Genvid

Our team focused first on achieving the rendering style that would fit the project. As an interactive entertainment company, we honed in on the idea of storytelling as our design foundation. Genvid as a platform partners with different franchises and creates experiences for their audience, weaving together your favorite characters and scenes to create interactive stories.

We leaned into the interactive storylines and envisioned them as different story filaments, quickly expanding and then coming together in a five second animation. As a Genvid user, you’re typically getting around three different choices during your experience, and then there are different tendrils for each choice you make from there.

To visualize the tendrils, we offered our clients a bunch of options for the rendering—glass, fiber, liquid and more before settling on the filament style. We distilled this fiberoptic-feeling concept and added a luminescence to make it feel magical, and then wove that into the logo.

The challenge we faced here was fitting such a big concept into an animation. Our approach took all of the stories and threads that could be potentially explored in a Genvid MILE and used the mnemonic to quickly show the path from many options through to one singularity.

We added in sound design with our partner Eddy Cooper, and had a lot of fun turning that fiberoptic glow into something that could be translated into audio. The end result is something that is really beautiful and sticks in people’s minds. Working with the Genvid team was a lot of fun and getting to work on such a creative brand pushed us to get the most premium design we could succinctly and beautifully.