A playful visual identity for a social video campaign

Led the creative direction and developed the webpage for the “Broadband Transforming Lives” campaign with Huawei, showcasing the impact of the internet on improving the lives of people around the world.

Overview

As the creative director and project manager for Huawei and Broadband Commission’s joint ‘Broadband Transforming Lives’ social campaign, I had the opportunity to lead the design and development of the 5th video in the series.

I inherited the project during its final installment and was responsible for bringing cohesiveness to a previously disjointed campaign. I introduced a visual identity that was both playful and professional, achieved by combining bright gradients and technology-inspired patterns with organic shapes and typography. This visual identity was used in the final video, which focused on youth entrepreneurship, and on the campaign’s landing page.

Role

Creative director, project manager
Branding, visual essay, copywriting

Project time

Launched in Spring 2021

Background

The ‘Broadband Transforming Lives’ campaign is a 5-video series that aims to showcase the transformative power of broadband technology on people’s lives and communities. Most of the videos are filmed on location, featuring real-life examples of how broadband is improving government services, healthcare, and other aspects of daily life.

The final installment of the campaign takes a different approach, highlighting the stories of young entrepreneurs who are using broadband to solve problems in their communities. Through a series of interviews, these entrepreneurs share their experiences and insights on how broadband has enabled them to connect with new markets, access information and resources, and grow their businesses.

Together with our videographer and several partners at Huawei, we designed the ‘Broadband Transforming Lives’ campaign to inspire and motivate others to embrace this technology and use it to make a difference.

We hope that this campaign will encourage viewers to join us in our mission to bring broadband to more communities around the world.

<span data-metadata=""><span data-buffer="">Developing a dynamic visual identity

In developing a visual identity for the final video and the series landing page, I prioritized creating a style that was relevant and appealing to youth, who were the intended audience for the final video in the series, and also inclusive and professional enough to match the general audience of the previous videos.

To achieve this, I used a combination of bright gradients and technology-inspired patterns, paired with organic shapes and hand-drawn elements, to create a cohesive and balanced composition in a collage style. By carefully considering contrast, repetition, scale, and proximity, I was able to create a visual identity that was modern yet exciting and memorable.

Promoting on Social Media

To further promote the video and campaign on social media, I created individualized social posts for each interviewee as well as various general messaging posts. This encouraged the interviewees to amplify the campaign on their personal channels. In addition, it multiplied one video into over 20 unique posts for the Broadband Commission to promote year-round.