Red Bull launched an event in which creative minds & dreamers from all over the globe had the opportunity to show their vision of what they wanted for the future in a 60 second video.
The video would be judged by a panel of international experts based on three key criteria: Desirable Future, Creative Storytelling and Inspirational Visions.
The finalists of the competition got to fly out to the Red Bull Future I/O Academy in Lisbon where they had the guidance of those expert judges to expand on their vision. The most stunning vision was selected to be professionally produced at the Red Bull Media House to propel them into the creative industry.
The goal was to develop a website that allowed potential participants to understand the competition and encourage them to upload their own video & build momentum to keep them engaged in the competition.
The first thing to do was to map out the journey and site map for the user. The target audience were college & university students so aside from making the homepage visually engaging, it was key that I identify user decision paths that the structure the content in a way that helped build momentum and excitement for the competition.
This meant that providing enough of the information that was needed without overwhelming the users such as a video > brief description of the competition > how it works > what’s in it for the user > expert judges.
All these sections had call to actions that all pointed the user to a dedicated page with expanded details about how it works, offering a roadmap of the entire competition and the full list of expert judges. Using a pinned navigation and a final CTA at the end of the content, it’s encouraged that the user enters the competition
The client wanted the site to be visually unique, but still feel like it’s Red Bull, so I adopted elements of the Red Bull brand guidelines such as their spacing, shadows, card designs and typography, and integrated it into the fabric of the key visual. This meant that the vertical rhythm and design patterns that exists across all of the Red Bull sites allow Futur/IO to stand alone, yet still feel familiar.
One of the core things that I wanted do was take the key visual supplied by the client and integrate elements of it into the site, particularly the geometric shape and the highlight on the text; I pushed this even further on the Participant Entry flow detailed further down.
Users were asked to upload their video, fill in a title, description and add appropriate tags, however, I wanted the user to preview their entry with the site aesthetic applied to it as though it’s a featured. The aim was to make the user feel like their entry is the only one that matters and wasn’t just some additional step that’s part of what’s usually a generic process. For me, this is one of my favourite aspects of the design.
As made clear by the client, the visual design needed to feel fresh & new as this was the premier of the Futur/IO event, however, the integrity of the Red Bull brand and their identity had to shine through. So the way I approached this was to use their core principles of colour, typography & spacing, and apply them to a new design style inspired by the key visual.
I was really keen on getting in some unique shapes that augmented those seen in the key visual, so the primary call to actions are not only colour fills, but have round edges on one side, whilst the other side swoops upwards. They also have little elements around the buttons that animate when hovered, and change when pressed.