Character Style Development
In the past year, the intense spotlight on ending discrimination and inequality in the workplace focused the HR communications market. In late 2018 I asserted that the market hit upon a crisis point, and while GuideSpark was poised to respond to this shift, the subject matter simply required a level of sensitivity and nuance not found in their current character designs. Teamed with an art director, character animator, and motion graphics designer, we developed 2 unique styles we felt would best support content tackling these subjects.
Role: Creative Direction
We first set out to develop a cast of characters and animate them in a wellness video, depicting the animation styles characteristic of each option. We eventually selected Option 1 as our candidate and applied this style in animating an overview of unconscious bias.
Style Option 1
Defined by socially conscious designs, Option 1 showcases a cast of characters that is current and relevant to today's workforce. The level of attention given to each character, their unique features and individualized wardrobes, creates a sense of genuine individuality and identity. Targeted at audiences that have come to expect a high production value in their content, this option is designed to be the watermark in a space with a traditionally underdeveloped sense of diversity.
Style Option 2
Option 2 is brought to life by simple, charming characters. Living in a minimal, monochromatic world creates a surprising amount of opportunities for dynamic kinetic text and impressive motion graphics. In addition to its visual style, Option 2 differentiates itself from Option 1 by still highlighting diverse characteristics, but does so without directly identifying ethnicity.
Style Option 1 Unconscious Bias Demo