I thought it important that tips were presented in as straight-forward a way as possible without the viewer having to decipher icons or representative images. Bullet points with simple sentences were the clear choice.
I suggested that if a brand name was mentioned, such as British Gas, we include the appropriate logo. The recognition a viewer had for the logo would be more effective than just the name typed.
The tips would fade in to the left of the presenter as they said them. I created the template with this in mind.
I included bold subtitle to be displayed separately as the more important tips were read out.
I created a new logo for the series, using the client's circles featured in their primary logo, and replaced the text with the series title ‘What If…’ in the their corporate font. The secondary logo (without the circles) would then fade in at the bottom.
I gave the series its own distinct and recognisable soundtrack, selecting a staccato, quirky-sounding track that best suited the quick-fire nature of the tips.
I used the same track for each video, giving the sense of authority to the series, as the viewer would start to associate the track with the useful nature of the advice.
The background image will dynamically fade when text is overlaid to maintain legibility.
I felt that each video needed to be distinguished subtly, as there was a danger that customers could get the videos confused with one another because the template was formulaic in nature.
I added a different background picture be used for each episode which overlaid the blue colouration. This would keep the series branding strong whilst distinguishing each video.
