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Made for Morshynska — Star Wars, Disney, UEFA

Key Visual

A key visual is the one image everything else grows from: the label, the billboard, the post, the POS. We build it to be cut up, not to be framed. So it doesn't fall apart on a billboard or on a narrow label.

Who it is for

  • Brands launching a new product or a new flavour
  • Anyone going into a licensed collab and stuck with someone else's guidelines
  • Food and drinks that sit on a shelf next to ten lookalikes
  • Anyone whose layouts come from different contractors — and you can tell

What we do

  • Several directions in sketches — not one option, take it or leave it
  • Illustration and building the final frame
  • Composition for every format: outdoor, banners, social, POS, a narrow label
  • Moving the key frame onto packaging and labels
  • Sign-off with the licensor: edits, versions, final ok
  • Rules and layered files, so the next layout doesn't break the system

Below: Morshynska series with licensed characters, packaging, promo, key visuals for food and drinks.

Morshynska «Star Wars»Morshynska «Star Wars»Packaging design for «GARDEN»Packaging design for «GARDEN»KV for «Bon ap Arte»KV for «Bon ap Arte»Notebook for TM «Morshynska»Notebook for TM «Morshynska»Arsenievsky kvassArsenievsky kvassMorshynska SportikMorshynska SportikMorshynska pack designMorshynska pack designMorshynska Sport packageMorshynska Sport packageMorshynska «Disney Princess»Morshynska «Disney Princess»Morshynska «Peppa Pig»Morshynska «Peppa Pig»Morshynska UEFA CL 2018Morshynska UEFA CL 2018Morshynska «Guardians of the Galaxy»Morshynska «Guardians of the Galaxy»

How it goes

  1. BriefWe find out where the image will live and what can't be touched.
  2. DirectionsA few rough ideas. You pick one, we don't mourn the rest.
  3. BuildWe finish the frame: hero, composition, colour, type, room for the logo.
  4. RolloutWe cut it down for every placement and hand over the files with the rules.

Tell us what you're launching

Write what the product is and where it has to run. We'll tell you what to do with it.

Tell us
How is a key visual different from a logo or a brand book?

A logo is the brand's signature, a brand book is rules for years. A key visual belongs to one campaign. Campaign ends, it ends.

Do you work with licensed characters?

Yes. For Morshynska we did Star Wars, Disney Princess, Guardians of the Galaxy, Peppa Pig and UEFA Champions League. Licensor guidelines, approval rounds — we've been round that loop more than once.

Can we take just the key frame, without the adaptations?

You can. But take the rules with it — otherwise the third adaptation will make it unrecognisable.