In partnership with Beckon executives, famed illustrator John Hersey and animator Craig Sarachene, I developed and produced a comprehensive visual identity system with the single intention of delivering a final package that worked much like a symphony. I imagined a composition of lush, lyrical elements that describe the very human, honest soul of Beckon's novel, highly sophisticated enterprise marketing products that magically and elegantly unlock valuable insights from overwhelming amounts of big data.
I began work on the project back in February after competing with a few other creatives in a "bake off" — a "winner takes all" format where, if your creative concept hits home, you're hired. Over many months of work, the team constantly iterated on the visual story as Beckon's new messaging emerged. We communicated ideas via rough animations and sound design, mood boards, sketches and a lot of discussions about expressing the true essence of the Beckon brand. What we ultimately came away with was an overarching, versatile structure that carries the look, feel and message across myriad communication channels that typically make up today's marketing platform...including a "behind the scenes" video and a food truck for Ad Week, of course.