Working with Big Think, I designed and executed a series of strongly re-branded motion graphics templates with the goal of putting their Facebook views through the roof, and connecting powerful ideas with Big Think's new visual identity - and it worked! For example, an existing interview, in which John Cleese discussed political correctness, was republished in the new template. The new version generated 1.5M views on day one, and 30M views last time I looked. The previously-published video of the same interview has 1.1M views. Design wins!
The challenge: Having developed a promising series of design-forward graphic templates - especially designed for the Facebook mobile environment, we wanted to "Go Square," to see if FB mobile users would feel even more compelled stop scrolling and to click on a square video - and they did! Internal testing showed double the user engagement when measured against our own prior (rectangular) efforts.
The big idea: We wanted to "own the square" while still providing a way for Big Think producers to quickly adapt any of their expert interviews to the new shape. We came up with a thick framing device in the brand's color, along with a series of variants to allow any Big Think interview to be up-squared in short order.
In the wild: A Facebook video template in action.
Channel Crossing: Brand continuity across divergent platforms.
Special thanks to Jonathan Fowler at Big Think.