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Tell Us Your Vision is a video web series that aims to foster the next generation of free spirits by honoring individuality; and celebrate the journey of each life. TUYV is the project that started Source Visionary Media, inspiring us to pick up the camera and start rolling.
The challenge: Design a brand identity and establish a position for Tell Us Your Vision, both to grow its reach and recognition; and to maximize the impact of the platform for the guests that come onto the show.
Clarify Tell Us Your Vision's mission and values, create a brand identity that can scale with a growing audience and lend well to variety on the show.
A logo and identity system that reflect the mission of sharing each individual's unique vision of a better world; and a pilot episode that implements these elements.
Brand Identity Design
Video Production
The initial concept behind Tell Us Your Vision was to create video content that inspired personal growth and passion for life. Though at its heart this intent has remained the same, no exploration into the visual identity (beyond a logo) had been conducted, until 2021.
The name "Tell Us Your Vision" originated as a play on the word television, a directive insisting that the viewer become a creator themselves, as opposed to passively consuming media. This is quite literally conveyed with earlier versions of the logo, and has always been inspired by a “retro” feel. In application, the television icon was difficult to scale and lacked versatility.
In January 2021, the mark was distilled down to its simplest form; its usability improved greatly. However, it then came into question, “What does the rest of the brand look like?”
Through a brand discovery session, we extracted the pillars of Tell Us Your Vision into six brand attributes. These are the “personality traits” of the brand; how it should look, sound, and behave.
The users of Tell Us Your Vision largely take up two segments, the Viewers, and the Featured Guests.
The Viewer attributes express the ideals, interests, and qualities of an individual who would watch uplifting and empowering content.
The Featured Guest attributes define the ideal guest for the show; a person who is fully dedicated to their craft and will speak to their creative process.
The color scheme reflects the brand attributes to appeal to the ideal user. Inspired by neo-psychedelic rock album “High Visceral,” these colors convey a youthful spirit and stimulate the creative, emotional side of the brain.
This pivoted the identity toward an unmistakable visual direction: retro, eclectic, and psychedelic. With this new direction, a mood board guided by core attributes “uplifting, passionate, & authentic” was developed.
The mood board is fueled by the cultural movement of psychedelia, from its origins to its presence in the modern day.
With the new visual direction taking shape, it became clear that the existing logo felt out of place. The final mark and logotype required a heavy line weight to be able to stand strongly against busy backgrounds, especially during video applications. It needed to represent a cultural era while maintaining longevity.
An exploration in 70’s hand lettering and typefaces led to the discovery of typeface ITC Bookman, designed in 1975. Pairing well with the new boldened mark, it fit the desired look and feel for the new identity.
From the stylescape:
“For the conscious consumer, artist, aspiring artist, art appreciator, collector, non-conformist, hippie, optimist, environmentalist, traveler, nomad, yogi, innovator, forward-thinker, entrepreneur, mystic, free spirit, dreamer, alchemist.
Journey with us into the creative mind, as we interview independent artists working in every medium to discover the source of their passion and inspiration.
Our vision? Foster the next generation of free spirits by honoring individuality; and celebrate the journey of each life.”
New episodes of Tell Us Your Vision will be out in fall of 2021. We are excited to bring you improved production quality and more inspiring individuals.
