logo animation
Ultra Mobile just redisigned their logo and they want an animation to further communicate the message “Ultra connects you to your world for less.”
Parameters:
3-10 seconds in length
Only use elements present in the logo
Communicate international
Challenge
my role
Art direction
Animation
I pulled together some examples of great animated logos for inspiration and tasked one of my direct reports (Rawan) to create some storyboards inspired by the examples I gave her that make use of storytelling to drive the animation.
We narrowed down two concepts that I thought were very strong. I liked the flow of motion in concept one and thought the use of bars to signify that Ultra is a wireless company was a good approach, but the second concept did a better job of answering the brief by directly addressing international connection.
SOLUTION
I decided we should combine the two concepts together to tell a more comprehensive story of who Ultra Mobile is using the line “Ultra Mobile is a wireless company that connects people around the world” as a guide. We were short on time so rather than going through another round of storyboards we decided to jump straight into animation synthesizing the 2 concepts.
The stakeholders loved the animation and asked for no revisions. They later asked us to convert the animation into a Lottie file for implementation into the Ultra App welcome screen with the challenge to shave off a few seconds for quick loading.
