GRAIL came to Porter Novelli (PR Agency) for a social media creative redesign. The healthcare company wanted their social assets to express how they felt about their work: Modern, Cutting-edge, Scientific, Playful, and Risk-taking.
Along with Art Director James Patten, I developed a set of templates for cohesive and engaging social media posts. Not only did we deliver a new social media presence, we continued to deliver as client requested animated assets and educational videos.
Along with Art Director James Patten, I developed a set of templates for cohesive and engaging social media posts. Not only did we deliver a new social media presence, we continued to deliver as client requested animated assets and educational videos.
Role: Ideation and design
Branding Guidelines
Typography
We updated the typography guidelines by centering Maison Neue as our header typeface. Demi Serif, the old header, was demoted to a transitional typeface t0 be used sparingly to draw emphasis to key information.
Color Ratio and Gradients
All colors are now guided by a percentage of use diagram to follow when executing branded materials and activations.
Gradient swatches were included to add depth and organic interest to any otherwise flat design.
Social Content
A number of templates were created for GRAIL's evergreen, quote card, headline, and podcast audiogram posts. The goal as designer was to place a standard for consistency while providing engaging variety that presents information in a captivating way.
Along with these more frequent, structured posts, we created a toolbox for “bespoke” designs. The visual elements in this toolbox included framing devices, portrait treatment, and logo usage.
Iconography
We illustrated and designed a set of twelve icons ready for use in illustrating a concept or topic. In addition, we created a set of guidelines for creating new icons when needed. These guidelines include complying with "capsule" to icon stroke weight ratio, avoiding sharp angles and playful depictions, and drawing elements more scientific-looking and representative rather than abstract.
Thank You
