Screen Pass
Brand & Identity
Executive Leadership wanted to create a subbrand for our highly touted, most unique, primary product feature—Screen Pass. Screen Pass gives users the ability to share (sort of like lend) a movie from their purchased locker to another registered user for free for up to 14 days.
ROLES
Art Director, Designer
DUTIES PERFORMED
Design, Digital Marketing, Print + Web Design, Environmental Design, Product Design
03.2020
Feature Launch Date
81K
Active Users (as of 7.2021)
249K
Passes Used (as of 7.2021)
Screen Pass Brand & Identity | Art Direction
Logo Design by Chris Sequeira, Product Interface (UI) by Adeel Fahimullah
Challenge
Salt Branding and our Editorial Lead, Eric Anderson, came up with a shortlist of names. Most of those names had the word ‘Pass’ in them and we knew it was the Executive team’s direction to have a ‘Pass’ shape in it. Our task was to make the ‘Pass’ shape unique, ownable, and integrated with our existing Movies Anywhere brand.
We start by idea mapping and brainstorming keywords and definitions. We use these supporting words to help inform of visual research and give us new things to explore beyond just a ‘Pass’. This helps us create something unique for the brand.
We use visual research to inspire and inform our hand and digital sketching. We audit designs and illustrations that have been previously published and audit market and product competitors as well.
To make the pass shape ownable and unique, we took the lip of the MA symbol and applied it to the side cuts of the pass.
Screen Pass commercial launch promotional video created by PartIV | Assisted in art direction
Screen Pass Branded Creative | Art Direction
Designed by Chris Sequeira and Alison Rabelo
Screen Pass Branded Creative | Art Direction
Designed by Chris Sequeira and Alison Rabelo
Screen Pass Branded Creative | Art Direction
Designed by Chris Sequeira and Alison Rabelo
Monthly react to vote, drafting off our Screen Pass eligibility | Art Direction
Designed by Alison Rabelo
PROJECT DETAILS
Client // Movies Anywhere (Disney)
Year // 2020
TEAM
Director, Product Design // Guy Schackman
Director, Marketing // Courtney Wachs
Sr. Manager, Editorial // Eric Anderson
Sr. Social Media Specialist // Olivia Duncan
Lead Product Designer // Adeel Fahimullah
Art Director & Design Manager // Nicole (That’s Me!)
Lead Designer // Chris Sequeira
Production Designer // Allison Rabelo