Vimeo was the first high-definition video sharing site. This year, REFRAME, it launched the first festival about video innovation.
Uncommon Creative Studio New York gave it another first, the first brand system that incorporates resolution.
The brief to Uncommon was to create a brand design system equally as innovative as the platform itself. So Uncommon New York set out to design a brand system that encompassed all the conventional elements — a brandmark, a brand colour palette, typography and layout – plus resolution.
As well as designing all the conventional brand elements for the system, Uncommon also used generative tools to alter the resolution of the branding and work.
In the outdoor media campaign, the resolution of the posters changed depending on proximity to the event venue meaning media sites would vary in resolution quality.
The resolution of the posters would increase the closer the media site was to the venue and decrease the further away the media site was from the venue. From 10 pixels to 8K HDR, un-glitching to reveal the full details. This detail of the design system reflects the evolution of video in the 21st century — complementing Vimeo’s first ever video innovation conference.
Dan Brooks, VP of creative & brand at Vimeo, stated, “For REFRAME, our first video innovation conference, it was great to partner with Uncommon, a studio who embodies inventive thinking and design. It was great collaboration between Vimeo’s in-house design and production team, a bold, flexible design system with core idea around ‘resolution’ at the center.”
Nils Leonard, co-founder at Uncommon, added, “As a practice we always look for something remarkable within the work we create. Sometimes that is the story behind the design, or something new within the design system. This time it’s a story challenging the rules of design itself. Adding a new element never used in a design system before, one that only Vimeo could own: resolution.”
Havas Media and Talon OOH orchestrated all the media planning and buying for the outdoor roll out.
Credits:
Client: Vimeo
Creative Studio: Uncommon Creative Studio
Media Agency: Talon OOH & Havas Media
Barbara Cevallos @ Talon OOH
David Fasola @ Havas Media
