Vitality is a health and life insurance provider, but with a difference. By staying healthy they offer you perks and rewards as motivation.
Vitality Insurance
Task
Digital and branding designer as part of the small in-house team.
My time at Vitality saw us grow from industry upstart, to challenging the big competitors in the market who have been established for generations. My role initially started as a digital designer for all online advertising (videos, statics and html5 banners). This evolved to covering all animated assets and spearheading the motion graphics style and brand guidelines for the whole business.
See how we grew the animation style
Thumb-stopping social media videos have become crucial for consumer brands, and with Vitality we experimented and evolved to keep finding what resonates. From a creative perspective the messaging was often dry, so I felt the design would have to pull even harder in most cases.
I created assets for platforms with enormous viewership, such as the Premier League (yes, those pitch-side ads with the dachshund), and many other live sports events like cricket. I’m particularly proud that Vitality support a wide variety of women’s sports, and have become a staple amongst the community.
See the live sports sponsorship
We developed a new style of illustration to represent the brand as inclusive, breezy and a lifestyle brand rather than a service brand. I also animated these illustrations in a consistent style, reflecting the positivity of the brand in movement.
The majority of my responsibilities involved pushing a campaign further to make it eye-catching, although I also would often mass-produce assets for all the placements required; I know my way around a double MPU, believe me. My animated content can only sing if my fundamentals of static design are in place.