Philo TV
Logo Soup Redesign
Logo Soup is Philo's best-performing asset, essentially serving as a dynamic visual compilation of our impressive channel lineup. With the need for continuous refreshment and evolution of the creative, I was assigned the exciting task of envisioning the logo soup in new and creative ways, exploring its potential in 3D and motion. The “Deconstructed Logo Soup” ended up being one of the highest performing assets for social.
Art Direction. Design. Branding. Photography. Motion. Social.
Role: Visual Designer
Paper Texture Exploration
In 2019, we embraced the concept of incorporating paper textures into our branding elements at Philo. Our goal was to convey a down-to-earth and crafty vibe, which led us to conduct numerous in-house photo shoots. Specifically, we focused on creating laser-cut cards, which were then expertly photographed and later retouched in Photoshop. As the person in charge of the entire process, including photography and post-editing work, my biggest challenge was to ensure the preservation of the original shadows, ultimately granting the visuals an authentic and realistic appearance, free from any digital artificiality.
Deconstructed Logo Soup
In response to the new brief aimed at enhancing our channel lineup with additional content and shows, I conceptualized the Deconstructed Logo Soup as the perfect solution to bring this vision to life. As part of my responsibilities, I took charge of the motion design aspect as well, ensuring the seamless integration of captivating visuals and dynamic elements.
Throughout my time at Philo, I dedicated myself to creating numerous versions, exploring various innovative approaches to the Deconstructed Logo Soup concept. This allowed us to continuously refine and evolve the design, guaranteeing an engaging and ever-evolving experience for our audience.
Continuing to build upon previous learnings, I diligently refined the creative process. I conducted tests to explore different value propositions, experimented with featuring less shows, and explored various approaches, such as starting with the logo first, to animate the content creatively. These iterative efforts allowed us to uncover new insights and fine-tune the creative direction for optimal impact and engagement.
New Deconstructed Logo Soup
In 2021, a brand refresh marked a significant turning point for our creative approach. As we transitioned away from paper texture, we ventured into the exciting realm of 3D & 4D space. I was entrusted with the exciting challenge of reimagining our iconic Deconstructed Logo Soup to align seamlessly with the new brand guidelines.
Color Logo Soup Exploration
During a particular phase, we decided to explore alternative colors for our Logo Soup, moving away from the traditional Philo blue. To experiment, I skillfully overlapped laser paper of different hues and conducted a photoshoot with the stunning results. Surprisingly, these vibrant colors outperformed our blue creative, providing valuable insights into the potential of a more diverse color palette in capturing our audience's attention and engagement. This endeavor showcased our willingness to push creative boundaries and yielded valuable data that contributed to the evolution of our visual identity.
Holidays Logo Soup
Throughout the year, we encountered numerous opportunities to reimagine our Logo Soup to commemorate special occasions. With the Holiday season, I was inspired to craft a festive version that celebrated our Holidays content offerings. Taking inspiration from knitted ugly Christmas sweaters, I embarked on a creative journey to infuse warmth and holiday cheer into our visual identity. I designed the Holiday-themed Logo Soup, incorporating charming elements reminiscent of the cozy sweaters. To elevate the experience further, I brought the logo to life through captivating animation, infusing it with a delightful sense of movement and joy.
