Miller Lite Baseball
Company Turner Duckworth: London, San Francisco & New York
Introduction Date May 1, 2017
Project Website
Why is this project worthy of an award?
We created packaging that looked great in hand, grabbed the attention of baseball fans at shelf, and also allowed for the creation of fully scalable in-store displays. Showcasing not only an unmistakable Miller Lite approach to baseball but subsequently boosting brand presence in stores across America. Home-run!
What else would you like to share about your design? Why is it unique and innovative?
We made Miller Lite integral to the game of baseball, combining our iconic brand asset; the white heritage can, with the traditional icon of baseball; the bat. Using our signature white and blue colour palette we created bespoke Miller Lite baseball bats that tessellate to create the batting rack, making the idea fully scalable, to increase floor space in key supermarkets and create instore theatre to help sponsorship.
Who worked on the project?
Head of Design: David Turner and Bruce Duckworth Creative Director: Mark Waters Designers: Chris Simpson, Miles Marshall Artworker: James Chilvers, James Norris Account Manager: Isabelle Erixon
View the project video:
Miller Lite Summer
Company Turner Duckworth: London, San Francisco & New York
Introduction Date May 1, 2016
Project Website
Why is this project worthy of an award?
We created thematic in-store displays that truly resonated with the patriotism of the American consumer whilst building on our unique brand credentials of being America’s original light beer. The packaging added to the value of the brand by genuinely asserting an emotional affinity and patriotism between the consumer and Miller Lite. The 24pk experienced a 3.3pt trend improvement from last summer, which in a declining market equated to a hugely successful campaign for the brand.
What else would you like to share about your design? Why is it unique and innovative?
The iconic American flag is a poignant image for all Americans and its simplicity works on many levels, which is reflected in the success of these packs. Our brand colours naturally resemble the American flag, helping to create the iconic stripes. Whilst the white Miller Lite heritage can forms the stars. Resulting in huge scalable off premise displays that showcase the impact of Miller Lite’s American flag. By manipulating our equity colours we have interesting and ownable singular packs that in themselves are proudly American and successful in conveying this message at both cooler and shelf.
Who worked on the project?
Head of Design: David Turner and Bruce Duckworth Creative Director: Mark Waters Design Director: Miles Marshall Designer: Chris Simpson and Adam Cartwright Artworker: Will Rawlings Retoucher: Mick Connors Account Manager: Anna Brolin and Isabelle Erixon
View the project video:
Mitsulift
Why is this project worthy of an award?
Because it breaks traditional (and boring) corporate branding standards. At first sight, to rebrand Middle East leader elevator company Mitsulift seemed far from being sexy. But in a world where cities grow by a million people each week, elevators have a role to play: our urban journeys of the future will be vertical. The idea was to embrace this idea and vision literally. Finally a brand that doesn't need an elevator pitch.
What else would you like to share about your design? Why is it unique and innovative?
Simplicity is key in modern branding. And sometimes a simple idea is all you need. Conveying the concept of vertical transportation across all messages was an obvious one for us. We started by looking for a graphic system bold enough to carry all the communication needs. Built upon a powerful typeface and a simple idea, this graphic gesture allowed us to place the vision at the heart of the identity. A new logo grew from it, naturally. Making the logo an extension of the graphic system rather than an isolated signature was necessary to give the new identity its full power. Also, in finding a tone of voice for Mitsulift, the challenge was to turn elevators from mute, technical objects into living beings with impact on our urban lives.
Who worked on the project?
Thomas Leon, Creative Director. Jasmine De Bruycker, copywriter. Clement Horard, designer. Fabian Jean Villanueva, coordinator.
View the project video: https://basedesign.com/wp-content/uploads/2017/07/mit_animation-2_1.mp4
MLB At Bat VR
Company MLB
Introduction Date June 1, 2017
Project Website https://www.mlb.com/news/watch-live-virtual-reality-games-in-at-bat-vr/c-230987420
Why is this project worthy of an award?
The evolution of virtual reality (VR) has consistently focused on one word – presence. Meaning, all works in sports VR video have been produced with one goal, transporting the viewer to be virtually present in a place otherwise inaccessible. While these practices have brought great one-time VR experiences to viewers through improvements of VR camera technology, the MLB VR team challenged itself to build a VR product by answering a critical question – can we bring fans across the next frontier of visualization to watch every MLB game in HD TV and immerse them in VR content live in real time on a single screen? Enter At Bat VR, a first-of-its-kind TV and VR consumer product. The MLB VR development team worked through extensive research and development to determine and build the best workflow and technology for capturing the authenticity and power of traditional HD television productions and expanding that broadcast experience to sit side-by-side with a transformative synthetic virtual environment – at scale to deliver every game every day to millions of fans. In building the VR environment around that television broadcast, MLB took the second screen experience with multiple devices and screens and brought it all into an intuitively designed game presentation, only possible through VR. The cornerstones of that included the expert adaptation of, and natural motion access to, live game data, including MLB’s Statcast tracking data, a revolutionary 3D strike zone with live pitch tracking, league wide scoreboards and schedules, game lineups and more. To complete the VR experience, MLB also delivered dozens of 360-degree video content pieces in a unique library to take fans behind the scenes around the game, including a special first-person series featuring the game’s great young stars. This effort required an entirely new post-production media pipeline capable of handling 7Gbps uncompressed 6K assets. All new delivery workflows, content delivery network modifications, and use of new codecs allowed MLB to stream native 4K 360 content directly to the consumer for the first time. Centered around more than 2,500 television broadcasts of MLB games each year, At Bat VR innovatively utilizes virtual reality like never before. It has expanded and enhanced a 3D experience, bringing an entire environment of live baseball games, data and content to life in ways never before seen on a single screen.
What else would you like to share about your design? Why is it unique and innovative?
"In what just may be the biggest marriage between virtual reality and a professional sports franchise to date, Major League Baseball has officially lifted the curtain on its new immersive viewing experience, At Bat VR." - VR Scout, 06/01/2017 At Bat VR empowers fans with the first-ever complete live game sports experience in Virtual Reality. In ways only possible through VR, At Bat VR will deliver an innovative integration of live game streaming and real-time data visualization to fans. AT BAT VR FEATURES: • Watch the MLB.TV Game of the Day or access an MLB.TV Premium subscription to watch every out-of-market game live • Follow every pitch live in VR with the groundbreaking Gameday pitch tracking data visualization and 3D strike zone powered by Statcast • Interactive calendar and up-to-the-moment scores, lineups, stats and standings • Listen to home, away and Spanish-language (where available) live radio broadcasts with no blackout restrictions Immersive 360-degree video highlight library takes fans behind-the-scenes around MLB, including on the field, in the stands and in the clubhouse, in VR
Who worked on the project?
MLB
View the project video: http://mediadownloads.mlb.com/mlbam/2018/02/08/mlbtv_1874456883_2700K.mp4
MoveOn.Org Rebrand
Why is this project worthy of an award?
This is a defining moment in American history. With the Congressional Midterms fast approaching and more Americans inspired to create change than ever before, MoveOn—the largest digital activist organization in America—teamed up with RedPeak to design a brand that would channel the urgency of the moment, amplify its progressive message, and give Americans an easy, powerful way to stand up for their values. Because institutions are trusted less than ever—59% of Americans believe Government is the most broken institution, and 68% of Americans do not trust congress—consumers now believe that organizations and brands have more power to make positive change. Armed with its refreshed, bold, and dynamic brand, MoveOn is stepping up to the plate bring on the “blue wave.” Beyond politics, MoveOn’s rebrand can serve as a model for others looking to build lasting bonds with consumers in this volatile landscape. The MoveOn rebrand demonstrates the way brands can drive growth in uncertain times, use design to inspire tangible action, and architect digital platforms to increase membership and engagement.
What else would you like to share about your design? Why is it unique and innovative?
Rooted in the idea of mobilization, this simple and iconic visual identity represents many voices coming together to unite for progress. The logo is made up of three overlapping blocks that represent individuals coming together to make change, or standing together at a demonstration, and draws the eye upward in the direction of positive change. While the logo holds a great deal of meaning, this body of work is much more than a traditional logo and color refresh. We built a visual system that would serve as a mobilization tool for MoveOn as they organize their members to take action. Red communications signal to members that their efforts are needed to resist, or stand against, an impending policy, a politician, or affront to our progressive values. Blue communications are used as a call to action to stand for our collective values, support a policy or politician we believe in, or celebrate a win accomplished together. The visual identity also, quite literally, reflects MoveOn’s members. The visual system features silhouettes of individuals coming together to make change—and each silhouette was rendered from a photo of an actual MoveOn member.
Who worked on the project?
Stewart Devlin: CCO Andy Haug: ECD Chris Kline: CD David Ricart: ACD Achu Fones: Senior Designer Jieun Lee: Designer Hee Je Li: Designer Thane Lochtie: Senior UX Designer Andreas Ruggie: Director of strategy Emily Positano: Senior Strategist
View the project video: https://vimeo.com/265443266
