This is a personal project where I designed a logo reveal animation for my favourite coffee shop in Toronto.
Process:
Over the summer, I was working in Toronto as a freelance designer and working full-time modelling. Whenever I could, I would go to Dineen's to unwind so I could appreciate the people around me. Going in there, I'd have countless conversations with people and they'd talk to me about a story as to why they were there. I felt like I was in a real-life movie, but everyone around me was just everyday people within the city. It was this surreal experience understanding that life can never be put on pause, and it can drain you even — but this was a place that I could charge my battery and the battery of all the others around me. Like I always do, I start sketching different ideas on paper very rough. I start inking it together and piece together animatics and storyboards. I swap over to Illustrator and then start trying out different techniques in After Effects.
Audience:
Dineen's attracts individuals that are within the millennial age bracket, but also more businessoriented people who work in the financial district of Toronto.
Rationale:
Every time I would go into Dineen's I felt that I was walking into a new story to tell. Dineen's is located in this beautiful old heritage build in Toronto, but the inside felt like this different world — that morphed into a modern atmosphere. It's inviting and has this art deco feel to it. I felt at home and felt drawn to designing a motion piece with this aesthetic using gold stamp effects and animation styles from the 1920s. I wanted others to experience seeing their logo in this style, where it could be projected onto the walls of the coffee shop. This concept was to separate themselves from other coffee shops because there were no other coffee shops that offered this feature.
STYLEFRAMES
PROCESS
During the research and sketching process, I was looking to communicate the heritage feel of the building while showing a modern twist. I then saw this gold letter stamp which gave me the idea of making the icons appear stamped like in the 1920's. The animation itself incorporates three main subjects that the coffee shop is recognized for: their coffee, their baked goods, and their location.
