The challenge
In the time since the previous Summer Solstice livestream, English Heritage had launched a refreshed brand and visual identity. The challenge here was therefore to evolve the successful campaign from last year, retaining what worked while bringing it in line with the new branding principles.
The campaign needed to integrate the new typeface, colour palette and logo without losing too much continuity from previous years. As with the previous year, the campaign needed to feel cohesive across multiple livestream events, and include motion graphics.
The process
In collaboration with another designer for the ideation phase, I began by identifying key visual elements to build upon from last year. What made that campaign so effective was the inclusion of motion elements, the authentic feel given by the grain effects, and the clear presentation of information on the graphics.
I developed initial static concepts for the Summer Solstice campaign, ensuring the design would work across different formats and sizes. After sign-off of the concepts, I brought them to life through animation in After Effects, designing a cohesive motion system including intro animations, social graphics and lower thirds.
Solution & final design
The final visual approach is bold and prominently features the sun using a bright orb, using grain overlays to add a touch of warmth and authenticity to the clean and modern design.
Each event campaign creative follows the same core layouts and overall theme, but is given its own unique identity through the use of colour and additional visual elements. I leaned into warm colours for the Summer Solstice, cool colours for the Winter Solstice, and incorporated a moon overlay for the Lunar Standstill.
The ‘After Dark’ events use the orb design in slightly more detailed illustrations to present them as spooky Halloween-themed livestreams from two key English Heritage sites.
Results & reflections
The campaign embedded the new English Heritage visual identity into their ongoing iconic livestream series. Creating a structured visual system that was able to flex to different event themes significantly reduced production time for subsequent streams while ensuring consistency across broadcasts.
© Keeley Seymour