LiveRamp Rebrand
Senior designer
Client
LiveRamp
Timeline
July 21 to June 2022
Programs Used
Illustrator, Figma, After Effects, InDesign
LiveRamp was ready for a full visual rebrand…. “everything but the name!” is what we were told. The old style no longer matched the sleek, enterprise-grade, sophisticated space LiveRamp had grown into. Working with an external design agency, the creative director, and the rest of the design team, I helped establish and then launch LiveRamp’s new brand, all while designing in the old brand, and our event brand style (RampUp), as well. One of the primary (and most fun!) challenges of this project was that our work as a design team went far beyond the initial assets that the agency supplied us with. I had to learn the language of the brand, and then figure out to how translate that across different platforms and design mediums, while maintaining a fluid, consistent experience.
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Animation
As the design lead, I took on the task of expanding LiveRamp’s brand guidelines to cover animation.
Questions I asked myself before I got began:
How will the animation reflect LiveRamp and the brand’s messaging?
Following that sentiment, how would it be executed upon? How will I teach it to others?
I first conducted a needs assessment, analyzed goals and objectives, and created an inspiration board.
From there, I established the tone and guidelines for animation, and built out a proper workflow.
Next, I established how animation would perform in the the behavior continuum.
The behavior continuum articulates to designers how animation elements should vary in their expressiveness, and reflect the nature of the content.
After that, I established the rhythmic easing tone that plays a key role in the brand’s storytelling.
LiveRamp’s new brand is driven by scalability and adaptability, taking all shapes and forms!
Finally, I articulated how to animate frequently used animation elements, like grid work, icons, and typography.
Once guidelines were established, I art directed animation techniques for the visual designer to execute.
She was able to follow my methodology and direction and create something that upheld the LiveRamp animation style.
End result
Takeaway
Given that animation almost universally performs better when it comes to engagement, creating this consistent, fluid, intentional brand style has helped LiveRamp create the dynamic, modern, engaging assets that match the brands messaging.
static assets
It was important to ensure the rebrand translated across a number of our design assets.
Here are a collection of layouts and graphics I designed for the rebrand. Notice that the elements used vary based on how well the work with the asset, but the look and feel is always consistent.
Takeaway
Using a strong sense of the brand language, various design programs, and graphic design skills, I have been able to adapt static assets to fit the look and feel of the new brand.
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