VMAs Subway Takeover
Role
Creative Direction & Graphic Design
(Graphic Design) Jackie Chen, (Illustration) Kevin Dam, (Illustration) Justin Middendorp, (Copywriting) Mark Donnelly
Team
A VMA Discord takeover of NYC with over 100 touchpoints filling the Barclay Metro Station with Discord energy. This partnership was brought on by Discord’s sponsorship of the VMAs 2021 Creator Category.
Summary
First large scale Out of Home since the Imagine a Place Rebrand of Discord
Needed over 100 individual assets to fill an NYC subway station and 2 other large public billboards in a two month turnaround
Many different specs and platforms to fill across different locations which needed to be communicated with multiple teams to execute within a two month turn around
Challenges
Devised a grid system of windows and alternating patterns and layouts in order to optimize our production of all the assets
Created a successful systematic solution that could be (and was) applied to future brand moments for quick production
Results
The Formula
Along with Jackie Chen, we proposed a grid like formula approach to tackle the endless amount of specs for this project. By mixing and matching a select number of key art, headlines, and stylized taglines, we were able to keep every instance fresh and branded while optimizing our work load.
Hero Panel:
Key art with a headline relating to content creators laid out with Discord UI elements
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Discord Logo:
For brand awareness and clarity to potential new consumers
User Dots Grid:
Represents how a diverse number of users come together to form a community
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Tagline:
Stylized versions of the Imagine a Place brand tagline that show a range of styles
The Result
What resulted was a fluid and adaptable visual system, true to the new Discord rebrand, emphasizing the bold colors, the funky illustrations, and the newly labeled idea of imagining a place. It could live across panels of billboards or on its own in little pockets of surprise and delight.
