Relaxound
2025
eCommerce
Logo Design / Branding / Animation / Video production
As a full-time Graphic Designer within the eCommerce team at Relaxound GmbH, my responsibilities encompassed a wide range of visual content creation. I specialized in producing engaging social media posts, static and video advertisements, and comprehensive newsletters, among other design collateral.
I’d like to highlight a significant cross-functional rebranding project I spearheaded. This initiative aimed to refresh the company’s visual identity, which had remained unchanged for over a decade. It presented a unique opportunity to modernize the brand’s aesthetic. My initial steps involved identifying core brand values and aspirations to inform the creation of a contemporary, clean, and fitting brand identity. Unfortunately, this promising project was curtailed due to the company’s unforeseen financial difficulties.
I developed a system to classify video essays based on how they handle content and their formal presentation. This combination shapes the viewer’s impression of both. Content and form can be reduced to a binary formula: open (0) or closed (1), where content is the dividend and form the divisor.
- Institutional (0/1): represents videos produced with professional resources and often supported by formal institutions.
- Personal (0/0): includes creators who operate independently but still reach a large audience.
- Marginal (1/0): refers to smaller channels or those that deliberately choose to operate outside mainstream structures.
- Penning (1/1): Channels that effectively combine institutional quality with marginal content, aiming for a coherent presentation of complex ideas.
This dynamic suggests a significant opportunity for differentiation and growth in the market. A market gap that I indend to full with my Bachelor Project. It can be formalized as follows.
Brand
My project aims to merge marginal and institutional aesthetics through a clean, minimalistic design that enhances clarity. Unlike typical institutional aesthetics, which often obscure meaning, my approach uses straightforward geometric shapes and animations to eliminate distractions. This fosters coherent interactions among elements and avoids the “virtual vanishing points” common in institutional designs. The flat, scientific aesthetic minimizes emotional distractions and emphasizes the material’s essence. Furthermore, the use of strong color contrasts and smooth transitions supports a seamless experience, ensuring that the focus remains on the content while reinforcing the subject matter’s significance.
Logo
Channel Banner
Primary Brand Font
Poppins, a geometric sans-serif typeface, creates a perfect bridge between natural themes and technology when paired with the color palette. Its geometric foundation lends it a clean, precise, and modern aesthetic, aligning seamlessly with the structured and efficient nature of technology. The absence of serifs provides a streamlined, digital-friendly appearance, enhancing readability on screens.
Despite its modern feel, Poppins possesses an underlying calmness and clarity. This „calm“ quality, combined with its business-appropriate and versatile nature, ensures that the technological interface feels approachable and unintrusive.
Poppins
Light
Normal
Bold
Natural Color Scheme
This natural color palette, „Dusk,“ captures the tranquil essence of twilight and earth, blending the deep indigo of Dusk and the rich green of Moss for a calm, grounded feel. These are elegantly contrasted by the warm, soft tan of Dune, reminiscent of sun-baked landscapes. A vibrant, fiery orange-red Blaze serves as a striking accent, symbolizing the last embers of sunset. Together, these colors evoke a harmonious balance of nightfall’s quiet introspection, nature’s enduring vitality, and vivid moments of intensity.
Dusk
HEX: #CACACA
RGB: (202, 202, 202)
HSL: (0°, 0%, 79%)
CMYK: (0%, 0%, 0%, 21%)
Moss
#25253D
Dune
HEX: #FFED00
RGB: (255, 237, 0)
HSL: (56°, 100%, 50%)
CMYK: (0%, 7%, 100%, 0%)
Blaze
HEX: #FFED00
RGB: (255, 237, 0)
HSL: (56°, 100%, 50%)
CMYK: (0%, 7%, 100%, 0%)
Videos
The Institutional category creates a closed diegetic world that appears whole and confirms the familiar, generating a false sense of objectivity. In contrast, the Personal uses costumes and humor to create a connection with viewers while neglecting the object itself. The Marginal category focuses solely on content through snippets of text and speech. My project aims to bridge the gap between Marginal and Institutional by presenting marginal content within an institutional form. This affirms a flat scientific aesthetic that emphasizes clarity and consistency while eliminating the virtual vanishing points typical of institutional aesthetics.
Narrative Struktur
The yellow-framing title cards start and end the video with a question and answer. Each card summarizes the introduction or content, followed by the legitimized question or answer, with an episodic marker at the bottom. The video structure is:
- Introduction: Facts highlighting the question's importance
- Question
- Main Section: Facts answering the question.
- Answer
- Epilogue : Emphasizes the answer's significance.
The cards, with rounded corners and holes, integrate visually into the video, and key statements are in bold for emphasis.
Dimensionaler Raum
The videos feature overlapping layers, with a foundational image layer shifting like a slide projector and other flat elements added on top. The cards, isolated from the slide projector dynamics, typically occupy a third of the screen’s edge, sliding in from the top and disappearing on the same side. This design reinforces a structured visual flow, ensuring clarity and focus on the content while upholding the scientific aesthetics I strived for.
Animationen
Movements in straight lines—either vertically or horizontally—are the most scientific and pure. Fade-ins feel overly personal and can create a physical dynamic that undermines the logic of the video world. I designed the diegetic world based on a slide projector, where slides transition from right to left. This foundation, enhanced with cards, typography, and lines, creates a lecture-like video while avoiding the drawbacks of a PowerPoint presentation. This approach effectively integrates the aesthetic of the marginal within a conventional institutional framework.
Reels
The videos featured short teasers on Instagram, where small snippets were recreated in a horizontal format to engage viewers. These concise previews highlighted key elements of the full videos, offering a glimpse into the content. Each teaser ended with a call to action, encouraging followers to explore the complete videos available through a provided link.
