Brief
It was a historic moment, when the Finnish slot machine association RAY, horse racing association Fintoto and betting company Veikkaus merged into a single entity. I designed and directed the main ident animation for the new Veikkaus brand. It conveys the culture and the joy of gaming, with a dash of excitement.
Creative Approach
The ident conveys the culture and the joy of gaming, with a dash of excitement and playfulness. Visual storytelling is abstract and implicative, relying on motion, rhythm and sound. The animation was made in collaboration with the ad agency, who were at the time of production designing the visual identity.
Process
At first there was a lot of discussion about how we would approach the brief. How to to convey aspects of wide gaming culture, yet show visual constraint. As we wanted the ident to be an extension of the brands new visual identity, we decided to only use existing graphical elements as a basis. To add another layer to the appearance, photorealistic lighting, feel of material and mass was introduced to the designs.
Playful and a bit mysterious tone was accomplished by animation. The lingering uncoiling of the triangles mixed with almost flock-like and sporty spins.
Procedural nature of 3D assets, as well as animation, helped us to iterate fast and create multiple versions and variations, for different media and use cases.
Sound design emphasised the cultural themes tied everything together into a positively charged and meaningful ident.
