Foundations

App Branding

Client

Foundations

Year

2020

Categories

2D Animation
Illustration
Motion Design
Sound Design
Short Films
Health

Several important research institutes such as The Mental Health Foundation or The American Institute Of Stress point out that high levels of stress constitute one of the main causes of both working sicknesses and job turnover, ranging from 40% to 60% of the cases.

The mobile application Foundations has born from the empirical evidence found in these studies, willing to bring companies an effective solution to better deal with their team’s health and also help them to handle stress to achieve a happier and more satisfying working life. The Foundations team commissioned us to conceive the whole app’s graphic image, as it is a clear key point in the new brand’s corporate identity. We developed Foundation’s all branding-related content: from explanatory videos and different static assets which define activities or concepts within the app to content loops, the logo reveal, and more. 

Considering the complexity of the app’s conceptual approach, we imagined an abstract world in which synthesized forms such as rounded shapes, linear patterns, and all-sized volumes conveyed the main message in a very universal, broad, and significant way. Also, we foresaw that the two stories would need to have a protagonist in order to engage the user’s empathy, and hence it appeared the white sphere. 

Acting as the main character in the story, the white sphere introduces us to the main causes of stress in working environments. Performing as the individual in society, our protagonist explains to us the app’s main goal: overcoming stress by managing the factors which usually provoke it, the “stressors” (read: tight deadlines, excessive self-demand, traffic jams…). Traveling around a highly abstract universe, the white ball progressively collides with the “stressors”, identified with an anguishing curved-texture, the ones which block our protagonist’s movement and harm its inner balance.

Depicting only synthetic shapes along with a colorful and warm graphic style, the story aims to symbolically convey the benefits that some specific stress-tackling techniques can bring to increase the individuals’ wellbeing.

Technical approach

Using Foundations corporative colors and a 9:16 typical mobile format, we gave to our full 3D animation a slight 2D touch through flat lightning on the volumed objects. We combined realistic elements like physical dynamics and hard shadows with a playful graphic style to bring the story a friendly and warm personality. To reach coherence and unity into the app’s abstract universe, we proposed a distinct illustration carrying a high presence of rounded angles, very organic shaping, and a great sort of symbolic constructions related to individual balance and personal wellbeings such as scales or hanging mobiles.

Look development

Celebratory images

Credits

Directed and Produced by

Device

Creative Direction

Pol Solà
Marcello Buselli

Producer

Nicole Woodman

Art Direction

Pol Solà

Illustration

Pol Solà
Carlo Candido Todesco

Animation

Eze Matteo

Edit & Compositing

Eze Matteo
Pol Solà

Sound Design

Raül Peix