Animality
Branding project for a global video streaming platform.
ABOUT THE ANIMALITY PROJECT
Animality is one of the Centaurus Foundation projects that we have implemented from scratch. The aim of the project is to create a charitable educational platform with videos from cooperating centers around the world to show activities for animals without borders.
Our task was to create strategic assumptions and the platform concept, as well as to prepare the project in terms of branding. Our services were therefore advisory and creative in nature.
Creation of the brand mark and KV
In the logo, we wanted to indicate a clear connection with the Centaurus Foundation, which is the owner of this project, and therefore it refers to the Foundation’s logo. To emphasize the global nature of the platform’s activities, we placed silhouettes of wild animals in the logo: a koala, a parrot, a whale’s fin, to distinguish the brand from the Foundation, which focuses its activities on horses, ungulates, dogs and cats.
subbrand architecture
The Foundation runs many educational projects, hence developing a visually coherent system of sub-brands was important for its operation.
We developed a model and assumptions in which the sub-brands drew from the style elements of the leading brand of the Centaurus Foundation, while receiving unique details.
Common elements – the shape of the signet ring, the Foundation’s name endorsement in the sign, colors, visual style.
Elements unique to the sub-brands – e.g. for Animality these were the symbolism of the sign (exotic animals – koala, bird, whale fin), the style of photos (emotional showing the love of a human for an exotic animal), the use of drawn elements (graphics, illustrations, animal footprint patterns).
utility projects, i.e. brand communication in everyday life
Building the project from scratch also involved developing a full package of materials that could be used to promote the platform and in the daily work of the Animality team.
corporate stationery
We have developed projects of materials to support the Animality team in cooperation with centers and volunteers around the world. In connection with this, we have created a business card, letter book, envelopes, but also a presentation template for developing offers, reports and presenting the terms of cooperation.
Consumables
Animality is an international project that involves online activities, but also in the field. So we left the virtual world and created utility materials and gadgets for the brand: notebooks, mugs. Projects related to marking spaces, such as directional boards, were also important elements. However, we did not forget about the elements necessary in remote work, such as backgrounds for remote Google Meets meetings, job advertisement layouts. The whole is complemented by attractive illustrations that diversify the materials and add character to them.
We're giving it our all on social media :)
A charitable educational platform cannot do without social media, which is why we have developed a comprehensive Animality communication strategy across various social media channels.
Website design and implementation
We designed the layout of the website presenting the Animality project. Our task was not only to design the visuals of the website, but also to propose functionalities necessary at the project start-up stage and developmental ones that could be introduced in subsequent stages. We were also responsible for implementing the website, which was undertaken by our eFresh development team.
collection of clothes
(shirts)
Animality is a project that users, employees and volunteers will want to identify with. We have created a collection of T-shirts for them.
The collection of T-shirts that we have developed can be successfully expanded with sweatshirts, hats and accessories that will be useful in different weather conditions, due to the global nature of the project.
codification, i.e. the brand book and brand guide
We cannot consider a branding project completed without developing a Brand Book and Branguide, which are essential for implementing the visual concept.
Brand Book – a collection of key information on the construction and use of the project’s brand
Brandguide – a guide to the brand, especially important for the creative team, which will design and implement subsequent materials and visual elements
Design System – a set of guidelines for designing individual views of the platform and the mobile application
summary of our
cooperation with animality
Creating the Animality project from scratch was a challenge, but very satisfying and stimulating. Work on the project took many months and included stages from building the concept, through translating it into branding projects, to working on the assumptions of marketing and organizational activities.
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