https://jonathanutracik.com Jonathan Utracik Wed, 17 Apr 2024 09:37:46 +0000 https://jonathanutracik.com en https://jonathanutracik.com/Nav Wed, 17 Apr 2024 09:36:43 +0000 Jonathan Utracik https://jonathanutracik.com/Nav Jonathan Utracik is an art director and multi-disciplinary designer currently based in London. To date, he has been working mainly within advertising and communication, through a wide range of disciplines, including graphic design, film, photography, illustration and motion design. He received a BA in Advertising and Brand Communication from the University for the Creative Arts in 2010, and has been continually expanding his practice and skills ever since. Previous clients include BMW MINI, Dazed, Courier Media, Adidas, Channel 4, The Face, Levis, P&amp;G and LVMH.Illustration and design work featured by the Directory of Illustrators, Association of Illustrators, BuckUBack, Creative Commission and The Dots. Contact ︎&nbsp;hello@jonathanutracik.com︎&nbsp;linkedin.com/in/jonathanutracik ︎&nbsp;@jonathanutracik Selected projects Brightstar Rebrand <img width="1200" height="842" width_o="1200" height_o="842" data-src="https://freight.cargo.site/t/original/i/57cd0bf45c1729363f97c7ca37ca98c79ff5da3aea860cfd7f1ac41edef31aa2/bs-thumb.jpg" data-mid="209134433" border="0" src="https://freight.cargo.site/w/1000/i/57cd0bf45c1729363f97c7ca37ca98c79ff5da3aea860cfd7f1ac41edef31aa2/bs-thumb.jpg" /> BRANDING Alighieri x Belvedere Candlestick <img width="750" height="421" width_o="750" height_o="421" data-src="https://freight.cargo.site/t/original/i/3903106a3808551e18a4d7c04cb23eac992e034328a047e288b5fc766d1f3f4b/alighieri2.jpg" data-mid="209134429" border="0" src="https://freight.cargo.site/w/750/i/3903106a3808551e18a4d7c04cb23eac992e034328a047e288b5fc766d1f3f4b/alighieri2.jpg" /> CAMPAIGN MINI Brand Exploration <img width="1200" height="839" width_o="1200" height_o="839" data-src="https://freight.cargo.site/t/original/i/5078c892562d49033d6c1b77a5b57f35f1852de8122b8221393023e71bfdc7e2/mini_thumb.jpg" data-mid="209134417" border="0" src="https://freight.cargo.site/w/1000/i/5078c892562d49033d6c1b77a5b57f35f1852de8122b8221393023e71bfdc7e2/mini_thumb.jpg" /> BRAND DEVELOPMENT Channel 4 The Dating Pool <img width="644" height="362" width_o="644" height_o="362" data-src="https://freight.cargo.site/t/original/i/200c036ccc7b360d876c2994ea61544e1c49873925fa4eca2f630ddae3cab60c/dp-thumb2.gif" data-mid="209134432" border="0" src="https://freight.cargo.site/w/644/i/200c036ccc7b360d876c2994ea61544e1c49873925fa4eca2f630ddae3cab60c/dp-thumb2.gif" /> BRANDING Cîroc Insider Access <img width="1200" height="839" width_o="1200" height_o="839" data-src="https://freight.cargo.site/t/original/i/9fc9e13609ecaf76abab31bf0acb6a5076592d51c9802c841fa1f3f4146a7a57/jutracik-ciroc.jpg" data-mid="209134425" border="0" src="https://freight.cargo.site/w/1000/i/9fc9e13609ecaf76abab31bf0acb6a5076592d51c9802c841fa1f3f4146a7a57/jutracik-ciroc.jpg" /> CAMPAIGN + STRATEGY Belvedere Made with Nature <img width="1200" height="839" width_o="1200" height_o="839" data-src="https://freight.cargo.site/t/original/i/8f21484f24b218e40a0ab578349706447e92195d5a7b16d62c1ceda4308dd079/jutracik-belv.jpg" data-mid="209134424" border="0" src="https://freight.cargo.site/w/1000/i/8f21484f24b218e40a0ab578349706447e92195d5a7b16d62c1ceda4308dd079/jutracik-belv.jpg" /> CAMPAIGN + STRATEGY Courier Magazine Digital World Alignment<img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5cfcf128de2a037c176b8ab0fb63fe0570968c3fbf8183bbf9bb3ef7637cd549/16_9.jpg" data-mid="209134442" border="0" src="https://freight.cargo.site/w/1000/i/5cfcf128de2a037c176b8ab0fb63fe0570968c3fbf8183bbf9bb3ef7637cd549/16_9.jpg" /> BRAND DEVELOPMENT Levis Mix &amp; Match <img width="844" height="1200" width_o="844" height_o="1200" data-src="https://freight.cargo.site/t/original/i/70cffa0bc8d784451b47aaa555dec093d61c3543f3231ecb8fcf374c19729432/levis-thumb.jpg" data-mid="209134431" border="0" src="https://freight.cargo.site/w/844/i/70cffa0bc8d784451b47aaa555dec093d61c3543f3231ecb8fcf374c19729432/levis-thumb.jpg" /> CAMPAIGN Dazed x Squarespace Wall to Wall <img width="2000" height="1127" width_o="2000" height_o="1127" data-src="https://freight.cargo.site/t/original/i/96b739ef1d5c52225d77037b1a6ef3f58af4876687ba67038b2c493423d8aa96/1313322.jpg" data-mid="209134427" border="0" src="https://freight.cargo.site/w/1000/i/96b739ef1d5c52225d77037b1a6ef3f58af4876687ba67038b2c493423d8aa96/1313322.jpg" /> CAMPAIGN The Salad Project SPAPP Identity <img width="1200" height="833" width_o="1200" height_o="833" data-src="https://freight.cargo.site/t/original/i/8dd857c95dbdfbc46b64dde64b29f1a0357c67bb8f2e5a5192628682547fbeb8/sp-thumb.jpg" data-mid="209134438" border="0" src="https://freight.cargo.site/w/1000/i/8dd857c95dbdfbc46b64dde64b29f1a0357c67bb8f2e5a5192628682547fbeb8/sp-thumb.jpg" /> BRANDING + DESIGN Secret 7" A Different Kind of Human <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/39da26826bf85b01ded6057eea52c9cbb63ccf19a0407b5f5864caf6702b3cfc/aurora-mockup-lores.jpg" data-mid="209134440" border="0" src="https://freight.cargo.site/w/1000/i/39da26826bf85b01ded6057eea52c9cbb63ccf19a0407b5f5864caf6702b3cfc/aurora-mockup-lores.jpg" /> DESIGN Unsaid Gifting Packaging <img width="1200" height="839" width_o="1200" height_o="839" data-src="https://freight.cargo.site/t/original/i/41bb6bc2dfe5ed681cd254dac2a1a0411102dbcc9b1952b02ce83e7fa782191b/jutracik-unsaid.png" data-mid="209134426" border="0" src="https://freight.cargo.site/w/1000/i/41bb6bc2dfe5ed681cd254dac2a1a0411102dbcc9b1952b02ce83e7fa782191b/jutracik-unsaid.png" /> DESIGN Lula Magazine Print Production <img width="1200" height="840" width_o="1200" height_o="840" data-src="https://freight.cargo.site/t/original/i/e642dfd26a9354d080d7260f6a8f0d75cd647c70c1232530da9b3bea25e505a1/lula-thumb.jpg" data-mid="209150573" border="0" src="https://freight.cargo.site/w/1000/i/e642dfd26a9354d080d7260f6a8f0d75cd647c70c1232530da9b3bea25e505a1/lula-thumb.jpg" /> DESIGN + PRE-PRESS Turn On The Subtitles Educational Movement <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/da616ff843fb08951765b6dbce884a88eb451435a3e0e8ab4dd605dc480152b2/tots-brotherland-content-04.png" data-mid="209134441" border="0" src="https://freight.cargo.site/w/1000/i/da616ff843fb08951765b6dbce884a88eb451435a3e0e8ab4dd605dc480152b2/tots-brotherland-content-04.png" /> BRANDING + CAMPAIGN Easysource+ Rebrand <img width="1200" height="858" width_o="1200" height_o="858" data-src="https://freight.cargo.site/t/original/i/fc734eb8eed61acd1ee8adc448823168816854c0a38a14edcee7fbb7cc17b296/es-thumb.png" data-mid="210478144" border="0" src="https://freight.cargo.site/w/1000/i/fc734eb8eed61acd1ee8adc448823168816854c0a38a14edcee7fbb7cc17b296/es-thumb.png" /> BRANDING + WEB DESIGN Gucci Guilty Holiday <img width="1200" height="839" width_o="1200" height_o="839" data-src="https://freight.cargo.site/t/original/i/a534c9b72563d6eace01f4478a0d9fa88267cd27f33b127a0a5ea6899e24f7b6/gucciboth.jpg" data-mid="209134416" border="0" src="https://freight.cargo.site/w/1000/i/a534c9b72563d6eace01f4478a0d9fa88267cd27f33b127a0a5ea6899e24f7b6/gucciboth.jpg" /> CAMPAIGN Being Brand Identity <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1f39263fe67efa0a9cc3410c02b636c0fedc84680323b3de79e792764d8f5393/being3.jpg" data-mid="209134418" border="0" src="https://freight.cargo.site/w/1000/i/1f39263fe67efa0a9cc3410c02b636c0fedc84680323b3de79e792764d8f5393/being3.jpg" /> BRANDING Brimstage Brewery 15 Years <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8f688cf73fa9d0598652435490fb0341663f0abdc4b7158cde88c493783c828a/TH15-Blue-sign-3.jpg" data-mid="209134436" border="0" src="https://freight.cargo.site/w/1000/i/8f688cf73fa9d0598652435490fb0341663f0abdc4b7158cde88c493783c828a/TH15-Blue-sign-3.jpg" /> CAMPAIGN MT Finance More <img width="1200" height="836" width_o="1200" height_o="836" data-src="https://freight.cargo.site/t/original/i/fe2d0a07fe8c48ba531fce793f6f394ac6d2291a06fb3cc663330b543b2e2b78/more.jpg" data-mid="209134437" border="0" src="https://freight.cargo.site/w/1000/i/fe2d0a07fe8c48ba531fce793f6f394ac6d2291a06fb3cc663330b543b2e2b78/more.jpg" /> CAMPAIGN Another Rhythm Various Record Artworks <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/87ded597998e31d4b4503ed7bebd76aeb6c2d1d2f5c7f0ca0a6f4e441988d50a/240208-Rakata-Artwork-web.jpg" data-mid="209134439" border="0" src="https://freight.cargo.site/w/1000/i/87ded597998e31d4b4503ed7bebd76aeb6c2d1d2f5c7f0ca0a6f4e441988d50a/240208-Rakata-Artwork-web.jpg" /> DESIGN Secret 7" Record Covers 2016-2020 <img width="1200" height="841" width_o="1200" height_o="841" data-src="https://freight.cargo.site/t/original/i/395dea2d2c67a28e7c8105ec42ae1ffb1ec2b40fe7e6c50d9c057672029ca7e3/secret7thumb.jpg" data-mid="209134419" border="0" src="https://freight.cargo.site/w/1000/i/395dea2d2c67a28e7c8105ec42ae1ffb1ec2b40fe7e6c50d9c057672029ca7e3/secret7thumb.jpg" /> DESIGN Villa Kultur Bastard Reproductions <img width="800" height="561" width_o="800" height_o="561" data-src="https://freight.cargo.site/t/original/i/92134c54d66c89ef5fa564f8a94261b12298183c7a09c0f3468e147b3f8636b7/reprothumb.jpg" data-mid="209134420" border="0" src="https://freight.cargo.site/w/800/i/92134c54d66c89ef5fa564f8a94261b12298183c7a09c0f3468e147b3f8636b7/reprothumb.jpg" /> ARTWORKS D&amp;G Velvet Collection <img width="2322" height="1628" width_o="2322" height_o="1628" data-src="https://freight.cargo.site/t/original/i/59d3cfcce1ede3d97d4ca36412135fb3c36829dc68cf064fbe42fb0a5005a45e/d_and_g.jpg" data-mid="209134421" border="0" src="https://freight.cargo.site/w/1000/i/59d3cfcce1ede3d97d4ca36412135fb3c36829dc68cf064fbe42fb0a5005a45e/d_and_g.jpg" /> ART DIRECTION Illustrations &amp; Commissioned Visuals <img width="1440" height="1800" width_o="1440" height_o="1800" data-src="https://freight.cargo.site/t/original/i/8800352da66c1a0976db0e5310e5eb6a88ee6c9b931049f63529e94e5a1e19cc/monobloc6.png" data-mid="214483545" border="0" src="https://freight.cargo.site/w/1000/i/8800352da66c1a0976db0e5310e5eb6a88ee6c9b931049f63529e94e5a1e19cc/monobloc6.png" /> ILLUSTRATION https://jonathanutracik.com/Brightstar-Rebrand Wed, 17 Apr 2024 09:36:50 +0000 Jonathan Utracik https://jonathanutracik.com/Brightstar-Rebrand <img width="1200" height="842" width_o="1200" height_o="842" data-src="https://freight.cargo.site/t/original/i/6ced956b1a0ad9268653cf46bd1d12912dd092b73f4c36bb6925923161384494/bs-thumb.jpg" data-mid="209134617" border="0" src="https://freight.cargo.site/w/1000/i/6ced956b1a0ad9268653cf46bd1d12912dd092b73f4c36bb6925923161384494/bs-thumb.jpg" /> Brightstar — Rebrand Brand strategy, brand expression, creative direction, design&nbsp;After 10 years of proving that specialist finance doesn’t need to be complicated when in the right hands, Brightstar had firmly established its position as the UK’s number one specialist distributor. But as any business scales up, it starts to finds its personality and communications no longer match up with its vision. Brotherland were enlisted to help determine a new brand and voice. We ran a series of internal workshops, coupled with interviews with figures from across the industry, alongside various other secondary research methods, to find out how Brightstar could fit cohesively within the sector. This kind of collaboration enabled both us and Brightstar see a greater picture, and determine how it could speak to its audience of brokers at eye-level, whilst also opening up dialogue with newer audiences in the future. <img width="2364" height="1576" width_o="2364" height_o="1576" data-src="https://freight.cargo.site/t/original/i/3d319856c474d9cce9bfada343e68c3a4d716ecf75827250f4ae157a3174741a/bs-logo.jpg" data-mid="209134618" border="0" src="https://freight.cargo.site/w/1000/i/3d319856c474d9cce9bfada343e68c3a4d716ecf75827250f4ae157a3174741a/bs-logo.jpg" /> <img width="1080" height="1564" width_o="1080" height_o="1564" data-src="https://freight.cargo.site/t/original/i/c51546abf7e8ddb0b78eb01204fa310f3352a809203491ffdce8f4036b53f89e/bs-phone.jpg" data-mid="209134625" border="0" src="https://freight.cargo.site/w/1000/i/c51546abf7e8ddb0b78eb01204fa310f3352a809203491ffdce8f4036b53f89e/bs-phone.jpg" /> <img width="1080" height="720" width_o="1080" height_o="720" data-src="https://freight.cargo.site/t/original/i/739a6de003099eb483ce390a22a9fb01c96c332ba55fe4c9a2ef76e057ed8da1/bs-marque.jpg" data-mid="209134624" border="0" src="https://freight.cargo.site/w/1000/i/739a6de003099eb483ce390a22a9fb01c96c332ba55fe4c9a2ef76e057ed8da1/bs-marque.jpg" /> <img width="1200" height="857" width_o="1200" height_o="857" data-src="https://freight.cargo.site/t/original/i/35cb99fe76781acd33e97340ef909abbf46c2e9d35a4ec8b7c80abd2b4100fba/bs-brochure.jpg" data-mid="210461220" border="0" src="https://freight.cargo.site/w/1000/i/35cb99fe76781acd33e97340ef909abbf46c2e9d35a4ec8b7c80abd2b4100fba/bs-brochure.jpg" /> <img width="1200" height="857" width_o="1200" height_o="857" data-src="https://freight.cargo.site/t/original/i/0d4ac1e70a15656c8f39179c135d6a3d80a47f1279466d62aaa6d98139d1036f/bs-brochure3.jpg" data-mid="210461222" border="0" src="https://freight.cargo.site/w/1000/i/0d4ac1e70a15656c8f39179c135d6a3d80a47f1279466d62aaa6d98139d1036f/bs-brochure3.jpg" /> <img width="1200" height="857" width_o="1200" height_o="857" data-src="https://freight.cargo.site/t/original/i/25d5eaf5313c7a304746069236802908376d4eede4bb6158265386f9f32d7a87/bs-brochure2.jpg" data-mid="210461221" border="0" src="https://freight.cargo.site/w/1000/i/25d5eaf5313c7a304746069236802908376d4eede4bb6158265386f9f32d7a87/bs-brochure2.jpg" /> We found out that Brightstar customers liked they were dealing with people - they built relationships, and were there for them. In contrast with cold, heavily tech-centric brands in the space, we set about creating a more human tone. Long, rounded shapes inspired by travelling starbeams suggest the free flowing nature of business; these formed the logo and the graphic backbone of the visual identity. A soft, humanistic typeface was chosen, that was still reminiscent of traditional financial institutions, inspiring confidence and reassurance in the brand. <img width="4961" height="2790" width_o="4961" height_o="2790" data-src="https://freight.cargo.site/t/original/i/09543f50af2d757e1bc160ddf2c9def73847d75d5534a0371c8a910842e0c327/BS-examples-2.jpg" data-mid="209134621" border="0" src="https://freight.cargo.site/w/1000/i/09543f50af2d757e1bc160ddf2c9def73847d75d5534a0371c8a910842e0c327/BS-examples-2.jpg" /> <img width="4961" height="2790" width_o="4961" height_o="2790" data-src="https://freight.cargo.site/t/original/i/1e06de9b53145562e8939df9e5d08c692098ffd1aaa3c3db07912e227325ee88/BS-examples3.jpg" data-mid="209134622" border="0" src="https://freight.cargo.site/w/1000/i/1e06de9b53145562e8939df9e5d08c692098ffd1aaa3c3db07912e227325ee88/BS-examples3.jpg" /> <img width="1800" height="1138" width_o="1800" height_o="1138" data-src="https://freight.cargo.site/t/original/i/3d80e5e53d0a43f33b54b2e58a09aa0b78edfa65fa78b3661210977c28118e2d/laptop.jpg" data-mid="209134623" border="0" src="https://freight.cargo.site/w/1000/i/3d80e5e53d0a43f33b54b2e58a09aa0b78edfa65fa78b3661210977c28118e2d/laptop.jpg" /> The brand puts people at the heart of it - photography, featuring relatable subjects rather than the usual houses and property found in the lending industry; a tone of voice that speaks to its audiences at eye-level, whilst always remaining reassuringly knowledgeable and professional. This all culminated in a comprehensive set of brand guidelines, a suite of new brand assets, and a fresh, well-constructed website. Campaigns have begun to roll-out already, and the brand allows Brightstar to continue to lead the way. <img width="1200" height="720" width_o="1200" height_o="720" data-src="https://freight.cargo.site/t/original/i/cf5c92d04189303e339bbc10dc64974fd1d000aae6121039c122e8e36a1d4e9b/bs-brand-guidelines.jpg" data-mid="210455237" border="0" src="https://freight.cargo.site/w/1000/i/cf5c92d04189303e339bbc10dc64974fd1d000aae6121039c122e8e36a1d4e9b/bs-brand-guidelines.jpg" /> https://jonathanutracik.com/Alighieri-x-Belvedere-Candlestick Wed, 17 Apr 2024 09:37:12 +0000 Jonathan Utracik https://jonathanutracik.com/Alighieri-x-Belvedere-Candlestick Alighieri x Belvedere — Candlestick Concepting, creative direction&nbsp;Rosh Mahtani, founder of jewellery atelier Alighieri, is an artist creating beauty out of nature. Driven by telling stories, her work has an organic feel and spiritual connection. Working with Dazed Studio, we commissioned her to produce special piece of work for Belvedere Vodka. An ideal partner for the brand, they both draw inspiration from nature, whilst using fire as a central pillar of their processes. Rosh created a candle stick holder, crafted in her signature rich, impefectly textured gold, shaped in the form of a medieval key. This key is a symbol of new beginnings. Rosh’s work is inspired by the story of The Divine Comedy. When Dante enters the Inferno he says, “I am not St Paul, I am not Aeneas.” Feeling inadequate for the journey, his guide appears and inspires him to unlock his heroic courage. We saw great parallels between this unlocking, and how the fire of the candle unlocks the Alighieri process of making the jewellery. The cyclical nature of creating something that holds the fire that starts the whole process off. This piece inspired by Dante’s epic journey would transform dinners into everyday adventures and protect guests after dark. There’s a ritualistic nature to dinner parties and gatherings, where we break bread together, and this candlestick makes for the perfect centrepiece for a dinner with Belvedere.&nbsp;We produced a film to reveal the artwork, and to capture Rosh’s process and meditations on the creation of the piece. Starring: &nbsp; Rosh Mahtani Director: &nbsp;&nbsp;Charlotte Ellis DOP: &nbsp;&nbsp;Joel Honeywell Set: &nbsp;&nbsp;Georgia Currell Makeup: &nbsp; Beck DavenportStyling assistant: &nbsp; Rochelle JohnsonMusic composer: &nbsp; Oliver GaleEdit: &nbsp; Tom BaileyGrade: &nbsp; Vlad Barin&nbsp;@Cheat&nbsp; Photography: &nbsp;Charlotte Ellis Creative Director: &nbsp; Jonathan Utracik Producer: &nbsp; Amy Patterson Project Manager: &nbsp; &nbsp; Hannah King <img width="750" height="421" width_o="750" height_o="421" data-src="https://freight.cargo.site/t/original/i/32bc2e750d0e539963c1ad877e2ee698fe4b5d1bed5f82645f2b0e98f88a4d05/alighieri2.jpg" data-mid="209134948" border="0" src="https://freight.cargo.site/w/750/i/32bc2e750d0e539963c1ad877e2ee698fe4b5d1bed5f82645f2b0e98f88a4d05/alighieri2.jpg" /> <img width="750" height="423" width_o="750" height_o="423" data-src="https://freight.cargo.site/t/original/i/788c7ab11b58ad0b0049818fbc53130b24928fe7b7743c0bbd53f6a6284cd09c/alighieri3.jpg" data-mid="209134950" border="0" src="https://freight.cargo.site/w/750/i/788c7ab11b58ad0b0049818fbc53130b24928fe7b7743c0bbd53f6a6284cd09c/alighieri3.jpg" /> <img width="750" height="421" width_o="750" height_o="421" data-src="https://freight.cargo.site/t/original/i/2b41600243786ea48179f18503f5879d66675bda3ca2f42a7b779caebcb44cda/alighieri4.jpg" data-mid="209134952" border="0" src="https://freight.cargo.site/w/750/i/2b41600243786ea48179f18503f5879d66675bda3ca2f42a7b779caebcb44cda/alighieri4.jpg" /> <img width="750" height="422" width_o="750" height_o="422" data-src="https://freight.cargo.site/t/original/i/7830dd6d9d7d86a0622fdd8acbe05b98b51fe341b55b970924a57e40c289da88/alighieri5.jpg" data-mid="209134954" border="0" src="https://freight.cargo.site/w/750/i/7830dd6d9d7d86a0622fdd8acbe05b98b51fe341b55b970924a57e40c289da88/alighieri5.jpg" /> <img width="750" height="421" width_o="750" height_o="421" data-src="https://freight.cargo.site/t/original/i/1e1665ad64202bf41af4aeac51966156b010bfbd464c08675469778285ca0eb7/alighieri6.jpg" data-mid="209134957" border="0" src="https://freight.cargo.site/w/750/i/1e1665ad64202bf41af4aeac51966156b010bfbd464c08675469778285ca0eb7/alighieri6.jpg" /> <img width="750" height="421" width_o="750" height_o="421" data-src="https://freight.cargo.site/t/original/i/f75dd4219aa54e28f52f3057a59005a80cf590a447c3c77e4f0a1e7c76cddbf0/alighieri7.jpg" data-mid="209134958" border="0" src="https://freight.cargo.site/w/750/i/f75dd4219aa54e28f52f3057a59005a80cf590a447c3c77e4f0a1e7c76cddbf0/alighieri7.jpg" /> https://jonathanutracik.com/MINI-Brand-Exploration Wed, 17 Apr 2024 09:36:45 +0000 Jonathan Utracik https://jonathanutracik.com/MINI-Brand-Exploration <img width="1200" height="839" width_o="1200" height_o="839" data-src="https://freight.cargo.site/t/original/i/5078c892562d49033d6c1b77a5b57f35f1852de8122b8221393023e71bfdc7e2/mini_thumb.jpg" data-mid="209134489" border="0" src="https://freight.cargo.site/w/1000/i/5078c892562d49033d6c1b77a5b57f35f1852de8122b8221393023e71bfdc7e2/mini_thumb.jpg" /> MINI — Brand Exploration Research, brand strategy, brand expression&nbsp;Working closely with BMW MINI’s brand innovation team to help realign this iconic car manufacturer for its next step into the future. As MINI prepared to launch its first fully-electric vehicle, it looked to redefine how it was approached by a new generation of people who don’t see cars as necessary to their lives, and the brand’s relationship with our urban environments. Establishing a series of sub-brands alongside their vehicles, including A/D/O, Urban-X, MINI Living and MINI Fashion, they sought to position themselves as a credible urban lifestyle player. We identified a new strategic attitude of ELECTRIC. Built upon the insights of a diverse pool of leading cultural pioneers, sourced from areas as diverse as architecture, music, and fashion, the ELECTRIC philosophy was based upon co-creation from the beginning, and ensures MINI can credibly resonate with its urban target audience, the Creative Class. <img width="2364" height="1576" width_o="2364" height_o="1576" data-src="https://freight.cargo.site/t/original/i/7e01ae87fed93cf6e3d6a0d94e08fb4e40cb6c21739fb7787f7f1a8d3ff2ee86/mini-ado.jpeg" data-mid="209134492" border="0" src="https://freight.cargo.site/w/1000/i/7e01ae87fed93cf6e3d6a0d94e08fb4e40cb6c21739fb7787f7f1a8d3ff2ee86/mini-ado.jpeg" /> <img width="1492" height="1920" width_o="1492" height_o="1920" data-src="https://freight.cargo.site/t/original/i/2e4b8d4eaa7cee74f0d63f7020044a33a90d1f2ff5b021560373d7a7f62dc6ce/presentation_A0281013.JPG" data-mid="209134491" border="0" src="https://freight.cargo.site/w/1000/i/2e4b8d4eaa7cee74f0d63f7020044a33a90d1f2ff5b021560373d7a7f62dc6ce/presentation_A0281013.JPG" /> <img width="960" height="639" width_o="960" height_o="639" data-src="https://freight.cargo.site/t/original/i/b1a1e441ddc139821589bd66b5975e4f7fc6cc56c1dc18c07558153fa941e820/mini-uva.jpeg" data-mid="209134493" border="0" src="https://freight.cargo.site/w/960/i/b1a1e441ddc139821589bd66b5975e4f7fc6cc56c1dc18c07558153fa941e820/mini-uva.jpeg" /> ELECTRIC joins up the various components of the MINI world, and allowed us to build comms strategies and a comprehensive Brand Expression, where we could set out the principles of how the brand approaches, and is approached by, the audience. We installed the guardrails for the visual expression of the brand, that challenges the car category conventions, and harnesses reality over perfection. The result is a brand world that feels more authentic to our audience’s lives, defined through a comprehensive suite of visual and tonal guidelines. A Brand Expression that challenges category conventions <img width="3070" height="2046" width_o="3070" height_o="2046" data-src="https://freight.cargo.site/t/original/i/fd7fd803067166abc467bfdac7f54173ca5e919de9c7dca4fc2b7f015a3c6986/mini-cabr.jpg" data-mid="209134494" border="0" src="https://freight.cargo.site/w/1000/i/fd7fd803067166abc467bfdac7f54173ca5e919de9c7dca4fc2b7f015a3c6986/mini-cabr.jpg" /> <img width="1920" height="1440" width_o="1920" height_o="1440" data-src="https://freight.cargo.site/t/original/i/5e5b68b5f89089e86289a3434e6efb6e143affff76eaef6a8eba122284e1d23b/mini-yellow.JPG" data-mid="209134497" border="0" src="https://freight.cargo.site/w/1000/i/5e5b68b5f89089e86289a3434e6efb6e143affff76eaef6a8eba122284e1d23b/mini-yellow.JPG" /> <img width="1920" height="1440" width_o="1920" height_o="1440" data-src="https://freight.cargo.site/t/original/i/a2c8396e99e21f04fd0c840cf78ac4bcfe5ac08a88d7e7f52c7ec31c05d800c5/mini-elec.JPG" data-mid="209134496" border="0" src="https://freight.cargo.site/w/1000/i/a2c8396e99e21f04fd0c840cf78ac4bcfe5ac08a88d7e7f52c7ec31c05d800c5/mini-elec.JPG" /> <img width="1920" height="1499" width_o="1920" height_o="1499" data-src="https://freight.cargo.site/t/original/i/0944f540be74d15817176900cb7c5e9c8d1ffcf921135f56031979dddfbf9ad4/mini-wheel.JPG" data-mid="209134495" border="0" src="https://freight.cargo.site/w/1000/i/0944f540be74d15817176900cb7c5e9c8d1ffcf921135f56031979dddfbf9ad4/mini-wheel.JPG" /> A Visual Identity that harnesses reality over perfection https://jonathanutracik.com/Channel-4-The-Dating-Pool Wed, 17 Apr 2024 09:37:34 +0000 Jonathan Utracik https://jonathanutracik.com/Channel-4-The-Dating-Pool Channel 4 — The Dating Pool Design, art direction, illustrationWorking with Lisa Rahman on a brand new dating show format by Renaissance Studios, devising the branding, design and art direction for Channel 4’s The Dating Pool. Presented by comedian Spuddz, each episode follows one singleton on a cab journey to a romantic date. Along the way, they'll be picking up three potential suitors. Together they will be whisked off to one romantic destination, but their fellow riders will only have the duration of the journey to make an impression. Some will be dumped and left to find their own way home along the way, with only one suitor left to make it to the actual date. Reflecting the 'pool taxi' nature of the show, we based our brand world around the UI of real-life apps, creating a design system of notifications, messaging, and GPS-style moving maps to form our on-screen graphics throughout the show. Borrowing cues from social-media, custom emojis and stickers helped to bring a cheeky personality to the series, mirroring the energy of the starring characters. Graphic Design/Art Direction:&nbsp; &nbsp; Jonathan UtracikDesign Director:&nbsp; &nbsp; Lisa RahmanAnimator:&nbsp; &nbsp; Michael AdeyeyeClient:&nbsp; &nbsp; Channel 4/Renaissance Studios <img width="1920" height="969" width_o="1920" height_o="969" data-src="https://freight.cargo.site/t/original/i/1eafc6816b0c8552bc0cde61770f3b31a4c0e63861e242d79c43c9e900289d74/dp1.jpg" data-mid="209135309" border="0" src="https://freight.cargo.site/w/1000/i/1eafc6816b0c8552bc0cde61770f3b31a4c0e63861e242d79c43c9e900289d74/dp1.jpg" /> <img width="1499" height="734" width_o="1499" height_o="734" data-src="https://freight.cargo.site/t/original/i/017b8226d85c88f8dbb20e48c4d8613858d924b9f4edfd8f339312cf17626b80/dp19.png" data-mid="209135312" border="0" src="https://freight.cargo.site/w/1000/i/017b8226d85c88f8dbb20e48c4d8613858d924b9f4edfd8f339312cf17626b80/dp19.png" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/9d2d1700e2a4bd4f40c2f442db33296590b14ae3b63bfd8c172c8188c93b9a20/dp3.jpg" data-mid="209135307" border="0" src="https://freight.cargo.site/w/1000/i/9d2d1700e2a4bd4f40c2f442db33296590b14ae3b63bfd8c172c8188c93b9a20/dp3.jpg" /> <img width="3983" height="2251" width_o="3983" height_o="2251" data-src="https://freight.cargo.site/t/original/i/1c3b1eef771a2b117f5ff503ef92dabc64d2ec9f30391bccd47582dce6894ce9/dp13.png" data-mid="209135305" border="0" src="https://freight.cargo.site/w/1000/i/1c3b1eef771a2b117f5ff503ef92dabc64d2ec9f30391bccd47582dce6894ce9/dp13.png" /> <img width="3983" height="2251" width_o="3983" height_o="2251" data-src="https://freight.cargo.site/t/original/i/22bd956b9471bf7585c9c6ddf8a857ac263fd1a66be431c37bdb913c428347fd/dp14.png" data-mid="209135304" border="0" src="https://freight.cargo.site/w/1000/i/22bd956b9471bf7585c9c6ddf8a857ac263fd1a66be431c37bdb913c428347fd/dp14.png" /> <img width="3983" height="2251" width_o="3983" height_o="2251" data-src="https://freight.cargo.site/t/original/i/3e72bdd466a6c9bf0a5e26ed6a08bfbbb3eedb42492189f461cb76ee10fbeb95/dp15.png" data-mid="209135303" border="0" src="https://freight.cargo.site/w/1000/i/3e72bdd466a6c9bf0a5e26ed6a08bfbbb3eedb42492189f461cb76ee10fbeb95/dp15.png" /> <img width="3983" height="2251" width_o="3983" height_o="2251" data-src="https://freight.cargo.site/t/original/i/b510a42b94eeb4c70c463a6b9e21e17256a49363fd90db8c97976c8419418792/dp16.png" data-mid="209135302" border="0" src="https://freight.cargo.site/w/1000/i/b510a42b94eeb4c70c463a6b9e21e17256a49363fd90db8c97976c8419418792/dp16.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/845d541e68d9c6ec07820c70c33d6f3ff51c91659f5254060a8364bd1ab9a9bf/dp17-01.png" data-mid="209135300" border="0" src="https://freight.cargo.site/w/1000/i/845d541e68d9c6ec07820c70c33d6f3ff51c91659f5254060a8364bd1ab9a9bf/dp17-01.png" /> <img width="8002" height="4500" width_o="8002" height_o="4500" data-src="https://freight.cargo.site/t/original/i/0997c4e9693c132bd1980337d505fc61c2c0c59dd9a1b925413aabad0ea58eb3/dp18-01.png" data-mid="209135301" border="0" src="https://freight.cargo.site/w/1000/i/0997c4e9693c132bd1980337d505fc61c2c0c59dd9a1b925413aabad0ea58eb3/dp18-01.png" /> <img width="8001" height="4500" width_o="8001" height_o="4500" data-src="https://freight.cargo.site/t/original/i/db244125b5ea6129a3188125d865e34a7d53a36bcdd8beb5bc29684423416d6a/dp4.png" data-mid="209135306" border="0" src="https://freight.cargo.site/w/1000/i/db244125b5ea6129a3188125d865e34a7d53a36bcdd8beb5bc29684423416d6a/dp4.png" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/f40dcca07dd48bfbbd20120e5cc4ae331f07a377d271d7991aee41078d676367/dp-assets-06.png" data-mid="209135310" border="0" src="https://freight.cargo.site/w/1000/i/f40dcca07dd48bfbbd20120e5cc4ae331f07a377d271d7991aee41078d676367/dp-assets-06.png" /> https://jonathanutracik.com/Ciroc-Insider-Access Wed, 17 Apr 2024 09:36:57 +0000 Jonathan Utracik https://jonathanutracik.com/Ciroc-Insider-Access <img width="1200" height="839" width_o="1200" height_o="839" data-src="https://freight.cargo.site/t/original/i/b38c643fb58332b6192525a32a92f5171408fd80cb2618c91d7b9071a7d1c756/jutracik-ciroc.jpg" data-mid="209134760" border="0" src="https://freight.cargo.site/w/1000/i/b38c643fb58332b6192525a32a92f5171408fd80cb2618c91d7b9071a7d1c756/jutracik-ciroc.jpg" /> Cîroc — Insider Access Brand strategy, brand expression, concepting, creative direction&nbsp;Cîroc is an iconic premium French vodka, already with a loyal following and a key place in nightlife culture. It sought to position itself as a brand for celebrating with throughout social media. Working with Dazed Studio, we set out to define the visual content and social strategy. We created a comprehensive toolkit describing the creative principles that would serve as a ‘red-thread’ through all content, who the ideal talent-partners should be and what defines them, followed by detailed visual treatment guidelines to ensure consistency and excitement shines through in every piece of content. Rolling this out, we channeled this new attitude and approach into several campaigns, starring high-profile talent to tell rich, celebration-led narratives. We chose talent that were authentic to the brand, and created content that were true to their lives. We show our talent as part of their communities and friendship groups to drive authenticity through the content. By seeing the content you feel part of the brand world and part of the ‘club’. You’re given an all access pass to a personal celebration moment. Starring:&nbsp; &nbsp; Ella Eyre Director: &nbsp; &nbsp; Carly Cussen Photographer: &nbsp; &nbsp; Luke Fullalove Produced by Progress Films Creative Agency: &nbsp; &nbsp; Dazed Studio Connecting with celebratory moments where Cîroc was enjoyed, we invited audiences into private, intimate occasions, such as an evening at home with established signer-songwriter Ella Eyre and her friends.&nbsp;This was set to be an everyday celebration. Set within Ella Eyre’s apartment, she invited her close friends around for drinks, which escalated from a chilled evening into a party, allowing the audience plenty of opportunities to share in their stories, laughter, drinks and intimate moments. This evening allowed us to create a full suite of campaign assets, including a hero film and cut-downs, alongside stills and talent-generated content from their night. <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/5a0f284fd23b104c4ffe5f2c765f73a8c81e252cdc868a07fa2bbe5ed0106114/ciroc-image6.jpg" data-mid="209134749" border="0" src="https://freight.cargo.site/w/800/i/5a0f284fd23b104c4ffe5f2c765f73a8c81e252cdc868a07fa2bbe5ed0106114/ciroc-image6.jpg" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/d171c17fa53234d5a0754fb675b99ed942c8cd90da4daae2d1e3c5c411c25be3/ciroc-image1.jpg" data-mid="209134744" border="0" src="https://freight.cargo.site/w/800/i/d171c17fa53234d5a0754fb675b99ed942c8cd90da4daae2d1e3c5c411c25be3/ciroc-image1.jpg" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/315872f991045f4754fea24d7fdde029d078eb77caa2b342cbfa8ad0cec9881c/ciroc-image2.jpg" data-mid="209134745" border="0" src="https://freight.cargo.site/w/800/i/315872f991045f4754fea24d7fdde029d078eb77caa2b342cbfa8ad0cec9881c/ciroc-image2.jpg" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/d7809cb01b24f9be023155f79c8462b7795833e92dd7cee86951f326fd09b15f/ciroc-image3.jpg" data-mid="209134746" border="0" src="https://freight.cargo.site/w/800/i/d7809cb01b24f9be023155f79c8462b7795833e92dd7cee86951f326fd09b15f/ciroc-image3.jpg" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/9057a5e1b51cc0b2be8b2f8c2846639c4b8197621ed45995f4b51b02d6105f18/ciroc-image4.jpg" data-mid="209134747" border="0" src="https://freight.cargo.site/w/800/i/9057a5e1b51cc0b2be8b2f8c2846639c4b8197621ed45995f4b51b02d6105f18/ciroc-image4.jpg" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/d61ff3e6e8540175ade4d114efc018e45c90ecbf546a6477509993519f0e10a4/ciroc-image5.jpg" data-mid="209134748" border="0" src="https://freight.cargo.site/w/800/i/d61ff3e6e8540175ade4d114efc018e45c90ecbf546a6477509993519f0e10a4/ciroc-image5.jpg" /> Starring:&nbsp; &nbsp;Shaquille-Aaron Keith Director: &nbsp; &nbsp; Elliott Gonzo Photographer/DOP: &nbsp; &nbsp; Luke Fullalove Produced by Deadbeat Films Creative Agency: Dazed Studio Meanwhile, artist, model and poet Shaquille-Aaron Keith brought us along to an exclusive party in Mayfair for a behind-the-scenes look at a night out with his friends. This moment was be focussed around are a celebratory reunion. After so long apart post-lockdown, our talent meet with friends to attend a special party, celebrating being back together after months apart. They share stories, laugh, and raise toasts to one another. A special night of shared experiences and rekindled energies. Shot amongst the back drop of a real life party, we captured the excitement and build up to the event, and allowed the audience to view the night through our talent’s eyes. They get to be part of their group, documented through self-shot content showcasing personal moments. We’ll find out who they hang out with, what they’re drinking, discover the venue, the people, the moments that happen, and see what the night holds. <img width="800" height="533" width_o="800" height_o="533" data-src="https://freight.cargo.site/t/original/i/6ec63891ae5b11cbe2be063bc89a0b1d79d5c8c3f898dd3bf06d62c059bd7242/ciroc-still7.jpg" data-mid="209134750" border="0" src="https://freight.cargo.site/w/800/i/6ec63891ae5b11cbe2be063bc89a0b1d79d5c8c3f898dd3bf06d62c059bd7242/ciroc-still7.jpg" /> <img width="800" height="530" width_o="800" height_o="530" data-src="https://freight.cargo.site/t/original/i/97489b2a72b48b2947c50de28b849c7ea42907746078208598c604379aadd654/ciroc-still5.jpg" data-mid="209134758" border="0" src="https://freight.cargo.site/w/800/i/97489b2a72b48b2947c50de28b849c7ea42907746078208598c604379aadd654/ciroc-still5.jpg" /> <img width="800" height="533" width_o="800" height_o="533" data-src="https://freight.cargo.site/t/original/i/715c62a2ed4d9cc75c20ebf4b86387ad86692ca5e9a69cfade2b35c59f15bac5/ciroc-still4.jpg" data-mid="209134752" border="0" src="https://freight.cargo.site/w/800/i/715c62a2ed4d9cc75c20ebf4b86387ad86692ca5e9a69cfade2b35c59f15bac5/ciroc-still4.jpg" /> <img width="800" height="533" width_o="800" height_o="533" data-src="https://freight.cargo.site/t/original/i/7b2971b4f261538d0a5f9f7985573e1f6ce60e9518eef567712d4331b7148a2d/ciroc-still3.jpg" data-mid="209134753" border="0" src="https://freight.cargo.site/w/800/i/7b2971b4f261538d0a5f9f7985573e1f6ce60e9518eef567712d4331b7148a2d/ciroc-still3.jpg" /> <img width="800" height="533" width_o="800" height_o="533" data-src="https://freight.cargo.site/t/original/i/7fe8d3bae158ffde5a54a54eac11908dfc36541ad05ddd7d9b794a40b4841c45/ciroc-still2.jpg" data-mid="209134754" border="0" src="https://freight.cargo.site/w/800/i/7fe8d3bae158ffde5a54a54eac11908dfc36541ad05ddd7d9b794a40b4841c45/ciroc-still2.jpg" /> <img width="800" height="533" width_o="800" height_o="533" data-src="https://freight.cargo.site/t/original/i/975fc48a12d06097ee86a6f40468d8261014167ed1b6c97c3df8181a746fb1f1/ciroc-still1.jpg" data-mid="209134756" border="0" src="https://freight.cargo.site/w/800/i/975fc48a12d06097ee86a6f40468d8261014167ed1b6c97c3df8181a746fb1f1/ciroc-still1.jpg" /> <img width="800" height="530" width_o="800" height_o="530" data-src="https://freight.cargo.site/t/original/i/e189e9e128bfb40ba64cc18f2125bc7d983492bcfbca06e833b4e6006f266694/ciroc-still6.jpg" data-mid="209134757" border="0" src="https://freight.cargo.site/w/800/i/e189e9e128bfb40ba64cc18f2125bc7d983492bcfbca06e833b4e6006f266694/ciroc-still6.jpg" /> Talent that is unique together&nbsp;— sharing in authentic moments Building campaigns and comms around talent means you need a solid strategy for who to use - and who not to. The talent are cultural and creative voices who have unique and bold personalities. They’re the life and soul of the party. They’re not afraid to share their world; they’re sociable and know how to have a good time. Each has a unique point of view and is leading the way in their industry. Every activation feels authentic to the individual and is built around a ‘shared’ moment that can work to include their wider community. https://jonathanutracik.com/Belvedere-Made-with-Nature Wed, 17 Apr 2024 09:36:53 +0000 Jonathan Utracik https://jonathanutracik.com/Belvedere-Made-with-Nature <img width="1200" height="839" width_o="1200" height_o="839" data-src="https://freight.cargo.site/t/original/i/dade5442ad9a9f3d9fa4e8dc46255ce40426caabaa2b480918fbfb2089df84c9/jutracik-belv.jpg" data-mid="209134676" border="0" src="https://freight.cargo.site/w/1000/i/dade5442ad9a9f3d9fa4e8dc46255ce40426caabaa2b480918fbfb2089df84c9/jutracik-belv.jpg" /> Belvedere — Made with Nature Brand strategy, brand expression, concepting, creative direction&nbsp;Meaningful storytelling to create connections was key to enabling LVMH’s premium Polish vodka to speak to its discerning audience. Consulting on a wide reaching project to create authentically aligned cultural moments, we took Belvedere’s Made With Nature philosophy, and set out developing a full toolkit to allow the brand to tell stories with partnered talent. We developed the ‘red thread’ narrative that could run through everything they did. We then detailed how this should appear in all aspects of the brand; everything from creative storylines, casting, and, tone-of-voice, down to styling individual elements and aesthetics. This positions the brand as a premium, yet thoughtful, compelling and creative storyteller. Using the toolkit, we created and produced several campaigns with relevant, true-to-brand talent, as natural pieces of the brand world. Starring:&nbsp; &nbsp; Lianne La Havas Director: &nbsp; &nbsp; Donny Johnson @Tiagi Productions Photographer: &nbsp; &nbsp; Clara Cohen 1st AC: &nbsp; &nbsp; Darius Williams Gaffer: &nbsp; &nbsp; Joe Nkadi Sound operator: &nbsp; &nbsp; Sean Heggs Edit: &nbsp; &nbsp; Mike Radforth @Final Cut Grade: &nbsp; &nbsp; Delfina Mayer @MAP Berlin Sound Design: &nbsp; &nbsp; Reece Spooner Food Stylist:&nbsp; &nbsp; Olivia Cavalli Williamson Stylist: &nbsp; &nbsp; Angharad Merrey Hair: &nbsp; &nbsp; James Catalano Makeup: &nbsp; &nbsp; Mata Marielle @CLM Nails: &nbsp; &nbsp; Emma Zentner Project Manager: &nbsp; &nbsp; Hannah King Producer: &nbsp; &nbsp; Sophie Baillavoine Production Assistant: &nbsp; &nbsp; Stanley Macdonald Collaborating with singer-songwriter Lianne La Havas, we explored how she finds a moment of composure and stillness amongst her busy schedule. Desiring to tell an authentic story and give insight, we discussed at length how nature is always a point of grounding and provides peace for her, and how her childhood favourite mango is a lifting comfort food. From these insights, Belvedere provided us with the perfect accompanying serve, which we recorded Lianne preparing. <img width="800" height="1000" width_o="800" height_o="1000" data-src="https://freight.cargo.site/t/original/i/94432ed9c15fe66d6887ac83f1435d519b7d5319d07cb20752bda6c48d8f52ec/BelvederexDazed_4x5-Format-LoRes_256.jpg" data-mid="209134677" border="0" src="https://freight.cargo.site/w/800/i/94432ed9c15fe66d6887ac83f1435d519b7d5319d07cb20752bda6c48d8f52ec/BelvederexDazed_4x5-Format-LoRes_256.jpg" /> <img width="800" height="1000" width_o="800" height_o="1000" data-src="https://freight.cargo.site/t/original/i/2be9970c6fb2767f26f23843c40ca0512a82e88d031550c295d7fe3bdf886c51/BelvederexDazed_4x5-Format-LoRes_257.jpg" data-mid="209134680" border="0" src="https://freight.cargo.site/w/800/i/2be9970c6fb2767f26f23843c40ca0512a82e88d031550c295d7fe3bdf886c51/BelvederexDazed_4x5-Format-LoRes_257.jpg" /> <img width="800" height="1000" width_o="800" height_o="1000" data-src="https://freight.cargo.site/t/original/i/2ef4989d09a23a5591e2dd7b131ffd8df331226c92ace7d05db5f7472b988811/BelvederexDazed_4x5-Format-LoRes_255.jpg" data-mid="209134681" border="0" src="https://freight.cargo.site/w/800/i/2ef4989d09a23a5591e2dd7b131ffd8df331226c92ace7d05db5f7472b988811/BelvederexDazed_4x5-Format-LoRes_255.jpg" /> <img width="800" height="1000" width_o="800" height_o="1000" data-src="https://freight.cargo.site/t/original/i/1c4ada0abe87fd8decf7372be73a0fde83fbd8c6b802c1f14255dc6a2169d468/BelvederexDazed_4x5-Format-LoRes_258.jpg" data-mid="209134679" border="0" src="https://freight.cargo.site/w/800/i/1c4ada0abe87fd8decf7372be73a0fde83fbd8c6b802c1f14255dc6a2169d468/BelvederexDazed_4x5-Format-LoRes_258.jpg" /> <img width="800" height="1000" width_o="800" height_o="1000" data-src="https://freight.cargo.site/t/original/i/2524508451a76c29c3e14867496ad6d0b7d1f271d4b98a4caaf521f7ae76c544/BelvederexDazed__4x5-Format-LoRes_262.jpg" data-mid="209134678" border="0" src="https://freight.cargo.site/w/800/i/2524508451a76c29c3e14867496ad6d0b7d1f271d4b98a4caaf521f7ae76c544/BelvederexDazed__4x5-Format-LoRes_262.jpg" /> Talent:&nbsp; &nbsp; Alison Roman Director: &nbsp; &nbsp; Daniel Hurwitz Photographer/DOP: &nbsp; &nbsp; Shirley Cruz Gaffer: &nbsp; &nbsp; Nick Parish Sound operator: &nbsp; &nbsp; Sean Heggs&nbsp; Audio: &nbsp; &nbsp; Catherine Hood Food Stylist:&nbsp; &nbsp; Jane Morgan DIT:&nbsp;&nbsp; &nbsp; Jorge Moran Project Manager: &nbsp; &nbsp; Hannah King Producer: &nbsp; &nbsp; Sophie Baillavoine Production Assistant: &nbsp; &nbsp; Annie Spellings New York-based food writer and chef Alison Roman takes us through a twist on a classic food serving of her own devising to entertain guests with during the festive period, accompanied by a classic cocktail. This gave Belvedere organic and campaign material to take them right through the season. <img width="800" height="1200" width_o="800" height_o="1200" data-src="https://freight.cargo.site/t/original/i/aca87e777bfca571a5aa128386c5c8b30c6af14a4e7eedbbc52ebfe7d689a4d5/aroman2.jpg" data-mid="209134682" border="0" src="https://freight.cargo.site/w/800/i/aca87e777bfca571a5aa128386c5c8b30c6af14a4e7eedbbc52ebfe7d689a4d5/aroman2.jpg" /> <img width="800" height="1200" width_o="800" height_o="1200" data-src="https://freight.cargo.site/t/original/i/a65a75d0194bbec0a7c4544b177122857d8b9cb14eac354348b7c7ff7a78ecad/aroman1.jpg" data-mid="209134683" border="0" src="https://freight.cargo.site/w/800/i/a65a75d0194bbec0a7c4544b177122857d8b9cb14eac354348b7c7ff7a78ecad/aroman1.jpg" /> A unique brand communication strategy that directly relates to Made With Nature Authentically aligning with cultural moments to create content and campaigns that increase conversation. Establishing a deep connection through personal and relatable stories and experiences shared by authentic talent partners. Developing partnerships with lifestyle influencers that will share their personal appreciation for nature and human nature with their audience. Partnering with talent who cultivate integrity and community - a ‘we’ not ‘me’ culture. Made With Nature = Craft + Community + Natural World + Meaning https://jonathanutracik.com/Courier-Digital-Platforms Wed, 17 Apr 2024 09:36:47 +0000 Jonathan Utracik https://jonathanutracik.com/Courier-Digital-Platforms <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3ffd29bcca015a6e3b203212b59372c93794b3b83f63463f738cedfc5a9a6ee4/16_9.jpg" data-mid="209134548" border="0" src="https://freight.cargo.site/w/1000/i/3ffd29bcca015a6e3b203212b59372c93794b3b83f63463f738cedfc5a9a6ee4/16_9.jpg" /> Courier — Digital World Alignment Brand expression, brand design, digital designCourier Magazine delves into contemporary business and startup culture worldwide, investigating how individuals shape their work and lifestyles on their own terms. Celebrating its milestone 50th issue, the magazine underwent a sweeping redesign, marking the most significant transformation in its decade-long history. Departing from conventional layouts, the publication elevated its photography and adopted a distinctive approach to features and design, infused with surprises and allure. However, its digital platforms remained rooted in its old brand world and design language. THE BRIEF Working with creative director Lisa Rahman, we set about finding ways in which we could bring digital content into this new expression, whilst still feeling native to the platforms it existed on. <img width="1620" height="1080" width_o="1620" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e65818f4f689cad7c978871a64ecb61da7cfef91fd34ab48f0e41cd41aaa3186/vlcsnap-2024-03-15-08h39m14s596.png" data-mid="210437873" border="0" src="https://freight.cargo.site/w/1000/i/e65818f4f689cad7c978871a64ecb61da7cfef91fd34ab48f0e41cd41aaa3186/vlcsnap-2024-03-15-08h39m14s596.png" /> <img width="1620" height="1080" width_o="1620" height_o="1080" data-src="https://freight.cargo.site/t/original/i/590014f79b7fdab816168d28bee2733d58f7bef9103f275714f9e6412de824b1/vlcsnap-2024-03-15-09h32m43s228.png" data-mid="210437881" border="0" src="https://freight.cargo.site/w/1000/i/590014f79b7fdab816168d28bee2733d58f7bef9103f275714f9e6412de824b1/vlcsnap-2024-03-15-09h32m43s228.png" /> <img width="1620" height="1080" width_o="1620" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a5575bc4d31c2a48d4393e65494421638e66d73c51454e2da0cc8f891690f6e7/vlcsnap-2024-03-15-08h40m53s338.png" data-mid="210437875" border="0" src="https://freight.cargo.site/w/1000/i/a5575bc4d31c2a48d4393e65494421638e66d73c51454e2da0cc8f891690f6e7/vlcsnap-2024-03-15-08h40m53s338.png" /> <img width="1620" height="1080" width_o="1620" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2dbe36bedda73d532b5f01903e48ca43d8d2a335d9d8ebf0fe93e26033793c1f/vlcsnap-2024-05-07-12h06m22s051.png" data-mid="210438733" border="0" src="https://freight.cargo.site/w/1000/i/2dbe36bedda73d532b5f01903e48ca43d8d2a335d9d8ebf0fe93e26033793c1f/vlcsnap-2024-05-07-12h06m22s051.png" /> THOUGHTFUL EXPRESSION We sought to achieve ways of communicating across social platforms that wouldn’t simply be transferring what works in print to digital spaces. Particularly on TikTok, it had to feel relevant and authentic to where it was appearing - users of the platform can feel uncomfortable when content looks inorganic. For long form content, we could develop more of a style that complements the playful, intriguing style of the work. A digital expression that feels true to Courier <img width="1620" height="1080" width_o="1620" height_o="1080" data-src="https://freight.cargo.site/t/original/i/87cf9469c07aab2541460069bfdae0b20dcd84350de4e16882239d9ac87b9fe6/vlcsnap-2024-03-15-08h39m33s673.png" data-mid="210437874" border="0" src="https://freight.cargo.site/w/1000/i/87cf9469c07aab2541460069bfdae0b20dcd84350de4e16882239d9ac87b9fe6/vlcsnap-2024-03-15-08h39m33s673.png" /> <img width="1620" height="1080" width_o="1620" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d9661cd8dd846c461a7d3cf66fe4e552415f4fee6fb539f0de50f861b9764b82/vlcsnap-2024-03-15-08h41m45s478.png" data-mid="210437876" border="0" src="https://freight.cargo.site/w/1000/i/d9661cd8dd846c461a7d3cf66fe4e552415f4fee6fb539f0de50f861b9764b82/vlcsnap-2024-03-15-08h41m45s478.png" /> <img width="1620" height="1080" width_o="1620" height_o="1080" data-src="https://freight.cargo.site/t/original/i/202bf9400e40ed2ab43b1f749aaed55670f6253d2c2efe87d5b604b86348f352/vlcsnap-2024-03-15-09h31m30s012.png" data-mid="210437880" border="0" src="https://freight.cargo.site/w/1000/i/202bf9400e40ed2ab43b1f749aaed55670f6253d2c2efe87d5b604b86348f352/vlcsnap-2024-03-15-09h31m30s012.png" /> <img width="1620" height="1080" width_o="1620" height_o="1080" data-src="https://freight.cargo.site/t/original/i/11fce6495288b8f374ac632470bf7495e9274b1090eea02fd2981fbe66cdbd98/vlcsnap-2024-03-15-09h31m20s227.png" data-mid="210437879" border="0" src="https://freight.cargo.site/w/1000/i/11fce6495288b8f374ac632470bf7495e9274b1090eea02fd2981fbe66cdbd98/vlcsnap-2024-03-15-09h31m20s227.png" /> SURPRISE &amp; INTRIGUE We met the audience where they are, on their own terms. A design language that adds to content, not distract from; ways of communicating that are meaningful, not just for the sake of talking; a look that references the print piece, not imitates. Story telling that speaks to audiences at eye-levelMAKING IT USABLE These new design systems needed to be practical for video editors, marketeers and content markers to implement, with good, clear guidance. We distilled all of our direction into practical guidelines for content creators - a particularly tricky task when using the native design tools of social platforms. After much experimentation and testing, around editing, types of shots, and graphics, we devised guidelines that could be implemented through YouTube, email and Tiktok content, that would create solid, consistent approaches for editors and designers to follow, and create work that felt native to the respective platforms. https://jonathanutracik.com/Dazed-x-Levis Wed, 17 Apr 2024 09:37:46 +0000 Jonathan Utracik https://jonathanutracik.com/Dazed-x-Levis Dazed x Levis — Mix &amp; Match Lookbook Concepting, creative direction&nbsp;An innovative digital editorial to demonstrate how Levi jeans can go with anything;&nbsp;with a few pairs of jeans and a handful of tops, dozens of different possibilities await you.&nbsp; Hosted on Dazed platforms, images comprised of the split photos also appeared on social platforms, alongside an interview with stylist Sally Bottomley on the timeless combinations of jeans. <img width="1543" height="991" width_o="1543" height_o="991" data-src="https://freight.cargo.site/t/original/i/76f321954694fac74ca139dc6ef93e341f122eb3445f8750b72c80726cf3e1c1/upper-1.jpg" data-mid="209135581" border="0" src="https://freight.cargo.site/w/1000/i/76f321954694fac74ca139dc6ef93e341f122eb3445f8750b72c80726cf3e1c1/upper-1.jpg" /> <img width="1543" height="991" width_o="1543" height_o="991" data-src="https://freight.cargo.site/t/original/i/6178083d0483b498f409ccea77b7aab8296434f359a0a1d658c9e1a562e3fca0/upper-3.jpg" data-mid="209135583" border="0" src="https://freight.cargo.site/w/1000/i/6178083d0483b498f409ccea77b7aab8296434f359a0a1d658c9e1a562e3fca0/upper-3.jpg" /> <img width="1543" height="991" width_o="1543" height_o="991" data-src="https://freight.cargo.site/t/original/i/fb62ad33c9c25e75c0803871f9c06e9ee00c339bc86c037b5179afd51675437a/upper-4.jpg" data-mid="209135584" border="0" src="https://freight.cargo.site/w/1000/i/fb62ad33c9c25e75c0803871f9c06e9ee00c339bc86c037b5179afd51675437a/upper-4.jpg" /> <img width="1543" height="991" width_o="1543" height_o="991" data-src="https://freight.cargo.site/t/original/i/8f2c5db038e00817d017c89691a9700dd0339297dd3818c0717fd178396c380e/upper-2.jpg" data-mid="209135582" border="0" src="https://freight.cargo.site/w/1000/i/8f2c5db038e00817d017c89691a9700dd0339297dd3818c0717fd178396c380e/upper-2.jpg" /> <img width="1543" height="991" width_o="1543" height_o="991" data-src="https://freight.cargo.site/t/original/i/ffec00ac6d86021fa91b481d55faadf9cea7ad6b2ed8d2195478757257fcca5a/upper-6.jpg" data-mid="209135586" border="0" src="https://freight.cargo.site/w/1000/i/ffec00ac6d86021fa91b481d55faadf9cea7ad6b2ed8d2195478757257fcca5a/upper-6.jpg" /> <img width="1543" height="991" width_o="1543" height_o="991" data-src="https://freight.cargo.site/t/original/i/494c0eec7e7d2b6e5c625816bf96d548d3fd48c553c02cc57c2b1213cbe0558c/upper-5.jpg" data-mid="209135585" border="0" src="https://freight.cargo.site/w/1000/i/494c0eec7e7d2b6e5c625816bf96d548d3fd48c553c02cc57c2b1213cbe0558c/upper-5.jpg" /> <img width="1543" height="1202" width_o="1543" height_o="1202" data-src="https://freight.cargo.site/t/original/i/bbeb438c1ab18815f33c0cc72e87037515670bde6b748574e355ce5b1164c056/lower-6.jpg" data-mid="209135580" border="0" src="https://freight.cargo.site/w/1000/i/bbeb438c1ab18815f33c0cc72e87037515670bde6b748574e355ce5b1164c056/lower-6.jpg" /> <img width="1543" height="1202" width_o="1543" height_o="1202" data-src="https://freight.cargo.site/t/original/i/788e18d54fcb0668f4c3473eb794bc943b9f7040822e8dc7872289a0329308f3/lower-3.jpg" data-mid="209135577" border="0" src="https://freight.cargo.site/w/1000/i/788e18d54fcb0668f4c3473eb794bc943b9f7040822e8dc7872289a0329308f3/lower-3.jpg" /> <img width="1543" height="1202" width_o="1543" height_o="1202" data-src="https://freight.cargo.site/t/original/i/1e0227e731c08742c5c8511b87c7d371b27eb2c81d9105eff9c9327de9948fed/lower-5.jpg" data-mid="209135579" border="0" src="https://freight.cargo.site/w/1000/i/1e0227e731c08742c5c8511b87c7d371b27eb2c81d9105eff9c9327de9948fed/lower-5.jpg" /> <img width="1543" height="1202" width_o="1543" height_o="1202" data-src="https://freight.cargo.site/t/original/i/fae1a26e8ede1ebb787710ba7f644cc716d39640703656392286f2ed5487dd39/lower-1.jpg" data-mid="209135575" border="0" src="https://freight.cargo.site/w/1000/i/fae1a26e8ede1ebb787710ba7f644cc716d39640703656392286f2ed5487dd39/lower-1.jpg" /> <img width="1543" height="1202" width_o="1543" height_o="1202" data-src="https://freight.cargo.site/t/original/i/501b85d6633d7da52cc58ba3f5daa09447d0c64a4f91d1fcb22895ca5e54e3f7/lower-4.jpg" data-mid="209135578" border="0" src="https://freight.cargo.site/w/1000/i/501b85d6633d7da52cc58ba3f5daa09447d0c64a4f91d1fcb22895ca5e54e3f7/lower-4.jpg" /> <img width="1543" height="1202" width_o="1543" height_o="1202" data-src="https://freight.cargo.site/t/original/i/bee349e4f2cd7bdc90a6ef95353913823b5bbc7d4ee0015b47164b04e3ffbda9/lower-2.jpg" data-mid="209135576" border="0" src="https://freight.cargo.site/w/1000/i/bee349e4f2cd7bdc90a6ef95353913823b5bbc7d4ee0015b47164b04e3ffbda9/lower-2.jpg" /> Photographer: &nbsp; Wynston Shannon Art direction: &nbsp; Jonathan UtracikStyling: &nbsp; Sally Bottomley&nbsp;Set: &nbsp; Georgia CurrellMakeup: &nbsp; Thomasin Waite Production: &nbsp; Lexie Mullins; Faye Young&nbsp; https://jonathanutracik.com/Salad-Project Wed, 17 Apr 2024 09:37:30 +0000 Jonathan Utracik https://jonathanutracik.com/Salad-Project The Salad Project — SPAPP Identity Branding, art direction, design, illustrationThe Salad Project approached me to design the identity for their new app, the SPAPP. The finished wordmark took the form of custom lettering, which I then produced the animated version of, for loading screens and socials. I also created an accompanying illustration to promote the work and appear across London, in and out of store. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0b3248b5895fd0f7339092df648f92a9abb66d3867656c627cd41aad475364bd/sp-3.jpg" data-mid="209135248" border="0" src="https://freight.cargo.site/w/1000/i/0b3248b5895fd0f7339092df648f92a9abb66d3867656c627cd41aad475364bd/sp-3.jpg" /> Animated logo frames. The logo was animated step by step, allowing each letter to have a character of its own, each individual highlight and stroke being animated separately to create the sensation of each letter inflating. The counter of the A begins life as a smile. <img width="1280" height="954" width_o="1280" height_o="954" data-src="https://freight.cargo.site/t/original/i/dc7d66b22d320ef9ccb2871ec5f0e0f380243cee656bdd379dde9ee2b7ed38fa/spsb1.png" data-mid="209135254" border="0" src="https://freight.cargo.site/w/1000/i/dc7d66b22d320ef9ccb2871ec5f0e0f380243cee656bdd379dde9ee2b7ed38fa/spsb1.png" /> <img width="1000" height="745" width_o="1000" height_o="745" data-src="https://freight.cargo.site/t/original/i/b37f8065ad65bfe45589d4c114ce6794b8d9f41239ff53511d602206ee9c7d9a/spsb2.png" data-mid="209135255" border="0" src="https://freight.cargo.site/w/1000/i/b37f8065ad65bfe45589d4c114ce6794b8d9f41239ff53511d602206ee9c7d9a/spsb2.png" /> <img width="1000" height="745" width_o="1000" height_o="745" data-src="https://freight.cargo.site/t/original/i/6fa13f674832aa86962b8b45b51ede030896b83179d3ed9b1a764d3d56ea809a/spsb3.png" data-mid="209135256" border="0" src="https://freight.cargo.site/w/1000/i/6fa13f674832aa86962b8b45b51ede030896b83179d3ed9b1a764d3d56ea809a/spsb3.png" /> <img width="800" height="688" width_o="800" height_o="688" data-src="https://freight.cargo.site/t/original/i/b3fd06b3c155172339ec348f3ad4da7f0b7a338dd41060e57f5904e082976da0/spappyhour.jpg" data-mid="209135252" border="0" src="https://freight.cargo.site/w/800/i/b3fd06b3c155172339ec348f3ad4da7f0b7a338dd41060e57f5904e082976da0/spappyhour.jpg" /> <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/9263a7eccb028bbe54dc36a19e1c131a3cb433b07950ced1cf02ba971085435d/spscreens.jpg" data-mid="209135253" border="0" src="https://freight.cargo.site/w/1000/i/9263a7eccb028bbe54dc36a19e1c131a3cb433b07950ced1cf02ba971085435d/spscreens.jpg" /> <img width="2385" height="2221" width_o="2385" height_o="2221" data-src="https://freight.cargo.site/t/original/i/fc1e7a458c1e7736cca87ae0f54f4962f2a2731d5b39488c9a9033075b36e29f/2sp-4-01.png" data-mid="209135251" border="0" src="https://freight.cargo.site/w/1000/i/fc1e7a458c1e7736cca87ae0f54f4962f2a2731d5b39488c9a9033075b36e29f/2sp-4-01.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/37c4dc5b0d89791de4b0751e564ec4d82f7056538818fc24e5616b9c81df7dc7/2sp-1.jpg" data-mid="209135246" border="0" src="https://freight.cargo.site/w/1000/i/37c4dc5b0d89791de4b0751e564ec4d82f7056538818fc24e5616b9c81df7dc7/2sp-1.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/88eb244c8db465db4f04e8feffcc282f0b242d3c41b35e89ff1fdc6a6d7d3827/2sp-2.jpg" data-mid="209135247" border="0" src="https://freight.cargo.site/w/1000/i/88eb244c8db465db4f04e8feffcc282f0b242d3c41b35e89ff1fdc6a6d7d3827/2sp-2.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5e05612e1f532970d1221b2c8542bcbc07ffe9fc5c8c1aa432574ee42af4ca85/2sp-3.jpg" data-mid="209135245" border="0" src="https://freight.cargo.site/w/1000/i/5e05612e1f532970d1221b2c8542bcbc07ffe9fc5c8c1aa432574ee42af4ca85/2sp-3.jpg" />