OSF Motion Branding
BRIEF: BRING A SOCIAL JUSTICE IDENTITY TO LIFE IN MOTION
The Open Society Foundations fight for justice and advocate for human rights across the globe. The philanthropic organization came to And/Or to help them translate their brand in motion, with a need for a motion strategy and toolkit that would allow them to unify their brand across content platforms and give them additional tools to tell stories with video.
STRATEGY: UPPING THE BAR FOR MULTIPLATFORM VIDEO
Working closely with the OSF team, we first did an audit to determine the status of motion branding in the nonprofit and media landscape. This work not only allowed us to identify ownable space for OSF, but also to identify common challenges for keeping a non-profit brand unified across every social format and platform, like Facebook, YouTube, Instagram, and IGTV. This led to solutions and recommendations like variable split screen options, upper thirds to accommodate captions and mortises to house user generated footage.
SOLUTION: ELEGANT EVOLUTION IN MOTION
Upon completing design, we moved into creating comprehensive style guides and motion toolkits, first developing strategic motion behaviors rooted in the OSF brand and iterating on color and movement for elements like title cards, lower thirds, and location IDs. We also designed updateable motion templates for things like maps and stats. When work was complete, the OSF team was armed with multiple options for every element, screen size, and platform, ensuring brand consistency no matter the footage, quality, format, or content.