How do you create a visually compelling design system for one of the largest digital media companies, integrating dozens of popular brands that reach billions of people across the world? It begins with a complex and collaborative process involving individual brand leads that then informs 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. Working with a team of 3D artists, I then helped direct and facilitate the design of all 3D models and video assets. Simplicity and flexibility ensure the system can scale across print and motion, as well as office murals and site-specific installations.