In January 2020, Code and Theory became Xerox's creative agency of record. Our task was to drive the reappraisal of Xerox as more than a copier company and communicate that Xerox has products and services to help businesses digitize and power up a flexible workforce.
We began by developing a flexible, digital-first visual identity system—to completely transform the brand expression and message across every touch point. As the project's Lead Motion Designer & Illustrator, I was responsible for the concept, storyboard design & animation, collaborated closely with our design director to build a cohesive motion system to incorporate with the visual system, which covered virtual event motion package, social motion guidelines, and a brand campaign. Overall, we conceptually changed the Xerox brand in a few short months.
Role: Art Direction, Concept Design, Storyboard Artist, Lead Illustrator/Animator
Agency: Code and Theory
We Shifted the Brand from Frequent Live Events to a Digital Frontier–Maintaining Steadfast Impact.
The concept here is to symbolize the magnificent impact an individual, company or idea can make on the world. One single focused force of energy can inspire a powerful ripple effect.
NOW is demanding. NOW has its own needs. NOW shouts, juts, bucks, bruises and insists on change. But for those who face it, NOW also presents new opportunities. For Xerox, NOW means being more than hardware and in-office offerings. It means people, products and services that can help make NOW work in any way, from anywhere.
The campaign experience is digital-first and content-led. The work is rooted in robust employee engagement and pushed out across an ecosystem through strategic paid media and partnerships.
Motion has been designed to create a visual hierarchy across each post. Our motion system expresses a playful, energetic movement that helps track users through a large amount of content. We delivered AE toolkits for different design templates to Xerox.