RED BULL DIY SHUTTER DESIGN PROPOSAL - SHIV MISTRY
Research 1 - Analysing the Red Bull brand to understand the symbolism behind the name and associated content 2 - A brief exploration of the nature of the competition in relation to the Red Bull brand and analysing the growing popularity of skateboarding as a sport
Logo Analysis
YELLOW CIRCLE A sign of intellect
THE COLOUR
The use of red and yellow are strong symbols of emotion at opposite ends with red depiciting rage and anger and yellow characterizing happiness and growth
THE BULLS
The 2 red bulls charging towards each other give the brand a symbol of energy, speed, power, risk-taking and agressiveness
Key Words ENERGY
RAGE
YOUTH
SUCCESS
POWER
SPEED
STRONG
MIGHTY
DOMINANT
FOCUS
PASSION
DRIVE
ACHIEVE
CHALLENGE
LIMITLESS
JOURNEY
ACTIVE
SPORT
EFFORT
REWARD
PRIDE
INDEPENDENT
TEAM
RISK
GROWTH
THOUGHTFUL
BODY
INTELLECT
GOAL
AGRESSIVE
Brand Imagery
ENERGY
PASSION
FOCUS
CHALLENGE
Product + Value ENERGY DRINK
The energy drink is a characterization of the values represented in the Red Bull logo and symbolises fuelling a culture of extreme determination and ‘living life to it’s fullest’
VARIETY
The variety reflects the diversity that the Red Bull brand is known as today and also represents an element of understanding for it’s consumers through availability of choice
Brand Events
SPACE
DIVING
Taking the human body out of it’s comfort zone and associating the brand with an almost ‘death-like’ form of extremist fun
LARGE SCALE
SMALLER SCALE
The strongest representation of going beyond the levels of what is physically possible on earth and taking the brand to a height of extreme scales
FLIGHT
Embracing modern flight capabilities and stretching it to it’s limits in the form of racing, giving the brand an extreme association with fun and risk
BASKETBALL
A more tame experience, yet taking basketball out of the comfort zone of cities and onto the barren island of Alcatraz, showing an association with conquering fear and being a survivor
Red Bull DIY
STITCH + CIRCLE
The stitch effect adds to the ‘do it yourself’ nature and the circular shape can be associated with a label that is placed on a finished product e.g. a DIY skate park
THE COLOUR
Along with the RedBull brand colours, black and white have been used to add an element of growth and manual labour to the competition logo, creating a rough look and feel
IMAGERY
Vectors of manual labour tools and a skateboard add context to the rough look and feel, taking the brand in a more home-grown direction
Simple black and white imagery gives the impression of building from scratch - can be considered in final design
Use of brand colours to make important text/icons stand out
Skateboarding Culture
a good focus of the three as the nature of a skaters environment ties in with the RedBull brand values
UTENSIL
STYLE
ENVIRONMENT
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-
-
quirky fun skillful focused
urban casual tailored eye-catching
dangerous thrilling varied improvised
Characteristics
SELF EXPRESSION
Skateboarding is very adaptable allowing anyone to give it a try and create an experience which is uniquue to them
PUNK INFLUENCES
SENSE OF COMMUNITY
CREATIVITY
FUN
The punk movement was a heavy influence and it’s rebellious nature categorised skateboarding as a symbol of no rules and freedom
The encouragement of different social and age types within the sport has created a diverse community of trends and skills, all sharing one thing in common
show influences from these in final design to represent the sport and the RedBull brand
ADRENALINE + RISK
The nature of this sport involves pushing yourself to the limit and it involves various stunts, tricks and creativity which will inevitably lead to harm
This links with self expression and the idea of creating and practicing tricks, pushes a skateboarder to want more, showing ambition and drive
This is as equal, if not more of an important aspect to the sport and is a result of an exploration of the other associations with skateboarding
Common Imagery half pipe imagery represents danger + thrill
PROFESSIONAL
FASHION
grafitti styles can be used
SOCIAL MEDIA
darker lighting adds to homegrown look and feel
Key Design Considerations
COLOUR
SHAPE
- keeping the theme black and white, using splashes of colour on both imagery and the general look and feel - maintains a home grown look and feel whilst adding tones of thrill and excitement for users
+
- focusing on using a circular design as the circle is a representation of freedom, relating to the punk movement and it’s influence on the sport - NO EDGES - an additional symbol of risk with no corners/ edges provising no safety points - a symbol of Earth relating to endless possibilities and ambition
- a negative space shape of skateboarding’s most iconic shape - the half pipe ramp
Idea Generation Generating initial ideas by exploring the placement and layout of various elements and assets that need to be considered for shutters, with influence from brand and sport research
Exploration Of Icons
THE THINKING
This inital exploration is based on utilising the key assets required by the brand. Here I have initially considered placement of icons leading to an explanantion of the competition and a video gallery
THE STYLE
With reference to the icons, the style starts to consider the placement of circular icons representing the competition, videos and products associated with the brand
CONTENT + USABILITY
With this particular shutter layout, the icons would be placed outside a frame, with the content, relating to each icon, appearing within the frame. This would also include navigation for information pages, videos and products
Exploration Of Content Placement THE THINKING
This exploration starts to place the icons within the content frame to generate a deeper sense of engagement and interactivity using an icon for information about the competition and one for videos relating to the competition
THE STYLE
The icon style maintains the circular shape within the content frame. Also considered is a shutter backdrop which would interact with the frame by using the top of the frame as a railing through moving image of a a skateboarder
CONTENT + USABILITY
The icon placement would initally overlay content hidden underneath, split with competition on the left and video on the right. Once the icon is clicked the split remains with the content for the relevant icon being revealed
Generating an Idea THE THINKING
With influence from exploration, this idea considers the competition, videos, products and an image gallery to create a rounded experience
THE STYLE
The circular icon style is the main feature of the shutter, providing a navigation style look and feel and emphasising the brand and sport values through the characterisation of the main Red Bull DIY logo
CONTENT + USABILITY
The content has considered display within the main (larger) circle, with each icons related content appearing within this when clicked. Social media icons will sit between the circles (x4)
Taking It Further an idea could be to display video, product and image content in a gallery/tile format
THE DIFFERENCE
Taking the previous idea further, I have taken the shutter out of it’s frame constraint and allowed it work freely with the screen space by being a solo navigation element on the screen, adding to the freedom replicated in the brand values and sport
Taking It Further ADDING A BACKDROP
- If possible, the idea here would be to add a backdrop to add an extra dimension of interactivity and user engagement. The content for this would utilise the negative space inbetween the icons, using the left and right icons as a half pipe ramp with moving image of a skater on their board on repeat from left to right. - an additional idea could involve the skater moving image interacting when the user clicks on an icon (the skater would move to the icon the user has clicked
Wireframe
OVERVIEW
SPECIFIC
button
competition social media icons leading to external sites
buttons
button
content
button
button
products
content related to each button
image gallery
videos
Wireframe
competition
social media icons
products
content related to each button
left nav
right nav
videos
image gallery
back
Design Implementing gathered research and exploration of ideas into a final outcome to satisfy the brief and represent the Red Bull brand
Intial Shutter View
Intial Shutter View
intention for the Red Bull DIY promotional video to be playing behind the logo and text featured here
Shutter Sizing Explanation
MORE SPACE
I decided to aim my design towards the dimensions similar to the Nespresso Shutter as I felt that the normal dimensions were too restrictive and did not convey the brand values of RedBull or the free nature upon which skateboarding, as a sport, is based. This sizing also allows the user to be more engaged as it is larger on the screen and allows the content to be more impactful
Opening Shutter
video to automatically play (Red Bull promotional DIY video) once initial advertising icon is clicked user can then proceed to explore other icons
Competition Page
navigational arrow for additional content relating to the competition
Video Pages
1 - video gallery
2 - video (once clicked from gallery)
3 - hover state over video being played
Instagram Pages ADDITIONAL NOTE
The photo gallery feature is intended to be a direct link to an Instagram feed relating to the competition e.g. #RBDIY
1 - photo gallery
2 - photo (once clicked from gallery)
Product Page
Thank You