Brightcove – Brand Refresh Campaign – Chase McBride Art Direction Portfolio

Project

Brightcove Campaign

Disciplines

Art Direction, Design

Description

Brightcove is the secret ingredient powering some of the world’s biggest conferences, festivals, and international broadcasts. Their enterprise-grade video platform is the best in its class, and one of the most trusted as well.

Brightcove approached Godfrey Dadich Partners to help refresh their brand and craft an edgy yet approachable campaign to build awareness with consumers across all channels. I lead the art direction around both the brand refresh as well as the campaign. Using bold typefaces, a punchy color palette, and endearing illustrations to convey a confident messaging framework, our work helped Brightcove stand out in a crowded market, win customer trust, and take on a fresh new look and feel for their brand.

30s Video

15s Video

6s Video

Illustrated Characters

The team at Godfrey Dadich Partners chose an “Us versus Them” style narrative to drive the campaign. Working with 3D animators, we created nostalgic, toy-like characters that were emblematic of Brightcove competitors’ antiquated way of working. We used a minimal amount of animation to create a playful, dynamic energy in both the hero video as well as the digital campaign.

Brand Identity

We worked with Tal Leming of Type Supply to create a bespoke, hand-lettered logomark that captured the confidence and approachability of the Brightcove brand. The tonal, vibrant color palette makes the bold typography pop out against the bright backgrounds to capture the energy and dynamism of video. The photo guidelines employ a graphic, formal tone that pairs well with the campaign illustration style and gives Brightcove a unique voice within the space.