A visually compelling design system integrating dozens of brands that reach billions of people across the world. I was responsible for a complex and collaborative process with individual brand leads to create a multitude of inter-dependent pieces including video, 3D models, and AR-enabled print ads– all launching internationally in 5 key countries and languages.
The need for a simple yet dynamic system led to a concentric design reflecting Oath's minimal branding and logo mark containing a single blue colon. Both the concept and design reinforce the media company's power and scale to transform brands within the industry by featuring various properties working together in concert to create something new, exciting and unexpected.
Oath's collection of 50+ brands range from popular content sites to data delivery platforms, and so explorations into each brand's essential DNA resulted in a unique orb concept that was then designed and modeled in 3D. Simplicity and flexibility ensure the system can scale across print and motion, as well as office murals and site-specific installations.