Worked under the guidance of CBS to assist in the research and development of concepts to attract younger viewers to tune-in to CBS to watch television programming when it airs on the network at its scheduled time (i.e., “live” and not streamed or viewed on demand) and increase CBS’ brand linkage through social media campaigns, overall social branding and more relevant/effective design concepts for online banners and assets across multiple platforms and formats.
User Research
Visual Design
Social Branding (Animatons)
Social Guideline
Mar 2022 - Jun 2022
3 Month
CBS X SCADpro
To be the most unifying media brand.
We create and execute an “ownable” social design package which rethinks and elevates our approach to branding across organic and paid social assets, in order to recruit and engage younger audiences.
My role
My primary responsibility is to come up with innovative design solutions that will improve the visibility of CBS shows on social media and brings young audiences to CBS, which evolves brainstorming and prototyping ideas/templates and design social media guideline.
Brand Linkage
Engaging / Brand Love
Mobile First / Optimized
Platform Centric
Production Efficient
Social Video
Attribution is determined through video content for a 9x16 aspect ratio with a focus on TikTok and Instagram Reels. The three concept animations (Unity, Chroma, Rhythm) have the flexibility to be used on a variety of social content.
Place attribution on trailers, promos, and other edited content. The placement of attribution on videos varies depending on the format of asset.
Chroma
The color wheel offers flexibility when working with the Entertainment color palette, and can be integrated with blasting and bouncing animations to showcase the energy of the brand.
Unity
The Unity animation takes full advantage of the vertical screen and pulls the audience into the EYECBS. The animation was developed with flexibility in mind. The animation always leads with CBS’s core logo colors of Cobalt Blue and Off-White and can be interchanged with the Entertainment color palette.
Social Attribution Guideline
I designed our final Social Attribution Guidelines which include the decisions about when and where to use attribution are determined by the content type, aspect ratio, platform, and certain creative considerations.
*Here are selected pages from the final Social Attribution Guidelines that we handover to CBS.
Rhythm
For promo content, an energetic and flexible system has been created to harness the excitement of a show or take them behind the scenes with their favorite characters. Messaging cues are centrally located to focus the viewer’s attention taking full advantage of the six eye elements for added visual interest.
Bold vertical screen transitions use the entire landscape to bring attention to CBS Originals and creative messaging depending upon the content. The transitions are unexpected and the messaging will not go unnoticed.
The rich and vibrant colors of the Entertainment palette allow for endless opportunities to create a spectrum of colors to bring attention to organic, behind the scenes content.
