SSC Launch is a video ad and print wayfinding project for York University Student Centre that celebrates its new building, Second Student Centre, with a fresh rebrand.
SSC Launch is a video ad and print wayfinding project for York University Student Centre that celebrates its new building, Second Student Centre, with a rebrand.
RECOGNITION
RGD awarded the SSC Launch TV ad with Honorable Mention of Forge Media and Design Award for Motion Design
Contribution
During my time working in YUSC, I juggled the role of motion designer and graphic designer.
I developed the SSC Launch video ad campaign and carried the wayfinding applications (pocket-sized map guide and large format banner) until the finish with Holden Kao.
CHALLENGE
How might we establish brand distinctiveness through motion and print?
Students are commonly mistaken that YUSC is part of York University. In reality, YUSC is a non-profit organization separate from York University that dedicates its services to the needs of the York community.
The finished construction of the Second Student Centre was an opportunity to...
CREATE CLEAR DISTINCTION
Establish brand awareness of the new YUSC brand that is visibly distinct from York University.
OWN THE UNKNOWN
Familiarize the target demographic with the new and old YUSC facilities/services as part of their space.
DEMOGRAPHIC
York University is home to 49,700 undergraduate students, 6,000 graduate students, and 7,000 faculty and staff.
Considering the majority of the York community consists of students, the youthful and energetic undergraduate students became the YUSC primary demographic. Consequently, we catered the moodboard of our new visual identity to the youthful audience.
THE REBRAND
Bright — Dynamic — Systematic — Fun
Process
After the new logo system was roughly conceived, I dove into concepts to get started with the motion and wayfinding brand application inspired by SFMOMA’s visitors guide map.
FIG 1 & 2 — CONCEPT IDEATION
As I was working on the video launch and map guide ideation at the same time, the cost-friendly, pocket-sized inspiration pushed me in thinking ways to establish the brand from the smallest details.
FIG 3 — TV AD & WAYFINDING PROCESS
From multiple iterations, visual systems that ended up staying was the photographic treatment and isometric design.
I applied these styles onto the SSC Launch tv ads.
DIGITAL BRAND APPLICATION
TV Advertising Campaign
With the tagline of “This is your space”and the introduction of facilities, the TV ad campaign emphasize the community’s ownership of Second Student Centre.
PRINT BRAND APPLICATION
The Wayfinding,
Big and Small
Large format banners are placed near the elevators on every floor and the pocket-sized guide maps are up for grabs at the SSC’s information desk.
STAND-UP BANNERS
MAP GUIDE
