Brand identity
Winter Olympics
2018
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The new identity was designed to promote the upcoming Winter Olympics in Pyeongchang, South Korea. I created an identity to be visually striking where the design approach had to be flexible enough to work across a range of multiple platforms in media, interactive, environmental spaces, digital screen ads, and print content. I art direct and design this project with the support of the creative team at NBCUniversal.
Identity
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I created a painterly colorful and energetic design esthetic that visually celebrates the Athletes and their sports using empowering dynamic candid portraits and action shots combined with vibrant tones used in Korean Culture and scenery of Pyeongchang.
The visual identity was developed to adapt to any format and hold up to interpretation by agencies and vendors around the globe.
The watercolor marks were hand-made by me that turned into a fun experience exploring and creating different shapes of paints. I developed over 30 unique marks that were exported digitally allowing me to put together an infinite layout combination of watercolors.
Layout + Type
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Nexa is used throughout NBC’s graphics for the Olympics — ranging from lower thirds and other insert graphics, score and data charts and event wipes as well as promotional snipes and spots used before and during the games and promotional material.
Featuring an array of different athletes, copy, and graphics, it is flexible enough to allow for endless different layout compositions for any digital ads, posters, and promotional material. We developed a design system that kept in mind that it had adapted to different medium and specs ratio.
Process
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Before getting to our final design, our team worked on different concepts.
This is the third Olympics that I get to be part of since then I have gained more experience and a better understanding of what could work in terms of design layout and identity, strategy, and design elements. I made a list of those main points to help me start creating a variety of concepts that target my client’s goals.
Our brand design layout would have 3 key visual elements that include: logo mark, type header, and athlete. In terms of hierarchy, we created the “Winter Olympics” type mark as a selling point to help promote the event with consumers.
Athletes
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A key element in this brand identity development was to capture the personality and energy of each athlete and what represents them the most.
We had the opportunity to meet and get to know each athlete and photograph them in a studio and on-location practicing their sports. Once we collect all images and videos I had the task and challenge to select the best images that represent each athlete to be used in our visual identity campaign.
Environmental Presence
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Signs, environmental design spaces, and digital screens among a few were installed in a different part of the country to increase awareness and promote the upcoming Olympics.
Online + Digital
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Our brand design system had a broad online presence. We developed layouts for streaming services, app templates, interactive digital screens, ad banners, social media ads, and more.
One of the main goals of having a strong online presence was to let the consumer know all the possible platforms and ways to see their favorite sport or event at any time.
Outcome
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The main goal of this brand campaign was to create engagement and awareness with consumers, viewers, and advertisers. NBCUniversal’s coverage of the XXIII Olympic Winter Games in PyeongChang, South Korea averages 20 million viewers in primetime over 18 nights.
I had a great experience working on this project. I am proud of the results and hard work invested by our creative team. One of the challenges along the way was to make sure other designers and teams interpreted the brand identity and use of watercolors appropriately.
We developed 4000+ assets that contributed to the most successful and engaging Winter Games.
