Trollbäck was brought in to help Spotify develop a branded language for their new platform of original video programming. Working with a growing list of partners such as Comedy Central, ESPN and MTV, the Swedish streaming service is looking to expand video offerings to their mobile audience. Our solution was to use sound design and editorial techniques to personify the Spotify brand shapes into human elements. Quick match-cuts capture varying angles of overlapping objects ultimately resolving to the Originals logomark. Open and close animations were created to bookend the programming.
The NFL Network approached Trollbäck to pitch on the redesign of their Originals property. Over the course of three months and two rounds, I worked with ECD Elliott Chaffer and CD Mitch Monson to craft a logo, signature animation and mnemonic for the sub-brand. Our pitch hinged on the brand's key differentiator: inside access. We produced two black and white treatments for the animation, both integrating the artisan look of a gold leaf invitation.
Trollbäck participated in a pitch to brand and launch Vice's first television network. I designed, art directed and presented this direction to the marketing team at Vice Media. Our approach for Viceland was to prioritize the content of the channel and create a dynamic system that would translate, interpret and decode in real time. We created a series of ID formulas including "Public Vice Announcements" (P.V.As) and "Vice By" that would leverage current events and cultural topics and filter them through the behaviors of the audience.
After an extensive pitch process our team at Trollbäck was awarded a comprehensive digital campaign tasked with putting the new Spotify design language into motion. To convert users to Premium subscribers, we focused on creating emotional connections to key benefits of the service - from ad-free listening and offline commuting to better sound quality while working. We shot and composited 10 contextual scenarios and then translated each animation into 10 languages for use across markets in Asia and the Americas. In collaboration with our sound partners YouTooCanWoo we created genre-agnostic music for continuity across the entire campaign.
The spots aired within the Spotify App, across social platforms and at various live events.
Under ECD Elliott Chaffer of Trollbäck I
co-directed and designed a film promoting the relaunch of Chase.com. Through an extensive casting and scouting process we sourced authentic Chase customers and placed them into four uniquely conceived scenarios. Working directly with the product team in San Francisco we integrated key consumer benefits and user experiences with lifestyle footage. The UI played a key role in the film by introducing each character and acting as a transitional device between narratives.
Under Kelli Miller of Trollbäck I designed a direction for the 40th Anniversary Saturday Night Live logo. This approach featured a living logo that would fluctuate and evolve similar to the content and cast members of SNL. We presented this direction to NBC, but unfortunately it was never implemented.
Under Creative Director Kelli Miller I designed this video for the Fall 2014 Perry Ellis campaign. Based on the concept of duality the spot features contrasting split-screens of models interacting with different versions of themselves. The Perry "dot" is used as a transitional device to create an active system of pairings.
In another collaboration with The Weather Channel I designed the show logo and graphic system for their new morning show AMHQ (America's Morning Headquarters) featuring Sam Champion. The toolkit and logo were implemented across digital, broadcast and out-of-home advertising. The full show package included segment bumpers, transitions, a fresh icon systems as well as loopable monfils for the show's set in Atlanta.
During a four-month-long pitch, I art directed and designed this direction for the relaunch of Syfy.com. Working directly with our Digital CD at Trollbäck, I played an integral role in the concept, design and presentation of this direction. The goal was to create a deep-dive immersive journey that would elevate the viewing experience and prioritize full-length episodes. By incorporating companion content from Syfy Sync, the site would take users off of their phones and allow them to have a multi-platform experience on the web. I designed the entire grid system of the site including all of the menus, galleries, lightboxes, carousels.
I worked alongside Mitch Monson, Joshua Lynne and Elliott Chaffer to craft the logo for The Late Late Show with James Corden. The mark was incorporated into on-air, print and digital platforms and featured by Variety and Brand New / Under Consideration.
Over the course of four months I designed, art directed and ultimately presented this direction for the redesign of The Syfy Channel. The network was looking to create a navigation system that was seamless across on-air, digital and out-of-home. By starting with the digital space we were able to pinpoint patterns and behaviors that could translate across all platforms.
Over the course of a longstanding partnership between Trollbäck and The Times, I worked on designing media and marketing for numerous campaigns and product launches. For each project I worked directly with the internal marketing team to design and art direct animations and branded collateral for print and digital advertising.
In the The Times Opinion campaign we were able to extract a holistic graphic device from the App that represented all side of an argument and all points of view.
For the launch of the new NYT.com we leveraged the structured process of the redesign to establish a graphic toolkit that was implemented across all digital and out-of-home advertising as well as their CES booth. The animation was featured on creativity.com.
The relaunch of The Weather Channel was a 8-month-long challenge of design and information architecture. I worked directly with Josh Lynne and Elliott Chaffer of Trollbäck to design the brand toolkit that has been implemented across all broadcast and digital platforms. A system of responsive dials, loopable icons and tightly gridded modules are just a few elements of this mammoth rebrand.