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Visual Creative June 3, 2020

ESSENCE x Grey Goose ESSENCES: Toast to Black Fashion

We collaborated with Grey Goose, Essence, and The Citi Unlimited to craft title cards and lower thirds for the video campaign “Toast to Black Fashion.” This vibrant production spotlighted summer trends and featured ESSENCE Beauty & Style Editor Blake Newby, style influencer Kelà Walker, and spirits influencer Michelle Sprott as they celebrated the artistry and impact of Black fashion at the ESSENCE Festival of Culture.

Task

To design polished title cards and lower thirds that seamlessly complemented the vibrant storytelling and celebration of Black fashion in the "Toast to Black Fashion" video campaign.

Open Project
Challenge

To develop a visually stunning and cohesive design system that seamlessly integrates typography, motion, and brand aesthetics, elevating Grey Goose's video campaign to reflect its premium image while maintaining clarity and engaging storytelling.

Title cards, lower thirds, and transition graphics are essential design elements that elevate the visual identity of a video campaign. Title cards introduce key moments or themes, setting the tone and providing context with bold, eye-catching designs that immediately engage viewers. Lower thirds are subtle yet impactful overlays that display names, titles, or additional information, ensuring clarity and professionalism while maintaining the campaign’s aesthetic. Transition graphics act as visual bridges between scenes, creating a seamless flow that keeps the audience engaged while reinforcing brand cohesion. Together, these elements enhance storytelling, polish the overall production, and leave a lasting impression on the audience.

 

We kicked off the project by developing three distinct design directions for the lower thirds, featuring both name introductions and messaging to reflect the dual focus of the video—highlighting summer trends and showcasing drink recipes courtesy of Grey Goose. Establishing a cohesive design direction was essential to ensure harmony between the lower thirds and the overall brand identity. Drawing inspiration from the label colors of Grey Goose bottles, we prioritized creating a strong typographic hierarchy that balanced the prominence of names with the accompanying messaging, ensuring clarity and visual appeal throughout the campaign.

L3 V2 – Message
L3 V3
L3 V3 – Message
We then turned our attention to designing a range of title cards and bumpers, which served as key visual elements to introduce content within the videos. Additionally, we created speaker templates for interviews, ensuring a polished and consistent presentation of featured individuals. These graphics adhered to the same design logic established earlier, maintaining alignment with the brand identity while seamlessly enhancing the overall visual aesthetic and viewer experience.
Title Card_Logo Lockup V3
Speaker V3
Title Card_Logo Lockup V1
Speaker V1
Speaker V2
With our lower thirds, title cards, and speaker templates under review, our next task was to create lead title cards to open and close the video. We designed a vibrant, dynamic background that encapsulated the essence of Grey Goose, seamlessly integrating the campaign name and the Grey Goose logo. This opening and closing sequence set the tone for the video, providing a striking visual framework that reinforced the brand’s identity and elevated the campaign’s overall impact.

The final video showcases our single, refined design direction for lower thirds and title cards, seamlessly implementing this cohesive style across all visual elements. By unifying typography, motion, and brand aesthetics, the video elevates Grey Goose’s storytelling while maintaining a polished and premium look that aligns with the brand’s identity.

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