Sarofsky. Bank of America.

Bank of America•

Leo Burnett•

Motion Branding•

2D Animation•

Animation•

Motion Design•

Kinetic Type•

Typography•

Bank of America

We partnered with Leo Burnett to bring Bank of America’s new unified visual identity to life in motion. The series of hyper-targeted social and online spots used kinetic typography combined with clean, minimal design to communicate Bank of America’s important data points in a fun and exciting way.

As Fast as You

We partnered with Leo Burnett to bring Bank of America’s unified visual identity to life in its new “As Fast As You” global campaign. From the moment we met the creative team at Leo Burnett, we knew we were in great company for this type-driven assignment. The team had a deep understanding of the brand, the client and, most importantly: They were type nerds, like us!

In a series of hyper-targeted social and online spots, we used kinetic typography combined with clean, minimal design to communicate Bank of America’s important data points in a fun and exciting way.

A vast numeric amount, emphasized by the size we gave the number on screen and the animation that rotates each character into place, pulls us into the spot. This key data point is the common thread to all of the curious facts that pique viewer interest about each and every Bank of America product.

To ensure that these messages were clearly communicated, we gave careful consideration to timing, cadence and typographic placement.

The spots are quickly recognizable for their unique visual identity and their energy. Very purposefully stripped of any unnecessary flourishes or gimmicks each spot goes straight to the point. With that in mind, all design elements in the spots– from typography to stock search, had to be absolutely perfect. Precision was also the name of the game when it came to animation, kerning, layouts, color picking and production in general.

The result was a bold, exciting and fun language that is both appropriate for the target audience and innovative in a space that can often be quite dull.

The Data Points

Because the data points are the most important information these spots convey, we wanted them to really grab viewers’ attention, drawing them in. To accomplish this, we decided to have the numbers fill the screen and then pull back into place. It’s the only moment where we use depth in our type animations for these spots. The number is accentuated by the way each character rotates into place, highlighting its growing value.

The Colors

While we stayed true to the brand colors, each product had a slightly different balance. For example, Merrill Lynch stays within the blue hues of the palette but Prefered Rewards is predominantly red.

The Shuffle

Our audience is a group of no-nonsense, action-taking, tech, high-end individuals. To properly engage them, we knew our approach had to be purposeful, efficient and clever.

Using the letters from one sentence to evolve into composing the next was both efficient and fun. The shuffling animation keeps the viewer guessing what the next words are going to be.

The Footage

To represent the “world in action” that punctuates the message of each spot, we searched out very specific stock footage. The graphical compositions we selected were either captured with the camera looking straight down or straight up. The compositions also needed to be wide enough to give a sense of breadth and minimalism, even after placement of the typography.