Pyeongchang
Brand Identity | 360 Campaign
The new identity was created to promote the upcoming Winter Olympics in PyeongChang, South Korea.
My goal was to design a visually striking identity that could work across platforms, including media, interactive spaces, digital screen ads, and print content. I art-directed and designed this project with the support of the creative team at NBCUniversal.
PROJECT TYPE:
Case Study
SERVICE:
Branding | Campaign | Brand Strategy | Motion | Visual Identity | Presentation
CLIENT:
NBCSports
ROLE:
Art Director | Designer | Illustrator
Proccess
I designed a painterly, colorful, energetic aesthetic that celebrates athletes and their sports through empowering, dynamic, candid portraits and action shots. I combined vibrant tones inspired by Korean culture and the PyeongChang scenery. I created the visual identity to adapt to any format and withstand interpretation by agencies and vendors worldwide.
I created the watercolor marks by hand, which turned into a fun experience as I explored and crafted various shapes with the paint. I developed over 30 unique marks and exported them digitally, allowing me to create an infinite number of watercolor layouts.
Layout + Typopgraphy
Nexa is used throughout NBC’s graphics for the Olympics, ranging from lower thirds and other insert graphics, score and data charts, event wipes, as well as promotional snipes and spots used before and during the games, along with promotional material.
Featuring a variety of athletes, copy, and graphics, it is flexible enough to support endless different layout combinations for digital ads, posters, and promotional materials. We developed a design system that considered its adaptation to various mediums and aspect ratios.
Before finalizing our design, our team explored different concepts. This is the third Olympics I have participated in, which has helped me gain more experience and a clearer understanding of what works in terms of design layout, identity, strategy, and design elements. I made a list of the key points to guide me in creating a variety of concepts that align with my client’s goals.
Our brand design layout includes 3 key visual elements: the 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 to consumers.
Athletes
A key part of this brand identity development was capturing each athlete's personality and what they represent most.
We had the opportunity to meet and get to know each athlete and photograph them in a studio and on location as they practiced their sport. Once we collected all images and videos, I had the task of selecting the best images that represent each athlete for our visual identity campaign.
Environmental Presence
Signs, environmental design spaces, and digital screens were installed in several parts of the country to raise awareness and promote the upcoming Olympics.
Online + Digital
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
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.