Once we received the brand guidelines that Giant Spoon had created, there was no shortage of inspiration. Included in the new language was a set of iconography and unique shapes representing the company. We chose four icons that complimented the OMEN logotype and based our animation around the progression of the shapes building on and transforming into the letterforms.
Alongside the primary logo, we were also asked to produce multiple animations for the ‘Kirin’ mark, the brand mark that speaks to the company’s Voodoo PC heritage. These animations could be tagged onto the hero logo as an end tag or provide a hit of branding at the beginning of content.
We used these logo devices to create the lockup and logo resolve for the ‘Dare to Awaken’ campaign, which promotes OMEN through HP’s Overwatch League sponsorship.
The concept behind the piece was that players become something different when a game starts, awakening their true selves. On top of the animation language established with the logos, we leaned into this ‘awakening’ idea to drive our animation, everything starting compact and opening up as it progresses.
Creative | Design | Direction Ranger & Fox
Design | Animation Oscar Mar
Sound Design Therapy Studios, Dave Groseclose
Music Teenage Diplomat
Show package for HP's online esports series.
Brand assets for the nicotine gum company.