Social Media Visual Identity

When you are creating content that is there to help people, it's key that you provide a clear structure that makes sure that the content is presented in a way that makes it clear to the user and that the messaging you want to get across is understood.

The starting point was to look at the current social media content of Direct Line. From this we could see the focus is on giving helpful advice on specific issues. This objective focus was the driving point of the design. Utilising Direct Line's ownable brand assets of typography styling, simple colour palette and minimalist design to push the look and feel and using motion to emphasise their straight talking approach.

SKILLS:

Visual Design, Style Guide, Social Media, Motion

CLIENT:

Direct Line

DATE:

2017

Moodboard

Once we had identified the content focus and ownable assets I put a moodboard together showing how we could use those is a style that would improve on their current style. Putting together the use of bold colours, object focused design and working in the typography into a visual design style. 

Visual Design

Once the visual direction was approved it was on to making it. Looking at the elements needed to help the social team to storyboard and build the structure of the types of content. Starting with creating backgrounds using the brand colours, building on that with object focused photography. Layering those together with the typography in headlines, body copy and annotations, plus title and end cards. Then working on how the type will integrate into full photography.

Motion

Now we have all the elements, it time to put them together, to help tell the story and make the content engaging. With this I wanted to make sure that the content was never still. You want to get the message across quickly and be direct. So for the motion style I went with quick entrances and exits. Once the content is in it moves slowly to allow it to be read but never stopped. Working in transitions that helps flow the content from one frame to the next.

Social Formats

There is never a one size fits all when it comes to social media, so I worked up designs showing how the elements would work across the formats, from your standard video, social posts, instagram stories and even 360. These were meant to be thought starters, to give a visual reference for the content creators and help provide a consistency and quality to the social content.