PIKE Brand Launch
Pi Kappa Alpha wanted to debut their renewed brand identity with a cinematic launch video and social teasers. The screening at their summer convention would mark the start of a new era for the 155-year-old fraternity. Blending archival footage and photography, motion graphics, and bold typography, these pieces built momentum to an epic rebrand reveal.
Roles - Designer, Motion Designer
Creative Director - Karen McKenzie
Art Director, Rebrand Designer - Lauren Castro
Script - Lizzy Silva
Agency - Rhyme & Reason DesignCREATING THE LAUNCH VIDEO
STYLE FRAMES
With a sophisticated rebrand designed by Lauren Castro at the ready, it was time to explore how that identity would live in motion. I developed two sets of style frames laying out a few key moments in the script, and giving them a classic choice: dark mode or light mode.
STORYBOARDS
Light Mode was the winner. It was then time to comb through their archival photography and videography hard drive for the moments of magic that would bring each line of the script to life. I pulled epic shots and recolored everything for a cohesive feel.
In this instance, style and boards were combined for maximum clarity on a tight timeline. Some of those boards can be seen below:
STATS
Teaser social animations warmed up on Instagram. The first post gained 11.7K views, 386 likes and the second gained 13.4K views, 527 likes. After convention, the launch video was also released on social, with 70.8K views, 2,261 likes, and 42 shares. Check out the brotherly love below:
