Project Brief
“Music Evolution” focuses on using experimental motion branding to explore and explain complex questions through dynamic visual identities. You will dive into the conceptual and expressive power of motion to create brand experiences that engage viewers with abstract, philosophical,questions. I created an experimental motion explanation video centered around a chosen question. My options to the question could be philosophical, cultural, social, or scientific, and the goal is to communicate not just the identity of a brand, but also explore a conceptual exploration of that question through movement, animation, sound, and visual storytelling. This experimental approach challenged traditional branding by integrating curiosity and conceptual depth into the design process.
This project dives deep into the powerful intersection of music technology and immersive spaces through an experimental motion branding video. The focus of the project is on using experimental motion branding to explore and explain complex questions through dynamic, fluid visual identities. Instead of relying on static logos or visuals, this approach emphasizes motion and transformation, allowing the brand experience to evolve and engage with deeper, more abstract questions about technology, creativity, and sensory experience. The branding video doesn’t just introduce a brand—it becomes a conceptual exploration, using motion to reflect how music technology and immersive environments merge, pushing boundaries, and creating new worlds
Music is a big part of everyday life, shaping our moods and adding meaning to daily activities. Whether it's the songs we hear when we wake up, the tunes we play during a commute, or the beats we listen to while exercising, music is always present. It creates a soundtrack to our lives, making moments more enjoyable or meaningful. Me thinking into the future at the moment of starting this project I wondered how music would expand to make it even more immersive and experimental. I then started with my leading question of "How can music technology and immersive environments integrate to create a journey into a new world within the blink of an eye?" This video invites viewers into an otherworldly experience. The immersive visuals and soundscapes draw you in, making you feel as though you're being transported into a new dimension, all while engaging your senses in a way that challenges how we perceive space and sound.
INSIGHTS
Throughout my strategic motion graphics I noticed that visual storytelling is a crucial key in branding, a narrative through movement and animation that engages viewers. This storytelling should reflect the essence of the brand and the conceptual question being explored.
TECHNICAL SPECIFICATIONS
Throughout my strategic motion graphics I noticed that visual storytelling is a crucial key in branding, a narrative through movement and animation that engages viewers. This storytelling should reflect the essence of the brand and the conceptual question being explored.
TECHNICAL SPECIFICATIONS
- File name: Lastname_MB_Project3.mp4
- Ratio: 1920 x 1080
- Codec: H.264
- Frame Rate: 30 FPS
- After Affects
- Adobe Illustrator
Process
The Experimental Video wasn't just something that magically popped up in my head and created. It all started with a question. In this day and age we see that technology is expanding more and more everyday. In my daily use of technology and environments I tend to run to go I listen to my music every chance I get to feel and evoke emotion in everything I see and do. I like to make myself feel as if I'm in a movie and being the main character in it, including music or any soundtrack being added to it. I wondered how music would expand in the future. That “what if” question that kept me going was “How could music evolve with immersive technology and shape the future of experiential design. Have you ever immersed yourself in your music so deeply to the point where you could see yourself being the main character in the song as if you were in their music video and they're talking about you. Well that's when I started designing this video. Immersing yourself in the Beat, Melodies, and Emotions through every song you listen to.
The Experimental Video wasn't just something that magically popped up in my head and created. It all started with a question. In this day and age we see that technology is expanding more and more everyday. In my daily use of technology and environments I tend to run to go I listen to my music every chance I get to feel and evoke emotion in everything I see and do. I like to make myself feel as if I'm in a movie and being the main character in it, including music or any soundtrack being added to it. I wondered how music would expand in the future. That “what if” question that kept me going was “How could music evolve with immersive technology and shape the future of experiential design. Have you ever immersed yourself in your music so deeply to the point where you could see yourself being the main character in the song as if you were in their music video and they're talking about you. Well that's when I started designing this video. Immersing yourself in the Beat, Melodies, and Emotions through every song you listen to.
MOODBOARD AND STYLEFRAME INSPOAs I researched I looked at how technology such as Virtual and Augmented Reality gives you an immersive feel and environment of entering a journey into a new world within a blink of an eye. This technology brings many visual effects and feels to the human experience and I thought of a world where when listening to your music's beat, melodies that evoke your emotions actually surround you. As if you can
feel and see every glimpse of color based on your emotions throughout your journey of hearing your music how it makes you feel.
In my depth of research I started making a mood board as well as style frames to make my ideas come to life. I drew inspiration for my style frames by exploring visuals associated with neon-colored music entity looks. These vibrant, energetic visuals resonated with the immersive, high-energy atmosphere of music environments, which became the foundation for my design approach. The neon colors and glowing effects influenced the overall aesthetic, helping me create bold, eye-catching contrasts and evoke a sense of motion and energy, even in static frames. This inspiration shaped my mood board and style frames, allowing me to translate the dynamic, sensory experience of music into a visual language that brings my ideas to life.
TYPOGRAPHY SEARCH
I then started my process of Typographic searching searching for a font that gave a modern futuristic look to it. I then stumbled upon two named BC Alphapipe and P22 FLLW EXHIBITION. Both use a sleek and modern geometric look to it that gives a computerized typography look that gave a right fit for my visual inspo for my video exploration
COLOR PALETTE
My neon-colored palette for my experimental motion branding video that explores the evolution of music immersiveness creates a vibrant and dynamic atmosphere that mirrors the energy and innovation within the music industry. Electric blues and purples symbolize the transition from analog to digital, while neon pinks and magentas evoke the emotional depth of music. Luminous greens and yellows represent the spirit of creativity and technological advancements. The glowing effects of neon colors visually represent sound waves and rhythms, enhancing the sense of immersion as viewers experience the enveloping nature of sound. Layering these bright hues adds depth, mirroring the multi-dimensional aspects of immersive audio experiences, ultimately capturing the essence of music's evolution in a captivating visual narrative.
EXPERIMENTAL VIDEO