Search form

VICON House of Moves Creates Brand Identity Package for EA's Origin

VICON House of Moves (HOM), a leading motion capture and animation service company, was recently contracted by EA to create identity elements and promotional content for the launch of EA's new entertainment platform and online store, Origin.

Press Release from VICON House of Moves

LOS ANGELES, CA (June 16, 2011) - VICON House of Moves (HOM), a leading motion capture and animation service company, was recently contracted by EA to create identity elements and promotional content for the launch of EA's new entertainment platform and online store, Origin. The open-ended platform, launched June 6, 2011, is now available online and puts players at the epicenter of EA titles. Customers can log into Origin, access interactive content, and manage gameplay from PCs, mobile devices and the iPad.

EA enlisted VICON HOM to design a brand identity package for Origin that would appeal to its target audience of gamers and consumers of online entertainment through the integration of a unified system of identity elements played out across a variety of mediums. The HOM team produced hundreds of identity assets; from online buttons and animated IDs to corporate videos and 30-foot print installations, and more.

"We're really excited about this project. It gave us the opportunity to create something completely new, something that's strategically critical for our client," said Todd Arnson, Executive Producer, VICON House of Moves. "Our team played a significant role in establishing the overall aesthetic of Origin and establishing the identity of a service that will be promoted and experienced throughout the world. It was especially fulfilling to get involved with a creative project like this from the ground up."

The design team at VICON HOM refined the EA Origin logo - defining its ready for prime time silhouette and establishing the brand color palette. The animation team at VICON HOM built the 3D interpretation of the hero logo and logotype, a branded environment and a host of secondary iconography to develop a graphic back-story in which all communications could live within. From there, a comprehensive brand package was developed that required the design and animation of hundreds of individual Origin assets. The branded environment was expanded and coined the Origin "playscape". The Origin "playscape" was iterated in several of the logo treatments and motion graphics design elements. For several animated IDs, VICON HOM was able to use the Origin "playscape" as both a design and narrative element to take venerable EA characters out of their traditional gameplay worlds and move them into the Origin branded environments.

"At House of Moves we have a dynamic animation department with extensive game development experience. We're adding and integrating brand design disciplines by way of veteran broadcast designers and art directors with interactive entertainment backgrounds. With the combination of these creative talents -- it was easy for them to tap into an aesthetic style that speaks to Origin's audience," explained Brian Rausch, VP of Production at VICON House of Moves. "They understand games, the demands of the market sector, and a visual communication that can captivate and sustain."

Drawing on icons and typography from their Origin brand design work, VICON HOM also completed branded interior designs, which culminated in vinyl installations for two expansive 30-foot-plus walls and fabricated life-size dimensional logos complete with a glowing Origin icon to adorn EA's Redwood Shores and Burnaby offices.

About VICON House of MovesVICON House of Moves has been the go-to studio for film, television, game and commercial creatives for over 10 years and has recently worked on projects for clients including Microsoft, Activision, EA, Bandai, Rockstar Games, Capcom, THQ, Naughty Dog Studios, SCEA, Bungie and others. In addition to the HOM main stage, the 26,000 square-foot facility is also home to a full performance capture volume capable of recording simultaneous high-quality audio with a capture session without any interfering background noise.

About VICONAcademy Award-winning VICON is the world's largest supplier of precision motion tracking systems, and match moving software. It serves customers in the CG animation industry, film, visual effects, computer games, and broadcast television, as well as engineering and life science industries. VICON operates in four offices worldwide, including its Los Angeles-based Entertainment headquarters: a 26,000 square-foot facility equipped with three performance capture stages for VICON's service company House of Moves.

VICON is a subsidiary of OMG (Oxford Metrics Group - LSE: OMG), plc., a group of technology companies that produces image-understanding solutions for the Entertainment, Defense, Life Science and Engineering markets. Other holdings include: 2d3, a manufacturer of specialized image understanding software for defense applications; Yotta DCL our highways surveying business in the UK; and Yotta MVS, a leading US provider of data collection services for the assessment of property taxation.

VICON and OMG global clients include: Life Science leaders University of Pennsylvania, the VA Hospitals, Shriners Hospitals for Children, Titleist Golf, The Andrews Institute; Engineering industry leaders Ford, BMW, Airbus, Lockheed, Pratt-Whitney, NASA, Caterpillar, International Truck, and Toyota; and Entertainment companies Sony Pictures Imageworks, Sony Computer Entertainment, Industrial Light and Magic, Sega, Nintendo, Ubisoft, Vivendi, Electronic Arts, Square Enix and many others.

For more information about OMG and its subsidiaries, visit http://www.omg3d.com , http://www.vicon.com , http://www.vicon.com/boujou , http://www.2d3.com , http://www.yottadcl.com , or http://www.yottamvs.com.

Rick DeMott's picture

___________
Rick DeMott
Animation World Network
Director of Content
Creator of Rick's Flicks Picks