We helped launch the scientific discovery of the year.
Overview:
How do you inspire the scientific community to use DeepMind's AI system AlphaFold? AlphaFold predicts proteins’ all-important 3D structures, and is catalysing progress in research across scientific fields from vaccine creation to plastic waste reduction. Our content campaign lets those using it tell their stories in a language that all scientists could relate to.
The Unfolded campaign brings together some of the stories that have developed since the launch of the AlphaFold Protein Structure Database.
Team: Flying Object
Tom Pursey: Creative director
Estelle Jauneaud: Freelance art director
Charles Rickleton: Art director
Annie Flynn: Producer
Zoe Beaty: Editorial strategist
Wes Cockx: Freelance 3D artist
Rashadi Noah: Freelance photographer
Role:
Concept development, Art direction, Graphic design, Motion graphics
The key elements of the identity are a colour palette rooted in the DeepMind’s existing palette but narrowed down to colours that derive from the confidence rating each area of the protein structure receives and a simple and scalable layout built around stacked colour arrangements.
Translating the colour concept into our extended brand palette we end up with a vibrant set of colours that nods to positivity, brightness and warmth.
The colours can be stacked in any way using our layering visual language.
As the design lead, I collaborated with my internal team to develop a robust and scalable visual identity for the Unfolded campaign. This included creating a webpage which was later taken internally and developed by the DeepMind team.
Additionally, I was responsible for designing a variety of campaign assets, ranging from static visuals to motion graphics.
With the help of Wes Cockx, we breathed life into the Unfolded identity, employing animations and key visuals infused with the essence of paper and origami. Our approach embraced elegance, minimalism, and a structured tone, resulting in a captivating expression.
A suite of motion looks were used across the social campaign and in key parts of the digital experience.