BADEN-BADEN-AWARD
(a case study of 10 years)
The Baden-Baden Award is a national German award for the best apprenticeship thesis by young media creatives and technicians. It is held annually in a live in person event, while streamed online, and broadcasted afterwards as a documentary on German television. My role was to create the visual concept, products and motion graphics for all medias.
SKILLS UTILIZED
Brand Design · Motion Graphics · Print
ROLE
Art Director and Motion Graphics Designer
INITIAL BRIEF
During my own apprenticeship at SWR, back in 2009, I was tasked to create the motion graphics and digital visual concept for the live award show „Baden-Baden Award". Two aspects were important for the client. First the logo needed to be featured prominently so it gets associated with the then new award. Secondly the different colors in the logo had to be used in the design because they represent the five categories the award was given in. The keywords my client used in the brief were: elegance, high-class, valuable, and prestige.
TARGET AUDIENCE
Age: 20 – 30; young, up and coming media professionals, so they submit their work.
Age: 35 - 60; hiring media companies and potential new sponsors.
Age: 35 - 60; hiring media companies and potential new sponsors.
THE CHALLENGES
Over a time span of 10 years there were a couple of challenges to overcome.
1. PLAYFUL VS. ELEGANCE
The logo and colors were already defined, by the time I started the project. With its almost playful nature, and the vibrance of its colors, it stood in clear contrast to the keywords my client had in mind for the award show, and the older target audience. In order to combine these two opposites I had to find a good balance, by using the colors sporadically and with clear intention.
2. A LOT CAN HAPPEN IN TEN YEARS
As the award evolved over time so did the design and both got more sophisticated and bigger In 2013. When I started working as a freelance motion graphics artist the client decided to stay with me due to our great working relationship. We used this opportunity to elevate the design products further and enhance the award experience.
NEW STORYBOARD
PRINT PRODUCTS
IMPRESSIONS OF LIVE SHOW
LEARNINGS
1. BIG PROJECTS CAN GET MESSY FAST
Name your layers, effects, just everything properly and keep it organized. Future you will thank you. Spending an extra hour or two can save you time in the long run.
2. YOU CAN DO IT ALONE BUT IT WILL COST YOU
Long nights to beat the deadline. While the machine renders you can't do much about it but wait. Time management, giving up perfectionism and working with others became key.
