In search of perfection
As we said last week, we have defined a new benchmark. Always when you look at what is acceptable, you need an eye on where our ultimate goal lies.
This week, amongst some very strong work, there was one Live Area piece which stood out. With all the criteria of the last 5 months specified, this piece ticks every box, so let's look at why.
Communication
The information is clear, it is kept in clean space which communicates best. Crucially though, the whole thing feels connected; communication will always be better whole the piece reads as a whole.
Idea
Use of paraphernalia and the subject brand, combines well with a relevant animation transition.
Design
Beautiful composition which factors in depth, but doesn't compromise legibility.
From a design ego perspective, the amalgamation of 3D elements, environment and pure, clear information is exceptional.
Brand
Use of brand colours, a bright treatment, but simplified and muted to fit well with the package and the tone of the story. We have real ownership of the design; this could not have been generated for any other network.
Without a doubt, it is Clean, Clear, Crisp, Confident
Without compromising the tone of the story, the treatment remains Premium, Sophisticated, Aspirational.
Crucially in all of this, the product has simplicity. It doesn't pretend to be more than it is; it doesn't work too hard.
From brief to delivery, a clear expectation was given from both sides. Communication was strong and enough time was given to ensure a successful product.
I've enclosed a link this week, because one of the most important aspects of any piece of communication, is how well if fits with the elements around it.
The balance struck here is one where there is enough stand-out to define an 'information section' without jarring with the rest of the package.
Writing the piece to split the graphic gives the whole piece an identity and makes the communication ever more successful.
Thanks
C.
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