IMC Internships

Client: IMC | Role: Digital Designer

Key Art Exploration

We wanted prospective interns to get excited, and envision themselves as part of the growing team at IMC. The design team started to explore multiple directions in how to spruce up the IMC brand. We had to walk a fine line between the IMC brand guidelines and pushing the branding boundaries to express more excitement, youth, and energy for the internship campaign. We were able to come up with three different directions outlined below. We believed that once we narrowed down the design direction from a visual point of view we would be able to more easily apply it to the logical structure of the UX more swiftly since our timeline was so tight.

Site Map

After we nailed down the key art direction with the client we knew how far we were allowed to extrapolate the brand to give it a youthful edge. The next challenge was to create an exciting user experience to keep the talent interested. The site was to work similarly to social applications like Instagram stories and TikTok, there would be five previous interns or graduates who would share video stories of their time at IMC, their personal interests, as well as their thoughts on the Chicago area. This site would then push visitors to the application page for summer interns and capture the audiences attention instead of just a boring application page.

Wireframes

The wireframes were to showcase an interactive landing page that allowed us to house five interns as well as three video stories per intern. This interaction was derived from a myriad of social platform research, something we felt was very intuitive for the audience. The challenge was to make the experience feel and act seamlessly on not just a mobile device but also a desktop device.

Building Upon IMC Visual Language

In order to set this campaign apart from the IMC site, we augmented the proportional usage of colors. We also extrapolated the typography to make it feel bolder and more exuberant on the screen to provide a youthful heir while still teetering on the brand’s visual identity. The UI components that were specially made for this campaign were not part of the IMC visual language so we thought through how those assets could be part of the young IMC style. The examples below are the style guides we created to guide us and help create rules for development hand-off.

Considering Motion

Since the campaign site is quite interactive digital design took into consideration many of the larger transitions and micro animations in the project. An example of how we communicated our thoughts to the freelance motion designer and development team.

Designs