Introduction him to undertake an 18-month online course

Introduction

This case study
will focus on the Rebranding of ‘The Vault’, a British music channel owned and
operated by Sony Pictures Television. The project was undertaken by motion
designer Joseph Lattimer and his team at Sony Pictures Entertainment Television
UK (in London) to reimagine its brand. This study will explore the process of
the project, from the initial discussions with the client to its completion, including any challenges or restrictions Lattimer
faced.

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Background

‘The Vault’
channel is available 24 hours a day and is part of a multitude of channels
owned by Sony Pictures Television. The channel was initially launched as a late-night service named ‘Video Vault’ on
12th March 2003. It was renamed as ‘The Vault’ on 16th July 2003, increasing
their service hours to 8 pm to 6 am, and then expanded to 24 hours a day on 17th
September 2003.

 

‘The Vault’
rebranded with a new logo and graphics presentation on 29th April 2010 along
with new themed content and a much more
diverse mix of classic pop, classic dance, classic rock, classic RnB, love
songs and chill out music throughout the last 25 years. A further rebrand took
place in 2014 with a focus on 90s pop music, in which Joseph Lattimer and his
creative team undertook.

 

Background of
designer – Joseph Lattimer

The project was
undertaken by Joseph Lattimer, who was a Senior Motion Designer at Sony
Pictures Entertainment at the time of production. Lattimer had a background in art
and design, initially focusing on graphic design for two years as Higher
National Diploma and Higher National Certificate. Subsequently, Lattimer had
decided that character animation was an art direction in which he wanted to
pursue, leading him to undertake an 18-month online course at ‘animationmentor.com’.

 

Afterwards, he had landed his
first contract working on an animation series called ‘Abney and Teal’ with
Ragdoll Productions, with whom he worked with from May 2011 until April 2012.

 

After
his time at Ragdoll Productions, Lattimer progressed in to looking for
employment in London and landed at CSC Media to
work with their in-house team on broadcast graphics. He worked with the company
for three years, from October 2012 until August 2015, which included a
transition as they were bought out by Sony. He was made redundant as things
were restricted and now enjoy being a freelance motion designer and animator.?

 

Background of
the client

 

The clients, Channel Managers Stefanie Faleo
and Alex Herron contacted with Sony Pictures Entertainment and asked
them to design the brand of the
channel, delivering a 90s Pop music identity. During an interview conducted with Lattimer, he maintains that within a
company like this, the in-house creative team is always the first point of
contact for graphics, unless the designers within the team were too busy and
needed support from external agencies. The brief arrives from the Channel
manager to outline the demographic of people who watch the channel and what
music and TV shows they play on it, which then permits the designers to get to
work.

 

Project brief

 

The original
brief was to re-brand ‘The Vault’ channel in a fun and catchy way. Lattimer and
his creative team were given free rein to come up with something unique for the
channel. The team were required to design a complete rebrand, from idents to logo,
lower thirds (the informational bars on the lower part of the screen) and other
items for them. They also were required
to design a few templates which editors could easier change for different
promos.

 

Research and
Strategy

 

For bigger
projects like this, Lattimer stated that he would initially start with a full
team brainstorm and each create initial concepts. The channel largely consists
of 90s Pop music, so the concept we worked around was that pop music is very
disposable and you love to hate it. Lattimer thought process drew along the
line of guilty pleasures and bubble-gum pop, the latter being very plastic and
superficial. His team started looking at reference from the 90s and cliché pop
art, with the theme developing into fast food and plastic toys. The designers
played a lot with colours so that the rebrand
had a pastiche feel, like the manufactured music, but maintaining the fun and light-hearted
nature of the music.

 

The channel
managers selected a preferred option from the team. With the feedback
delivering a positive response towards Lattimer’s direction, he was able to
lead the project with support from other designers. The tools used for the
project were Adobe Photoshop, Adobe After Effects, Adobe Illustrator and Maxon
Cinema 4D.

Liaising with
the client

 

After the
initial pitch and concept selection, the creative team checked with the clients
every few days to see how things are going, or when the team felt ready to
discuss different elements. Lattimer commented that he found it fortunate to
have built good working relationships throughout our ongoing projects together
with the channel managers. The working relationship between Lattimer and his
team with the client worked in the designer’s favour
as the client showed trust in the designer’s knowledge of their audience, really
projecting the difference in the team’s work. Upon discussing open-ended briefs,
Lattimer commented that they are both a blessing and a curse, insinuating the
positives and negatives they have. He followed up by maintaining that his love
and passion to come up with “something crazy and learn something new in the
process.”.

 

Challenges

The designers
faced the challenges minimal challenges within the rebranding project overall.
The timescale allowed for the project was
one of the challenges faced. As a small creative team, the designers were often
snowed under with briefs and tight deadlines, so it’s challenging to find the
necessary time to polish things off to our standards.

 

Multiple people
within the team had different key positions while working on different parts of
the project, in addition, the small team
available, they were tackling a range of projects.

 

With regards to
the rebranding, the team did take a bit of trial and error to ensure
consistency in the package, with Lattimer commenting on the importance
of sticking to original concepts and guidelines they had set out to accomplish
in the re-brand.

The render time
was a big issue, so it was crucial to be rendering overnight as there was no
budget to send to a render farm. There was a flickering issue in the render
that took a while to figure out but was ultimately solved by the final result.

 

Lattimer stated that within projects like rebranding, there is always a few extra information
that the channel managers would forget to mention, but maintained the
importance of compiling with these additional requirements and continuing with
the development of the project. when working on a lot of these projects then
you can actually be pre-emptive. ?

 

Final Design
Outcomes?

 

For the
rebranding project, the final outcomes were delivered with everything that was
briefed initially. These included TV idents for ‘The Vault’, being a short
visual video, varying in length. It
contains the specific channel’s logo and is used to distinguish between
channels as well as different programmes. These consisted of the ideas sprawled
from Lattimer during the design process, like fast food items and plastic toys. The logo was also reworked
and changed as an icon to unlock parts of the channel as the song played.

 

  

Feedback and
Success

 

The design of the
rebranding was a success, not only with the client
but also the design team members and the general public. The channel managers
were highly impressed with the final designs and were very satisfied with Lattimer’s work. The rebrand got featured on
the main Behance page once it went live,
which Lattimer found “really rewarding” Reflecting on the project, Lattimer
commented that from receiving an open-ended brief, you can put a strong concept
together and fine-tune the finish.

 

Conclusion

 

Within graphic
design, I have found the area of motion graphics to be what interests me the
most, finding it most intriguing. I found it extremely exciting and beneficial
conversing with a professional in the design industry, especially revolving
around this specific practice. This allowed me
to see how with a few well-considered
steps and careful planning, a design solution can be found.

 

Lattimer
expressed how beneficial his education and experience with graphic design was
within his motion graphic projects and he is more self-aware of typography, logo design, and colour.
From conducting this case study, I have become more knowledgeable on the types
of software I needed to invest myself in to follow a motion graphics path. I
found it reassuring that upon being given an open-ended brief allows more
freedom to explore and brainstorm ideas without feeling restricted creatively.