motion principles guide guarantees consistent visual presentation across all motion templates, enhancing brand recognition. It provides external creative teams with clear, actionable instructions, streamlining content creation. The four distinct templates offer flexibility to present various content types while maintaining a cohesive aesthetic. This inspiring document enables designers, copywriters, and other creatives to fully realise VSCO's creative potential in their work.
ROLE : Art Director
AGENCY: Wpromote
VSCO needed a motion principles guide to ensure consistent brand presentation and messaging across all short-form social media content. The guide would serve as a resource for external partners, providing a clear set of principles, assets, and tools for designers, copywriters, and creatives to follow in executing content that aligned with the brand.
SOLUTION :
Drawing inspiration from VSCO’s brand ethos of putting the creator at the centre, we developed the motion principles around the photography process—featuring transitions that evoke the tactile experience of contact sheets, filmstrips, and photo development. We focused on elements like contact sheets, filmstrips, and the photo development process, using them as metaphors for visual transitions and motions. This approach created a dynamic, hands-on feel that aligned with the brand's creative journey. To visualise this, I crafted detailed storyboards in Figma, iterating through multiple versions to perfect the look and feel. Once the concept was solidified, we collaborated with animators to bring these ideas to life across different sections of the guide.
The final motion principles guide guarantees consistent visual presentation across all motion templates, enhancing brand recognition. It provides external creative teams with clear, actionable instructions, streamlining content creation. The four distinct templates offer flexibility to present various content types while maintaining a cohesive aesthetic. This inspiring document enables designers, copywriters, and other creatives to fully realise VSCO's creative potential in their work.
ROLE : Art Director
AGENCY: Wpromote