VIZIO

Approach

If there’s one thing that gets us to smile, it’s the way storytelling makes us feel. We partnered with David & Goliath to create a playful and vibrant mnemonic logo for Vizio’s rebrand. Airing across all digital platforms, our logo explores the viewer’s journey through the TV spectrum to invite all the feelings that arise when watching shows and movies. Humanizing a tech-focused brand, we used pulsing energetic light and gradient color bands as key foundational elements in the design. Embracing their tagline “watch us” we land on a charming yet refined brand identity that’s ownable and includes everyone in the entertainment experience.

Development

As with most logo reveals, the path to this final piece wasn’t linear. It rarely is. We went through multiple iterations, each one teaching us something new about how light and color could shape the viewer’s emotional response. Early on, we explored the idea of ambient colors emanating from within the screen, a subtle glow that made the TV feel like a living presence in the room. At the same time, we explored brighter, more vibrant glowing colors—bursts of light that amplified the joy of watching TV and made the experience feel celebratory. Not all of these explorations carried through to the final spot, but each experiment helped us sharpen the story. Some of the concepts we loved most became stepping stones, shaping the foundation of the identity, even if they didn’t appear in the final reveal. That’s the beauty of the process: refining, discarding, and distilling until only the most resonant elements remain.

Pitch

In developing the pitch, we built a mood sequence that embodied flow and momentum, using light as a narrative tool. Casting a warmth across the design to create an atmosphere that felt both vibrant and inviting.

Role

Art Director | Designer | Animator
Full credits at Imaginary Forces