Giving $100 million to fund a single proposal that promises real and measurable progress in solving a critical problem of our time. This is the second iteration of 100&Change. The first resulting in some truly astonishing proposals.
It's been amazing to be part of this project. From naming it to branding it and caring for the brand through different iterations.
How do you put visuals around something that is category agnostic? Putting together a vision for the brand and how to navigate the red tape around being a program for every solution. Because of this we couldn't show any partiality towards one solution over another.
The solution was to use symbolism in our photography that acted as an extension of the brand in promos and ads. Therefore the mountain motif of "climbing the highest (and most challenging) peaks" became our visual.
Due to the high volume of traffic and interest around this program we had "lightweight" as a keyword to guide the design. We were able to infuse some subtle animations and parallax movement, but kept the images smaller scale. The effect turned out well and gave the overall experience a refined feel.
