Levis VIS
Company Turner Duckworth: London, San Francisco & New York
Introduction Date October 1, 2011
Project Website
Why is this project worthy of an award?
Levi’s was moving to a centralized global business model. With that came the need to create a clear and concise visual identity to celebrate Levi’s heritage while positioning the brand for the future. Turner Duckworth refined the iconic “batwing” mark, removed the name but added the cropped ® found on the brand’s famous red tab (a uniquely Levi’s brand mark of authenticity). The new mark positions the company for an ambitious future vision: To be an iconic, global brand known for modern design. Turner Duckworth also updated Levi’s iconic “2 horse” symbol, leather patch, and house-mark and created guidelines for their use.
What else would you like to share about your design? Why is it unique and innovative?
Everything used to create the brand icon can be found on the back of a classic pair of Levi’s. The famous Red Tab provided the cropped ® and the color red. The back pocket stitching and the shape it forms at the top of the pocket created the Batwing shape. It’s simplicity makes it globally relevant regardless of language, culture or gender.
Who worked on the project?
Head of Design: David Turner and Bruce Duckworth Designers: Brian Steel, Britt Hull
View the project video:
LiteConnect for AI-powered Marketing Data Visualization and Insights
Why is this project worthy of an award?
The average enterprise works with around 91 marketing cloud services. And, F1000-size enterprises can leverage thousands of structured and unstructured data sources to better connect with consumers. There is a critical need to be able to process the huge variety of marketing data in real time in order to stay on top of granular campaign results and KPIs. LiteConnect is an all-new, patent-pending capability that leverages artificial intelligence (AI) to provide marketers with a simple way to automatically transform any spreadsheet or data file into an interactive, marketing-specific dashboard in seconds. Once a file is uploaded through LiteConnect, with just two clicks it automatically creates an expert-level, interactive dashboard in seconds. This is made possible through the use of AI, which analyzes the file and identifies the most important relationships between the various data entities, such as the measurements, time periods and segmentations it contains. Then, it translates the data into a dashboard with the most appropriate visualizations that include the top key performance indicators (KPIs), trends and interactive drill downs. Designed with simplicity in mind, LiteConnect streamlines the process of bringing in any flat file. Data uploaded through LiteConnect lives independently within Datorama’s Marketing Intelligence platform, giving marketers the flexibility to analyze their data without having to map it to their data model. LiteConnect provides new flexibility for ad hoc data analysis and the integration of non-traditional data sources to their cross-channel marketing mix. Many of these sources, that previously went untapped, add context and understanding to the performance of respective campaigns, marketing programs and customer experience initiatives. Examples of non-traditional sources include: Product, economic, weather and offline sales data. Marketers now have an effortless way to automatically visualize critical information, perform rapid ad hoc analysis and data discovery, and have a “sandbox” environment for data-driven innovation. Best of all, by using artificial intelligence LiteConnect also analyzes the data, providing marketers at all levels with an auto-generated dashboard that delivers actionable insights immediately. This enables quicker time-to-value as marketers move away from manual reporting methods to immediately interacting with their data through visualizations for clearer insights and easier collaboration.
What else would you like to share about your design? Why is it unique and innovative?
LiteConnect is a complementary solution within the greater Datorama Marketing Intelligence platform. Although it is not the first Datorama product to leverage the power of AI, it is the first to take a raw data file, process it and automatically generate a fully visualized dashboard in seconds. As far as we’re aware, this is the only productized and packaged product on the market that is able to take a raw data file and turn it into a fully visualized dashboard in seconds. Typically, the average marketing analyst will spend several days building their dashboard so it is ready for primetime. Note: This example does not include the integration and data cleansing/prep work that’s involved with marketing data sets. Through the creation of a solution that automatically generates visualizations, Datorama has collapsed the time-to-value for users looking to derive insights and keep up with the accelerating pace of doing business. And, as all-new source systems come online, LiteConnect provides a way for marketers to better understand if all-new data sets (e.g., weather, economic, etc.) will help them derive never-before-seen insights. For marketing professionals operating in a super time-sensitive environment, LiteConnect is a game changer. "LiteConnect is quickly becoming a core way we use the platform. Working with political campaigns requires the analysis and harmonization of a large breadth of data types at any given time, and we see great value for using LiteConnect with data that doesn't fit within our standard Datorama marketing data model,” said Joe Ste. Marie, a senior media analyst with Bully Pulpit Interactive. “As analysts we want control over all of our data in one place, and the Datorama platform provides the perfect solution. For new analysts, LiteConnect is immensely helpful in lowering the barrier to entry so we can prototype, iterate, and visualize data as fast as possible."
Who worked on the project?
The Datorama Team
View the project video: https://www.youtube.com/watch?v=eZ9FMJr_etE
Little White Tooth Brand Identity
Company Test Monki
Introduction Date September 26, 2017
Project Website
Why is this project worthy of an award?
Dr. Candace Veneberg bought the a pediatric dentistry practice from her current employer. Unfortunately, the name of the practice was Dental Associates For Kids Only—a mouthful to say and not very memorable. Fortunately, their URL was adorable—www.littlewhitetooth.com. When Dr. Veneberg came to us for a new name and brand identity, we told her that it made perfect strategic sense to name the practice Little White Tooth. For God’s sake, they already had equity in the name with the URL that the patients have been using for years. During our discovery phase, we learned that Dr. Veneberg prides herself on making sure every trip to the dentist is a pleasurable experience for a child. Having a child have a terrible dental experience keeps her up at night. When a child equates a positive, happy experience with their oral health, it translates to long-lasting good habits. When it came to doing the brand identity, Dr. Veneberg told us she LOVED bright colors. Our brand idea was to create emoji expressions that were all super happy and match them with a rainbow color scheme. Because the brand is so colorful and fun, we went with a simple black & white logo.
What else would you like to share about your design? Why is it unique and innovative?
We tried to design all the touchpoints when going to the dentist an experience to smile about, like round business cards with emoji-like expressions and a Tooth Fairy Kit so no tooth gets left behind. Even the appointment card and school excuse letter combo is a super fun piece.
Who worked on the project?
Suzy Simmons-Chief Creative Officer and Creative Director, Brad Petak-Chief Engagement Officer, Gabby Nguyen-Design Director, Sarah Wright-designer, Sofi Cruz-designer
View the project video:
Localize.city
Why is this project worthy of an award?
Localize.city is one of the most ambitious data science and data visualization projects ever undertaken to answer one of life's most daunting questions: "What will it be like to live here?” We aim to answer that question for every home in the world, starting with NYC. We started by gathering data from public data sets (aka Open Data), commercial databases, and social networks, in addition to databases we create internally. The data is noisy and non-standardized big data. To conduct our analysis of the data, our team developed an “Insight Engine”. Using the most advanced AI technology, the Insight Engine creates knowledge from the crude data. In real-time, machine learning algorithms analyze thousands of models to draw conclusions that enable home-seekers to make informed decisions. The team creating the Insight Engine includes algorithm developers, data scientists, statisticians, GIS experts, journalists, urban planners and appraisers. Creating new knowledge from the vast amount of data was an enormous challenge. It was equally challenging to create an AI-driven user experience that is engaging and easy to use. Hundreds of hours were spent tuning the AI, so the content it generates is written in a friendly, easy to understand manner. Every home has between 20 - 30 insights. Each insight is a story, and the collection of insights for each home is also a story. Our AI needed to understand the relationship of all these elements and ensure cohesion at all points for the end-user. Localize.city developed three key elements for each insight: A visually stunning interactive map that instantly communicates the message for each insight. The map is an amazing visual aid to deepen the story of every insight and the phenomena it describes. Supporting the map is an AI-written “headline” of up to 160 characters, which provides home-seekers the key take-away for each insight. For insights which the user is particularly interested, they can swipe up and read more detail, which is often supported by additional images. Our researchers are constantly studying the data we collect, to identify phenomena that isn’t obvious, as well as the things people say “I wish I knew <x> before choosing this home”. We created insights that appear for every address where one is likely to experience noise from air planes. We have studied shadows throughout New York City to identify where it’s sunny and where it’s shady. We can tell you if the trains nearby are likely to cause vibrations and noise. There are already hundreds of insight categories and more are generated every week. Having just launched at the end of March 2018, the results are truly remarkable: - In the month of April 2018 over 1,000,000 insights were read - 70% of website visitors read 20 insights on-average. (3 page-views is the average for the internet) - 10% of site visitors sign up for email updates, which will alert them when new information about their address is available.
What else would you like to share about your design? Why is it unique and innovative?
Unsolicited feedback via social networks: “I was skeptical looking at these overly positive comments but shit, they're right. This is really fascinating data.” (Reddit) https://www.reddit.com/r/Brooklyn/comments/89v6mz/the_nyc_housing_market_hacked_check_your_address/ “Where was this years ago when I had an apt on 20th/5 ave, street is just an extension of the BQE, so many loud trucks” (Reddit) “Wow this is awesome, perfect descriptors of my little slice of NYC” (Facebook) “Just looked up my last address in NYC and everything was so spot on! I plan on using this as I look for my new place!” (Facebook) Feedback from focus groups: “I believe it is a tool that will eliminate the unknowns we come across when trying to decide on a home & neighborhood to live in” (NYC Real Estate Broker) “It’s exactly like having an insider that lived in the neighborhood for a long time telling you all the secrets” (NYC resident) “Wow, I just learned something about a property I recently invested in. I have people on staff who I pay, who didn’t uncover all of this!” (NYC Property Developer)
Who worked on the project?
Asaf Rubin, Founder & CEO Steven Kalifowitz, President Mushon Zer-Aviv, VP Design Amir Winstok, CTO Ilan Fraiman, VP R&D Tal Rubin, VP Research Gilad Rodkin, Head of Data Development Daniel Slutzky, Data Scientist Idan Richtman, Data Scientist Israel Schwartz, Data Scientist Michal Eisenberg, Data Scientist Alik Peltinovich, Data Scientist Yoni Elhanani, Data Scientist Golan Weiss, Engineering Team Leader Michael Katz, Front-end Developer Guy Kedem, Front-end Developer Benny Kachanovsky, Front-end Developer Guy Domb, Dev Ops Engineer Gil Solomon, Head of Quality Assurance Barak Liato, Backend Developer Amir Eldor, Software Engineer Alon Bar, Software Engineer Rohi Ulecia, Software Engineer Alon Vizel, Software Engineer Golan Weiss, Software Engineer Zeev Sheiman, Head of BI Ram Geffen, Urban Planner Rotem Erez, Urban Planner Avishai Kahalani, Urban Planner Alon Goldstein, Urban Planning Lead Andrew Lassiter, Urban Planner Beth Kancilia, Urban Planner Stephen Albonessi, Urban Planner Olivia Jovine, Urban Planner Grace Klein, Urban Planner Moran Ben Zvi, User Experience Designer Eyal Kimhi, User Experience Designer Rotem Adrian, User Experience Designer Teddy Cohen, User Experience Designer Amy Zimmer, Head of Content Strategy Glori Steinberg, Copywriter
View the project video: https://www.youtube.com/watch?v=yrUdYgYqKFA
London Symphony Orchestra 2018/19: New Landscapes conducted by Sir Simon Rattle
Company Superunion
Introduction Date January 23, 2018
Project Website
Why is this project worthy of an award?
Our new visual identity has helped London Symphony Orchestra take it’s music to new audiences. At the appointment of world renowned conductor Sir Simon Rattle to the London Symphony Orchestra, we were asked to evolve their brand communications. An audit of classical music institutions, especially the London ones, revealed they all looked the same (with an over reliance of literal and static photography of conductors, musicians in traditional looking music halls), and fell into the stereotype of portraying classical music as elitist and old fashioned. Further still, this respresentation of the music was a barrier to new audiences, as it reinforced all their negative preceptions of classical music; traditional, elitist and boring. We developed a new identity for LSO that reflected the emotional power of their visceral performances whilst putting the conductor, Sir Simon Rattle, at the heart of the brand. Using motion data technology, we captured Sir Simon’s conducting movements. He wore a motion capture suit and gloves, with 27 reflective markers on his upper body, arms, hands, fingers and baton – 12 Vantage cameras (16 megapixel) recorded him conducting, from 360˚, at 120 frames per sec – resulting in 157,175 frames of data. A digital artist then transformed the data into a series of expressive animations. The motion data also informed a new headline typeface for LSO, integrating the conductor’s fluid sweeping and hard angular movements into the type to create two cuts.
What else would you like to share about your design? Why is it unique and innovative?
Fundamental to new visual identity, is the flexibility for the motion capture data to be reinterpreted in collaboration with a different digital artist every year, communicating the emotion and experience of an LSO performance in new and unexpected ways. Last years season sees an abstract interpreatation to capture the emotional qualities of the music. For example: the crescendo at the end of movement IV becomes a vortex of wood, brass and strings following the vigorous movements of the conductor and reflecting the orchestra at its full force while a gently-building string piece becomes smouldering smoke. In contrast, the second season entitled ‘New Landscapes’ sees the motion data transformed into abstract land forms. Their formation is guided by the conductor’s baton, and the terrain reacts to the details of the orchestra’s performance. The films and subsequent stills form the basis of each new seasons campaign, combined with the expressive and distinctive typography to showcase events online, in print and around London and the Barbican.
Who worked on the project?
Executive Creative Director: Stuart Radford Senior Designer: Marc Spicer Account Manager: Miki Nathan Animation: Mainframe Motion capture: University of Portsmouth and Vicon Motion Systems LSO: Edward Appleyard
View the project video: https://vimeo.com/271835279, https://vimeo.com/271835821
