ONE SHARED HOUSE 2030
Why is this project worthy of an award?
Shared living is growing in popularity in cities such as London and New York, and we believe this is just the beginning. It will become increasingly attractive to millions of people as they struggle to find adequate and affordable housing in cities in the years to come. Indeed, we believe shared living could provide the solution to urban problems such as the rising cost of housing, shrinking living space, and loneliness. As part of our exploration of this trend, we wanted to find out just what people living together would be willing to share—or not . However, instead of commissioning something as traditional—and as dull—as a survey or an opinion poll, we decided to have a bit of fun. Designed as an application form for a potential future co-living space, One Shared House 2030 is an innovative form of research. As engaging as it is memorable, it asks people which household goods and services — including kitchens, workspaces, smart devices, childcare and self-driving cars — they’d be willing to share, and what kind of space would be uniquely suited to them. Thanks to the survey’s fun and engaging format, we accrued responses from almost 10,000 people in 150 countries. The goal of the project was to explore and develop ideas for the shared-living spaces of the future. We believe these spaces will be a viable alternative for every demographic by 2030—not just millennials, whom the majority of shared-living spaces today appear to target—and so we wanted to get everyone's take on it. In this respect, the aim was to get a much better understanding of what people would like their ideal co-living space to look like, as a first step in the design journey. And our target audience was literally “everyone". Moreover, the information we collected is open-source, free for anyone to use, and completely anonymous. Besides educating people about shared living, we hope that the people who actually design shared-living spaces can use the data to help inform their decisions—in other words, that architects and designers will take people’s preferences and concerns into consideration before drawing the blueprint of how we might live tomorrow.
What else would you like to share about your design? Why is it unique and innovative?
Our goal was to make sure we created an experience that would make answering the survey questions fun, interesting, addictive and easy. The survey asks visitors 21 questions that relate to their immediate living environment, and once they have provided an answer, they are immediately shown how it compares with those given by all the other people who have taken the survey. Once visitors submit their “application”, they’re asked for some basic demographic information which allows anyone visiting the website to see the averages for all 21 questions, based on gender, location, age range, and their current living situation. We took a deep dive into both survey design and game design, and did a large amount of research to understand to design the best possible survey. We have of course designed for stickiness before—but never at this level.
Who worked on the project?
Design & Copy— Anton & Irene New York, USA antonandirene.com @antonandirene Development— Astroshock Moscow, RUSSIA astroshock.ru Strategy & Communication— SPACE10 Copenhagen, DENMARK space10.io @space10_journal
View the project video: https://drive.google.com/open?id=18pbVU2v8uP363fdLHvOdEE0WVF7mdaeV
ONMO - Sound Unbound
Why is this project worthy of an award?
The time had come for OnMobile to evolve: from a B2B company creating analog ringback tones for phones, to a company exploring the digital frontiers of sound. Working together, we conceived a vision of sound as the next frontier. Rather than sound remaining confined to conventional and expected places such as social networks and streaming apps, we positioned OnMobile as the first company to offer a new way of unleashing sound’s potential as a communication tool. We called it SOUND UNBOUND. Personalized sound apps that respond to the individualistic and spontaneous, who could explore their own sounds and experiment with the product suite. It all began with discovering a sonic treasure hidden in the vowel sounds of the name OnMobile. Staring at OnMobile, a strange word stared back: ONMO. Discarding a bland, generic name, ONMO could now spur excitement and spark curiosity. Furthermore, the shape of the letters evokes something unique: they can be transformed into sound waves that interact with the personalized digital sound apps ONMO now brings to phones, transporting the name itself into a consumer-facing sonic world.
What else would you like to share about your design? Why is it unique and innovative?
As ONMO unleashes sound though personalized phone apps, our solution unleashes sound visually. The new logo now represents the motion of sound vibrations. When music or noises are coupled with this logo, the ascenders on the M and N strokes respond and echo through from the logo’s horizontal axis. The volume of the sound, or amplitude, determines the length that the signature will grow and shrink: the size of the vibrations. The pitch of the sound, or frequency, determines how quickly the signature will move: the speed of the vibrations. The second key element of the visual system was creating a color palette inspired by the geographical roots of the company: India. The vibrant color palette and dynamic hues evoke Bangalore and are paired with a clean, simple typeface and a pattern scheme customized according to personality and mood. Sound Unbound.
Who worked on the project?
Jacob Lindell, Designer, Karen Yau, Design Director, Jess Lehmann, Strategist, Scott Thompson, Senior Designer
View the project video: https://vimeo.com/superunion/review/271756273/73849f34ca
Overview and Growth Trajectory, Keller Center, Princeton University
Company Smith + Manning Design
Introduction Date May 2, 2017
Project Website https://www.smithmanning.com/portfolio/keller/
Why is this project worthy of an award?
The Keller Center's Birds-eye Overview visualizes how Princeton Universityʼs Keller Center serves as a hub, connecting students, in engineering, the humanities, arts, social sciences and natural sciences with each other, as well as connecting them with the broader campus community and beyond. The visualization translates a complex sequence of programs distilled into a single chart, helping inform the students of opportunities to connect through the Keller Center. The Keller Center's Growth Trajectory visualizes the fast growth of academic and co-curricular programs together compared with numbers of faculty, staff and space required since its inception in 2005. This compact style of visualization was instrumental in explaining a complex environment and helped the administration plan for the future growth.
What else would you like to share about your design? Why is it unique and innovative?
Princeton Universityʼs Keller Center has experienced explosive growth, as students have interests that go beyond individual departments. These visualizations serve two audiences ‒ both students and administration, helping to clarify and support The Keller Centerʼs mission to educate leaders for a technology-driven society, while fostering entrepreneurship, innovation and design.
Who worked on the project?
Sarah Lewis Smith, Creative Director Cameron Manning, Principal
View the project video:
PepsiCo - bubly, Crack a Smile
Company R/GA Chicago
Introduction Date February 2, 2018
Project Website
Why is this project worthy of an award?
PepsiCo partnered with us based on a simple brief: “The sparkling water space is booming. We’ve created a naturally flavored water. Now we need a brand.” But as we researched we quickly realized that, although the space was indeed booming, it was a bit... boring. From legacy players like Seagram’s, to cult favorites like La Croix, the options out there lacked an engaging personality and tone of voice. But for the 18-34 year old that PepsiCo hoped to target, personality and tone of voice was something they loved and looked for in brands. So we started at the beginning with strategy, naming, visual and verbal design. And we knew PepsiCo wanted to go big with this brand— partnering with GIPHY.com, launching with a Oscar’s spot, launching at every major retailer, and and creating a social first campaign. We cracked open some cans of sparkling water and got to work. After analyzing the target demographics from PepsiCo, we discovered that our target audience wasn’t a market—it was a mindset. We called this mindset Generation Play: people from 18-34 and beyond, people anywhere on the gender spectrum, and people with diverse backgrounds who like to challenge what’s expected and seek out opportunities to get more out of life—and have a little fun along the way. Generation Play inspired our brand promise: bubly brings a little play into the everyday. Play doesn’t need to be scheduled. Play doesn’t need a reason. Play doesn’t stop when you’re an “adult.” This promise became a platform for our creative.
What else would you like to share about your design? Why is it unique and innovative?
Based on our brand promise, we launched into naming, visual, and verbal design. The name “bubly” comes from bubbles, of course, but it also references a bubbly personality—confident, charming, lighthearted, and a bit mischievous. We dropped a “b” because we’re not afraid to do our own thing. That personality inspired every element of the visual and verbal design, starting with the can itself. From tabs that greet you (“oh hi” and “haayy”) to easter eggs that surprise you on the back (“these sips don’t lie”), the tone of voice in our verbal design always starts a conversation. And it plays nice with our visual design: vibrant colors, flavor-specific smiles, and a wordmark derived from bubbles. All stand out on a crowded shelf. Across the can, bottle, and box, every design decision we made was intended to bring a little more play to your day and help you “Crack a Smile.” Within 72 hours, bubly became the #1 sparkling water brand on Amazon. Within 5 days, we had over 1 billion earned media impressions. Within 4 weeks, we gained 35% of category sales growth. Within 5 weeks, the bubly “crack a smile” campaign had 1.4 billion GIPHY views and counting. Across social media, people engaged with the brand, posting photos of the bubly tabs and can: “Who wouldn’t love sparkling water cans with cute and quirky notes on them?” and “I think my #bubly is flirting with me.” Evidence that our brand truly was able to bring a little play into the everyday. For a lot of people.
Who worked on the project?
Saneel Radia - EVP, Global Head of Consulting Mike Rigby - VP, Executive Creative Director, Consulting Jeff Brecker - VP, Managing Director Jay Zasa - SVP, Global Creative Integration AJ Hassan - Executive Creative Director Augustus Cook - Associate Creative Director, Consulting Antonio Moton - Associate Creative Director, Consulting Jennifer Vano - Associate Verbal Design Director, Consulting Corey Lewis - Senior Verbal Designer, Consulting Mike Wilgus - Design Director Andy Green - Verbal Designer, Consulting Blas Madera - Designer, Consulting Bernise Wong - Associate Designer, Consulting Jess Greenwood - SVP, Strategy Hannah Forbes - Associate Strategy Director Brian Meyers - Associate Strategy Director, Consulting Colby Dennison - Group Director, Consulting Todd Sullivan - Managing Director Christina Hemsworth - Director, Consulting Emily Fare - Senior Producer, Consulting Nicole Poull - Producer Todd Kaplan - VP Marketing, Hydration Kathryn Kennedy - Senior Marketing Director Matt Neilsten - Marketing Director Kate Keparutis - Senior Design Manager
View the project video: http://judgeseyesonly.com/bubly
Play Impossible's Branding
Company NewDealDesign
Introduction Date October 9, 2017
Project Website http://www.playimpossible.com
Why is this project worthy of an award?
Play Impossible produces an active gaming system - a line of multi-sport app-connected smart balls - combining physical play with digital magic to ignite the joy, challenge and entertainment that keeps kids and adults moving and engaged with one another. Play Impossible's debut physical product, the Gameball, is a sensor-filled ball which acts as a gaming controller connected to a mobile-phone, tablet or Apple TV. The Play Impossible branding connects the visual identity and every touch-point of the brand with a spirited approach full of joy. Optimism and movement are at the heart of the Play Impossible brand. It is all about simple, pure fun with your friends, very much like yesterday's ball games at the backyard, when competitiveness was secondary to social interaction. Play Impossible aims to get digitally-native kids more physically active, and more importantly, connected across generations through social play. Play Impossible's Gameball paves the way in a new category of toys that leverages tech for active, physical play - steering kids away from mobile devices and pointing them back outside again. The brand's digital interaction is play in the pure sense of the word play - without ulterior motives, programming balls, pressure to learn coding or becoming NFL prospects. Kids see the digital domain as part of their fun. This is a new concept for parents looking to get digitally native kids physically active and, more importantly, connected across generations through play with a simple ball. The branding aims to communicate this message simply and effectively, so that kids can get outside and do the most important thing, play. Against such backdrop, Play Impossible is facing multiple competitive markets - gaming, apps, consumer electronics, toys, sports and recreation equipment - all vying for the attention of kids and teenagers. We needed to create an approachable system that could speak clearly to the brand's core (simple, fun, joy, physical play with friends) across many touch-points - product, app, web, packaging, video and more. Aimed mainly for kids (10-14 years old) yet appealing to all kids-at-heart, the brand called for a gender-neutral tone, vivid colors both energetic and playful, without being childish. This branding laid out the foundation on which to build all complete assets. The triangulated nature of the identity worked its way into every medium on the project, creating consistency throughout their website, app, product, packaging and graphics. This consistency in brand tone and voice cemented the brand as a trustworthy, exciting new company, allowing Play Impossible to achieve investor funding and a distribution partnership with Amazon and Target. In January 2018 Play Impossible's Gameball took home the Last Gadget Standing Award at CES.
What else would you like to share about your design? Why is it unique and innovative?
The visual language integrates bold colors with dynamic graphics and a strong sense of motion. The Play Impossible logo stands for 3D movement and "Impossible Physics". Anchored by a familiar geometry of a Penrose triangle, the left side is extended to create the "P". To the right, a floating cube references an object as well as a an "i". Together, they represent "Play Impossible." The angular geometry of the logo is the basis for patterns in large or small scale, extending the identity system to various applications. Vibrant colors paired with impossible geometric shapes creates an identity system that talks directly to Play Impossible's digitally augmented physical experience. With this framework we connect the brand across a wide range of fun objects - from the Gameball, to shirts, cards, and posters. Connecting the physical with the digital, the ball controlling the app creates a sense of magic the first time it is used. The identity system delivers the same as forms, colors, motion and letterforms combine to express energy and happiness. The bold, bright colors are expressive of the energy and fun of the digital age, while the isometric grid serves as the foundation for all assets to be built off of.
Who worked on the project?
Gadi Amit, President & Principal Designer, NewDealDesign; Jon Patterson, Brand Design Manager, NewDealDesign; Timmy Chau, Experience Design Lead, NewDealDesign; Brian Monin, Co-Founder/CEO, Play Impossible.
View the project video: https://vimeo.com/270176884/46456e2df5
