Evolution
Creative Direction / Content production / Graphic design
As the creative lead at Sightbox, I had the responsibility of evolving the brand into a new phase of life. I led creative on the brand evolution (visual and voice + tone) and in collaboration with a local agency I creative directed brand asset design, a branded photoshoot, and our website redesign. These assets helped us implement the evolution across all channels and take the brand to the next level of maturity.
The collaborative process covered everything from storytelling, expanding visual guidelines, motion graphics, illustrations, and identity expression.
We started the brand evolution asking ourselves what story do we want to tell? What do we want people to feel when they meet Sightbox?
Focusing our messaging visually and verbally back to our brand tagline "Welcome to the power of sight" we oriented our direction around a few touchpoints:
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Instill a sense of wonder for vision and eye health
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Sightbox is a sophisticated service but doesn't take itself too serious
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Sightbox is convenient for every person
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Sightbox doesn't dictate which brand of contacts to wear
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Sightbox doesn't preach or finger-wag
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Welcome to the power of sight.
Storytelling
Sophisticated meets Surreal
We wanted to tell the Sightbox story in a world that had a touch of surrealism. A place that would be disctinctly "Sightbox" without being a literal interpretation of the brand values. Creating a branded world allowed for further expansion of our brand colors and patterns which would help set the stage.
Sophisticated meets Surreal
We wanted to tell the Sightbox story in a world that had a touch of surrealism. A place that would be disctinctly "Sightbox" without being a literal interpretation of the brand values. Creating a branded world allowed for further expansion of our brand colors and patterns which would help set the stage.
Photo Execution
Gif Execution
Remaining brand agnostic
Delightful simplicity
Playful spirit, convenient product
Tactile relatability
Social Production
Website Redesign
The next phase of the Sightbox brand evolution was redesigning our website. Before going into design for the new Sightbox website I needed to give our style guide an update in look as well as functionality between responsive devices.
