Brief
Green stories is a nonfiction webseries. Interviews aimed to shed light into the most pressing subjects around sustainability, from the viewpoint of researchers, entrepreneurs and activists working actively towards a better future
The Challenge
With Green Stories, we were fighting the “cold start” problem. A need to build a recognizable aesthetic and credibility from scratch.
We needed to create a consistent brand voice. No standard slop aesthetics, but a good baseline, that could evolve and be coherent across media. Optimize processes with a reduced crew, without getting lost in context switching and language ablation. A good balance between automation and that essential human agency needed to own the pieces.
Strategic Angle
We had long content, with subjects very varied and articulated. We wanted to put in images what was told. Animation and illustration was the most expressive medium in that moment to elegantly cover all those topics with an unified style. We used several open source models from stable diffusion, flux, and a mix of techniques to create and combine styles into the final result.
Moodboard
My search was for a materic, expressive look and feel, with deep colors. Since sustainability and technology are the two main topics of Asimov media, those two colors were deployed encoding those meanings in order to establish visual queues right away in the creation of covers and art.
The tipographic choice was also made in that direction. Accessible and friendly, away from cold science communication.
Art
Motion art and separators were also made dynamic and fast, to convey this VUCA world feeling, and acceleration.
