Hayley McCarthy, a student at City College Norwich recently worked with World Land Trust (WLT) to create a range of new graphics for WLT videos.
Here Hayley tells us about the work that she produced and her experience of working with WLT:
I was given the opportunity to work with WLT as part of my studies at the Media Learning Company at City College Norwich. The focus of this course is to gain real world industry experience, working on live briefs to produce a range of media products for a variety of clients.
When I was initially presented with the brief, the focus on motion graphics was something that piqued my interest, as I have a background in design and animation.
On researching further into WLT’s global conservation work, I was totally inspired by the impact that they have in protecting habitats worldwide. I was excited by the possibility to work with such an organisation; with the products I produce forming part of their online brand identity.
As part of my work I created a series of idents across three packages: Species Spots, News Pack, and the WLT Logo animation. These short animations will be used in both online content and in educational videos used in presentations.
Each pack had its own focus and target audience to consider, and I was keen to maintain a consistent visual style across all the packs to create a cohesive package overall. Regular correspondence with WLT meant that they were involved in every step of the process, encouraging me to produce work that is as refined as possible.
For the Species Spots (short videos of species found in WLT project areas), I created a series of five idents to represent each animal class that are protected in WLT reserves. As this pack is targeted at school children, I wanted the animation to be engaging and fun, but not overly simple. I developed a line drawing rotoscoped style, with each frame drawn individually – at least 100 frames per animation(!) – creating a fun, loose animation documenting the natural movement of each animal.
In contrast, the News Pack was intended for a more informed audience, capturing a conventional ‘breaking news’ style, whilst giving an impression of the Trust’s global impact. Working with WLT encouraged me to consider a variety of different animations and audiences, made possible due to how wide-reaching World Land Trust’s work is.
Finally, I created an ident that represents WLT as a whole, featuring a variety of habitats that are protected through their conservation efforts. I was totally inspired by the range of landscapes that feature in WLT reserves, using a constant zooming motion within the animation to translate the sense of immersion that I experienced when viewing these images. Giving a short snapshot of the Trust’s work was a challenge, but I absolutely loved exploring the range of habitats protected by the WLT within animation.
Working with WLT has given me the chance to produce products that will be shown globally, which is a real honour. The opportunity to create work that is in alignment with the organisation’s values has been a brilliant experience, and I have wholeheartedly enjoyed working with the Trust.
You can view some examples of Hayley’s work on World Land Trust’s YouTube channel »