Undefined Creative (UC) was recently commissioned by the United Nations Development Programme (UNDP) to produce a fresh package of event graphics for its Equator Prize 2017 Award Ceremony. This project is the latest in a series of motion design-centered work collaborations between the creative studio and the UN, a relationship that began when UC donated their skills to the Equator Prize in 2010.
The Equator Prize recognizes local and indigenous community initiatives from across the planet that are advancing innovative on-the-ground solutions to climate, environment and poverty challenges. Award categories honor achievement and local innovation in the thematic areas of oceans, forests, grasslands and wildlife protection.
For this year’s ceremony, UNDP wanted a complete refresh that gave the on-stage motion graphics a current vibe while incorporating the key icons behind its sustainable development goals (SDGs). Consisting of a “Countdown to Ceremony” screensaver, an opening sequence, 15 winner slates, three category slates and 11 presenter slates, the package had to align visually with a presentation from National Geographic Society, which was part of the evening’s program.
To bring it all together, UC drew from the SDG color palettes and relied on subject matter knowledge of both the UNDP and National Geographic in establishing the ceremony graphics’ overall look and feel. With only still photos available for the Equator Prize winners, UC created motion and depth by strategically intertwining the best shots with moving graphics and strategically selected stock footage. Naturally moving flora and fauna livened up the photography, added visual diversity and contributed creating a unique aesthetic.
We reached out to Undefined Creative’s founder/creative director Maria Rapetskaya to find out more:
How early did you get involved in the project, and was the client open to input?
We got the call a couple of months before the event. The original show had been used multiple times since we created it in 2010, so the client was definitely looking for input on how we could refresh or even rebrand.
Any particular challenges for this one?
For non-commercial organizations, budgets and messaging are equally sensitive topics. We have to be conscious of costs, and also very aware of Do’s and Don’t’s when it comes to assets and use. Our creative discussions took place over several calls, laying out options and ideas at different budget tiers — anything from simply updating the existing package to creating something entirely different. In case of the latter, parameters had to be established right away for how different “different” could be.
For example, it was agreed that we should stick with photography provided by the 2017 award winners. However, our proposal to include stock for flora and fauna was agreed on by all involved. Which SDG icons would be used and how, what partner and UN organizational branding should be featured prominently as design inspiration, how this would integrate with content being produced for UNDP/Equator Prize by Nat Geo… all of these questions had to be addressed before we started any real ideation in order for the creative to stay on brand, on message, on budget and on time.
What tools did you use on the project?
We relied on Adobe CC, in particular, After Effects, which is our staple software. In this particular project, we also relied heavily on stock from multiple vendors. Pond5 have a robust and cost-effective collection of video elements we were seeking.
Why is this project important to you?
The majority of our clients are for-profit commercial entities, and while that’s wonderful, there’s always a different feeling of reward when we have the chance to do something for the good of humanity at large, however minuscule our contribution is. The winners are coming from such different corners of the globe — at times, very remote. They’re incredibly excited to be honored, on stage, in New York City, and we can only imagine what it feels like to see their faces, the faces of their colleagues and friends, the names of their projects, up on this screen in front of a large, live audience. This particular event brings us a lot closer to what we’re creating, on a really empathetic, human level.