Art Direction & Motion Design
Compton is a niche commercial property agency, specialising in leasing and investment real estate within Central London with a particular focus towards the City Fringe.
Their marketing team got in touch with a brief to create a short animated promo video for the launch of their new premium service: Compton Concierge – an all-in-one solution for managing workspaces, tailored to businesses of all sizes.
My role: Concept Design, Illustration, Motion Design / Animation
Client: Compton Real Estate
Created for Compton Real Estate
Client: Compton Real Estate
Created for Compton Real Estate
VISUAL EXPLORATIONS
There were no specific graphics guidelines to follow aside for the colour scheme and the brand fronts, so one of the main challenges was to find a style to match the hight-end nature of the product itself.
STYLE DEVELOPMENT
The creative process can be messy, exploring and testing various ideas are always part of the process and I like to share tests soon and often.
Utilising a series of icons to illustrate essential services such as cleaning, utilities, waste management, IT and security was part of the plan. So I explored three a few directions: from clean thin outlines and a technical look, to textured blocks of colours, to huge magnified icons which communicate the ideas clearly.
The chosen style makes use of contrasting thick bold lines which guide the viewer and thinner pencil textured strokes which draw on extra graphic accents and typography.
CHARACTER DESIGN
Characters and human presence was essential in this animation because the nature of the products involves people delivering the Compton Concierge services.
The ultimate choice was for characters which look professional, stylish and, where possible, embedded in the real scenes/workspaces giving us a chance to showcase these beautifully designed offices.
TYPOGRAPHY TREATMENTS
Playing with type and coming up with custom animated typography always brings me joy.
In these tests I tried to introduce the graphic elements in the way they animate on and utilise the same lines and pencil textured strokes so it ties in with the rest of the animation.
Need help with branded motion graphics and animation? Get in touch hello@afoxonabox.com
