Kentekenwassen

05.

Kentekenwassen

Style frame showing the main characters within a key environment.

Task

This project has been canceled, but I still wish to show my process and some of the early tests I conducted. By sharing this information, I hope to provide insight into the development of the "Kentekenwassen" concept and my approach to visual design.

Kentekenwassen is a monthly subscription service that allows users to quickly and conveniently get their car washed by scanning their license plate.

The company asked us to create an explainer video for with the purpose of demonstrating how their service worked and to attract more customers. The video had to be engaging and easy to understand, and needed to highlight the benefits of using Kentekenwassen.

My co-worker and I where responsible for concepting and creating the overall aesthetic as well as all necessary 2D visual assets. In this I worked closely together with my co-worker who’s focus lay on designing characters, whereas mine was on environments.

Why?

The motto of Kentekenwassen is "Effortlessly and quickly wash your car without the hassle of paying". The company wanted to demonstrate how their service works as to increase interest and understanding, leading to increased sales and engagement. In addition, they wanted a product that could easily be shared on social media and other platforms, making it a useful marketing tool.

For whom?

For people who are currently using or could benefit from the service that is provided by Kentekenwassen.

My role

Concept artist & Visual designer

Overall process

• Kick-off

• Sessions with clients (To gather input from them: what wishes and needs do they have around the visual style? What script are they thinking off?)

• Writing script

• Desk research (To gather reference material as base for concept art)

• Creating concept art

• Developing style frames

• Session with client (To green light the visual style and script)

• Storyboarding

• Preparing animation frames

• Animating storyboard

• [Cancelling of project]

Mood board

To clearly communicate the aesthetic direction for the project and to ensure that everyone involved was on the same page and working towards the same goals, I created a visual style mood board. By doing this, I was able to quickly and easily convey my design ideas and vision to the design lead and the stakeholder.

Next to that it was also used as a reference and inspiration throughout the design process. This helped to maintain the overall visual style and in extension to ensure that the final product was cohesive and consistent.

Mood board to portray the visual style the project would uphold.

Concept art

Before constructing style frames, I began by gathering reference images and creating concept art to explore different aesthetic options for the environments in the ‘kenteken wassen’ world.

This concept art took the form of paper sketches, which were later developed into digital paintings, or style frames. Creating concept art allowed me to experiment with different design choices and fine-tune the overall look of the environments in the animation. It also allowed the team to ensure that the final animation would have a cohesive and consistent visual style.

Environment concept art of the neighbourhood, high way construction site and car wash.

Style frames

Creating a styleframe is an important step in the visual development process for an animation. A styleframe is a single, full-color frame that represents the final aesthetic of the animation, and serves as a reference for the rest of the production process.

The purpose of creating a styleframe is to establish the overall look and feel of the animation, and to ensure that all members of the production team are working towards the same visual goals. A styleframe typically includes elements such as character designs, background design, and color palette.

Three style frames showing the main characters and multiple key environments.

My approach

Developing visual identity

• Review script around core message

• Research reference material as base for visual style

• Create a mood board to be clear on the overall visual style

• Work in sync with character artist to create environment concept art and maintain a consistent visual style

• Design style frames

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Storytelling

• Prepare storyboard frames for animation by making digital black and grey key frames

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Final product

The final product consisted of an animated storyboard and three style frames. The animation provided the client with an idea of how the video would explain their service, while the style frames gave a better impression of what the final video would look like. This aided the client in understanding and visualizing the direction of the project.

Animated storyboard for the client to visualize and understand how their service will be explained in the final video.

What did I do?

• Desk research in reference images for visual style

• Creating a style mood board

• Environmental concept art

• Maintaining visual style

• Style frame design

• Preparing animation frames

What did I learn?

Due to financial problems on the client's side, the project was put on hold and eventually cancelled. Although the project did not reach completion, working on it allowed me to explore different design options and refine my visual design skills. I also improved my time management and project planning abilities.

Additionally, I had the opportunity to learn more about the client's specific needs and preferences and build a visual world around those, which will be valuable experience to have in future projects.

Lastly, the experience of working on the project allowed me to develop stronger communication skills, which are essential in any collaborative work environment.

Overall, even though the project was cancelled, I was able to learn and grow as a designer in a number of important areas.