Academy,  a professional honorary organization in Beverly Hills, California, U.S., tasked Vocabulary to unify the brand expression and create a digital destination for the company and it’s partners. We worked closely with their team to develop a consistent and flexible brand system that could be used across all of the brands and sub-brands for The Academy that represents the film makers and their craft. Our graphic system was created from the fundamentals of film making including light, time and focus. We then packaged the entire brand guide in a digital guidelines website where anyone can go get inspired, download assets and create their own marketing assets for the Academy.

As a motion designer, I helped the team build the motion guideline section with examples and other assets to be used in overall the brand guideline. 

Visit the website here

Role; Motion Design

 There 3 core languages for Academy motion system: Light, Focus, and Time, which are fundamental for filmmaking. With these 3 graphic elements, we made a fuller expression to show the Academy more than just a brand.

    Time

This behavior was inspired by a movement of flim strip rolls.  Showing the multidimensionality of time with constant movement of the line.

The focus graphic element is created from a series of circles. When used together, these circles create the effect of a lens focus. The circles are always concentric and can be scaled and placed to create flexible and unique layouts.

    Light

Our light graphic element is created from the shape of Academy’s logo, which itself is inspired by light shining down on a stage.

Based on these studies, and for fuller experience on the website, we have created a few more assets that we can place.