Uncommon Goods is a digital-first curated collection of unique products whose tagline is “We’re all out of the ordinary”. As acting Senior Art Director, I joined the team at a tumultuous time when the pandemic had just started and the company was undergoing massive growth and sales. My role was to oversee and manage a team of designers, copywriters and photographers to bring the new look and feel to life, all the while finding ways to ensure the daily running of the multi-faceted marketing team was smooth and finding ways of streamlining processes and workflow.
One of the major tasks when I joined was to bring the new visual identity to life across 360-brand activations. Stop motion played a huge role in conveying the unique “uncommon” traits of the products themselves. The eclectic personality of the brand needed to come through at every touchpoint – in the photography, illustration, video, and animation. The new brand colors helped to tell a cohesive visual story, unifying the website, social platforms and printed materials under one look and feel which were bold but also expressed a personal, heartfelt touch.
Lively custom-crafted gif animations helped inject life and personality into the social feed while promoting the unique features of each product.
Perks Days (the company’s Prime Day) is a campaign I art directed to be played out in the Instagram grid during the weeks leading up to the promotion. A series of type animations were developed in the brand colors to generate excitement for the special prices on offer.