Right Media by The Nation

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CLIENT

A big play­er in the online adver­tis­ing indus­try, it is part of Yahoo! They are a dis­play adver­tis­ing mar­ket­place that is focused on the inter­sec­tion of tech­nol­o­gy and solu­tions for adver­tis­ers and agencies.

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BRIEF

After design­ing the logo for Right Media, they asked us to ani­mate it. Chal­lenges were the same as the chal­lenges we had with the brand—the ani­ma­tion should feel fresh and mod­ern but with­out los­ing any of the grav­i­tas asso­ci­at­ed with the trust­ed brand. It was also deemed impor­tant to keep a sense of tech­nol­o­gy but not be over­whelm­ing­ly techie. As well, pre­ci­sion and focus were key attrib­ut­es to con­vey through­out the ani­mat­ed graphics.

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APPROACH

We liked the idea of mak­ing some­thing sim­ple out of some­thing so com­plex and we felt that the logo design lent itself well to ani­ma­tion. Our solu­tion was to mim­ic the way the Right Media tech­nol­o­gy sim­pli­fies com­plex data and apply the same tech­nique to the logo ani­ma­tion. We achieved this by ani­mat­ing an origa­mi fold­ing tech­nique to refine the land­scape and resolve the logo.

Client declined to provide statement.