Branding Commercial Ad for DHL

Branding Commercial Ad for DHL

Introduction

"Excellence. Simply Delivered."

This is the slogan of the DHL logistics company which is the leading global brand in the logistics industry. Specializing in international shipping, courier services and transportation, the company's mission is to be the best in the world when it comes to connecting people and improving the lives of their customers.

Objective

To create a branding commercial advertisement that is centered around the operations of the DHL logistics company, which includes the delivery process as well as the customers' satisfaction regarding the services that are provided by the company as per the company's mission.

Design Process

The design process started with a few initial ideas regarding the content within the advert, which was eventually finalized and narrowed down to the idea of reimagining the delivery process of DHL as the journey of a paper plane that was created from a consignment note.

The concept of having the consignment note be a paper plane is used to showcase how the delivery service provided by DHL is fast. This is further emphasized through the inclusion of portals that are created from the barcode on the paper plane, which allows the paper plane to travel between countries with ease.

Rough hand-drawn sketches were then created to somewhat visualize the storyboard for the ad:

A couple of vector art styles were also considered for the ad's content, which were applied to the sample frames shown below:

Art Style 1 was ultimately chosen due to its distinctive appearance and the suitability of applying a monochromatic color scheme to the graphics due to the existence of outlines. With the art style confirmed, the graphic assets for the ad were then created with Adobe Illustrator.

The final step of the design process includes finalizing the graphic assets and animating the planned scenes with Adobe After Effects. The overall color palette of the ad's content was also made to be more saturated to make the appearance of the ad look less dull and uninteresting.

Thanks for checking out my project!

And special thanks to my lecturer, Wilmer Lee, for the constructive feedback that was given throughout the project, notably the suggestions regarding the transitions within the ad as well as the overall color palette of the project.