GS1 uses a universal language to digitally transform product tracking and identification, creating unique digital identities that enhance traceability, transparency, and sustainability for over six billion products. "Value Of A Code" is a video manifesto highlighting the significance of the barcode. It traces a product’s journey through key stages — origin, sustainability, destination, and traceability — showcasing how these elements shape its value and connect it to the people who choose it.
Role:
Art Director
Industry:
Digital Transformation
Client:
GS1
Key Points
Indigo Design Award Winner
Team size: 4
Departments involved: Art Direction, Motion Design, Scriptwriting, Video Production
My role: As Art Director, I designed the entire graphic concept for the project, working closely with the Motion Lead to align visuals and animations. I developed the visual style, ensuring coherence with GS1’s brand identity, and contributed to the narrative structure to emphasize the core message. I also coordinated between departments to refine storyboards, oversee the motion design process, and ensure the final video effectively communicated the value of the barcode.
Software: Adobe After Effects, Illustrator, Premiere Pro, Figma
Skills: Art Direction, Motion Design, Storyboarding, Graphic Design, Hand-drawing
Challenges
This project offered an unique opportunity to dive into the world of motion design, an area where I had limited prior experience. It was an exceptional learning experience, allowing me to expand my skills while collaborating with a highly skilled motion team.
Working with a large-scale organization like GS1 also presented its challenges, from aligning with their established standards to effectively communicating their vision. However, these hurdles were met with determination and creativity, culminating in the successful completion of the project and its recognition with the Indigo Design Award.
Approach
Hands-On Creative Process
The project began with a practical and tactile approach: sketching ideas on paper to find the central element of the storyboard. This exploration led to the selection of the jar as the narrative anchor. The sketches were then digitized and segmented into layers, enabling seamless collaboration with the Motion Design team during animation.Scene Transitions and Visual Coherence
I designed all the transitional elements between scenes to ensure a fluid and cohesive flow throughout the video. These connectors tied the narrative together, enhancing both the storytelling and the overall visual impact.Dynamic Collaboration and Cross-Disciplinary Oversight
Beyond art direction, I actively coordinated with scriptwriters, motion designers, and editors to align all aspects of the production. This involved refining visual assets for animation, ensuring brand consistency, and providing creative direction that brought the video’s narrative to life. My role required blending conceptual creativity with technical precision to deliver a high-impact result.
