Case Study

LIVEKINDLY's Animated Series

A collection of short animated stories with different topics that aim to wake up hearts,

inspire for positive change and inform a conscious audience.

· Client ·

LIVEKINDLY Media Inc.

· Director ·

Roxy Vélez


Full Credits

· Scope of Work ·


Creative & Art Direction Strategy
Visual Concept Development
Illustrations & Design
Animation Production

Client Profile

LIVEKINDLY is a plant-based media company, highly focused on sharing solution driven, positive & informative content about sustainable and compassionate living. They are daily winning the hearts of vegans and non-vegans, which supports their high-speed impressive growth.

Our Role

We bring to life LIVEKINDLY's selected stories, through setting up a strategized roadmap, that seeks to create a personalized series look, that aim to gain the attention of their audience with a unique style, while visually staying on brand.

We create concepts for the visuals, that carry an inspiring tone when telling each story.


Existing Brand References

LK_Attitude.jpgLK_BeCoolNotCruel.jpgLK_InnerPeas.jpgLK_Teacup.jpg
Images taken from IG: @livekindlyco
Roxy VélezCo-Founder & CEO, Vexquisit Studio
We’ve loved to learn about all the people who had their hearts moved with these series. Knowing that our part of the produced stories contribute to this mission, which we share with our client, is a true gift.

Creative Strategy

The initial research started by learning what type of animation content has inspired LIVEKINDLY in the past and what was their priorities that will determine successful animated stories. We learned that to have a clear, minimalistic and concise approach is important to them. And most importantly, the series must have a creative approach with a heart.

Concepting and creating visual rules

  • Keep a concise number of facts in each episode, in order to keep the audience engaged.
  • Typography will be the driving constant visual key element of the message.
  • The illustrations will support the script while evoking a sense of charisma and simplicity.

Goals

  • Inspire self-reflection with positive actions regarding each topic.
  • Distinction in the media marketplace.
  • Move the audience hearts.

Opportunities

  • Communicating hidden information about the animal products industry.
  • Boost client’s social media engagements.
  • Strength client’s purpose of spreading social awareness.

Art Direction Look & Feel

  • Friendly style with a minimal level of detail for easy comprehension.
  • Illustrations and typography carry a simplicity feel with a charming hand-drawn look.
  • Avoid looking overly feminine and young as the target is a broad audience.
moodBoard3.jpg
colorPalette_mobile.jpg
With this color palette, we express the series tone, emotion, and identity.

The Challenge

Since LIVEKINDLY’s main audience are non-vegans, these stories could be received with some objections and resistance. Primarily because this series will expose critical truthful scenarios regarding the animal products industry.

The Outcome

We constantly verify that the stories don’t get portrayed as biased from a vegan perspective. The tone needs to stay light, direct and engaging in order to be efficient, and through the transparency of the message, it will naturally tap into an emotional aspect.

The Execution

The Story

We facilitated the client with a technical guide for the scriptwriting, which helps them shape all stories ideas be visually friendly in regards to typography animation and not to go over the total time calculated for the video.

We kick off the conceptualizing stage with the delivery of each episode's script.

Illustrations that Tell a Story

The visual inspiration depends on each episode's message, to test them, we sketch each concept. Analyzing what will resonate and work best. Which get later on get designed and developed into the final animated illustrations.

The following slideshow represents each stage from the execution of the stories, prior to the sound work.

Episode: Dairy
Episode: Dairy

The Sound

After we select the music that fits the message, our Sound Architect enhances it in order to fit the journey and the emotions of the story.

Shortly after, the sound effects come in, so the complete audio and the visuals grow together to consolidate the story as a complete experience.

A Well Strategized Series - Bringing real Results

Another Win

When we started this video series production, LIVEKINDLY already had an impressive organically grown / 16 months old followers audience of 600K on Facebook. After a little over 3 months this platform has reached an audience of 1 Million followers! While they have naturally shared a lot more content than this animation series, we are happy that with our support, we have been able to contribute to their so well deserved milestone.

Media

LIVEKINDLY LAUNCHES NEW VEGAN INTERNATIONAL VIDEO AND ANIMATION SERIES ON YOUTUBE

Jodi MonelleFounder & CEO, LIVEKINDLY
LIVEKINDLY highly recommends Vexquisit Studio for your storytelling needs. The team has excellent communication skills, follow-through and are a true pleasure to work with. 
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Let´s create something together!


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