CREATIVE DIRECTOR & INTERACTION DESIGNER
Novavax Brand Experience Design
ROLE: Creative director
Mission statement video designed for one of the hero screens. Novavax is a biotech company committed to helping address serious infectious diseases globally through the discovery, development, and delivery of innovative vaccines to patients around the world.
Challenge
Novavax had recently done a brand refresh and was remodeling their corporate headquarters. They wanted a unifying brand expression that would extend throughout their many offices and production facilities around the globe.
Approach
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Partnered with a physical designer and a team of creative directors and designers, we began by creating a series of mood boards to conceptualize unique experiences that could bring Novavax’s brand elements to life. Our work was influenced by hours of interviews that the strategy team had done with key stakeholders at Novavax, along with education that we had received on the scientific foundation of their vaccines.
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We worked closely with our technical team to understand feasibility of concepts, and any architectural accommodations that would be required in the space.
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Over the course of a year, we collaborated with Novavax’s marketing team, proposing concepts, iterating on a chosen direction, and working through physical requirements with their architects.
Execution
To get to completion, we had multiple creative and production teams focused on the various deliverables. While I had a hand in many of the early conceptual decks, and remained involved on all aspects of the design experience, my primary dad-to-day focus was on the these areas: zone visuals, values wall, applying the playbook to global properties, and digital signage content.
Digital Signage
The digital signage was a project in and of itself. In addition to developing concepts for various types of hero content (like the mission statement video at the top of this page), we also delivered a system of 10 templates to be used for various kinds of informational content.
I led this creative process, working closely with our technical team to align on requirements and limitations from APIs, and our motion designers to define transition styles.
I designed an extensive set of these templates, 10 in total with multiple color variations, while taking into consideration accessible contrast ratios for an inclusive experience.
For transitions between content screens I connected a series of interstitial animations, providing storyboards and art direction to our motion design team.
For the hero screen versions of these templates, where content would be at an architectural scale, the challenge was to maintain the look and feel of each layout. I had to adjust typography for legibility at eye level, and consider what would be realistic expectations for dynamic visual assets like news items.
Motion Study for Hero Template Transitions