I worked as a graphic designer and video editor for New York University Steinhardt School of Culture, Education, and Human Development. I was in charge of rebranding Steinhardt Applied Psychology YouTube Channel and producing creative video content for department events, student interviews, and graduation celebrations.
Rebranding is more than creating a fresh new look. It is about faithfully representing the company and reflecting the role it plays in the environment. Different from psychology which focuses on theoretical understanding of issues, applied psychology accentuates real-world implementation of theories to help the community. After comprehensive research, I believe the new branding should imply practicality, professionalism, and consistency.
Logo Motion Graphics
I refined the text layout and reshaped the logo frame from square to rectangle to speak more individuality since numbers of New York University logos are square.
Rebranding should also think for the future. I devote a number of times devising a system of thumbnail templates that categorize all the videos on the channel to give an impression of consistency.
Creative Video Contents
An important event of Applied Psychology Department every year is the announcement of scholarship and research award winners. I brainstormed ideas to make the announcement video with pop culture themes and to celebrate the award winners creatively.
In mid-2020, I came up with the idea to make the announcement video in the Animal Crossing theme, a popular game during that time. I screen-recorded the gameplay and recomposed it in After Effects. Having Tom Nook, the village mayor, and Isabelle, the secretary, announce the winners gave the video a friendly, joyful mood and cheered students and faculty members up during the onset of the Covid-19 pandemic.
In 2021, I came up with the idea to create the announcement video in Apple’s Memoji theme. I was inspired by classmates from the Interactive Media Arts program who were experimenting with digital avatars on Zoom. The video was proven compelling because students were curious to see how professors characterize their digital avatars and what their Memoji looks like.