Mombi
Brand Anthem & Case Study
I had the pleasure of creating the concept, design, and execution of this brand anthem video for Mombi.
It was a fun, challenging project that stretched my design muscles. Check out how I took a script from concept to a final polished video in the case-study below.
The Brief
As a fictional competitor to Google, Mombi was looking to elevate their company’s image with an epic brand anthem. Despite their product offerings being popular around the world, they wanted to focus on inspiring their viewers. With the goal to change the world, Mombi’s brand anthem should fill the viewer with a sense of hope and excitement. Key points they wanted to communicate included their products’ abilities to share information anywhere, instantly. They wanted it to reflect their brand values of a friendly, safe, and confident company but still be focused on customer’s data security and privacy.
If it wasn’t clear yet, Mombi is a fictional company created for a class. I was provided a script, some general requirements for the video, and a brand standard. Otherwise, I was trusted to design a product Mombi, or myself, could be proud of. Over the course of 6 weeks, I worked through the entire production process from concept to final delivery.
Phase 1: Research
Who is Mombi? That’s the first question I had to fully understand.
As a fictional company, I couldn’t simply “mombi”, or “google”, them to learn more about them. So what did I know about them? I knew they were a tech company with a wide array of products and services that were used globally by all sorts of different people for a variety of use cases. They cared about data security and privacy and wanted to be seen as a friendly, safe, and trustworthy company. That gave me a baseline to learn from and compare Mombi with other tech companies to come up with a concept for their brand anthem.
Phase 2: Concepts
The internet is a pretty great place; You can learn almost anything you want. However, it can also be a dark place as negativity pollutes our feeds as users hide behind their screens.
I wanted to highlight the human element in a positive way, to help remind Mombi users that we are all responsible for making the world a better place. Creating concepts often starts with a pencil and paper. Sketching allows for quick iteration and exploring possible concepts when it comes to creating an animatic.
Phase 3: Design
Working through several potential visual treatments, I decided to use a simple visual style emphasizing geometric shapes with a diverse range of colors. The simplicity of the design fit Mombi’s style and schedule, and allowed their primary focus to shine. Alluding to all of Mombi’s products and how they change the world for all of its unique users, however they may use it.
Style Frames
Phase 4: Execution
With the concept and design approved, there was nothing left to do but put my head down and focus on bringing it to life. I enjoyed working in a different visual style than I have in past projects. It was also fun to push myself by adding more secondary animation where it made sense.
Throughout development, I dealt with a few challenging shots. They didn’t go quite as I had originally planned in my head. Remembering the design choices kept it from getting over complicated and ultimately created a better product that aligned with the original goal.
Reference clip that inspired my logo resolve.
The final logo resolve.
Overall, I had fun creating what I believe would make Mombi proud. I believe the final execution aligns with Mombi’s goals to showcase their product offerings and inspire confidence in viewers that Mombi is dedicated to changing the world.