The University Life logo needed to seamlessly fit into Red Bull's overall brand aesthetic, while also giving the user a clear sense of what the project is about. It is decidedly a promotional logo, but hopefully comes across relatively clean given it's busy nature. The logo was required to do a lot of heavy lifting.
For the promotional materials, I highlighted the University "U" as a key design element. The U is used to highlight exciting and relatable moments experienced by students worldwide. It's visual simplicity also helps to balance out the intricacy of the logo, and makes it
feel more intentional.
This simple graphic allows the campaign to be tweaked for each specific region of the world, keeping it it relatable as opposed to a single idea falling flat for a specific audience.
While in college, I would have thought this was pretty cool. It definitely would have stood out amongst all the other information dense and overly busy posters plastered across campus bulletin boards.
Even though I like the simplicity of the U, I wanted it to have options if it wanted to expand. The U motif can be multiplied to create a seamless pattern with all sorts of potential applications. Backgrounds, animations, etc...
Next step was creating the framework in which users would interact and participate in Red Bull University Life. Since it was a video submission based contest, we wanted the experience to feel as "app-like" as possible. Users are very savvy and used to premium mobile experiences, like Instagram, which made it important for us to emulate something they already knew and loved.
For the mobile web app, I created a set of animated iconography to help educate users on how the contest works, and how to navigate their way through the experience. These icons would not only serve as educational tools, but also as visual rewards when the user interacted with the app. For instance, liking a video would trigger a cool heart animation. Providing the user this sort of feedback helps to make their interactions feel meaningful.
Wire-framing and interaction design was a huge component of this project. I was in charge of visualizing the user flow, and creating clear and easy to process wireframes for the mobile web app experience.
Some wireframe examples are below. These wireframes and interaction screens were critical in developing a fairly complex mobile web app experience, and educating a global client on functionality and our thinking behind it.
Below are wireframes detailing backend voting and contest moderation screens
Animating simple icons allowed the experience to remain engaging, and minimized complexity when it came to understanding functionality. We wanted the user to intuitively understand functionality, or catch on very quickly with limited use.
Below are some example screens of the mobile web app. I wanted to keep things light and minimal. All the users focus should be on viewing videos and voting. Anything to pull them out of that experience was discarded.
Participants would be guided through a quick and easy tutorial showing basic functionality and event details.
Users would have a profile where they could upload their own videos, save their favorites, and re-watch them at their leisure.
Social Media was a very important factor to incorporate. One of the main incentives for students to participate was to gain followers on their own personal profiles. Sharing content to social had to be effortless, and Red Bull would reward students with the highest video views through official Red Bull social channels. Getting a highlighted spot on Red Bull's official Instagram would be a big deal to a college student looking to boost their profile.
This was almost a 6 month project on the design end of things. After all the time and super hard effort from the whole team, the project had to be postponed right before launch. Hopefully all this hard work can be unleashed into the world in this form or something similar. The foundation is dialed, the designs are refined, it's ready. This project did make a huge impression on Red Bull Global, and has resulted in additional work for The Program.