Social Media | Branding | Motion

Common Ground

Common Ground is a socially aware footwear company based out of Portland, OR. Being relatively new to the industry they are expanding and trying to create a brand following through their social media. In assisting them I helped strengthen the Common Ground brand in several ways.

Currently Instagram is one of their most viewed media sources. However, they were in need of a clearer direction in which they delivered their product and message. Therefore I developed an Instagram style guide along with new concepts to provoke thoughtfulness in their followers.

One of these new concepts dealt with Common Ground challenging followers to take the first step in social change, or finding common ground. The “Challenge” concept lacked a distinctive identity for followers to recognize the post. Thus I developed a simplistic graphic solution that could be easily identified and also demonstrated the idea of people coming together to find common ground.

The final addition to helping strengthen the brand was adding motion to Common Ground’s logo to help demonstrate their philosophy and ideas. Thanks to Jolby & Friends, Common Ground has a very thoughtful logo design that illustrates how their footwear can bring about social awareness. However, the design needed a little explanation which was why there was a desire for the logo animation.

Skills

Research, Branding, and Motion Design.