Rush

Logo & tvOS Branding

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THE BRIEF

RUSH is a post production application for viewing raw set clips shot before the editing process. This company was acquired by Technicolor in 2016. The goal was to rebrand with a new logo some additional banner assets for use within the tvOS app.

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SKETCHES

I never thought of myself as an Illustrator, but I do recognize the importance and power of sketching things first. It helps get the bad ideas (and their are a lot of them), out of your head. So you can make room for new connections and possibilities. Below is a sample page I managed to fill up with various renditions of the letter "R". I typically find the first letter in the name the most important. It can set the tone for the rest of the type.

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VECTORS

With the visual direction defined, the next phase was to find a website framework that would enable me to communicate the visual direction of the site. Services like Squarespace were promising, but costly in comparison to direct hosting and one-time payment bootstrap themes. So I searched and decided on a framework from the esteemed firm, Designmodo and their product Slides.

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Ideation in Illustrator, based off the preliminary paper sketches.

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We settled on the visual motif of the movie slate "clapper", that is seen at the beginning of every clip commonly viewed in Rush.

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PHOTOGRAPHY

Now that the logo was set. For tvOS, we needed to find a way to convey the purpose and voice of the product through visual assets that complied with Apple's tvOS Human Interface Guidelines.

All images shot by me while moonlighting as an onset Stills Photographer.

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PRODUCTION DESIGN

With the logo and a selection of photography available, I began the process of combining the two elements into a graphic that was eye catching enough for display on the AppleTV. Apple's Human Interface Guidelines were used as the template for the size and aspect ratio.

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Artboard explorations in Photoshop.

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FINAL COMPOSITION

With the visual direction defined, the next phase was to find a website framework that would enable me to communicate the visual direction of the site. Services like Squarespace were promising, but costly in comparison to direct hosting and one-time payment bootstrap themes. So I searched and decided on a framework from the esteemed firm, Designmodo and their product Slides.

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THE APP STORE

We announced the new product at the National Association of Broadcasters conference in Las Vegas and launched on the Apple App Store for tvOS, in April of 2017.