Catalyst TV Bumper
A 4-8 second animated bumper was created for the Catalyst TV series on Arizona PBS to boost brand awareness. Catalyst, a prime-time series developed by ASU students, showcases groundbreaking research at the university. The bumper targets Arizona PBS viewers aged 18-55 and maintains an educational, inspirational, and innovative tone.
Tools Used:
PROJECT OVERVIEW
The Catalyst TV series on Arizona PBS, developed by students at ASU’s Walter Cronkite School of Journalism, needed a 4-8 second animated bumper to increase brand awareness. This prime-time series, directed by Steve Filmer and hosted by Vanessa Ruiz, explores groundbreaking research at Arizona State University. Sponsored by ASU Knowledge Enterprise Development, Catalyst aims to educate and inspire its audience, which includes Arizona residents, students, educators, and researchers aged 18-55. The animated bumper was designed to reflect the series’ educational, inspirational, and innovative tone, similar to high-production shows like “Nova.”
CREATIVE BRIEF
Brand Message: “Groundbreaking science is happening right in our backyards, and Catalyst is your tour guide to explore it.”
Objectives & Goal: Create a 4-8 second animated bumper to be used at the end of a Catalyst editorial clip to increase brand awareness for the Catalyst TV series on Arizona PBS.
Target Audience:
Demographics: Arizona State Residents, Students, Educators, Researchers, 18-55 years old, Male & Female
Psychographics: Arizona PBS viewers interested in state-of-the-art science experiments
Tone: Educational, inspirational, innovative
Company Background: Catalyst is a PBS Arizona prime-time TV series examining groundbreaking research at Arizona State University.
Competition: Catalyst aims to create awareness similar to the production budget show “Nova” on PBS nationwide.
Color Theme & Typography: Ubuntu Bold for logos, Effra Medium for names and titles, Effra Medium Italic for subheaders, Urbana Light Italic for supporting info
PROBLEM
The introduction of the Catalyst TV series each year presented an ongoing challenge of updating the animated bumper to reflect current scientific discoveries and engage a diverse audience of Arizona PBS viewers. The goal was to create an animated bumper that enhances brand recognition and fosters viewer anticipation for each episode, aligning with the series' commitment to showcasing impactful research at Arizona State University.
RESEARCH
Insights from Studying Various Bumper Stories
Dynamic Visuals: Effective bumpers use vibrant and dynamic visuals to quickly capture the viewer’s attention.
Concise Messaging: The best bumpers communicate their message clearly and concisely, ensuring it is understood within a few seconds.
Seamless Animations: Smooth transitions and animations are crucial for maintaining viewer engagement and conveying a professional look.
Brand Integration: Successful bumpers consistently integrate brand elements, such as logos and color schemes, to reinforce brand identity.
Narrative Flow: A clear narrative flow with a defined beginning, middle, and end helps in telling a compelling mini-story.
Insights from Arizona PBS Catalyst Website
Visual Design: The Catalyst website has a strong emphasis on visual content, such as high-quality images and videos.
Typography: The Catalyst website uses modern, easy-to-read fonts that enhance readability and professionalism.
Content Themes: The website highlights themes such as cutting-edge research, scientific exploration, and educational content.
Audience Engagement: The website is designed to engage a broad audience, including students, educators, and general viewers interested in science and innovation.
Arizona PBS Website
SOLUTION
Drawing on insights from various bumper storyboards and the Arizona PBS Catalyst website, the bumper design integrates dynamic visuals, concise messaging, and seamless animations to capture attention and convey the brand's essence. The consistent use of Catalyst's visual identity and typography ensures brand coherence, while highlighting themes of cutting-edge research and scientific exploration engages a broad audience effectively.
FINAL DESIGN OUTCOME
The final animated bumper for Catalyst exemplifies a seamless blend of informative storytelling and captivating visuals. By focusing on clarity and impact, we successfully conveyed the program’s mission while meeting the client’s expectations for a dynamic and engaging promotional too.
BRAND INTEGRATION
Utilizing PBS Arizona’s Catalyst TV program’s brand guidelines, such as their curated color scheme, typographic style, and brand icons, was pivotal in shaping a design that speaks directly to their target audience. These elements provided a structured framework that guided the creative process, resulting in a visually cohesive and impactful representation of the brand’s values and mission.
APPROACH
Our approach to designing the Catalyst TV program bumper centered on PBS Arizona’s brand identity and Catalyst’s mission to showcase ASU’s research. Utilizing newly developed brand assets, such as a defined color palette, typography, and brand icons, we conducted research and iterative design phases. This process culminated in an animated bumper crafted with Adobe After Effects, Photoshop, and Illustrator. Our goal was to create a visually cohesive and impactful design that aligns with Catalyst’s ambitions to emulate 'Nova' in Arizona, ensuring the final deliverable meets broadcast standards and enhances viewer engagement.
STORYBOARD
My bumper storyboard uses dynamic visuals to tell a compelling mini-story within seconds, drawing inspiration from insights gathered from various bumper storyboards and the Arizona PBS Catalyst website. It reflects Catalyst’s visual identity through its color palette and typography, emphasizing themes of scientific exploration.
KEYFRAMES
My keyframes showcase engaging animation techniques that captivate with a clear narrative. Inspired by insights from the website and other bumpers, they align seamlessly with Catalyst’s emphasis on innovative storytelling and educational content, ensuring each frame contributes to a cohesive visual and thematic experience.
RESULTS
This school project earned an “A” grade, the animated bumper was recognized for its high-quality design and execution. Positive feedback from both peers and the instructor emphasized the bumper’s successful brand integration and its ability to visually convey Catalyst’s mission in an engaging manner. This project highlighted a thorough understanding of animation principles and advanced design techniques, contributing to a strong academic performance.
Feedback & Performance
Grade and Feedback: The animated bumper received an 'A' grade, with the instructor praising its application of animation principles, noting, "Great job with applying these animation principles. I can see many, including staging, exaggeration, and secondary action." Additionally, the instructor commended the effective use of an iterative workflow, stating, "Great job implementing some changes based on what your classmates suggested. This is the iterative work we are looking for!" Peer feedback highlighted the seamless integration of Catalyst's brand elements and the engaging animation style.
Skills Demonstrated: This project showcased advanced skills in animation, brand integration, and visual storytelling. Techniques such as dynamic motion graphics and effective use of color and typography were key to the bumper’s success. The project also highlighted proficiency in iterative design processes and maintaining brand consistency.
Learning Outcomes: Completing this project provided valuable experience in adhering to brand guidelines while creating original content. The iterative design process and incorporation of feedback were crucial in achieving a polished final product, as noted by peers and the instructor. This project underscored the importance of refining work based on feedback and successfully integrating brand elements while maintaining originality.
