Fight Bright

With further refinements I have changed the logo and name of my campaign once again, I really think that the foundations of the content are the main area that need work. The visual systems remain perfectly functional, however small adjustments to the name and tagline will help to make my call to action clearer, this was once of my key concerns in the research stages and so I think it is worth the time to really flesh out every alternative with taglines, names and marques to ensure that the campaign remains both accessible and identifiable as well as delivering high quality, persuasive information and content.

Fight Bright, is shorter, snappier and more memorable than my previous names, it still implies that light pollution is a fight, and the tagline goes into further detail, specifying that it is a campaign about combating light pollution. The previous flashing lights are still proving a successful way to reveal and conceal information, having this moved into a moving format allows the viewers eye to be forced over to different areas, isolating type for the duration it takes to read, then removing it from the page to reveal something else, this revealing information in isolation also echoes light pollution itself, the inability to see the whole picture is a part of the sight limiting factors of light pollution, I think this has been translated well into my designs, it doesn’t say ‘this represents light pollution’ in a literal sense, but the good thing is, it doesn’t have to. I personally think that it is clear what the flashing lights are representing here, this is of course assisted by the inclusion of thinner weights of type that also implicitly remind the users of fluorescent tubing, a most artificial form of light that is often the cold blue shade replicated above.

I think if I could just translate this short snapshot into my longer length animation, then I would be really delving into success, but the issue I’m finding with that is with the length of the animation, and that I can’t just keep doing the same thing over and over again, as there would be no point of making the animation the 2 minute length it currently is, additionally, it would also become predictable and boring to watch.

I think moving forward with the further branding elements for this campaign, I think the main issue does not sit within the longer animation, I need to go through and be really innovative with my animations and then refine the animations to be smooth, but to do that they must sit on an interesting and creative foundation, utilising the motion design research previously to ensure that I really push it as high quality as I can so that it can become an interesting and inviting piece of motion design.