ⓘ Visual System → 2021
For Snapchat’s New Fronts ‘21 keynote, we visualized a dream-like world for vertical content.
My first project at Snapchat. A visual system, along with communication materials (social, etc) to be shared before, during and after the live event.
Visual Language
Traditionally, New Fronts is a high production, in person event. This year, however, the event was held online via stream due to Covid restriction.
Our task was to create a language that upholds that same level of impact and quality, is communicative and reflects Snapchat’s growth from a photo sharing platform to a space where people can watch and enjoy original content right from their device.
During my exploration phase, I thought to myself, “What if we combine the tabs into a single path/line segment that connotes motion, or growth?”
This became a repetitive element throughout our presentation that not only augmented bigger pieces, but acted as a common visual thread.
Our explorations began with changing the perception of what Snapchat is, while avoiding cliché representations of what media & entertainment are.
We stayed away from things like film reels, cinematic objects. This is premium while hinting to the next frontier.
Typography & Messaging
Components like stat cards, quotes and impact statements, event reminders and post event Thank You’s were treated the same.
We continued to expand on the 5 Tabs (Map, Chat, Camera, Stories, Discover) and transformed the linear user flow into a vast, vibrant and space-like world.
To build from the space metaphor, we played around with Z-Space and dimensionality—both practically (in camera), as well as in post.
To bring stats and impactful statements to life, we explored dynamic motion styles which carried that same sense of energy while staying true to Snap’s brand/typeface.
Everything from titles, video cards and tertiary information all expanded within the depths of our spherical world, ultimately fading out of view.
