SOCIAL MEDIA VISUAL IDENTITY
As a venue, Arts Centre Melbourne (ACM) deals with a multitude presenters, each with their own look and feel. For years, the brand lacked an identity of its own, leaving it with no recognisability in the social media space.
To help grow and connect with social audiences, I took my cues from the brand elements on the website, and came up with a more modern look that better aligns with social trends. Layouts had to take into consideration the multiple aspect ratios across desktop and mobile, the ever-changing user interfaces on social platforms, and general accessibility (e.g. captions, legible text size on mobile) to name a few.
Social media is a challenge to design for, but ACM's channels have seen significantly increased engagement. The efforts to establish and continuously uphold this brand identity has genuinely paid off.
BRAND ELEMENTS
THE SPIRE
The geometric wire element draws from the iconic Spire, as depicted in the ACM logo.
ANGULAR COLOUR BLOCKS
Drawing again from the sharp lines of the Spire, these angular colour blocks serve as a clean area to display text, logos, and other elements.
WHAT'S ON - INSTAGRAM STORY SERIES
The goal of this project was to create an eye-catching package of easily digestible information, presented to our Instagram audience on a fortnightly basis. This format allowed us to put ACM's brand identity in the spotlight; reinforce which venues come under ACM's umbrella; and help users identify events of interest, via the quick-glance synopsis. After the 24-hour Story window passes, users are able to view the Stories in a 'Highlight' that sits on the main profile.
Animated opener frame, to kick off the Story set.
One of the static frames following the opener (showing the Story user interface, including link)
Demonstration of the Instagram Story set in action (red dot is user screen touch).
BRANDED VIDEO TRANSITIONS
Below are some examples of video transitions I designed, to inject brand identity into ACM videos of all kinds.
OTHER VIDEO APPLICATIONS
Below are two examples of branding integrated throughout the video – perfect for when there's only a photo, or a small amount of footage to work with.