I set out to create a mark that could be used on its own while also devising the company’s new brand guidelines.

The goal of this project was to design a new brand identity for Tremor Video; one that could also be used as a stand-alone mark, conveying their entertaining and multifaceted video ad solutions.

When I was asked to rebrand Tremor Video, I was presented with an exhaustive list of visual requests. I had to convince them that they should focus on a “big idea” that would communicate what they do with one simple image. Two questions came to mind:

• What type of image would we get if we fused the words “Tremor” and “Video”?
• What instinctively pops into my mind when I hear the word “Tremor”?

Parameters were introduced from the stakeholders, mostly to emphasize concepts like video, all-screens, and media cohesion.

Working from this point and calling back to the initial two challenge questions, I landed on a simple idea: Ripples. Immediately, a powerful image stood out to me: The rice terraces in Muong Hoa Valley, Vietnam.

Team: Oscar DeLeon, Art director/Sr. Designer | Les Seifer, Head of creative | Jesse Fink, Director of creative strategy.

I found balance between literal and abstract, dividing the given parameters into two groups: Design Conventions and Abstract Concepts.

Design Conventions include concepts that most people would recognize easily such as mobile/desktop video, television or other iconography that would be associated with these ideas.

Abstract Concepts include an approach to layers or levels that represent the different services Tremor offers in the marketplace, flexibility for creative solutions, multiple-screens and also to drive the idea of fun and approachability.

The clean lines, multi-layered levels, and simple beauty of the rice terraces led me to the solution: Deconstruct and isolate the ideas of what the parameters were, but at the same time eliminate some concepts that were unnecessary or redundant. In the end, I was able to push through the noise to the core concept, delivering a simple design that spoke volumes.