Uncommon New York creates disruptive graphic design system for the original video innovator Vimeo
Vimeo was the first high-definition video sharing site — it has changed the way we make, watch and share video today.
Vimeo has partnered with Uncommon Creative Studio in New York to launch a disruptive new design system to launch ‘REFRAME’ — a landmark festival about video innovation.
A design system with resolution at its core
The brief to Uncommon was to create a brand design system equally as innovative as the platform itself.
Uncommon New York set out to design a brand system that encompassed all the conventional elements — a brandmark, a brand color palette, typography and layout. However, the design system also incorporated one unconventional element — resolution.
As well as designing all the conventional brand elements for the system — Uncommon also used generative tools to alter the resolution of the branding and work.
Outdoor varying in resolution
Using outdoor media, the resolution of the posters changed depending on proximity to the event venue meaning media sites would vary in resolution quality.
The resolution of the posters would increase the closer the media site was to the venue and decrease the further away the media site was from the venue. From 10 pixels to 8K HDR — playfully un-glitching to reveal the full details.
This detail of the design system reflects the exponential evolution of video in the 21st century — complimenting Vimeo’s first ever video innovation conference.
Dan Brooks, VP of creative and brand at Vimeo said: “For REFRAME, our first video innovation conference, it was great to partner with Uncommon, a studio that embodies inventive thinking and design. It was a great collaboration between Vimeo’s in-house design and production team, a bold, flexible design system with the core idea around ‘resolution’ at the centre.”
Nils Leonard, co-founder at Uncommon added: “As a practice, we always look for something remarkable within the work we create. Sometimes that is the story behind the design, or something new within the design system. This time it’s a story challenging the rules of design itself. Adding a new element never used in a design system before, one that only Vimeo could own: resolution.”
Credits
Project title: REFRAME
Client: Vimeo
Creative Studio: Uncommon Creative Studio
Media agency: Talon OOH and Havas Media
Barbara Cevallos @ Talon OOH
David Fasola @ Havas Media
Assets supplied by Uncommon.
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