Sometimes two heads are definitely better than one. In this case, those heads belong to this talented and dynamic duo: David and Sissy Hobizal. They’ve managed to strike a balance between married life and work, and in this project, they have really mastered it to give Imandra its own heartbeat. In the span of three months, this dynamic duo concepted everything from the logo to business cards, presentation templates, a product launch video, white paper templates, etc. for AI (Aesthetic Integration), a London-based financial technology startup.
We dove into the three-month process of making “IMANDRA” and turned up several insights that teams small and large will appreciate, with two key takeaways:
- Research and writing are every bit as important as design and animation.
- There are no shortcuts.
They spent a large amount of time up front doing the necessary research behind first, understanding the company, their Imandra product and pitching their understanding of the company with some mood boards back to AI to make sure they were on track. From there, they started honing in on the elements the launch video would include which would help define the very technical details surrounding this product.
Sissy: Honestly, it was a bit messy at the beginning. The timeline was tight and there was a lot to digest, so we became co-creators very quickly; script editing, storyboarding, moodboarding, some style frames.
Sissy created the static design elements while David animated and co-directed the music and voiceover with brother Eddy and David Pulkingham. There was constant collaboration between them in order to hit this very tight deadline. Once the aesthetic approach was created, the rest of the creative direction went smoothly.
Sissy would hand off her elements and while she went to work, David would animate. When she returned, she’d provide feedback and would draw some more while he animated. With the time difference, they were able to gather client suggestions while they were resting, so when their day started, they’d be able to knock out revisions while the AI clients wrapped up their day. It became a very fluid process.
Getting into the gist of how they selected certain design elements or chose the color palette, Sissy added their reasoning on why they settled on the red & green theme:
The color palette came about as a way to visualize our driving idea dangerous to safe, negative to positive.
Aesthetic Integration’s color palette is already black and cream with a hint of green. Green because it is the color of intelligence, the color of harmony and nature, it is the color of yes, of calm, of go—and that’s what IMANDRA does. It is the harmony, it is the green light.
So what better way to show that duality than with its opposite: red—the color ofno, the color of stop the color of danger. We talked many times about adding another color to break up the “Christmas,” but in the end there just wasn’t a strong conceptual reason to throw in another color. It would break our graphic language.
Creating an infinite space was their goal, but every element had its purpose. For example, the plus sign:
We had been playing around with the plus sign for IMANDRA because it is such a beautiful graphic form that is instantly associated with positivity. It’s also a great mathematical symbol, so it seemed like the logical choice for a company founded by two brilliant mathematical thinkers.
The video received many accolades. For the two, David and Sissy, they were excited they could help launch the Imandra brand with such a compelling brand and video to help springboard them into space. Next steps for them is getting their children’s story completed.
More details about this project can be found on Motionographer’s site.