I was commissioned by Andrew Mackinnon - the creative director, to animate SOON - “beeglass” logo for a keynote opener, video intro and some other applications. The brief was to explain the principles of their brand's syllabus as well as emphasize the main process attributes in 10-sec animation.

I focused on 3 main attributes:
A Scale – trends tracker (from micro to mega)
Soon Futures Funnel - trend analysis device
The Hourglass - representing the controlling of time

I got my inspiration from wormholes, time travel and chaos theory. The main object originates in scientific illustrations of an Einstien-Rosen Bridge structure, resembling a funnel or some sort of distilling device. It operates by moving and decimating particles inside its body.

From the esthetical perspective, my goal was to provide an innate sense of having experienced something unique, satisfying and beautiful while inheriting a deeper understanding of the key 'standout' components of the brand.

Inspired by the brand’s wide colour palette. I decided to establish a subtle background on which the "glassmorphic" elements can rest and portray a visual hierarchy. By simply layering the translucent glass objects floating in space and punching them with vivid colours I managed to achieve very unexpected results. Additionally, highlighting, bevelled borders on the translucent objects helped me to bring the 3rd dimension.

Gradients help establish more depth and visual appeal to the overall design and also help facilitate a central feature, lending a unique feel to the final designs.